DnaPower

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.

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

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

• Genetic testing services
• DNA wellness testing
• Preventative health genetics
• Personalized nutrition testing
• Lifestyle DNA analysis

Headquarters

HQ city

North Vancouver

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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.
3. Microbiome Testing: Gut microbiome analysis using shotgun DNA sequencing offered as standalone kit at CAD $499 or bundled with DNA tests.
4. Partner and Affiliate Programs: Channel partnerships with health practitioners who resell or recommend DNA testing services to their clients.
5. 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

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core 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

Named customers8 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability2 records

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Inagene Diagnostics Inc.coreStrategic or Co-development PartnerJoint 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 InsightscoreTechnology or IntegrationCanadian 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 RomanceminorGTM or Marketing PartnerDNA matchmaking service partner. Cross-promotional relationship where dnaPower directs interested customers to DNA Romance for romantic compatibility testing.
• Health Practitioner PartnerscoreChannel Partner/ Reseller/ DistributorNetwork 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

Direct 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

• Facebookfacebook.com/dnapowerinc
• Instagraminstagram.com/dnapowerinc
• Xx.com/dnapowerinc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 DnaPower