Meet Aurora: the invite-only, $10,000-a-year AI concierge that anticipates the ultrawealthy’s every need

Aurora is trying to sell the rich something even more niche than a driver or a dinner reservation: anticipation. The invite-only app pairs AI with human staff to handle dining, travel, luxury goods, wellness bookings, and whatever else a member might want off their plate. It costs $10,000 a year, plus a $5,000 initiation fee, and the company says it uses connected calendars and wearable data from devices like Whoop and Oura to get ahead of requests.

That pitch is part concierge, part quiet surveillance, though Aurora dresses it up as taste. CEO Jonah Lowenstein says the point of the invite-only setup is curation, not bureaucracy, and that the company even wrote a rejection email before an acceptance one. New members are pushed to start with an onboarding call so the team can learn preferences, habits, and tiny details like a partner’s favorite flowers. The promised payoff is simple: the app knows enough to act before the member does.

If the data suggests someone is jet-lagged after a flight, Aurora can recommend a sauna session, an IV drip, or a sports massage, and if the member wants, it can book it too. Lowenstein says Whoop data can even tell Aurora which muscle groups a masseuse should focus on, without the member having to explain it themselves. That mix of software memory and human relationships is the company’s whole selling point.

Aurora’s roots are scrappier than the price tag suggests. Lowenstein, who grew up in London and once worked in acting and voiceover, said he met chairman Alex Macdonald in a London café and spent 30 days at his office before walking away with a $500,000 check. For its first six months, Aurora operated with almost no technology at all, taking requests by hand and using an alarm that went off whenever a member messaged.

Now the company says it has signed up several hundred members in its first eight months, with more than half using the app daily and more than 85% weekly. It has also hosted members-only events ranging from Navy SEAL breathwork in Miami to private car racing in New York, with more planned for Singapore and Dubai. Aurora says it has raised about $12 million and is preparing to raise a Series A soon.