SelfDecode
SelfDecode is an AI-powered precision health platform that analyzes DNA, lab results, and lifestyle data to deliver personalized health reports and recommendations to individual consumers, families, healthcare practitioners, and B2B partners including MyHeritage.
- Company typePrivate
- Founded2017
- HeadquartersMiami, United States
- Headcount51–100
- GTM typeB2B and B2C
- OfferingSoftware
What SelfDecode does
SelfDecode is an AI-powered precision health platform that delivers personalized health recommendations based on DNA, lab results, and lifestyle data. Founded by Joe Cohen around 2017 after he spent over $20 million building the platform to resolve his own 20+ year history of 75 health problems, the company analyzes up to 200 million genetic variants using ancestry-adjusted polygenic risk scores (PRS) — a methodology validated through peer-reviewed publication in Nature (2025) and prior research in BMC Bioinformatics and PLOS ONE. SelfDecode serves four distinct customer segments: individual health-conscious consumers and biohackers, families (3-member plans), healthcare practitioners via the SelfDecode Pro and PromicsEdge platforms, and B2B clients including health-tech companies, hospitals, nutrigenomics firms, and (via white-label) MyHeritage's 8 million DNA customers.
The product architecture is a core-plus-modules model. The foundation is an at-home cheek-swab DNA kit bundled into three annual subscription tiers — Essential ($499), Essential+ ($799), and Ultimate ($899-$1,199) — granting access to 1,500+ health reports. Add-on modules include Health Overview and Medical Overview reports, the AI Health Coach (DecodyGPT), the Labs Analyzer (4,000+ markers), Longevity Screener (130+ conditions with 10-year and lifetime risk scores), Pharmacogenomics reports covering 50+ medications, Carrier Status reports for 40+ inherited conditions, and 8 Pathway Reports analyzing biological systems such as methylation, detoxification, and neurotransmitter metabolism. The platform accepts raw DNA uploads from 23andMe, AncestryDNA, and MyHeritage, and integrates with major payment systems including HSA/FSA, Klarna, and Afterpay.
SelfDecode's business model combines one-time DNA kit sales, recurring annual subscriptions, professional services ($398/month consultation memberships), B2B licensing (OmicsEdge), and affiliate/referral programs. The company is headquartered in Miami, operates US and EU-based labs, and is HIPAA and GDPR compliant. Total disclosed funding is approximately $10.4 million across four rounds (2021-2023), led by an $8 million seed from Bay Wharf Capital in November 2021. The team comprises 70+ professionals across science, engineering, genomics, and AI, and the company serves a stated base of 200,000+ users, 2,000+ doctors, and 100+ businesses.
SelfDecode firmographics
Firmographics- Name
- SelfDecode
- Legal name
- SelfDecode, Inc.
- Website
- https://selfdecode.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- SelfDecode is an AI-powered precision health platform that analyzes DNA, lab results, and lifestyle data to deliver personalized health reports and recommendations to individual consumers, families, healthcare practitioners, and B2B partners including MyHeritage.
- Ownership category
- akta.pro rank
SelfDecode industry classification
Industry- Product category
- Consumer Genetic Testing & Precision Health Analytics
- NAICS
- Medical and Diagnostic Laboratories (6215), Medical Laboratories (621511)
- SIC
- In Vitro & In Vivo Diagnostic Substances (2835), Services-Medical Laboratories (8071)
- akta.pro primary industry
- Genetic & Genomic Testing (germline, somatic, carrier, pharmacogenomics) (HLAAALAD)
- akta.pro secondary industries
- Population Genomics & Preventive Precision Health Programs (HLAAANAL), Remote Diagnostics & Home Testing Devices (Connected POC/At-Home Diagnostic Readers) (HLAHACAL)
Keywords
Where SelfDecode is headquartered
LocationHeadquarters
- HQ city
- Miami
- HQ country
- United States
- HQ region
- North America
Markets served
SelfDecode business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- DNA Kit Sales: One-time sales of DNA testing kits for at-home cheek swab collection. Kits are sold individually or bundled with subscription plans.
- Subscription Plans: Annual subscription model with tiered bundles (Essential, Essential+, Ultimate) providing access to DNA health reports, AI health coach, labs analyzer, and personalized recommendations. Subscription auto-renews annually.
- Consultation Services: One-time and monthly consultation memberships with precision health coaches (MDs, NDs, genetic counselors) for personalized health guidance based on genetic results and labs.
- B2B Licensing: Enterprise licensing of SelfDecode's genetic analysis technology to businesses, health tech companies, hospitals, and nutrigenomics firms through OmicsEdge platform.
- Practitioner Platform Licensing: SelfDecode Pro/PromicsEdge platform licensing for healthcare practitioners and clinics to deliver personalized health services to their clients.
- Affiliate & Referral Programs: Commission-based revenue sharing with affiliates (up to 25% commission) and referral rewards ($50 per referral) for customer acquisition.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Essential Bundle - Basic health insights with DNA kit |
| Subscription | Annual | Essential+ Bundle - Extended health topics with condition reports |
| Subscription | Annual | Ultimate Bundle - Complete biohacker package with all reports |
| Subscription | Annual | Family Plan - 3 members with DNA kits |
| One time/ perpetual license | Pay-as-you-go | Individual DNA Reports |
| Subscription | One time/ perpetual license | Longevity Screener - Disease predisposition testing |
| Subscription | Monthly | Consultation Services |
| One time/ perpetual license | One time/ perpetual license | Precision Health Practitioner Training |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels8 records
SelfDecode product offering
Product offeringCore offering
SelfDecode sells at-home DNA testing kits and annual subscription bundles that analyze up to 200 million genetic variants to deliver 1,500+ personalized health, nutrition, fitness, longevity, pharmacogenomic, and carrier-status reports. Subscribers also access an AI Health Coach (DecodyGPT), a lab test analyzer covering 4,000+ biomarkers, and personalized meal plans, with a B2B licensing platform (OmicsEdge) and a practitioner platform (SelfDecode Pro Connect/PromicsEdge) extending the same genetic analysis technology to health tech companies, hospitals, and clinicians.
Product overview
SelfDecode is an AI-powered precision health platform offering personalized health recommendations based on DNA, lab tests, and lifestyle data. The platform operates on a core-plus-modules architecture: the foundational SelfDecode DNA Kit and subscription bundles (Essential, Essential+, Ultimate) provide genetic analysis of up to 200 million variants, while add-on modules extend functionality for specific needs. Key integrated products include the Health Overview Report and Medical Overview Report for comprehensive genetic risk assessment, the AI Health Coach (DecodyGPT) for natural language health guidance, SelfDecode Labs for blood test analysis, the Longevity Screener for disease risk scoring, Pharmacogenomics Report for medication optimization, and Carrier Status Report for family planning. The platform also offers Pathway Reports analyzing key biological systems (Methylation, Detox, Histamine, Dopamine, etc.). For practitioners, SelfDecode Pro Connect and PromicsEdge provide B2B platforms for delivering precision health services to clients. Additional offerings include Consultation Membership for 1:1 health coaching, Precision Health Practitioner Training for professional education, Family Plans for multi-user households, and Affiliate/Referral programs.
Differentiator
Problem solved
Functional benefit
Brands
- PromicsEdge: A precision health platform for clinics, health practitioners, and wellness professionals. Built for professionals by SelfDecode, it delivers personalized healthcare using DNA and clinical data.
- OmicsEdge
- SelfDecode Labs
- SelfDecode Pro
Products and services
- SelfDecode DNA Kit At-home cheek-swab DNA test kit that collects genetic samples for analysis of up to 200 million genetic variants, providing the foundation for all personalized health reports and recommendations sold by SelfDecode.
- Health Overview Report Comprehensive DNA health intelligence report providing a single Health Score that integrates DNA, lab markers, and lifestyle data to reveal genetic risks across multiple body systems with prioritized action recommendations for individual consumers.
- Medical Overview Report Clinical-grade DNA report summarizing genetic risks across medical conditions, with pharmacogenomic insights covering 50+ medications and carrier status information for family planning, analyzing up to 83 million genetic variants.
- Longevity Screener Medical test providing odds ratios and lifetime/10-year risk scores for 130+ longevity-reducing conditions including Alzheimer's, coronary artery disease, and prostate cancer, powered by ancestry-adjusted polygenic risk scoring.
- Carrier Status Report Genetic screening test identifying carrier status for 40+ inherited conditions including Cystic Fibrosis, Tay-Sachs, and Sickle Cell Anemia to help with informed family planning decisions.
- Pharmacogenomics (PGx) Report Genetic report showing how a user's DNA affects response to 50+ medications, including drug metabolism information, metabolizer types, and dosing optimization recommendations based on CPIC, FDA, and DPWG guidelines.
- Methylation Pathway Report DNA report analyzing 30 SNPs across 20+ key genes (MTHFR, COMT, PEMT) to reveal how genetics impact methylation, detoxification, and energy production functions.
- PromicsEdge (Practitioner Precision Health Platform) Professional-grade precision health platform for practitioners with clinical overview reports, custom SNP reports, personalized action plans, AI health assistant, lab analysis, and lifestyle risk analyzer, marketed as PromicsEdge and used by clinicians including Dr. Anil Bajnath and Dr. Ben Weitz.
- SelfDecode Pro Connect B2B platform for health practitioners — including clinics, health coaches, functional medicine practitioners, and medical doctors — to deliver personalized healthcare using DNA and clinical data, featuring 1,500+ reports and AI-powered recommendations, including a Pro Connect feature allowing members to share results with their healthcare professional.
- Consultation Membership 1:1 precision health coaching service delivered by MDs, NDs, genetic counselors, and health coaches providing personalized care plans based on genetics, labs, and lifestyle, available as a monthly subscription ($398/month) or one-time sessions.
- Precision Health Practitioner (PHP) Training Self-paced 7-module training course teaching practitioners how to use cutting-edge AI technology and evidence-based strategies to analyze clients' genes, environment, and lifestyle for effective treatment strategies, sold as a standalone course or bundled with SelfDecode training.
- AI Health Coach (DecodyGPT) AI-powered health assistant product launched in 2025 that uses natural language processing to answer health questions and provide personalized recommendations 24/7 based on a user's DNA, labs, symptoms, and health goals.
Quantifiable outcome
- 39% of members saw measurable health improvements
- +5 more outcomes
Companies that use SelfDecode
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles3 records
SelfDecode technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration13 records
AI capability7 records
Feature7 records
SelfDecode partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- MyHeritageflagshipSelfDecode was selected by MyHeritage following a comprehensive technical evaluation to power their DNA Traits experience. SelfDecode's genetic trait technology transforms complex genetic data into consumer-friendly insights across fitness, nutrition, personality, and lifestyle categories. This partnership provides SelfDecode access to MyHeritage's 8 million DNA customers and 19 million registered users worldwide.
Scale indicators11 records
Recent moves6 records
Expansion highlights6 records
SelfDecode competitors and assessment
Company assessmentDirect peers
- 23andMe: 23andMe is the leading direct-to-consumer genetic testing company offering ancestry, health, and carrier status reports. It is SelfDecode's most direct competitor, with substantially larger scale, and also serves as a raw-data source that SelfDecode's users upload.
- AncestryDNA (Ancestry.com): AncestryDNA is one of the largest DTC DNA testing services globally, focused on ancestry with expanding health features. It directly competes with SelfDecode for consumer DNA testing spend and serves as a major raw-data upload source for SelfDecode.
- MyHeritage DNA: MyHeritage is both a SelfDecode partner (licensing SelfDecode's DNA Traits technology) and a competitor in DTC genetic testing with 8M+ DNA customers. The dual relationship makes it the single most strategically connected peer to SelfDecode.
- Nebula Genomics: Nebula Genomics offers whole-genome sequencing DTC with deep genetic analysis and privacy-focused positioning. It overlaps with SelfDecode on premium genomic insights and ancestry-aware variant interpretation.
- InsideTracker: InsideTracker combines DNA analysis with blood biomarker tracking to deliver personalized health and longevity recommendations. It directly competes with SelfDecode on the DNA + labs + AI health optimization value proposition.
- Viome: Viome provides AI-powered personalized nutrition and health recommendations based on microbiome, blood, and (historically) genetic analysis. It overlaps with SelfDecode on personalized supplement/diet recommendations and AI-driven health coaching.
Emerging players
- Genomelink: Genomelink offers a developer/API platform that analyzes uploaded DNA raw data to produce trait and ancestry reports. It overlaps with SelfDecode's upload-and-analyze model and serves similar biohacker/citizen-scientist consumers.
- DNAfit: DNAfit provides DTC genetic testing focused on fitness, nutrition, and wellness. It is a narrower competitor to SelfDecode's diet/nutrition/fitness DNA reports and serves a similar biohacker persona.
Broad incumbents
- Color Genomics: Color Health delivers clinical-grade genetic testing for cancer, cardiovascular, and pharmacogenomics, increasingly through employer/payer channels. It represents the clinical/health-system competitor to SelfDecode's PGx and carrier screening reports.
Regional players
- Xcode Life: Xcode Life is a DTC genetics company primarily serving India and South Asia with ancestry, health, and wellness reports. It overlaps with SelfDecode's report breadth and ancestry-adjusted methodology but operates in a distinct geography.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
SelfDecode social profiles
Digital presenceSelfDecode compliance and trust
Trust signalCompliance2 records
SelfDecode financial estimates
Financial estimateRevenue estimate
Valuation estimate
SelfDecode leadership team
Management profileNumber of profiles
Profiles7 records
SelfDecode subsidiaries and ownership
Company hierarchySubsidiaries1 record
SelfDecode funding detail
Funding detailFunding overview
Funding rounds4 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SelfDecode M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SelfDecode
What does SelfDecode do?
SelfDecode sells at-home DNA testing kits and annual subscription bundles that analyze up to 200 million genetic variants to deliver 1,500+ personalized health, nutrition, fitness, longevity, pharmacogenomic, and carrier-status reports. Subscribers also access an AI Health Coach (DecodyGPT), a lab test analyzer covering 4,000+ biomarkers, and personalized meal plans, with a B2B licensing platform (OmicsEdge) and a practitioner platform (SelfDecode Pro Connect/PromicsEdge) extending the same genetic analysis technology to health tech companies, hospitals, and clinicians.
Is SelfDecode a public or private company?
SelfDecode is a private company. It is classified as venture growth investor backed and is currently operating.
When was SelfDecode founded?
SelfDecode was founded in 2017. It employs 51 to 100 people.
Where is SelfDecode based?
SelfDecode is headquartered in Miami, United States, in the North America region.
How does SelfDecode make money?
Six revenue lines are on record. DNA Kit Sales are the primary driver. The others are subscription Plans, consultation Services, B2B Licensing, practitioner Platform Licensing and affiliate & Referral Programs.
Who are SelfDecode's main competitors?
Direct peers on record are 23andMe, AncestryDNA (Ancestry.com), MyHeritage DNA, Nebula Genomics, InsideTracker and Viome. Emerging players are Genomelink and DNAfit. Color Genomics is listed as a broad incumbent. Xcode Life is listed as a regional player.
Does SelfDecode have an API?
No public API is recorded for SelfDecode.
What industry is SelfDecode in?
SelfDecode's product category is Consumer Genetic Testing & Precision Health Analytics. Its primary akta.pro industry code is HLAAALAD, Genetic & Genomic Testing (germline, somatic, carrier, pharmacogenomics), with a secondary code of HLAAANAL, Population Genomics & Preventive Precision Health Programs. Its NAICS code is 6215 and its SIC code is 2835.