What MyDNA does

MyDNA is a Melbourne-headquartered direct-to-consumer pharmacogenomics (PGx) testing company that helps individuals understand how their genetic profile affects their response to prescription medications. Founded in 2010 and operating through myDNA Life Australia Pty Ltd in Australia and a related entity, Gene by Gene Ltd, in the United States, the company primarily serves individual consumers seeking to reduce trial-and-error prescribing and adverse drug reactions, with secondary channels through healthcare providers (doctors, pharmacists, psychiatrists) who receive and act on test results, pharmacy distribution partners, and private health insurers Bupa (via Blua) and Medibank.

The company's core products are the Multiple Category Medication Test ($198 AUD), covering 100+ medications across 17+ therapeutic areas, and the Mental Health Medication Test ($149 AUD), covering 30+ mental health medications. Tests are processed through MyDNA's NATA-accredited Melbourne laboratory for Australian samples and Gene by Gene's CLIA/CAP/AABB/COLA-accredited Texas laboratory for US samples. Results are not released until after a consultation with a nominated healthcare professional, a clinical-embedded delivery model that combines DTC convenience with medical oversight. MyDNA extends its offering with a Personalised Wellness Test, Clinical Exome Screening, and a mobile app (myDNA Unlocked). It maintains a scientific partner ecosystem that spans Illumina, ThermoFisher, BC Platforms, and a network of Australian pathology providers.

MyDNA operates a primarily transactional revenue model, with revenue sourced from one-time test kit purchases ($149-$198 AUD per test), healthcare provider consultations that gatekeep the release of results, and insurance rebates through Bupa and Medibank. The company claims 85,000+ registered users, supports a 15-business-day turnaround, and runs a lean team of 51-100 employees. Its go-to-market spans direct e-commerce, pharmacy distribution, healthcare professional referrals, and insurance-channel partnerships. Funding to date totals approximately AUD $15.5M across three disclosed rounds between 2013 and 2016.

Name

MyDNA

Legal name

myDNA Life Australia Pty Ltd

Website

https://mydna.life

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

51–100 employees

Short description

MyDNA is a Melbourne-based direct-to-consumer pharmacogenomics company that sells DNA test kits (priced at $149-$198 AUD) to individuals and healthcare professionals to optimize medication prescribing across mental health, pain, cardiovascular, and gastrointestinal conditions.

Ownership category

akta.pro rank

Product category

Pharmacogenomic Genetic Testing

NAICS

Medical Laboratories (621511), In-Vitro Diagnostic Substance Manufacturing (325413)

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

Home Diagnostic & Self-Test OTC Kits (HLAIADAO), Clinical Biomarker Testing Services (central labs, trial enrollment/monitoring assays) (HLAAAMAC)

Keywords

• Pharmacogenomics testing
• DNA medication testing
• Precision health genomics
• Genetic wellness screening
• Clinical exome sequencing

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Others

Revenue model

1. Direct-to-Consumer DNA Test Kit Sales: One-time purchase of pharmacogenomic DNA test kits sold directly to consumers through the company's e-commerce website. Two main products: Multiple Category Medication Test at $198 and Mental Health Medication Test at $149. Results delivered via app and through a nominated healthcare professional consultation.
2. Healthcare Provider Integration Revenue: Test results are delivered to and discussed with nominated healthcare professionals (doctors, pharmacists) who then provide prescribing recommendations to patients, creating a healthcare-embedded revenue pathway.
3. Private Health Insurance Rebates: Bupa (through Blua) and Medibank members are eligible for rebates on pharmacogenomic testing, creating an insurance-reimbursed revenue component where applicable.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

MyDNA sells direct-to-consumer pharmacogenomic (PGx) DNA test kits — primarily the Multiple Category Medication Test (AUD $198) covering 100+ medications and the Mental Health Medication Test (AUD $149) covering 30+ mental health medications. Customers self-administer a cheek swab at home, mail the sample to the company's NATA/CLIA/CAP/AABB-accredited laboratories (Melbourne for Australia, Gene by Gene in Texas for the US), and receive personalized prescribing recommendations via the myDNA Unlocked app after consultation with a nominated healthcare professional.

Product overview

MyDNA offers a suite of pharmacogenomics and wellness DNA testing products centered around two main test kits: the Multiple Category Medication Test (covering 100+ medications across 17+ therapeutic areas for $198) and the Mental Health Medication Test (covering 30+ mental health medications for $149). Both tests analyze how an individual's genetics affect their response to prescription medications and provide prescribing recommendations to healthcare professionals. The company also offers Personalised Wellness Tests (covering nutrition, fitness, sleep, and supplements) and Clinical Exome Screening for hereditary conditions. Results from medication tests require consultation with a healthcare professional, while wellness results are delivered directly to the user. The products are supported by a mobile app (myDNA Unlocked), an in-house CLIA-accredited laboratory (Gene by Gene), and partnerships with major pathology and scientific organizations.

Differentiator

Problem solved

Functional benefit

Brands

• myDNA Unlocked: Mobile application for DNA test activation and results access
• Gene by Gene

Products and services

• Multiple Category Medication Test At-home cheek-swab pharmacogenomics DNA test covering 100+ medications across pain management, gastroenterology, diabetes, high blood pressure, atrial fibrillation, seizure disorder, anxiety, ADHD/ADD, PTSD, schizophrenia, cardiovascular, dementia, Alzheimer's, high cholesterol, NSAIDs, clinical depression, bipolar disorder, OCD and psychotic disorder. Sold directly to consumers for AUD $198 with results delivered via the myDNA Unlocked app after a consultation with a nominated healthcare professional. Includes analysis of current medications and individualized prescribing recommendations in a lifetime-relevant PDF report.
• Mental Health Medication Test At-home cheek-swab pharmacogenomics test analyzing response to 30+ mental health medications including antidepressants, antipsychotics, ADHD medications and psychostimulants. Designed to reduce side effects and maximize medication effectiveness. Sold directly to consumers for AUD $149 with results delivered via the myDNA Unlocked app after a consultation with a nominated healthcare professional, including prescribing recommendations for the patient's doctor and an actionable PDF report.
• myDNA Unlocked Mobile App Mobile application available on Apple App Store and Google Play that lets users register their DNA test kit, access results, manage their account, and view personalized medication insights over time.
• Personalised Wellness Test DNA-based personalised wellness test providing insights into nutrient needs, exercise response, sports injury risk, sleep, caffeine sensitivity, skin health and supplements, with results delivered directly to the user without the consultation requirement.
• Clinical Exome Screening Test Genetic screening test providing insights into hereditary conditions including cancer, cardiac disease and neurological disorders, with results delivered to the customer's nominated healthcare professional.

Quantifiable outcome

• Only 50% of people respond to the first antidepressant they try, making pharmacogenomic testing potentially critical for mental health treatment optimization.
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core.

• IlluminacoreTechnology or IntegrationScientific partner network member. Illumina is a leading DNA sequencing and array technology provider. Listed as a scientific partner in MyDNA's partner ecosystem.
• Bupa (via Blua)coreGTM or Marketing PartnerBupa, through its Blua health platform, supports Pharmacogenomic testing for their members by offering rebates. Bupa members can visit the Blua website to access personalized medicine testing with insurance reimbursement.
• MedibankcoreGTM or Marketing PartnerMedibank members may be eligible for a rebate on pharmacogenetic testing. Medibank provides guidance on how to claim for pharmacogenetic testing through their claims process.
• Gene by GenecoreTechnology or IntegrationGene by Gene Ltd is a US-based DNA laboratory located in Texas, USA, and is a related entity to myDNA Life Australia Pty Ltd. It serves as the company's in-house US laboratory providing genetic testing services. It holds CLIA, CAP, AABB, COLA accreditations and multiple state clinical laboratory permits and licenses.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Natera: Larger clinical genetic testing company with a CLIA-certified lab offering reproductive, oncology, and broader molecular tests. Comparable on lab operations, regulatory footprint, and clinical sales motion adjacent to PGx.
• 23andMe: The best-known direct-to-consumer genetic testing company, offering ancestry and health-related reports. While its scope is broader than MyDNA's pharmacogenomic focus, it competes for the same DTC genetic-testing consumer and has shaped category expectations around PGx and health-risk reporting.
• Myriad Genetics: Established clinical genetics company with hereditary cancer, pharmacogenomic, and mental health testing products. It overlaps directly with MyDNA's GeneSight-style pharmacogenomic offering and represents a much larger incumbent competing for prescriber-driven PGx demand.
• Ancestry: Large direct-to-consumer DNA testing company focused on ancestry and family history with growing health offerings. Competes for the same DTC genetic-testing consumer attention and channel, though without MyDNA's PGx clinical depth.

Direct peers

• Sema4: Clinical genomic and health intelligence company offering hereditary and pharmacogenomic panels through a CLIA-certified lab. Direct comparison on PGx testing, lab accreditation stack, and clinical-report-driven business model.
• Invitae: Clinical genetic testing company providing broad hereditary and PGx-related panels to clinicians. Operates a similar healthcare-professional-driven model to MyDNA's medication tests and competes for prescriber relationships and payer coverage.
• GeneDx: Clinical genomic testing company offering exome, genome, and hereditary disease panels through CLIA/CAP labs. Comparable to MyDNA's Clinical Exome Screening and gene-by-gene laboratory infrastructure, with similar healthcare-professional-led delivery model.
• Color Genomics: Genetic testing company delivering hereditary cancer and pharmacogenomic insights directly to consumers and through employers/clinics. Closely comparable on the DTC + clinical-callback hybrid model MyDNA uses for its medication tests.

Regional players

• Healius: One of Australia's largest pathology and diagnostic services companies, already listed as a scientific partner of MyDNA. Comparable as a regional pathology incumbent with the infrastructure to either partner with or compete against MyDNA in PGx.
• Sonic Healthcare: Major Australian and international pathology operator running accredited diagnostic labs. Comparable as a regional incumbent in the Australian diagnostics market and a potential channel or competitor for MyDNA's pathology-integrated PGx offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/mydna

Compliance11 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds3 records

Investors

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 MyDNA