InformedDNA
InformedDNA is a U.S. applied genomics solutions company that delivers telehealth genetic counseling, genetic testing utilization management, pharmacogenomics interpretation, and clinical trial recruitment to health plans, health systems, life sciences companies, employers, diagnostic labs, and patients across all 50 states.
- Company typePrivate
- Founded2007
- HeadquartersSt. Petersburg, United States
- Headcount51–100
- GTM typeB2B
- OfferingServices
What InformedDNA does
InformedDNA is a U.S. applied genomics solutions company founded in 2007 in St. Petersburg, Florida, as the nation's first telehealth genetic counseling provider. The company sells a portfolio of genomics services and platforms to enterprise healthcare buyers — health plans, health systems, life sciences companies, employers, and diagnostic laboratories — as well as directly to patients. It operates as Informed Medical Decisions, Inc. (dba InformedDNA®) with a remote-first workforce of 51–100 employees and reports having optimized benefits for 150M+ covered lives while serving 200,000+ patients since founding.
The company's product architecture centers on the DNAimpact Precision Health Platform and the EHR-embedded DNAassist cancer risk assessment tool, supported by a proprietary RAISE evidence-analysis engine and the GeneDose PGx reporting system (acquired via Coriell Life Sciences in March 2025). It also delivers nationwide telehealth genetic counseling, genetic testing utilization management for payers, pharmacogenomics interpretation services and MolDX reimbursement consulting for laboratories, and clinical trial recruitment and retention services for biopharma and CROs. Revenue is generated through subscription/managed services contracts with payers and health systems, in-network insurance billing for genetic counseling sessions (typical patient cost $30–$50 per session), enterprise licensing of DNAimpact and DNAassist, professional services for PGx consulting and clinical trial support, and laboratory interpretation fees. The go-to-market is sales-led, with segmented inbound contact channels for each buyer type and deep integrations with AthenaOne, Epic, and Cerner EHRs.
InformedDNA has executed two strategic acquisitions in the past three years — gWell Health in September 2023 (bringing in current CEO Surya Singh, MD) and Coriell Life Sciences in March 2025 — and has signed high-leverage partnerships with Quest Diagnostics (PGx distribution, September 2025) and the Know Your Lemons Foundation (employer breast cancer screening, October 2025). The company remains privately held with no disclosed institutional funding rounds since a $10M CIBC facility in January 2020, and no publicly disclosed revenue. Its board includes co-founders David Patrick Nixon (Executive Chairman) and Rebecca Sutphen (Chief Medical Officer) alongside independent directors with healthcare operating experience.
InformedDNA firmographics
Firmographics- Name
- InformedDNA
- Legal name
- Informed Medical Decisions, Inc.
- Website
- https://informeddna.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- InformedDNA is a U.S. applied genomics solutions company that delivers telehealth genetic counseling, genetic testing utilization management, pharmacogenomics interpretation, and clinical trial recruitment to health plans, health systems, life sciences companies, employers, diagnostic labs, and patients across all 50 states.
- Ownership category
- akta.pro rank
InformedDNA industry classification
Industry- Product category
- Applied Genomics Services
- NAICS
- Other Scientific and Technical Consulting Services (54169)
- akta.pro primary industry
- Sample / Biorepository & Biobank Informatics (Chain-of-Custody) (HLAGAJAH)
Keywords
Where InformedDNA is headquartered
LocationHeadquarters
- HQ city
- St. Petersburg
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
InformedDNA business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Genetic Counseling Billing: InformedDNA accepts most commercial insurance, Medicaid, and some Medicare Advantage plans. Bills in-network insurance and collects any copay or deductible directly from patients. Typical in-network patient costs are $30-50 per session. Patients are also referred by providers and health plans for telehealth genetic counseling appointments, with the company billing insurance for these services as an in-network provider.
- Genetic Testing Utilization Management Services: Provides utilization management solutions to health plans, helping payors manage the approval and payment for genetic testing services. Solutions include always-current medical policies, intelligent prior authorization, and decision support automation. Relying on up-to-date, evidence-based coverage guidelines across all genetic testing specialties, with CPT Insights released quarterly. Reduces spending on clinically inappropriate tests and associated downstream procedures.
- Laboratory Services and Result Interpretation: Provides laboratory result analysis and interpretation services to health organizations, research institutions, and diagnostic providers. Offerings include pharmacogenomics (PGx) interpretation, molecular diagnostics for infectious diseases (GI testing, UTI, respiratory pathogen panel, wound healing, fungal testing, STI reporting). Labs of all sizes utilize RAISE to improve lives, reduce costs, and increase revenue.
- Precision Health Platform Licensing: DNAimpact Precision Health Program and DNAassist cancer risk assessment platform are offered as tech-enabled solutions to payors, health systems, and employers. Solutions are designed for easy and fast implementation, generating cost savings and improving outcomes at scale. Revenue derived from platform licensing and implementation fees, with ROI demonstrated through measurable platform engagements.
- PGx Consulting Package: MolDX reimbursement readiness consulting for laboratories expanding or launching PGx testing programs. Program helps labs move from PGx testing to reimbursement readiness by aligning evidence, reporting, and operations with CMS expectations. Addresses challenges including incomplete technical assessment documentation, gaps in assay description, and interpretation workflows not aligned with reimbursement pathways. Approximate CMS payment per PGx test is $917.
- Clinical Trial Recruitment Services: Provides genetic expertise-led clinical trial recruitment and retention services to biopharma companies and contract research organizations (CROs). Services include patient screening, genetic testing, genetic counseling, and enrollment support to help clients meet clinical trial enrollment goals on time. Revenue derived from service contracts with life sciences clients.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | In-Network Genetic Counseling |
| Transaction based/ take rate | Pay-as-you-go | PGx Testing - CMS Reimbursement Rate |
| Subscription | Annual | Enterprise/Payer Solutions (DNAimpact, Utilization Management) |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels9 records
InformedDNA product offering
Product offeringCore offering
InformedDNA is an applied genomics solutions company that delivers tech-enabled genetic counseling, precision health programs, and genetic testing utilization management to health plans, health systems, life sciences companies, employers, and laboratories. Its core offerings include the DNAimpact precision health platform, the DNAassist cancer risk assessment platform integrated with major EHRs, the RAISE evidence analysis engine powering prior authorization and PGx interpretation, and a nationwide telehealth network of board-certified genetic counselors.
Product overview
InformedDNA offers a platform-plus-modules architecture centered on its DNAimpact Precision Health Program, which serves as the core platform for payors and employers to apply genomics insights for population health management. The portfolio includes DNAassist for automated cancer risk assessment, Genetic Counseling services for telehealth access to board-certified counselors, Clinical Trial Recruitment services for drug development support, and Genetic Testing Utilization Management for cost control. Additional offerings include Laboratory Services powered by the RAISE engine for pharmacogenomics interpretation, the Corigen Medication Safety Program acquired from Coriell Life Sciences, and a PGx Consulting Package for MolDX reimbursement alignment. The company has evolved through acquisitions including gWell Health (2023) and Coriell Life Sciences (2025), expanding its precision health capabilities.
Differentiator
Problem solved
Functional benefit
Brands
- DNAimpact™: Innovative, scalable precision health platform designed to guide members or employees through understanding their genetic health risks and personalized best practice options to manage them.
- DNAassist™
- Corigen® Medication Safety Program
- GeneDose PGx
Products and services
- DNAimpact Precision Health Program Scalable precision health platform for payors and employers that guides members and employees through understanding their genetic health risks and personalized best-practice options, including risk stratification, personalized screening protocols, dynamic education, testing facilitation, genetic counseling, and management recommendations.
- DNAassist Cancer Risk Assessment Platform Comprehensive cancer risk assessment platform (formerly INHĘRIT) that automates collection of patient and family health information for rapid cancer risk stratification and personalized screening and prevention plans. Integrates with EHR systems (AthenaOne live; Epic and Cerner planned for 2025) and produces HL7/FHIR-ready documentation including Tyrer-Cuzick and GAIL risk model outputs.
- Genetic Counseling Services Nationwide telehealth access to fully licensed, board-certified genetic counselors across all genetic specialties, providing pre-test and post-test counseling, risk assessment, test result interpretation, and personalized recommendations via virtual appointments and an athenahealth patient portal.
- Genetic Testing Utilization Management Enterprise utilization management solution for health plans providing evidence-based coverage guidelines, intelligent prior authorization automation, medical necessity determination, and genetic analyst support to prevent unnecessary spending on genetic testing while ensuring timely patient care.
- Clinical Trial Recruitment Services Genetics expertise-led clinical trial recruitment and retention services for biopharma and CRO clients, including patient screening, genetic testing, genetic counseling, enrollment support, and adjudication services that accelerate eligible patient enrollment by up to 8 weeks.
- Laboratory Services and Result Interpretation Laboratory result analysis and interpretation services powered by the RAISE engine, including pharmacogenomics reporting (GeneDose PGx), molecular diagnostics for infectious disease (GI, UTI, respiratory pathogen panel, wound healing, fungal, STI), and CLIA-ready reporting for diagnostic laboratories.
- Corigen Medication Safety Program Pharmacogenomics-based medication safety program that analyzes how an individual's DNA and lifestyle factors influence medication response, with a specially trained pharmacist reviewing results and working with patients and providers to recommend medication adjustments based on scientific evidence.
- PGx Consulting Package MolDX reimbursement readiness consulting for laboratories expanding or launching pharmacogenomics testing programs, helping labs align evidence, reporting, and operations with CMS expectations to achieve approximately $917 per PGx test reimbursement.
Quantifiable outcome
- Up to 8 weeks faster clinical trial enrollment through telehealth genetic counselor screening
- +8 more outcomes
Companies that use InformedDNA
Customer profileNamed customers8 records
Segments6 records
Ideal customer profiles5 records
InformedDNA technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability3 records
Feature8 records
InformedDNA partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core.
- Know Your Lemons FoundationcoreInformedDNA and Know Your Lemons Foundation announced a partnership to expand access to breast cancer early detection resources, including genetic counseling services, in the U.S. The collaboration includes integrating genetic risk assessment tools and counseling into Know Your Lemons' 'at Work' program, aimed at improving early detection and personalized care. Combines oncology expertise, patient education, and precision medicine with personalized screening recommendations for those at various risks for breast cancer.
- Quest DiagnosticscoreQuest Diagnostics launched a pharmacogenomics testing service designed to help healthcare providers understand individual genetic responses to medications. The service analyzes 17 genes and 4 HLA alleles, incorporating clinical decision support tools powered by Coriell Life Sciences (now InformedDNA). InformedDNA's acquisition of Coriell Life Sciences (March 2025) combined their pharmacogenomics capabilities with InformedDNA's genetics expertise and technology platform. Quest offers this PGx service to healthcare providers across psychiatry, cardiology, and oncology specialties.
- Corriell Life SciencescoreInformedDNA acquired Coriell Life Sciences, a provider of pharmacogenomic services, in March 2025. The combined entity aims to expand access to genetic insights and improve personalized healthcare decision-making. The acquisition enhances InformedDNA's capabilities in pharmacogenomics, integrating Coriell's services into its DNAimpact platform. Coriell brought GeneDose PGx reporting, the RAISE evidence analysis engine, molecular diagnostics, and the Corigen Medication Safety Program.
- gWell HealthcoreInformedDNA announced the acquisition of gWell Health, a digital health and genomics company, in September 2023. gWell Health's founder Surya Singh, MD was appointed as the new CEO of InformedDNA. The acquisition aimed to enhance access to genomics-based healthcare and expand InformedDNA's precision healthcare offerings.
- AthenaOne (athenahealth)coreDNAassist (formerly INH ERET) cancer risk assessment platform integrates directly into clinic workflows through AthenaOne EHR (athenahealth). This integration enables consistent health history collection prior to appointments, automated identification for genetic counseling and testing, and auto-generated documentation. Implementation possible within 30 days.
- EpiccoreDNAassist cancer risk assessment platform integration with Epic EHR scheduled for 2025. Integration will enable seamless workflow connectivity, consistent patient assessment, and EHR-embedded clinical decision support within the Epic ecosystem.
- Cerner (Oracle Health)coreDNAassist cancer risk assessment platform integration with Cerner EHR scheduled for 2025. Integration will enable HL7- and FHIR-ready reporting and clinical workflow connectivity within the Cerner ecosystem.
Scale indicators12 records
Recent moves6 records
Expansion highlights6 records
InformedDNA competitors and assessment
Company assessmentEmerging players
- Helix: Helix operates a population genomics platform combining its own sequencing lab with software for health systems and payors offering hereditary disease screening programs. It overlaps with InformedDNA's DNAimpact-style population health genomics delivery model.
- Ambry Genetics: Ambry Genetics (a Konica Minolta company) provides hereditary cancer, cardiology, neurology, and PGx genetic testing with clinical interpretation. It is a niche lab comparable to the customer base InformedDNA serves through lab interpretation and UM services.
Broad incumbents
- Natera: Natera provides reproductive, oncology, and organ health genetic testing along with bioinformatics platforms for result interpretation. Its PGx-adjacent and hereditary cancer offerings make it a broad incumbent comparable to the lab/interpretation side of InformedDNA's business.
- Tempus: Tempus applies AI and genomics to precision medicine across oncology, cardiology, and psychiatry, including payor and life sciences services. Its precision health platform and clinical trial recruitment focus are adjacent to InformedDNA's DNAimpact, Corigen, and clinical trial recruitment offerings.
- GeneDx: GeneDx is a clinical genomics laboratory focused on rare disease, hereditary cancer, and pediatric genetics interpretation. It is a broader incumbent in the same clinical genomics ecosystem where InformedDNA provides counseling, UM, and result interpretation on top of testing labs.
- Invitae: Invitae (now operating under Laboratory Corporation of America) is a major clinical genetic testing lab with broad hereditary and PGx menus. It competes with InformedDNA in the lab interpretation ecosystem and payor-facing UM/market access conversations.
- Myriad Genetics: Myriad Genetics offers hereditary cancer, pharmacogenomic, and prenatal genetic testing products with associated interpretation. As an established lab and interpretation player, it overlaps with InformedDNA's cancer risk assessment and PGx program delivery to clinicians and payors.
Direct peers
- Genome Medical: Genome Medical provides telehealth genetic counseling and genomics clinical services to health systems, payors, and patients. It is the closest direct peer to InformedDNA's genetic counseling and clinical genomics service lines, competing for the same enterprise customers and licensed counselor talent.
- Color Health: Color Health delivers population genomics programs to employers, payors, and health systems, including cancer risk and hereditary screening. Like InformedDNA's DNAimpact and DNAassist offerings, Color packages genetic testing, counseling, and clinical decision support into enterprise health benefit programs at population scale.
Regional players
- Quest Diagnostics: Quest Diagnostics is a major US clinical laboratory that has partnered with InformedDNA to power its pharmacogenomics testing service. It is a regional-scale player in the same lab/PGx ecosystem where InformedDNA provides interpretation, UM, and PGx consulting services.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key highlights7 records
Customer concentration
InformedDNA social profiles
Digital presenceInformedDNA compliance and trust
Trust signalCompliance4 records
InformedDNA financial estimates
Financial estimateRevenue estimate
Valuation estimate
InformedDNA leadership team
Management profileNumber of profiles
Profiles12 records
InformedDNA subsidiaries and ownership
Company hierarchySubsidiaries2 records
InformedDNA funding detail
Funding detailFunding overview
Funding rounds6 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
InformedDNA M&A and investment
M&A and investmentM&A3 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about InformedDNA
What does InformedDNA do?
InformedDNA is an applied genomics solutions company that delivers tech-enabled genetic counseling, precision health programs, and genetic testing utilization management to health plans, health systems, life sciences companies, employers, and laboratories. Its core offerings include the DNAimpact precision health platform, the DNAassist cancer risk assessment platform integrated with major EHRs, the RAISE evidence analysis engine powering prior authorization and PGx interpretation, and a nationwide telehealth network of board-certified genetic counselors.
Is InformedDNA a public or private company?
InformedDNA is a private company. It is classified as venture growth investor backed and is currently operating.
When was InformedDNA founded?
InformedDNA was founded in 2007. It employs 51 to 100 people.
Where is InformedDNA based?
InformedDNA is headquartered in St. Petersburg, United States, in the North America region.
How does InformedDNA make money?
Six revenue lines are on record. Genetic Counseling Billing is the primary driver. The others are genetic Testing Utilization Management Services, laboratory Services and Result Interpretation, precision Health Platform Licensing, PGx Consulting Package and clinical Trial Recruitment Services.
Who are InformedDNA's main competitors?
Emerging players on record are Helix and Ambry Genetics. Broad incumbents are Natera, Tempus, GeneDx, Invitae and Myriad Genetics. Direct peers are Genome Medical and Color Health. Quest Diagnostics is listed as a regional player.
Does InformedDNA have an API?
No public API is recorded for InformedDNA.
What industry is InformedDNA in?
InformedDNA's product category is Applied Genomics Services. Its primary akta.pro industry code is HLAGAJAH, Sample / Biorepository & Biobank Informatics (Chain-of-Custody). Its NAICS code is 54169.