Pregnancy
Smart ring pioneer joins maternity health innovators at CARA

Maternal care femtech firm CARA Health has added a senior figure from global smart ring deeloped ŌURA to its team.
Kristina Masalin has joined CARA’s strategic advisory tea, to help progress its work in improving access to maternity support via a mobile app.
In Estonia, every second pregnant woman already relies on CARÁ Health’s app, and the company is expanding its reach in Germany and preparing to enter the UK market.
The firm was founded by paediatric nurse Anna Strubel, marketing entrepreneur Carina Vantsi, and design and technology entrepreneur Keiro Vantsi.
At smart ring company OURA, Masalin led product teams helping the company to expand beyond sleep tracking into new product domains including heart health and general women’s health. She helped to launch features such as period prediction, cycle phases, and hormone tracking for members globally.
She says: “As a mother of two, I have personally experienced the challenges of pregnancy and the postpartum journey.
“It made me realise how each pregnancy is always unique but, more importantly, just how underserved maternal healthcare is. There is a critical need for technology-driven solutions. CARÁ Health is addressing this gap by redefining how mothers access care, community, and support, and I’m thrilled to contribute to this mission.”
Anna Strubel, CEO of CARÁ Health, says: “Kristina’s experience at ŌURA in developing innovative features tailored to women’s needs will undoubtedly boost our product, enabling us to create even more impactful, user-centered technology.
“With the push of a button, you can order food or a taxi, but when you’re facing a concern with your pregnancy, immediate support isn’t as easily accessible with technology. We are on a mission to change that.”
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