Embark
- Company typePrivate
- Founded2015
- HeadquartersBoston, United States
- Headcount51–100
- GTM typeB2B and B2C
- OfferingServices
Embark firmographics
Firmographics- Name
- Embark
- Legal name
- Embark Veterinary, Inc.
- Website
- https://embarkvet.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
Embark industry classification
Industry- Product category
- Pet Genetic Diagnostics
- NAICS
- Veterinary Services (54194), Pet and Pet Supplies Retailers (45991)
- SIC
- Services-Medical Laboratories (8071), In Vitro & In Vivo Diagnostic Substances (2835)
- akta.pro primary industry
- Molecular & Genetic Testing (Breed, Hereditary Disease, Oncology) (HLAMADAE)
- akta.pro secondary industries
- Genomic Testing & Genetic Evaluation Services (AFAEAJAC), Veterinary Clinical Nutrition Services & Consulting (HLAMAHAC)
Keywords
Where Embark is headquartered
LocationHeadquarters
- HQ city
- Boston
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Embark business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales
Revenue model
- DNA Test Kit Sales: One-time purchase model for DNA testing kits sold directly to consumers and breeders. Kits include breed identification, health screening, and trait analysis.
- Pet Supplements: Sale of dog health supplements including allergy, joint, multi-vitamin, and gut health products. Subscription options available for recurring purchases.
- Veterinary DNA Testing: DNA test kits specifically designed and sold to veterinary practices for use with their clients' dogs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Breed + Health Dog DNA Test - Comprehensive breed, health, and trait analysis |
| One time/ perpetual license | Pay-as-you-go | Breed ID Dog DNA Test - Breed identification only |
| One time/ perpetual license | Pay-as-you-go | Dog Age Test - Estimates dog's calendar age via DNA methylation |
| One time/ perpetual license | Pay-as-you-go | Gut Health Test - Analyzes dog's digestive system microbiome |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Embark product offering
Product offeringCore offering
Embark Veterinary sells direct-to-consumer canine DNA test kits that analyze dog DNA for breed identification, genetic health risk screening, trait prediction, relative finding, and biological age estimation using a research-grade genotyping microarray. The company also sells pet supplements (allergy, joint, multivitamin, and gut health products) and operates dedicated product lines for professional dog breeders and veterinary practices.
Product overview
Embark Veterinary is a Boston-based dog genetics company offering a comprehensive portfolio of DNA testing products and services. The core offering consists of DNA tests (Breed + Health, Breed ID, Purebred, Age, and Gut Health tests) that use research-grade microarray technology to analyze dog DNA. Products are sold directly to pet owners and through specialized channels for breeders and veterinarians. The company also offers pet supplements (allergy, joint, multi, and gut health products) and has launched Embark Unleashed, a personalized dog care platform combining DNA insights with training activities. The product line serves pet owners, professional dog breeders, and veterinary practices, with prices ranging from $90 to $199 for DNA tests and supplements from $24-$89.
Differentiator
Problem solved
Functional benefit
Brands
- Embark Unleashed: A new way to understand and care for your pup, featuring personalized games and training activities built from your dog's DNA.
- POP (pet wellness company)
Products and services
- Breed + Health Dog DNA Test
Quantifiable outcome
- 99% breed ancestry accuracy
- +2 more outcomes
Companies that use Embark
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Embark technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability6 records
Feature4 records
Embark partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered notable, core and supporting.
- POP (Pet Wellness Company)notableCollaborative 90-day canine health study exploring personalized nutrition, biological data, and behavior tracking for immune health and long-term vitality. POP provides supplements and biomarker testing while Embark provides DNA testing.
- Innovative Pet LabnotableCollaborative partner in canine health study with POP and Embark, providing gut biomarker test kits and expertise in pet lab diagnostics.
- Cornell University College of Veterinary MedicinecoreEmbark was founded in collaboration with Cornell University College of Veterinary Medicine. Veterinarians helped develop the dog DNA test. Co-founders Ryan and Adam Boyko conducted village dog research with Cornell-led research team.
- Broad InstitutesupportingThe Embark microarray is based on the Illumina CanineHD microarray developed by the Broad Institute and others. The Broad Institute contributed to the foundational technology platform.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Embark competitors and assessment
Company assessmentDirect peers
- Wisdom Panel: Owned by Mars Petcare, Wisdom Panel is the closest direct competitor to Embark, offering dog DNA breed identification, health screening, and trait analysis via DTC kits and breeder/veterinary channels.
- DNA My Dog: Lower-priced direct-to-consumer dog DNA test focused on breed identification and basic health markers; competes head-to-head with Embark's entry-level Breed ID offering.
- Orivet: Offers DNA testing for dogs and cats with a strong focus on breeders and veterinarians, including genetic health screening and breeding pair tools — overlapping with Embark's breeder and vet channels.
- Basepaws (Zoetis): Originally a cat DNA testing startup, Basepaws expanded into dog genetic health testing and was acquired by Zoetis in 2022, making it a direct competitor with the backing of a major animal health incumbent.
- Viaguard / Accu-Metrics: Canadian-based provider of canine and feline DNA testing services including breed identification and parentage verification; competes in the same DTC and breeder channels as Embark, primarily in North America.
Broad incumbents
- Neogen: Large animal genomics and food safety testing company that offers genomic services for livestock and companion animals; broader portfolio but overlapping technology in animal genetic testing.
- Zoetis: Global animal health leader with diagnostics, pharmaceuticals, and genetic testing (via Basepaws); a likely strategic acquirer of canine genetics businesses and a broad incumbent in companion animal health.
- IDEXX Laboratories: Dominant veterinary diagnostics company serving clinics with reference lab, in-clinic analyzers, and software; a relevant incumbent because Embark sells into the same veterinary channel and competes for diagnostic share of wallet.
- 23andMe: Human consumer DNA testing pioneer using similar microarray-based technology and DTC marketing; relevant as a category analog for the canine testing business model Embark is replicating in dogs.
Others
- AnimalBiome: Pet microbiome testing and gut health therapeutics company; Embark outsources Gut Health Test sample processing to AnimalBiome, making it both a partner and adjacent ecosystem player.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Embark social profiles
Digital presenceEmbark compliance and trust
Trust signalCompliance2 records
Embark financial estimates
Financial estimateRevenue estimate
Valuation estimate
Embark leadership team
Management profileNumber of profiles
Profiles9 records
Embark funding detail
Funding detailFunding overview
Funding rounds4 records
Investors11 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Embark 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 Embark
What does Embark do?
Embark Veterinary sells direct-to-consumer canine DNA test kits that analyze dog DNA for breed identification, genetic health risk screening, trait prediction, relative finding, and biological age estimation using a research-grade genotyping microarray. The company also sells pet supplements (allergy, joint, multivitamin, and gut health products) and operates dedicated product lines for professional dog breeders and veterinary practices.
Is Embark a public or private company?
Embark is a private company. It is classified as venture growth investor backed and is currently operating.
When was Embark founded?
Embark was founded in 2015. It employs 51 to 100 people.
Where is Embark based?
Embark is headquartered in Boston, United States, in the North America region.
How does Embark make money?
Three revenue lines are on record. DNA Test Kit Sales are the primary driver. The others are pet Supplements and veterinary DNA Testing.
Who are Embark's main competitors?
Direct peers on record are Wisdom Panel, DNA My Dog, Orivet, Basepaws (Zoetis) and Viaguard / Accu-Metrics. Broad incumbents are Neogen, Zoetis, IDEXX Laboratories and 23andMe. AnimalBiome is listed as an others.
Does Embark have an API?
No public API is recorded for Embark.
What industry is Embark in?
Embark's product category is Pet Genetic Diagnostics. Its primary akta.pro industry code is HLAMADAE, Molecular & Genetic Testing (Breed, Hereditary Disease, Oncology), with a secondary code of AFAEAJAC, Genomic Testing & Genetic Evaluation Services. Its NAICS code is 54194 and its SIC code is 8071.