Vitagene

What Vitagene does

Vitagene, Inc. is a privately held, San Francisco-based direct-to-consumer company founded in 2014 that sells at-home diagnostic test kits for personal health and wellness. Its core product portfolio consists of four SKUs: a DNA Health Test ($189) that analyzes genetic variants across nutrition, fitness, and disease-risk markers and returns personalized recommendations; a Food Sensitivity Test ($149, discounted from $170); a Vitamin D Blood Test ($80); and a Sleep & Stress Test ($199). Each kit is purchased through the company's e-commerce site, shipped to the customer's home, and processed by an external laboratory, with results delivered online in plain-language reports. The company is monetized entirely through one-time unit sales across these four SKUs, with no disclosed subscription, recurring-revenue, or enterprise channel.

Underlying technology is a vertically integrated kit-to-report pipeline: at-home sample collection (buccal or dried-blood spot), third-party lab processing, and a proprietary reporting layer that maps genetic variants such as MTHFR, HFE, PEMT, FTO, LEPR, MC4R, PPARs, ACTN3, COL5A1, and CREB1 to actionable diet, exercise, and supplement guidance. Vitagene supplements its testing kits with a set of free digital tools — Vitamin D, Keto Macro, Fiber Intake, Protein-for-Weight-Loss calculators, and a Diabetes Risk Quiz — that function as top-of-funnel SEO assets. Marketing is content-driven via an active blog spanning nutrition, genetics, fitness, mental health, and specific conditions.

The company has raised approximately $7.2M in disclosed funding across rounds from 2014 through 2017, with notable participation from Illumina Accelerator and Illumina as a strategic investor, S28 Capital, Viking Global Investors, Babel Ventures, and Plug and Play. Vitagene was subject to an FTC enforcement action regarding deceptive practices in DTC genetic testing. The company continues to operate its DTC e-commerce channel as of mid-2026, serves U.S. consumers only, and has not disclosed additional funding, partnerships, or hiring activity beyond 2017.

Name

Vitagene

Legal name

Vitagene, Inc.

Website

https://vitagene.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Vitagene is a San Francisco-based direct-to-consumer company founded in 2014 that sells at-home DNA, food sensitivity, vitamin D, and sleep/stress diagnostic test kits priced $80–$199 to health-conscious U.S. consumers via its own e-commerce site.

Ownership category

akta.pro rank

Product category

Direct-to-Consumer Diagnostic Testing

NAICS

In-Vitro Diagnostic Substance Manufacturing (325413), Health and Personal Care Retailers (456)

SIC

In Vitro & In Vivo Diagnostic Substances (2835)

akta.pro primary industry

Home-Use & OTC Rapid Self-Tests (Consumer POCT kits) (HLAHAOAK)

akta.pro secondary industries

Remote Diagnostics & Home Testing Devices (Connected POC/At-Home Diagnostic Readers) (HLAHACAL), Home Diagnostic & Self-Test OTC Kits (HLAIADAO), Genetic, Cytogenetic & Prenatal Screening IVD (HLAHAAAI)

Keywords

• At-home DNA testing
• Genetic health testing
• Personalized nutrition testing
• Biomarker blood testing
• Food sensitivity testing

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct Product Sales: Vitagene generates revenue through direct sales of at-home diagnostic test kits to consumers. Customers purchase individual tests including DNA health tests, food sensitivity tests, vitamin D blood tests, and sleep/stress tests through the company's e-commerce website. Tests are priced individually with one-time purchase model.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Vitagene sells at-home diagnostic test kits directly to consumers through its own e-commerce website. Its core line consists of four kits — a DNA Health Test, a Food Sensitivity Test, a Vitamin D Blood Test, and a Sleep & Stress Test — that consumers self-administer at home and submit for analysis. The company converts the resulting DNA, blood, and biomarker data into personalized nutrition, fitness, and wellness recommendations delivered through an online portal.

Product overview

Vitagene is a precision at-home diagnostics company offering a portfolio of health and wellness testing products. The core product lineup consists of four genetic and biomarker testing kits: DNA Health Test (genetic testing for personalized nutrition and fitness), Food Sensitivity Test, Vitamin D Blood Test, and Sleep & Stress Test. These are complemented by a suite of digital wellness tools including Protein Calculator for Weight Loss, Diabetes Risk Quiz, Vitamin D Calculator, Keto Macro Calculator, and Fiber Intake Calculator. Together, these products deliver personalized health insights based on DNA, blood, and biomarker analysis combined with evidence-based nutritional science.

Differentiator

Problem solved

Functional benefit

Products and services

• DNA Health Test An at-home genetic testing kit priced at $189 that analyzes DNA variants (including MTHFR, HFE, PEMT, FTO, LEPR, MC4R, PPARs, ACTN3, COL5A1, CREB1) to generate personalized nutrition, fitness, and disease-risk recommendations for individual consumers.
• Food Sensitivity Test An at-home test kit currently priced at $149 (sale price, originally $170) that identifies immune responses to various foods so consumers can understand which foods may be triggering adverse reactions.
• Vitamin D Blood Test An at-home blood test kit priced at $80 that measures vitamin D levels to help consumers understand their nutritional status and guide supplementation decisions.
• Sleep & Stress Test An at-home diagnostic test kit priced at $199 that analyzes biomarkers related to sleep quality and stress response to provide personalized insights for improving rest and managing stress.

Quantifiable outcome

• Tests designed to deliver results that are easy to understand without medical jargon
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature4 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• LetsGetChecked: Direct-to-consumer at-home diagnostics company providing a wide range of blood, hormone, and wellness tests with online results. Closely comparable to Vitagene in product breadth, channel, and consumer target.
• Orig3n: DTC genetic testing company focused on health, wellness, and nutrition-based DNA insights. Directly comparable niche competitor to Vitagene in personalized genetic nutrition reports.
• Ancestry: DTC DNA testing company (ancestry-led, expanding into health). Comparable as a major direct-to-consumer genetic testing brand with overlapping customer demographics and DTC DNA business model.
• DNAfit: DTC DNA testing company providing personalized nutrition and fitness recommendations based on genetic profile. Closely comparable niche competitor to Vitagene's DNA Health Test in the DNA-based fitness/nutrition category.
• MyHeritage DNA: DTC genetic testing service offering health and ancestry DNA reports. Comparable as a peer in consumer DNA testing with similar kit-based delivery and online results experience.
• 23andMe: Leading direct-to-consumer genetic testing company offering DNA health and ancestry reports. Most directly comparable to Vitagene's DNA Health Test, with overlapping DTC channel and personalized health insights positioning.
• Everlywell: DTC at-home health testing brand offering a broad portfolio of kits (food sensitivity, hormones, vitamin levels). Highly comparable to Vitagene across multiple overlapping SKUs and the same e-commerce-led DTC go-to-market.
• Thorne: DTC health and wellness brand offering at-home testing alongside supplements. Comparable to Vitagene in combining at-home biomarker diagnostics with personalized wellness recommendations targeting health-conscious consumers.
• Habit Food Personalized: Personalized nutrition company using at-home testing to drive customized meal plans. Comparable as a competing personalized nutrition/wellness platform combining diagnostics with downstream recommendations, identified alongside Vitagene in the U.S. personalized retail nutrition market.

Emerging players

• Nutrigenomix: Genetic testing company focused specifically on nutrition-related DNA insights. Directly comparable to Vitagene's nutrition-genetics value proposition, though with a more clinician-channel-leaning model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/myvitagene
• Facebookfacebook.com/vitagene
• LinkedInlinkedin.com/company/vitagene

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds6 records

Investors7 records

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

M&A

Investments

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

Frequently asked questions about Vitagene