Dynamic Code
Dynamic Code is a Swedish consumer health-technology company selling PCR-based DNA tests, blood-panel health checks, and home self-tests via its own e-commerce and app, targeting health-conscious individuals in Sweden and the wider Nordics with personalized wellness insights and subscription tracking.
- Company typePrivate
- Founded2000
- HeadquartersLinköping, Sweden
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Dynamic Code does
Dynamic Code is a Swedish direct-to-consumer health-technology company that sells DNA-based health tests, clinic-based blood-panel health checks, and a growing catalogue of home self-tests (thyroid, iron, vitamin D, cholesterol, CRP, menopause, liver, kidney, gluten). Its core technology combines PCR-based genotyping of specific SNPs (16+ genes per DNA test) with a mobile app that stores results, generates personalized diet and training recommendations, and computes a Wellness Score combining genetics with self-reported health data. Revenue is generated through one-time test purchases (DNA tests 1,195–1,595 kr; health checks 790–5,590 kr; self-tests 169–249 kr), recurring subscriptions including a 49 SEK/month PRO membership and discounted self-test subscriptions, and add-on personalized plans.
The business is operated under Onlinezon AB (trading as Quicktest) following the April 2026 brand revival, in which founder Anne Kihlgren reacquired Dynamic Code's intellectual property (trademark, digital platform, DNA/rapid-test IP) from the bankruptcy estate together with Quicktest. Laboratory analysis is performed by SGS Analytics Sweden AB after SGS acquired the lab operations, and nutrition coaching is delivered through a partnership with Kostkunskap. Distribution is primarily the company's own Shopify storefront, supplemented by a clinic network for health checks and Swedish pharmacy placement of the bestselling Sköldkörteltest.
The customer base is exclusively individual consumers in Sweden and the broader Nordic/EU region, with no disclosed B2B or enterprise contracts. Marketing is product-led and content-driven, anchored by a knowledge bank blog, Dynamic Health blog, email newsletter, and earned media coverage in major Swedish outlets. The company is privately held with no disclosed post-relaunch funding rounds; cumulative pre-bankruptcy venture funding of approximately $12.3M was raised from BackingMinds between 2016 and 2020.
Dynamic Code firmographics
Firmographics- Name
- Dynamic Code
- Legal name
- Onlinezon AB
- Website
- https://dynamiccode.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Dynamic Code is a Swedish consumer health-technology company selling PCR-based DNA tests, blood-panel health checks, and home self-tests via its own e-commerce and app, targeting health-conscious individuals in Sweden and the wider Nordics with personalized wellness insights and subscription tracking.
- Ownership category
- akta.pro rank
Dynamic Code industry classification
Industry- Product category
- Consumer Genetic & Health Diagnostics
- NAICS
- Health and Personal Care Retailers (456), Medical and Diagnostic Laboratories (62151)
- 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), Pregnancy, Fertility & Women’s Health Rapid Tests (hCG, ovulation, vaginal infection) (HLAHAOAF)
Keywords
Where Dynamic Code is headquartered
LocationHeadquarters
- HQ city
- Linköping
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Dynamic Code business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Technology or R&D, Marketing or Sales, Personnel, Infrastructure
Revenue model
- DNA Test Sales: One-time purchase revenue from DNA-based health tests (BODY, TRAINING, NUTRITION). Customers buy test kits, activate in app, collect samples at home, and send for PCR-based analysis.
- Health Check Sales: Blood panel tests ranging from basic (29 markers) to premium (70 markers) offered at clinic locations. Customers book appointments for professional sample collection and receive digital reports.
- Self-Test Sales with Subscription: Home self-tests (thyroid, iron, vitamin D, CRP, cholesterol, etc.) sold as one-time purchases or via subscription with 10-20% discount. Tests can be done at home with results available within minutes.
- Dynamic Health Member Subscription: Monthly membership at 49 SEK providing access to training plans, diet/recipe schedules, specialist guidance, member discounts, and free shipping on orders.
- Personalized Plan Add-ons: Supplementary purchases of personalized training schemas (89 kr) and diet/recipe plans (59 kr) based on DNA analysis results, offering upsell from core DNA test customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | DNA Tests - One-time purchase with member discounts |
| One time/ perpetual license | Pay-as-you-go | Health Checks - Clinic-based blood panel tests |
| Unit Pricing | Pay-as-you-go | Self-Tests - Individual and subscription options |
| Subscription | Monthly | Dynamic Health Member PRO subscription |
| One time/ perpetual license | Pay-as-you-go | Personalized add-on plans |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Dynamic Code product offering
Product offeringCore offering
Dynamic Code sells DNA-based personalized health tests (BODY, NUTRITION, TRAINING) and a portfolio of home self-tests (thyroid, iron, vitamin D, cholesterol, CRP, kidney, liver, gluten, menopause) plus clinic-based blood panel health checks (29–70 biomarkers). Customers collect samples at home or at partner clinics, samples are analyzed via PCR-based DNA testing or biochemical assays, and results are delivered digitally through the Dynamic Code app along with personalized diet, training, and lifestyle recommendations.
Product overview
Dynamic Code offers a comprehensive health technology platform centered on DNA-based personalized health testing combined with a digital app. The core offering consists of three DNA tests (BODY, NUTRITION, TRAINING) that analyze genetic variants to provide personalized recommendations for diet, exercise, and lifestyle. These DNA tests are complemented by an extensive portfolio of health checks (ranging from 29 to 70 biomarkers) and self-tests for conditions including iron deficiency, thyroid function, vitamin D, cholesterol, inflammation, kidney function, menopause, liver health, and gluten intolerance. The Dynamic Code app serves as the central hub integrating test results, wellness scoring, personalized diet/recipe plans, training schedules, and ongoing health tracking. The platform also offers a PRO membership with recurring discounts and benefits, and partners with SGS Analytics Sweden AB for laboratory analysis and Kostkunskap for personalized nutrition consulting. The company operates under Onlinezon AB (Quicktest) following acquisition of the Dynamic Code brand from bankruptcy in 2026.
Differentiator
Problem solved
Functional benefit
Products and services
- Dynamic Code BODY DNA Test Comprehensive DNA test combining nutrition and training insights with additional markers for biological age, pain sensitivity, and flu immunity. Analyzes 16 genes related to metabolism, recovery, sleep, and biological aging using PCR-based technology; intended for individual consumers seeking holistic wellness optimization.
- Dynamic Code NUTRITION DNA Test DNA test focused on diet and nutrition, analyzing genetic factors related to fat and carbohydrate metabolism, caffeine processing, antioxidants, and how the body handles stress and detoxification; for individual consumers.
- Dynamic Code TRAINING DNA Test
Quantifiable outcome
- DNA analysis covering 16+ genes for comprehensive health insights
- +2 more outcomes
Companies that use Dynamic Code
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Dynamic Code technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability4 records
Feature3 records
Dynamic Code partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and supporting.
- SGS Analytics Sweden ABcoreLaboratory partnership for genetic analysis services. SGS Analytics performs Dynamic Code's DNA testing using their laboratory facilities. The partnership followed SGS's acquisition of Dynamic Code's laboratory operations, ensuring continued high-quality genetic analysis with capacity for future test development in biomarkers and health checks.
- Kostkunskap (Lovisa Söderman)supportingNutritionist and health coach partnership providing personalized dietary consultations through the Dynamic Code app based on users' DNA results. Lovisa Söderman offers evidence-based advice incorporating CBT and Mindful Eating approaches for sustainable lifestyle changes.
- Quicktest (Onlinezon AB)coreStrategic partnership where founder Anne Kihlgren regained ownership of Dynamic Code brand assets including intellectual property for wellness and DNA tests, the digital platform, and the trademark, combined with Quicktest's broad self-test portfolio. Quicktest, based in Helsingborg, operates Sweden's widest range of quality-assured home health tests. The partnership leverages Quicktest's distribution strength and product range with Dynamic Code's technology and brand.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Dynamic Code competitors and assessment
Company assessmentDirect peers
- 23andMe: Global consumer DNA testing leader offering SNP-based health, wellness, and ancestry reports via a saliva kit and app. Closest direct competitor to Dynamic Code's BODY/NUTRITION/TRAINING DNA tests in product, delivery model, and target consumer.
- Ancestry: Large-scale consumer genetic testing company with autosomal DNA kits and a digital ancestry + health insights platform. Comparable to Dynamic Code on DTC DNA kit sales and app-based results delivery, although health is a smaller share of its mix.
- MyHeritage: Consumer DNA testing provider with health-related genetic reports delivered through an online platform. Direct competitor in DTC genetic health testing with similar kit-plus-app architecture to Dynamic Code.
- Everlywell: DTC at-home health testing platform offering panels for thyroid, vitamin D, cholesterol, hormones, and other biomarkers with digital results. Directly comparable to Dynamic Code's self-test and health-check portfolio.
- LetsGetChecked: DTC home diagnostics company providing self-collect test kits for hormones, vitamins, cholesterol, and infectious disease with app-based results. Closely aligned with Dynamic Code's at-home self-test + digital reporting model.
- CircleDNA: Premium consumer whole-genome DNA test offering 500+ reports on diet, fitness, wellness, and disease risk through a mobile app. Comparable to Dynamic Code on DNA-based personalized diet/training recommendations and premium positioning.
- Cerascreen: European DTC provider of at-home self-tests (thyroid, vitamin D, hormones, food intolerances) with digital results and recommendations. Directly comparable to Dynamic Code on home self-tests, European footprint, and app-based health insights.
Emerging players
- SelfDecode: DNA and lab-test analysis platform that generates personalized health recommendations from genetic and blood biomarker data. Overlaps with Dynamic Code's Wellness Score and DNA-based diet/training guidance, though with a more US-focused, software-led approach.
Broad incumbents
- Thorne: Premium wellness and supplements brand that has expanded into at-home health tests and personalized recommendations. Comparable on the consumer wellness testing plus digital recommendations theme, but with a broader product portfolio and larger scale.
Others
- Quicktest (Onlinezon AB): Swedish self-test operator and current partner/owner of the Dynamic Code brand, running Sweden's widest range of quality-assured home health tests. Strategic operator rather than a competitor, but materially comparable portfolio of at-home self-tests distributed in the same Nordic market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights6 records
Customer concentration
Dynamic Code social profiles
Digital presenceDynamic Code compliance and trust
Trust signalCompliance2 records
Dynamic Code financial estimates
Financial estimateRevenue estimate
Valuation estimate
Dynamic Code leadership team
Management profileNumber of profiles
Profiles2 records
Dynamic Code subsidiaries and ownership
Company hierarchySubsidiaries1 record
Dynamic Code funding detail
Funding detailFunding overview
Funding rounds5 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Dynamic Code 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 Dynamic Code
What does Dynamic Code do?
Dynamic Code sells DNA-based personalized health tests (BODY, NUTRITION, TRAINING) and a portfolio of home self-tests (thyroid, iron, vitamin D, cholesterol, CRP, kidney, liver, gluten, menopause) plus clinic-based blood panel health checks (29–70 biomarkers). Customers collect samples at home or at partner clinics, samples are analyzed via PCR-based DNA testing or biochemical assays, and results are delivered digitally through the Dynamic Code app along with personalized diet, training, and lifestyle recommendations.
Is Dynamic Code a public or private company?
Dynamic Code is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Dynamic Code founded?
Dynamic Code was founded in 2000. It employs 11 to 50 people.
Where is Dynamic Code based?
Dynamic Code is headquartered in Linköping, Sweden, in the Europe region.
How does Dynamic Code make money?
Five revenue lines are on record. DNA Test Sales are the primary driver. The others are health Check Sales, self-Test Sales with Subscription, dynamic Health Member Subscription and personalized Plan Add-ons.
Who are Dynamic Code's main competitors?
Direct peers on record are 23andMe, Ancestry, MyHeritage, Everlywell, LetsGetChecked, CircleDNA and Cerascreen. SelfDecode is listed as an emerging player. Thorne is listed as a broad incumbent. Quicktest (Onlinezon AB) is listed as an others.
Does Dynamic Code have an API?
No public API is recorded for Dynamic Code.
What industry is Dynamic Code in?
Dynamic Code's product category is Consumer Genetic & Health Diagnostics. 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 456 and its SIC code is 2835.