I used the DDScore because I wanted to see Aura, the company thats marketing heavily in YouTube for their service to remove your data from Data Brokers. I have been very suspicious about the company - many companies that sell heavily with YouTube sponsored content have turned out to be scams. I do not think Aura is a scam but it does make me wonder if the initial investors are seeking IPO just to get their investment out with profits. Here I wrote an update on the report :
If you have watched any YouTube content within the past year, its been impossible to avoid Aura’s pitch for their personal data removal service from Data Brokers. DDScore gave Aura a due diligence score of 51 which places it below median among same stage companies
Aura is acquiring ASX-listed Qoria through an Australian scheme of arrangement, with Aura CDIs expected to begin ASX trading under ticker AXQ in July 2026, creating a combined digital safety platform across identity protection, family safety and student online safety.
n 2025 and 2026 Aura has had one of the largest content sponsorship marketing campaigns to date on YouTube, US$181.757m in 2025 alone. As a result, Aura struggles with deep unprofitability. Their plan is to cut 30million from their marketing spent by implementing various AI agents to perform various internal jobs. It’s unproven whether they can sustain their growth thats been heavily tied to consistent brand promotion through the YouTubes biggest content creators.
Aura’s strategy to sell BtoB clients as employee benefit program is interesting and their strategic plan is possible to execute in theory but there’s no evidence yet whether the plan will work out or whether Aura will run into unexpected challenges.
*DDScore sees Aura’s valuation as reset rather than cheap: the implied \~US$1.09bn pre-money is far below the US$2.5bn 2021 peak, but still demands strong ARR growth, successful cost cuts, and clean execution through breach, FTC and Qoria integration risk.*
[FULL REPORT](https://app.ddscore.ai/shared-reports/report/2026/07/06/8735b616-f438-4acf-aa1a-c09dca15ec55)
The due diligence score of 51 is not very strong for a company conducting an IPO, you can find all the risks and challenges from, all 12 different business dimensions on the full report.