23andMe

What 23andMe does

23andMe is a consumer genetics and preventative health company that sells DNA testing kits and tiered subscription memberships directly to health-conscious individuals. Founded in 2006 by Anne Wojcicki, the company has built a consented genetic database of 15M+ users and operates three service tiers: Ancestry Service ($99 one-time), 23andMe+ Premium membership ($199 first year, $69/year renewal), and 23andMe+ Total Health ($499 first year, $199/year renewal), with Total Health adding clinical-grade exome sequencing and biannual blood testing through Quest Diagnostics plus genetics-trained clinician consultations.

The platform combines DNA genotyping via microarray chips (and next-generation exome sequencing on Total Health) processed in CLIA-certified and CAP-accredited labs, with proprietary technology including the GRAMPA algorithm powering Reconstructed Ancestors, Polygenic Risk Score models, and a beta AI Health Summary feature that integrates genetic, biomarker, and lifestyle data. 23andMe holds the only FDA-authorized direct-to-consumer pharmacogenetics reports (CYP2C19, DPYD, SLCO1B1) and an FDA-cleared BRCA1/BRCA2 (Selected Variants) report. The platform spans 4,500+ ancestry regions, Historical Matches linking members to ancient figures, and an expanding library of health predisposition, carrier status, and wellness reports.

The business model combines one-time kit sales with auto-renewing annual subscriptions and a B2B data-monetization stream via pharmaceutical research partnerships, most notably with GSK where over 70% of research targets now have genetic validation. The company filed for Chapter 11 bankruptcy in March 2025 following a 2023 credential-stuffing data breach that exposed 6.9M users, leading to a $50M U.S. class-action settlement, a £2.31M UK ICO fine, a California AG lawsuit, and opposition from 28 state AGs to the bankruptcy sale. Assets were acquired in July 2025 by Anne Wojcicki's nonprofit TTAM Research Institute for $305M, outbidding Regeneron's $256M offer, and the company now operates as the 23andMe Research Institute — a nonprofit medical research organization operating from a 19,000 sq ft Palo Alto office (down from 155,000 sq ft in Sunnyvale) after approximately a 40% post-IPO workforce reduction and the divestiture of the Lemonaid Health telehealth subsidiary for $10M.

Name

23andMe

Legal name

23andMe Research Institute

Website

https://23andme.com

Company type

Private

Founded year

2006

Operating status

Acquired

Headcount range

251–500 employees

Short description

23andMe is a consumer genetics company that sells DTC DNA testing kits and tiered subscription memberships for ancestry, health predisposition, and preventative care; following 2025 bankruptcy it now operates as the nonprofit 23andMe Research Institute.

Ownership category

akta.pro rank

Product category

Consumer Genetic Testing & Personal Genomics

NAICS

Medical Laboratories (621511), Medical and Diagnostic Laboratories (6215)

SIC

Services-Medical Laboratories (8071), In Vitro & In Vivo Diagnostic Substances (2835)

akta.pro primary industry

Genetic & Genomic Testing (germline, somatic, carrier, pharmacogenomics) (HLAAALAD)

akta.pro secondary industries

Genetic, Cytogenetic & Prenatal Screening IVD (HLAHAAAI), Clinical Biomarker Testing Services (central labs, trial enrollment/monitoring assays) (HLAAAMAC), Genomics & Molecular Diagnostics (Trial Support) (HLAGAEAD)

Keywords

• Consumer genetic testing
• Direct-to-consumer DNA testing
• Personal genomics services
• Ancestry DNA analysis
• Clinical-grade exome sequencing

Headquarters

HQ city

Palo Alto

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure, Supply Chain

Revenue model

1. One-time Kit Sales: Upfront purchase of DNA testing kits: Ancestry Service at $99 and Total Health kit at $499. Includes initial genotyping and exome sequencing.
2. Annual Membership Subscriptions: Recurring annual subscriptions: 23andMe+ Premium renews at $69/year and Total Health renews at $199/year, providing ongoing access to new reports and features added throughout the year.
3. Data Monetization / Research Partnerships: Revenue from licensed use of large consented genetic database for pharmaceutical drug discovery (e.g., GSK data alliance, Regeneron acquisition). Data contributed by research participants used to advance drug targets.
4. Healthcare Services & Telehealth: Biannual blood testing via Quest Diagnostics plus clinician consultations and unlimited messaging for Total Health members, providing genetics-informed preventive care services.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

23andMe sells direct-to-consumer saliva-based DNA test kits and recurring membership services that translate raw genotyping and whole-exome sequencing into consumer-facing reports covering ancestry composition, genetic health risks, carrier status, wellness, traits, and pharmacogenetics. Its higher-tier 23andMe+ Total Health membership extends the service with biannual blood testing through Quest Diagnostics, clinician telehealth consultations, and exome-sequencing reports, while a parallel business line licenses de-identified genetic and phenotypic data from consenting customers to pharmaceutical and biotech research partners.

Product overview

23andMe operates a single integrated consumer genomics platform sold through three tiered service offerings that build upon one another. The entry-level Ancestry Service ($99, one-time) provides genotyping-based ancestry breakdowns across 4,500+ regions, DNA Relatives, Family Tree, and 30+ trait reports. The mid-tier 23andMe+ Premium ($199 first year / $69 annual membership) layers in 100+ health predisposition, carrier status, FDA-authorized pharmacogenetics, and wellness reports, plus ongoing features like Historical Matches, Reconstructed Ancestors, the Health Action Plan, and the new AI Health Summary (Beta). The flagship 23andMe+ Total Health ($499 first year / $199 annual) extends the platform with clinical-grade exome sequencing covering 100+ genes across 55+ hereditary conditions, biannual blood biomarker testing (processed via Quest Diagnostics), Biological Age tracking, dedicated genetics-trained clinician consultations, and a GLP-1 Medication Response report. Supporting modules include the Pharmacogenetics Reports suite, Carrier Status Reports, Wellness Reports, and the Lung Cancer Genetics Study data platform, all backed by the 23andMe Research Institute which conducts large-scale GWAS and partners with organizations such as HealthEx, Lifebit, the Smithsonian, Harvard, and Mayo Clinic.

Differentiator

Problem solved

Functional benefit

Brands

• 23andMe+ Premium™: Annual membership service providing 100+ genetic health and ancestry insights, with reports powered by 23andMe Research and new features added regularly.
• 23andMe+ Total Health™
• Ancestry Service

Products and services

• 23andMe Ancestry Service One-time saliva-based DNA test kit sold for approximately $99 that delivers an autosomal-DNA analysis with reports on ancestry composition (geographic breakdown), DNA Relative matching against other 23andMe customers, and basic trait reports. Targeted at individual consumers seeking family heritage and ethnicity insights.
• 23andMe+ Premium Membership Annual membership (first-year price approximately $199, renewing at approximately $69 per year) that adds ongoing access to genetic health risk reports, carrier status reports, wellness and trait reports, and updates as new reports and features are released. Targeted at individual consumers who want continuous access to new genetic health insights.
• 23andMe+ Total Health Membership Annual membership (first-year price approximately $499, renewing at approximately $199 per year) that extends Premium with whole-exome sequencing and exome-level reports, biannual blood-based lab testing delivered through Quest Diagnostics, clinician-led telehealth consultations, AI-powered personalized health action plans, and ongoing updates. Targeted at consumers seeking clinical-grade, longitudinal preventive-health services integrated with their genetic data.

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability11 records

Feature6 records

Partnerships

13 partnerships are on record, tiered core, minor, flagship and major.

• HealthExcoreTechnology or Integration · 20 May 2026Partnership to allow users to securely link their electronic medical records to their genetic profiles. Utilizes federally recognized TEFCA framework and FHIR data standards. The integration enables 23andMe to combine real-world clinical data such as lab results, diagnoses, and prescription histories with genomic profiles to build personalized disease risk models, serving as the engine for 23andMe's AI-driven Health Summary tool.
• Harvard University and Smithsonian InstitutioncoreStrategic or Co-development Partner · 14 May 2026Collaboration on DNA analysis of 49 colonists buried in St. Mary's City, Maryland between 1634-1730, identifying over 1.3 million living genetic relatives of the founding population. Study published in Current Biology used novel approach combining 23andMe genetic data with genealogical records to trace colonial migration patterns.
• Educators and Scientists (school genetics education initiative)minorStrategic or Co-development Partner · 3 April 2026Collaborative effort between educators and scientists to develop engaging classroom activities for teaching complex genetics concepts, utilizing real-world research data from 23andMe to illustrate the influence of multiple genetic variants on traits such as height.
• UCSD (University of California San Diego)coreStrategic or Co-development Partner · 17 February 2026Since 2014, collaboration between UCSD researchers and 23andMe has been exploring the genetic basis of human behaviors related to substance use, resulting in numerous publications and insights. The partnership involves large-scale genetic and survey data analysis to understand addiction and behavioral health risks.
• Kael Reicin (CFO appointment)coreOthers · 5 November 2025Appointed as Chief Financial Officer of 23andMe Research Institute as it transitions to a nonprofit organization. Brings extensive experience from American Cancer Society, Bloomberg LP, and Thomson Reuters.
• Privacy Advisory BoardcoreOthers · 30 October 202523andMe Research Institute announced formation of Privacy Advisory Board composed of experts in health data privacy, data ethics, and consumer advocacy, providing guidance on data protection, privacy regulations, and ethical technology use.
• Brad Margus and Stephen QuakecoreOthers · 24 October 2025Two new members appointed to 23andMe Research Institute Board of Directors. Margus brings experience in genetic research and drug development, while Quake is known for pioneering genomics technologies. Both aim to enhance the Institute's impact on human genetics and health.
• Bambu Ventures and Innova Capital PartnersminorChannel Partner/ Reseller/ Distributor · 19 September 2025Acquired Lemonaid Health (23andMe's telehealth subsidiary) for $10 million in cash through stock purchase agreement completed September 10 following competitive bidding. Represents 97.5% markdown from the $400 million 23andMe paid for Lemonaid in 2021. Plans to expand Lemonaid's on-demand telehealth services and online pharmacy.
• TTAM Research Institute (Anne Wojcicki's nonprofit)flagshipStrategic or Co-development Partner · 14 June 2025Acquisition by nonprofit TTAM Research Institute for $305 million after bankruptcy auction. Plans to continue existing privacy policies and establish a consumer privacy advisory board. Company is transitioning to a nonprofit medical research organization.
• Lifebit and Troper Wojcicki PhilanthropiescoreStrategic or Co-development Partner · 1 January 2024Launched the Lung Cancer Genetics Study in 2024, with the open-source data platform hosted on Lifebit's Trusted Research Environment. Study has enrolled over 1,200 participants aiming to reach 10,000 individuals diagnosed with lung cancer by 2027.
• Mayo ClinicmajorStrategic or Co-development PartnerResearch partnership noted among multiple genetic testing company collaborations for research and consumer wellness genomics.
• GlaxoSmithKline (GSK)coreStrategic or Co-development PartnerData alliance with GSK for genetics-first drug discovery, central to GSK's AI strategy. Over 70% of GSK's research targets now have genetic validation, supported by £6.4 billion R&D investment in 2024.
• Quest DiagnosticscoreImplementation/ SI/ Consulting PartnerBlood testing fulfillment partner for 23andMe+ Total Health tier. Quest Diagnostics completes biannual blood testing analyzing 55+ biomarkers including comprehensive metabolic panel, complete blood count, advanced lipid panel, and endocrine blood tests.

Scale indicators10 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Ancestry (AncestryDNA): Ancestry's consumer DNA testing service is 23andMe's largest direct competitor in the DTC genetic genealogy space, offering autosomal DNA testing with the largest family tree database globally. It competes head-to-head on ancestry reporting and increasingly on health traits, and is the natural share donor/leader in the category.
• MyHeritage DNA: MyHeritage offers DTC DNA testing kits with strong international reach (particularly Europe) and integrated family tree tools, competing directly with 23andMe on ancestry reporting and DNA Relative matching. It has expanded into health-related genetic reports, positioning it as a growing peer in the same niche.
• FamilyTreeDNA (Gene by Gene): FamilyTreeDNA is a pioneer in DTC genetic genealogy, offering autosomal, Y-DNA, and mtDNA testing with deep genealogist appeal. It competes with 23andMe on ancestry granularity and relative matching, particularly for serious genealogy hobbyists.
• Color: Color provides clinical-grade genetic testing accessible to consumers and employers, including hereditary cancer, cardiovascular, and pharmacogenomics panels. It competes most directly with 23andMe's Total Health tier by offering medically actionable results integrated with clinician support.

Emerging players

• Helix: Helix operates a DNA app-store marketplace model where consumers sequence once and access multiple health and ancestry applications through partner developers. Its platform approach is an alternative consumer genomics model that overlaps with 23andMe's expanding report catalog.
• Nebula Genomics: Nebula Genomics offers whole-genome sequencing to consumers with a privacy-first positioning and blockchain-based data controls. It targets a similar health-conscious consumer segment as 23andMe's Premium and Total Health tiers but differentiates on depth of sequencing and data ownership.

Broad incumbents

• Natera: Natera is a clinical genetic testing company specializing in cell-free DNA testing for reproductive health, oncology, and organ transplant monitoring. While primarily B2B, its expanding consumer-facing offerings (e.g., Empower hereditary cancer screening) overlap with 23andMe's clinical health positioning.
• Myriad Genetics: Myriad Genetics is an established clinical molecular diagnostics company known for BRACAnalysis and broader hereditary cancer testing. It competes with 23andMe's Total Health exome and pharmacogenomics reports through clinician-ordered testing channels.
• Laboratory Corporation of America (Labcorp): Labcorp is one of the largest clinical laboratory networks in the US and acquired Invitae (a major genetic testing company) out of bankruptcy in 2024. It overlaps with 23andMe in clinical genetic and pharmacogenomic testing and represents a major scaled incumbent that could absorb DTC genetics demand.

Others

• Quest Diagnostics: Quest Diagnostics is both a partner (completing biannual blood biomarker testing for Total Health members) and a broader clinical laboratory incumbent. Its scale and physician relationships position it as a potential channel competitor as genetic testing moves further into mainstream clinical care.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xtwitter.com/23andMe
• YouTubeyoutube.com/user/23andMe
• Facebookfacebook.com/23andMe
• LinkedInlinkedin.com/company/23andme
• Instagraminstagram.com/23andMe
• TikToktiktok.com/@23andme

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Subsidiaries2 records

Funding overview

Funding rounds14 records

Investors30 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments2 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 23andMe