DnaPower
DnaPower is a privately held Canadian consumer genomics company founded in 2008 that sells direct-to-consumer DNA test kits and professional consultations, offering personalized insights into diet, fitness, health, and brain function to health-conscious individuals and a network of certified health practitioners.
- Company typePrivate
- Founded2008
- HeadquartersNorth Vancouver, Canada
- Headcount11–50
- GTM typeB2C
- OfferingServices
What DnaPower does
DnaPower Inc. is a privately held Canadian consumer genomics company founded in 2008 and headquartered in North Vancouver, British Columbia. The company sells direct-to-consumer DNA test kits that translate genetic variation into personalized guidance across diet, fitness, health, and brain function, anchored by its flagship totalPower 4-in-1 kit (CAD $499) covering 250+ genetic variations in a 170+ page report with an included 45-minute consultation. Underlying technology includes custom gene panels and polygenic scoring processed through a CLIA certified Canadian laboratory operational since 2008, with microbiome work outsourced to a CAP-accredited partner lab using shotgun metagenomics.
The company operates a dual GTM motion combining self-serve e-commerce on dnapower.com (global shipping from Canada, one-time purchases priced CAD $99 to CAD $4,495 across individuals, families, and specialty add-ons such as pharmaPower, SkinDNA, metalPower, and MapmyBiome) with a B2B2C Partner Program that trains nutritionists, trainers, and naturopathic doctors to incorporate DNA testing into their practices. Revenue is generated through one-time kit sales, professional consultation services (CAD $149-$450), and channel/affiliate commissions. The company is founder-controlled by CEO Lois Nahirney, employs 11-50 staff, and has no disclosed institutional funding or M&A activity.
DnaPower firmographics
Firmographics- Name
- DnaPower
- Legal name
- dnaPower Inc.
- Website
- https://dnapower.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- DnaPower is a privately held Canadian consumer genomics company founded in 2008 that sells direct-to-consumer DNA test kits and professional consultations, offering personalized insights into diet, fitness, health, and brain function to health-conscious individuals and a network of certified health practitioners.
- Ownership category
- akta.pro rank
DnaPower industry classification
Industry- Product category
- Consumer Genetic Testing Services
- NAICS
- In-Vitro Diagnostic Substance Manufacturing (325413), Medical and Diagnostic Laboratories (62151)
- SIC
- In Vitro & In Vivo Diagnostic Substances (2835), Services-Medical Laboratories (8071)
- akta.pro primary industry
- Genetic & Genomic Testing (germline, somatic, carrier, pharmacogenomics) (HLAAALAD)
Keywords
Where DnaPower is headquartered
LocationHeadquarters
- HQ city
- North Vancouver
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
DnaPower business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Supply Chain
Revenue model
- DNA Test Kit Sales: One-time purchase model for DNA test kits ranging from CAD $99 to CAD $499. Individual tests (dietPower, fitPower, brainPower, healthPower) at CAD $299 each, or bundled totalPower at CAD $499 covering 4 tests with 250+ genetic variations.
- Professional Consultation Services: Add-on 45-minute DNA report reviews and specialized consultations with DNA-certified nutritionists, naturopathic doctors, or fitness experts. Prices range from CAD $149 to CAD $450.
- Microbiome Testing: Gut microbiome analysis using shotgun DNA sequencing offered as standalone kit at CAD $499 or bundled with DNA tests.
- Partner and Affiliate Programs: Channel partnerships with health practitioners who resell or recommend DNA testing services to their clients.
- Specialty Products and Packages: Additional products including SkinDNA (CAD $149-249), pharmaPower (CAD $349-399), meal plans (CAD $49), and bundled packages up to CAD $4,495.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | totalPower - Comprehensive 4-in-1 DNA Test Kit |
| One time/ perpetual license | Pay-as-you-go | Individual Power Tests |
| One time/ perpetual license | Pay-as-you-go | Family Bundle |
| One time/ perpetual license | Pay-as-you-go | MapmyBiome Gut Test |
| One time/ perpetual license | Pay-as-you-go | pharmaPower DNA Test |
| One time/ perpetual license | Pay-as-you-go | SkinDNA |
| One time/ perpetual license | Pay-as-you-go | metalPower DNA Test |
| Professional services/ project-based | Pay-as-you-go | DNA Report Review |
| Professional services/ project-based | Pay-as-you-go | Health and Wellness Consultation |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
DnaPower product offering
Product offeringCore offering
DnaPower develops and sells direct-to-consumer DNA test kits that analyze genetic variations related to diet, fitness, brain health, and overall preventative health. Samples are processed in a CLIA-certified Canadian laboratory and results are delivered as comprehensive personalized reports (170+ pages, 250+ genetic variations, 80+ insights) typically 2-4 weeks after sample receipt, with optional 45-minute consultations with DNA-certified nutritionists, naturopathic doctors, and fitness experts. The company also offers specialty kits (pharmaPower, SkinDNA, metalPower, cortisol, inflammation, longevity, women's health, lactose intolerance), microbiome testing via Shotgun Metagenomics, and practitioner certification.
Product overview
DnaPower offers a portfolio of genetic wellness DNA test kits and services focused on preventative health, nutrition, fitness, and brain health. The core flagship product is totalPower, a 4-in-1 DNA test kit combining dietPower (150+ genetic variations for diet and nutrition), fitPower (65+ genetic variations for fitness), healthPower (35+ genetic variations for health), and brainPower (20+ genetic variations for brain health), covering 250+ total genetic variations in an 80+ page personalized report. Individual products can be purchased separately or bundled. Additional offerings include pharmaPower (medication insights for 160+ medications), MapmyBiome (gut microbiome testing via Shotgun DNA sequencing), SkinDNA (skin aging genetics), metalPower (detoxification genetics), specialty tests (cortisol, inflammation, longevity, women's health, lactose intolerance), and consultation services. The company also offers data upload compatibility with 23andMe, Ancestry, and MyHeritage raw data for wellness report generation, as well as partner bundles for health practitioners including a DNA certification course.
Differentiator
Problem solved
Functional benefit
Products and services
- totalPower DNA Test Kit The comprehensive 4-in-1 DNA test kit combining dietPower, fitPower, brainPower, and healthPower into a single personalized report. Tests 250+ genetic variations, delivers 80+ actionable insights across a 170+ page report with an included 45-minute personalized DNA report review. Targeted at health-conscious individuals seeking a one-time, lifetime preventative-health assessment. Priced at CAD $499.
- dietPower DNA Test Kit Standalone DNA diet test analyzing 150+ genetic variations related to diet management (fat burning, carbohydrate sensitivity, cholesterol and blood sugar regulation, protein requirements), weight response, food tolerances (alcohol, caffeine, salt, lactose, gluten, sugar cravings), food taste and preferences, and vitamin/supplement needs. Priced at CAD $299.
- fitPower DNA Test Kit Standalone DNA fitness test analyzing 65+ genetic variations related to power and endurance, injury and recovery susceptibility, exercise performance, and exercise response. Priced at CAD $299.
- healthPower DNA Test Kit Standalone DNA health test analyzing 35+ genetic variations related to detoxification, hormones, inflammation, and methylation for whole-body health. Priced at CAD $299.
- brainPower DNA Test Kit Standalone DNA brain health test analyzing 20+ genetic variations related to cognitive resilience, concussion recovery, cortisol regulation, depression risk, emotional eating, and Parkinson's disease risk. Priced at CAD $299.
- Family Bundle Multi-kit bundle offering savings when purchasing more than one totalPower DNA test kit for family members. Price ranges from CAD $898 to CAD $3,591 depending on the number of kits purchased.
- totalPower Connect Service allowing users to upload existing raw DNA data from 23andMe, Ancestry, or MyHeritage to receive a DnaPower wellness report within 48 hours, eliminating the need for an additional physical sample collection.
- pharmaPower DNA Test Kit Personalized medication insights DNA test reviewing 160+ common medications to identify which medications will work best and which to avoid based on the customer's genetic profile. Priced CAD $349 to CAD $399.
- MapmyBiome Test Kit Detailed gut microbiome test using Shotgun DNA sequencing to provide personalized digestion and wellness insights, analyzing bacteria, fungi, viruses, and parasites. Processed by CAP-accredited, CLIA-compliant Microbiome Insights laboratory in Richmond, BC. Priced at CAD $499.
- SkinDNA Skin health genetic test examining 16 genetic markers (SNPs) in 5 categories associated with skin aging. Priced CAD $149 to CAD $249.
- metalPower DNA Test Kit Detoxification-focused DNA test analyzing genetic variants related to the body's detox pathways and metal processing. Priced CAD $99 to CAD $299.
- DNA Report Review A 45-minute personalized consultation reviewing DNA test results with a DNA-certified nutritionist. Priced at CAD $149.
- Fitness and Health Consultation (with Carmen Tocheniuk, the DNA Diva) Specialized consultation service with Carmen Tocheniuk (the DNA Diva) providing personalized fitness and health guidance based on DNA results. Priced at CAD $349.
- Health and Wellness Consultation (with Dr. Seema Kanwal, ND) Specialized consultation with Dr. Seema Kanwal, a naturopathic doctor, for personalized health and wellness guidance based on DNA results. Priced at CAD $450.
- DNA Diet Meal Plan A four-week meal plan personalized to the customer's DnaPower genetic test results. Priced at CAD $49.
- Better Life Metabolic Health Program A six-week metabolic health optimization program combining genetic insights with guided lifestyle changes. Originally CAD $699, currently CAD $599.
- totalPower + MapmyBiome Bundle Combined DNA and gut microbiome testing bundle providing complete health picture with advanced genetic and microbiome analysis. Priced from CAD $899 to CAD $4,495.
- Hair Tissue Mineral Analysis + dnaPower totalPower Test Package Combined HTMA and totalPower DNA test package providing deeper understanding of nutrition, energy, and overall wellness. Priced at CAD $1,399.
- DEXA DNA Package Full-body DEXA body scan imaging (available in Vancouver area) combined with totalPower DNA test kit for comprehensive health and wellness assessment. Originally CAD $749, currently CAD $624.
- Cortisol Test Specialty test measuring cortisol levels to assess stress response and hormonal balance.
- Inflammation Test Specialty test assessing inflammatory markers and genetic factors related to inflammation response.
- Longevity Test Specialty genetic test focused on genes associated with aging and longevity.
- Women's Health Test Specialty genetic test focused on women's health-related genetic markers.
- Lactose Intolerance Test Specialty DNA test identifying genetic markers related to lactose intolerance.
- DNA Certification Course Professional certification course for health practitioners on interpreting and applying DNA genetic test results in their practices. Required as part of the DnaPower Partner Program.
- New Partner Bundle Bundle package for new DnaPower partners that includes the DNA certification course and a DNA test kit.
- Gift Certificate Gift certificates for DnaPower DNA wellness kits available in denominations from CAD $299 to CAD $499.
Quantifiable outcome
- 250+ genetic variations tested in single comprehensive kit
- +3 more outcomes
Companies that use DnaPower
Customer profileNamed customers8 records
Segments2 records
Ideal customer profiles2 records
DnaPower technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability2 records
Feature4 records
DnaPower partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Inagene Diagnostics Inc.coreJoint video and podcast series 'The Healthy Helix - Your Personalized Roadmap to Health' bringing together DNA testing expertise from both companies. Co-hosts Nancy White (Inagene) and Lois Nahirney (dnaPower) discuss personalized wellness, genetic testing, preventative health, and pharmacogenetics. Series includes episodes on DNA interpretation, immune genetics, and lifestyle optimization.
- Microbiome InsightscoreCanadian laboratory partner based in Richmond, BC that processes microbiome samples. CAP-accredited and CLIA-compliant facility meeting international standards for laboratory accuracy, quality control and testing procedures. Uses advanced Shotgun Metagenomics technology.
- DNA RomanceminorDNA matchmaking service partner. Cross-promotional relationship where dnaPower directs interested customers to DNA Romance for romantic compatibility testing.
- Health Practitioner PartnerscoreNetwork of health practitioners including nutritionists, personal trainers, naturopaths, and wellness coaches who incorporate dnaPower testing into their practices. Partners include Dr. Alina Costantin, Jordan D. Roy, Rick Fischer, Kelsey, and Annie at PowerUp Nutrition. dnaPower offers certification course and partner bundle packages.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
DnaPower competitors and assessment
Company assessmentDirect peers
- 23andMe: 23andMe is the largest direct-to-consumer genetic testing company, offering health, ancestry, and trait reports through saliva kits. It is the dominant scale competitor to DnaPower in the DTC genetics space and is explicitly integrated as a raw-data upload source for DnaPower's totalPower Connect.
- AncestryDNA (Ancestry): Ancestry operates one of the world's largest consumer genetic databases, primarily ancestry-focused but expanding into health traits. Like 23andMe, it is a key raw-data source for DnaPower and competes for the same health-conscious consumer wellness dollar.
- Viome: Viome sells DTC gut microbiome and health intelligence tests combined with personalized nutrition recommendations, mirroring DnaPower's MapmyBiome offering and overall preventative-health DTC model.
- DayTwo: DayTwo offers personalized nutrition and blood-glucose response analysis grounded in gut microbiome science, overlapping with DnaPower's dietPower and MapmyBiome products for the personalized wellness consumer.
- InsideTracker: InsideTracker combines DNA, blood biomarkers, and wearable data to deliver personalized nutrition and longevity recommendations — a closely analogous DTC wellness platform to DnaPower's polygenic-scoring-based diet and fitness reports.
- SelfDecode: SelfDecode sells DTC DNA wellness reports, including mood, diet, and lifestyle-focused polygenic analyses, alongside raw-data upload interpretation — a direct small-scale competitor with a similar upload-friendly, wellness-positioned model.
- MyHeritage DNA: MyHeritage provides DTC DNA testing with health and ancestry components, serving the same global consumer as DnaPower and acting as another raw-data upload source for DnaPower's totalPower Connect.
Emerging players
- Habit (Habit.co): Habit delivers personalized nutrition based on biological and DNA testing, occupying the diet-and-fitness DNA niche similar to DnaPower's dietPower and fitPower, though on a more limited product surface.
- Color Genomics: Color offers clinical-grade genetic testing (cancer risk, pharmacogenomics) with a more medical/enterprise focus, comparable on the pharmaPower medication-insights front but more regulated and enterprise-oriented than DnaPower's DTC channel.
Others
- Inagene Diagnostics: Inagene is a Canadian pharmacogenetics and pain-management genetic testing company that has a strategic partnership with DnaPower (The Healthy Helix co-produced podcast series) and is a useful adjacent comparator on the Canadian pharmacogenomics market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
DnaPower social profiles
Digital presenceDnaPower financial estimates
Financial estimateRevenue estimate
Valuation estimate
DnaPower leadership team
Management profileNumber of profiles
Profiles1 record
DnaPower funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DnaPower 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 DnaPower
What does DnaPower do?
DnaPower develops and sells direct-to-consumer DNA test kits that analyze genetic variations related to diet, fitness, brain health, and overall preventative health. Samples are processed in a CLIA-certified Canadian laboratory and results are delivered as comprehensive personalized reports (170+ pages, 250+ genetic variations, 80+ insights) typically 2-4 weeks after sample receipt, with optional 45-minute consultations with DNA-certified nutritionists, naturopathic doctors, and fitness experts. The company also offers specialty kits (pharmaPower, SkinDNA, metalPower, cortisol, inflammation, longevity, women's health, lactose intolerance), microbiome testing via Shotgun Metagenomics, and practitioner certification.
Is DnaPower a public or private company?
DnaPower is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was DnaPower founded?
DnaPower was founded in 2008. It employs 11 to 50 people.
Where is DnaPower based?
DnaPower is headquartered in North Vancouver, Canada, in the North America region.
How does DnaPower make money?
Five revenue lines are on record. DNA Test Kit Sales are the primary driver. The others are professional Consultation Services, microbiome Testing, partner and Affiliate Programs and specialty Products and Packages.
Who are DnaPower's main competitors?
Direct peers on record are 23andMe, AncestryDNA (Ancestry), Viome, DayTwo, InsideTracker, SelfDecode and MyHeritage DNA. Emerging players are Habit (Habit.co) and Color Genomics. Inagene Diagnostics is listed as an others.
Does DnaPower have an API?
No public API is recorded for DnaPower.
What industry is DnaPower in?
DnaPower's product category is Consumer Genetic Testing Services. Its primary akta.pro industry code is HLAAALAD, Genetic & Genomic Testing (germline, somatic, carrier, pharmacogenomics). Its NAICS code is 325413 and its SIC code is 2835.