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

Most luxury concierge services are built for life’s big moments like finding a last-minute villa or making the finishing touches on a once-in-a-lifetime trip.

But a new app is betting the ultrarich want help in life’s small moments, too.

Aurora, an invite-only app, pairs AI with human experts to manage members’ dining, travel, luxury goods, wellness services, and more.

Members are charged a $10,000 annual fee, plus a $5,000 initiation fee, according to company materials reviewed by Fortune .

The company bills itself as a “luxury lifestyle manager” since members can connect their calendars and wearable tech like Whoop and Oura, and Aurora uses that data to anticipate what they’ll need before they ask.

But getting in isn’t guaranteed.

“We actually developed a rejection email before an acceptance email,” cofounder and CEO Jonah Lowenstein told Fortune .

Aurora isn’t invite-only to be “bureaucratic and slow people down,” he said.

It’s “a promise to our members and to our partners that we’re going to curate right from end to end.” For example, if a member’s wellness data shows they’re jet-lagged after a flight, Aurora might suggest—and, if the member wants, book—a sauna and recovery session, an IV drip to their room, or a physical therapist for a sports massage, Lowenstein said.

It can even use Whoop data to target specific muscle groups “that you don’t even have to tell your masseuse about because Aurora already knew,” he said.

It’s part of a broader trend of wellness as a status amenity for the ultrawealthy.

Luxury apartment buildings have started offering med-spa services like IV hydration and Botox to compete in an “amenities arms race,” and ultrawealthy residents now expect hotel-level amenities at home .

The key, though, is that Aurora blends AI insights with the human touch.

New members are encouraged to start with an onboarding call so the team can learn their preferences, lifestyle, and details as small as their partner’s favorite flowers.