Geni

What Geni does

Geni operates Geni.com, a cloud-based collaborative genealogy platform that enables individuals and families to build shared family trees and contribute to a single unified global graph called the World Family Tree. The platform's core technology connects individual user trees into a shared network that currently spans over 210 million connected profiles across 280+ million total profiles, with automated Tree Matches identifying overlapping trees, Smart Matches and Record Matches cross-referencing profile data against billions of historical records via integration with parent company MyHeritage, and a Consistency Checker monitoring 28 rule-based error conditions. The platform supports GEDCOM import, photo and media sharing, source citations, 85,000+ collaborative genealogy projects, discussion forums, and native translation in over 150 languages maintained by a global volunteer curator community. Geni monetizes through a freemium model: the Basic tier is free with unlimited profiles and core features, while Geni Pro is a $99/year subscription offering unlimited Tree Matches, site-wide search across 280M+ profiles, unlimited media uploads, relationship path diagrams, and the Geni Pro Workspace. Secondary revenue streams include DNA test kit resale (priced $149-$529) through a partnership with Family Tree DNA and referral economics from MyHeritage data subscriptions. The company was founded in 2006, acquired by Israel-based MyHeritage Ltd. in November 2012, and operates with 11-50 employees from Los Angeles, California as a strategic subsidiary within the MyHeritage portfolio.

Name

Geni

Legal name

Geni.com

Website

https://geni.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Geni operates a cloud-based collaborative genealogy platform where individuals and families build shared family trees contributing to the World Family Tree of 210M+ connected profiles. It monetizes via a $99/year Pro subscription, freemium Basic tier, and DNA test resale through Family Tree DNA.

Ownership category

akta.pro rank

Product category

Online Genealogy and Family Tree Software

NAICS

Web Search Portals, Libraries, Archives, and Other Information Services (5192), Web Search Portals, Libraries, Archives, and Other Information Services (519)

akta.pro primary industry

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

akta.pro secondary industry

Genomics & Next-Generation Sequencing (NGS) Services (HLAGANAA)

Keywords

• Collaborative genealogy platform
• Online family tree
• Ancestry research software
• DNA test kits
• Historical records matching

Headquarters

HQ city

West Hollywood

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Geni Pro Subscription: Premium subscription service offering advanced tree building tools, unlimited tree matches, site-wide profile search (280M+ profiles), unlimited media uploads, and priority technical support. Free trial of 14 days followed by annual subscription with automatic renewal.
2. DNA Test Kits: Sale of DNA testing kits through partnership with Family Tree DNA. Offerings include Y-DNA37 ($149), Y-DNA37+mtFullSequence+Free Family Finder ($368), and Comprehensive Genome ($529).
3. MyHeritage Data Subscription Referrals: Users can subscribe to MyHeritage's record database to confirm sources and enhance family tree accuracy, with Geni integrating these services

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels10 records

Core offering

Geni operates a free, web-based collaborative genealogy platform where individuals build and share family trees that merge into a single World Family Tree connecting over 210 million profiles. A paid Geni Pro subscription adds advanced research tools, unlimited Tree Matches, site-wide search across 280M+ profiles, and a Pro Workspace, while DNA test kits are resold through Family Tree DNA to support genetic genealogy.

Product overview

Geni is a collaborative genealogy platform built around a single unified vision: the World Family Tree. The core product is Geni.com, a free platform enabling users to create family trees, invite relatives, and share photos, videos, and documents, with paid Geni Pro subscriptions adding unlimited Tree Matches, site-wide search across 280+ million profiles, unlimited media uploads, relationship path diagrams, and the Geni Pro Workspace. The platform integrates natively with MyHeritage for automatic Record Matches and Smart Matches against billions of historical records, and resells Family Tree DNA tests for genetic genealogy. Key modules include Geni Projects (85,000+ collaborative workspaces), Genealogy Discussions, GEDCOM Import, and a Consistency Checker. The World Family Tree is the platform's central differentiator — a shared tree connecting over 210 million profiles across users worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• World Family Tree: A collaborative family tree network where users can add relatives, share photos, and discover connections to the World Family Tree.
• Geni Pro

Products and services

• Geni.com (Core Platform) Free collaborative online genealogy platform enabling individual users to build family trees, invite relatives, share photos and videos, import GEDCOM files from other genealogy software, and contribute to the shared World Family Tree. Includes unlimited profiles, consistency checking, photo/media uploads up to 1GB, and access to projects.
• Geni Pro
• World Family Tree Geni's shared collaborative family tree connecting over 210 million profiles across the platform, allowing users to discover connections to historical figures, celebrities, and other users' trees through Tree Matches and Smart Matches.
• Geni DNA Tests DNA testing service for individual consumers resold through Family Tree DNA partnership. Offerings include Y-DNA37 (37-marker paternal line test at $149), Y-DNA37+mtFullSequence+Free Family Finder combination ($368), and Comprehensive Genome highest-resolution test ($529) for ancestry verification and ethnic origin discovery.
• Geni Projects Collaborative workspace feature for individual users and research groups to organize profiles, descriptions, photos, and discussions around shared genealogical interests such as specific lineages, historical events, surnames, or geographic regions. The database contains over 85,000 distinct projects.

Quantifiable outcome

• Over 210 million profiles connected in World Family Tree
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature8 records

Partnerships

One partnership is on record.

• Family Tree DNAcoreTechnology or IntegrationDNA testing partner offering Y-DNA37, Y-DNA37+mtFullSequence+Free Family Finder, and Comprehensive Genome tests through Geni's DNA Tests page. Tests help users verify family tree connections and discover ancestral origins.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• FamilySearch: Free collaborative family tree and records platform operated by The Church of Jesus Christ of Latter-day Saints. Directly competes on shared-tree and free-records, pressuring Geni's freemium conversion economics.
• AncestryDNA: Genetic genealogy offering from Ancestry with one of the largest consumer DNA databases. Competes directly with Geni's Family Tree DNA partnership on autosomal matching, ethnicity estimates, and relative finding.
• MyHeritage: Parent company and direct competitor in the consumer genealogy platform space. MyHeritage offers a near-identical feature set (family trees, Smart Matches, Record Matches, DNA tests) but operates as the standalone brand, while Geni is the collaborative-tree-focused product within the same corporate family.
• Ancestry: Direct competitor and the dominant US genealogy platform, offering family trees, historical record subscriptions, and AncestryDNA. Operates a similar freemium + subscription + DNA attach revenue model targeting the same consumer genealogist customer.
• 23andMe: Direct-to-consumer DNA testing and ancestry company. Comparable to Geni's DNA tests product line but with a much larger genetic database and stronger consumer brand in the genetic genealogy category.
• FindMyPast: UK-focused genealogy subscription service owned by Ancestry. Competes on British/Irish historical records and family trees, overlapping with Geni's international user base in Commonwealth markets.
• Family Tree DNA: DNA testing partner and resale supplier for Geni. Also operates its own family tree product (myFTDNA), making it both a supplier and partial competitor in the genetic genealogy space.
• WikiTree: Free collaborative world family tree community with a strict one-profile-per-person model. Competes head-on with Geni's World Family Tree concept for hobbyist genealogists who prefer a non-commercial, volunteer-driven alternative.

Emerging players

• Gramps: Open-source desktop genealogy software with a passionate user base among power users. Represents the self-hosted, non-collaborative alternative to Geni's cloud platform — overlapping only partially on the family-tree-builder use case.
• MyTrueAncestry: DNA-driven ancient ancestry matching service. A niche player in genetic genealogy that overlaps with Geni's DNA add-on category but focuses specifically on ancient/archaeogenomic matching rather than modern relative finding.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/geni
• YouTubeyoutube.com/user/Genidotcom
• Facebookfacebook.com/genidotcom
• Pinterestpinterest.com/genicom

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds3 records

Investors2 records

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 Geni