What Circle DNA does

CircleDNA is a Hong Kong-headquartered direct-to-consumer genetic testing brand and a wholly owned subsidiary of Prenetics Global Limited. Founded in 2014, the company sells at-home saliva-based DNA test kits through its own e-commerce storefront and iOS/Android apps, offering a single Premium DNA Test product line in four quantity tiers — Premium One, Duo, Family (5 kits), and Bundle (8 kits) — at promotional prices of $285–$349 per kit, down from a $629 list price. The technical foundation is Next Generation Sequencing on Illumina NovaSeq 6000 systems, which analyzes 3M+ genetic data points per sample versus approximately 600K in conventional microarray genotyping, with externally validated 99.9% analytical accuracy and ISO 27001 information security certification.

The product delivers 500+ health reports across 20+ categories including diet, nutrition, fitness, stress and sleep, skin and beauty, success traits, disease and risk, cancer screening, drug response, dementia, behavioral and personality traits, and ancestry. Each kit ships globally with two-way free shipping and includes a complimentary 30-minute genetic consultation valued at $300. The company serves a distributed consumer base of 1,000,000+ customers across 50+ countries, targeting health and fitness enthusiasts, family planners, and preventative health consumers as primary segments, with secondary segments in skin/beauty, success traits, and corporate/enterprise wellness. CircleDNA monetizes almost exclusively through one-time kit sales and a small B2B channel spanning employer wellness programs, corporate gifting, and an exclusive distributor partnership program; revenue is not separately disclosed but is consolidated within publicly listed parent Prenetics, which reported FY2025 group revenue of $92.4M driven primarily by its IM8 health brand.

Name

Circle DNA

Legal name

CircleDNA

Website

https://circledna.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

CircleDNA is a Hong Kong-based direct-to-consumer DNA testing brand under Prenetics that sells at-home saliva kits using Illumina NGS technology, delivering 500+ health, wellness, ancestry, and lifestyle reports to 1M+ customers across 50+ countries.

Ownership category

akta.pro rank

Product category

Consumer Genetic Testing

NAICS

Medical Laboratories (621511)

SIC

Services-Medical Laboratories (8071)

akta.pro primary industry

Genetic & Genomic Testing (germline, somatic, carrier, pharmacogenomics) (HLAAALAD)

akta.pro secondary industries

Genetic Counseling & Prenatal Testing Telehealth (carrier screening, NIPT counseling) (HLALAHAK), Genetic & Prenatal Testing Laboratories (HLAFAMAH)

Keywords

• Consumer DNA testing
• Genetic health screening
• At-home DNA kits
• Personalized genomic reports
• Preventative health testing

Headquarters

HQ city

Causeway Bay

HQ country

Hong Kong SAR China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. DNA Test Kit Sales: One-time purchase of Premium DNA test kit with comprehensive genetic analysis. Prices range from $285-$349 per kit depending on bundle quantity. Includes free 30-minute genetic consultation and lifetime report updates.
2. Premium Bundles (Family/Corporate): Volume pricing for families (2-8 kits) and corporate gifting programs offering up to 55% discount. Includes enterprise solutions for employers and exclusive distributors.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

CircleDNA is a direct-to-consumer genetic testing brand that sells at-home saliva-based DNA test kits analyzed using Next Generation Sequencing (NGS) technology on Illumina NovaSeq 6000 systems. Each kit generates over 500 health, wellness, ancestry, and lifestyle reports spanning 20+ categories, and includes a complimentary 30-minute genetic consultation and free lifetime report updates.

Product overview

CircleDNA operates as a direct-to-consumer genetic testing company offering a unified product portfolio centered on its Premium DNA Test Kit, which utilizes Next Generation Sequencing (NGS) technology to deliver comprehensive genomic insights. The core product is sold in multiple variants (Premium One, Duo, Family, and Bundle) to serve individuals, couples, and families, with pricing tiers offering increasing discounts for multi-kit purchases. A companion mobile application (iOS/Android) delivers the 500+ reports and enables customer engagement including the referral program. Beyond consumer offerings, CircleDNA provides B2B solutions including employer wellness programs, corporate gifting, and an exclusive distributor partnership program. The company also embeds a complimentary genetic consultation service (valued at US$300) into each kit purchase, positioning genetic counseling as an integral part of the customer experience rather than a separate upsell. Founded by Prenetics and backed by world-class genomic scientists, CircleDNA differentiates through clinical-grade accuracy (99.9%), comprehensive report coverage spanning disease risks, nutrition, fitness, skincare, family planning, and ancestry, and lifetime report updates as scientific understanding evolves.

Differentiator

Problem solved

Functional benefit

Products and services

• Premium DNA Test Kit Primary at-home saliva-based DNA testing product using Next Generation Sequencing (NGS) technology analyzing over 3 million genetic data points to generate 500+ health, wellness, and ancestry reports across 20+ categories including diet, nutrition, fitness, cancer screening, drug response, and family planning.
• CircleDNA Mobile App

Quantifiable outcome

• 187% greater weight loss with DNA-tailored diet advice
• +6 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability3 records

Feature5 records

Partnerships

One partnership is on record.

• Preneticsflagship/parentStrategic or Co-development PartnerCircleDNA is founded and powered by Prenetics, a global genomics conglomerate and pioneering leader in DNA testing. Prenetics provides the scientific expertise, R&D capabilities, and genomic infrastructure that enables CircleDNA's advanced NGS testing technology. The relationship is vertical integration - Prenetics owns and operates CircleDNA as its consumer-facing brand.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• 23andMe: The largest US-based DTC genetic testing company offering health predisposition, carrier status, wellness, and ancestry reports. Direct competitor to CircleDNA in consumer NGS-based testing with overlapping report categories (cancer, carrier, drug response).
• Ancestry (AncestryDNA): DTC genetic testing brand owned by Ancestry, historically ancestry-focused but expanding into health. Comparable target customer (heritage + health curious consumer) and DTC kit-based business model.
• MyHeritage DNA: Israel-based DTC genetic testing service combining genealogy with health reports. Directly comparable business model (DTC kits, ancestry + health), strong European footprint that mirrors CircleDNA's geographic expansion strategy.
• Helix: NGS-based DNA testing platform partnering with brands and healthcare systems to deliver consumer genomic insights. Most comparable to CircleDNA on the underlying sequencing technology (NGS, Exome+) and white-label/enterprise distribution model.
• Nebula Genomics: DTC whole-genome sequencing company founded by George Church. Direct competitor on NGS-based comprehensiveness, with stronger privacy positioning via blockchain-based data control. Targets the same premium health-conscious consumer.
• Dante Labs: DTC whole-genome and exome sequencing provider with global shipping. Comparable on NGS-based premium positioning and direct-to-consumer health reports, with a strong European market presence.

Emerging players

• GenePlanet: European DTC and B2B genetic testing company offering health, nutrition, and pharmacogenomics reports. Comparable business model with overlap in nutrition/fitness DNA reports; smaller report breadth than CircleDNA but similar enterprise wellness push.
• SelfDecode: DTC DNA and lab testing company focused on personalized health recommendations, including mood, sleep, and longevity. Overlaps with CircleDNA on nutrition/skincare/wellness DNA insights and offers a subscription model that CircleDNA lacks.

Regional players

• DNAfit: UK-based DTC DNA testing brand focused on fitness, nutrition, and skincare. Comparable on the fitness/nutrition DNA report angle but with narrower scope than CircleDNA's 500+ reports and primarily European footprint.

Broad incumbents

• Everlywell: Larger at-home health testing platform offering blood, hormone, and microbiome tests in addition to genetic tests. Comparable DTC consumer health model and channel strategy, but operates as a broader testing marketplace rather than a genetics-focused specialist.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/circledna
• Instagraminstagram.com/circledna
• LinkedInlinkedin.com/company/circle-dna

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

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 Circle DNA