Vitagene
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.
- Company typePrivate
- Founded2014
- HeadquartersSan Francisco, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
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.
Vitagene firmographics
Firmographics- 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
Vitagene industry classification
Industry- 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
Where Vitagene is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Markets served
Vitagene business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales
Revenue model
- 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
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Food Sensitivity Test - $149 (sale price) |
| Unit Pricing | Pay-as-you-go | Vitamin D Blood Test - $80.00 |
| Unit Pricing | Pay-as-you-go | Sleep & Stress Test - $199.00 |
| Unit Pricing | Pay-as-you-go | DNA Health Test - $189.00 |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Vitagene product offering
Product offeringCore 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
Companies that use Vitagene
Customer profileSegments3 records
Ideal customer profiles3 records
Vitagene technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability4 records
Feature4 records
Vitagene partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights5 records
Vitagene competitors and assessment
Company assessmentDirect 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
Vitagene social profiles
Digital presenceVitagene financial estimates
Financial estimateRevenue estimate
Valuation estimate
Vitagene leadership team
Management profileNumber of profiles
Profiles5 records
Vitagene funding detail
Funding detailFunding overview
Funding rounds6 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Vitagene 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 Vitagene
What does Vitagene do?
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.
Is Vitagene a public or private company?
Vitagene is a private company. It is classified as venture growth investor backed and is currently operating.
When was Vitagene founded?
Vitagene was founded in 2014. It employs 11 to 50 people.
Where is Vitagene based?
Vitagene is headquartered in San Francisco, United States, in the North America region.
How does Vitagene make money?
One revenue line is on record: direct Product Sales.
Who are Vitagene's main competitors?
Direct peers on record are LetsGetChecked, Orig3n, Ancestry, DNAfit, MyHeritage DNA, 23andMe, Everlywell, Thorne and Habit Food Personalized. Nutrigenomix is listed as an emerging player.
Does Vitagene have an API?
No public API is recorded for Vitagene.
What industry is Vitagene in?
Vitagene's product category is Direct-to-Consumer Diagnostic Testing. Its primary akta.pro industry code is HLAHAOAK, Home-Use & OTC Rapid Self-Tests (Consumer POCT kits), with a secondary code of HLAHACAL, Remote Diagnostics & Home Testing Devices (Connected POC/At-Home Diagnostic Readers). Its NAICS code is 325413 and its SIC code is 2835.