Assay Genie
Assay Genie is a Dublin-based life science reagents company founded in 2017, selling ELISA kits, antibodies, multiplex immunoassays, cellular assays, and proteins to 15,000+ researchers in pharma, biotech, academia, and CROs across 80+ countries via direct e-commerce and distributors.
- Company typePrivate
- Founded2017
- HeadquartersBaile Átha Cliath, Ireland
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Assay Genie does
Assay Genie is a life science reagents company headquartered in Dublin, Ireland, founded in 2017 by scientists Colm Ryan and Seán Mac Fhearraigh. The company sells a catalog of more than 100,000 research products spanning ELISA kits, primary and secondary antibodies, recombinant proteins, cellular and biochemical assays, ELISpot and antibody arrays, and molecular biology tools. Its differentiated platform asset is the GeniePlex multiplex immunoassay, which quantifies up to 24 analytes from as little as 15μL of sample across human, mouse, rat, canine, and non-human primate panels; the PharmaGenie range extends this into biosimilar and therapeutic antibody quantification for biopharma customers.
The business operates a dual revenue model. Catalog reagents are sold direct-to-researcher through an e-commerce storefront at prices typically ranging from $115 to $1,386 per antibody, supplemented by an international distributor network covering 80+ countries and localized storefronts for Korea, Japan, and Germany. A Custom Services tier provides project-based bespoke development of ELISA kits, multiplex panels, antibodies, in vivo antibodies, proteins, and cell lines, generating professional-services revenue on top of transactional sales. Customer segments are Pharma & Biotech, Academia, and Contract Research Organizations, with 15,000+ researchers cited as customers and products validated in 100+ peer-reviewed publications in journals including Cell and Nature.
Distribution is mixed: direct e-commerce for SMB and individual buyers, and a distributor/wholesale channel for enterprise and regional reach in markets not covered by localized sites. Marketing emphasizes a content-led, scientist-to-scientist model — blog content, citation hub, webinars, scientific conferences, and SEO around reagent-specific queries — supported by 24/7 PhD-level technical LiveChat. The company has no disclosed institutional funding, no parent entity, and no subsidiaries; it remains privately held and founder-led.
Assay Genie firmographics
Firmographics- Name
- Assay Genie
- Legal name
- Assay Genie
- Website
- https://assaygenie.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Assay Genie is a Dublin-based life science reagents company founded in 2017, selling ELISA kits, antibodies, multiplex immunoassays, cellular assays, and proteins to 15,000+ researchers in pharma, biotech, academia, and CROs across 80+ countries via direct e-commerce and distributors.
- Ownership category
- akta.pro rank
Assay Genie industry classification
Industry- Product category
- Life Science Reagents
- NAICS
- In-Vitro Diagnostic Substance Manufacturing (325413)
- SIC
- In Vitro & In Vivo Diagnostic Substances (2835)
- akta.pro primary industry
- Reagents, Chemicals & Assay Kits (Buffers, Antibodies, ELISA, Enzymes) (HLAGAIAI)
- akta.pro secondary industries
- Biomarker Assay & Reagent Development (LDT/IVD assay design, antibodies/standards/controls) (HLAAAMAL), IVD Reagents, Assay Kits & Consumables (Non-instrument) (HLAHAAAM), Specialty & Biomarker Laboratory Services (Immunoassays/Flow/Cytometry) (HLAGAEAB)
Keywords
Where Assay Genie is headquartered
LocationHeadquarters
- HQ city
- Baile Átha Cliath
- HQ country
- Ireland
- HQ region
- Europe
Offices1 record
Markets served
Assay Genie business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Research Reagent Sales: One-time product sales of ELISA kits, antibodies, proteins, cellular assays, and multiplex panels. Revenue generated from individual product purchases through e-commerce platform and distributor network.
- Custom Service Development: Bespoke development services including custom ELISA kits, custom multiplex assays, custom antibodies, custom in vivo antibodies, custom proteins, and custom cell lines. Professional services revenue with project-based pricing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Research Antibodies |
| Unit Pricing | Pay-as-you-go | ELISA Kits |
| Other | Multi-year contract | Custom Services |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels8 records
Assay Genie product offering
Product offeringCore offering
Assay Genie develops and sells validated life science research reagents including ELISA kits, antibodies (primary, secondary, biosimilar, in vivo), recombinant proteins, cellular assay kits, and multiplex immunoassays (GeniePlex). The company also offers custom development services for bespoke ELISA kits, antibodies, proteins, and cell lines for life science researchers across pharmaceutical, biotechnology, academic, and contract research organizations worldwide.
Product overview
Assay Genie is a research reagents company offering validated ELISA kits, antibodies, cellular assays, multiplex immunoassays, and molecular biology tools. The product portfolio is organized around core consumable categories—ELISA Kits, Antibodies, Cellular Assays, and GeniePlex Multiplex ELISA—supplemented by Proteins, Molecular Biology Tools, ELISpot, and Antibody Arrays. The company emphasizes validated, peer-reviewed reagents backed by PhD technical support, with custom development services enabling researchers to commission bespoke versions of any product category.
Differentiator
Problem solved
Functional benefit
Brands
- GeniePlex: Multiplex immunoassay platform for quantifying multiple analytes in small sample volumes (up to 24 analytes in 15μL)
- PharmaGenie
- SuperSet DIY
- QuickStep ELISA
Products and services
- ELISA Kits Comprehensive portfolio of enzyme-linked immunosorbent assay kits for detecting and quantifying proteins, biomarkers, and other analytes in research samples, including Fast ELISA, High Sensitivity Cytokine, SuperSet DIY, PharmaGenie, Cell-Based, Transcription Factor, and Species-Specific variants. Sold to life science researchers in pharma, biotech, academia, and CROs.
- GeniePlex Multiplex ELISA Proprietary multiplex immunoassay platform enabling simultaneous quantification of up to 24 analytes from as little as 15μL of sample, with validated panels for human, mouse, rat, and non-human primate analytes. Designed for researchers needing comprehensive biomarker panels from limited samples.
- Antibodies Extensive collection of primary and secondary antibodies, including epigenetic antibodies, in vivo functional-grade antibodies, biosimilar antibodies, and sampler packs, used across Western blot, immunohistochemistry, flow cytometry, chromatin immunoprecipitation, and in vivo preclinical research applications.
- Cellular Assays Portfolio of cellular and biochemical assay kits covering cell health and death (apoptosis, viability, cytotoxicity, ferroptosis), FRET assays, metabolism (glycolysis, lipid metabolism, TCA cycle), oxidative stress, luciferase assays, fatty acid oxidation, and mycoplasma detection and elimination.
- Proteins Recombinant proteins including cytokines, CD markers, and viral proteins for research applications across multiple species, used in cell culture, signaling studies, and assay development.
- Molecular Biology Tools Tools for DNA assembly and cloning (TA Cloning, DNA Ligation), site-directed mutagenesis, and enzyme reagents including high-fidelity DNA polymerase and T4 DNA ligase for molecular biology research workflows.
- ELISpot Assays Enzyme-linked immunospot assays for detecting and enumerating individual cells secreting specific cytokines or other analytes, used in immunology and vaccine research.
- Antibody Arrays Membrane-based arrays for simultaneous screening of multiple proteins in a single sample, enabling parallel biomarker profiling for discovery and validation studies.
- Custom Services Tailored development services including custom ELISA kits, custom multiplex assays, custom antibodies, custom in vivo antibodies, custom proteins, and custom cell lines, sold on a project-based quote to researchers needing bespoke reagents for specific experimental requirements.
Quantifiable outcome
- 15,000+ researchers worldwide trust Assay Genie products
- +3 more outcomes
Companies that use Assay Genie
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Assay Genie technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Assay Genie partnerships and signals
Strategic signalScale indicators6 records
Recent moves6 records
Expansion highlights6 records
Assay Genie competitors and assessment
Company assessmentDirect peers
- GenScript: GenScript is a direct peer in custom antibody services, recombinant proteins, and cell-line development — directly overlapping Assay Genie's custom services revenue stream and parts of its catalog.
- PeproTech (part of Thermo Fisher): PeproTech is a direct peer in recombinant proteins and cytokines for life science research — overlapping with Assay Genie's Proteins catalog and academic/biopharma customer base.
- Abcam (a Danaher company): Abcam is a global leader in research-grade antibodies and immunoassay reagents with an e-commerce-first model and a 100,000+ product catalog, making it one of the most direct head-to-head competitors for Assay Genie's antibody and ELISA business.
- Bio-Techne (R&D Systems, Novus Biologicals, ProteinSimple): Bio-Techne is the closest direct peer via its R&D Systems brand, offering catalog ELISA kits, antibodies, proteins, and multiplex assays (including Luminex-based assays) for research use — directly overlapping Assay Genie's core catalog across reagents and immunoassays.
- Cell Signaling Technology (CST): CST is a direct peer in validated antibodies, ELISA kits, and cellular assay reagents, with strong brand positioning in academic and translational research — the same buyer segments Assay Genie serves.
Emerging players
- RayBiotech: RayBiotech is an emerging peer specializing in multiplex antibody arrays and ELISA kits; it overlaps with Assay Genie's GeniePlex and antibody array lines and competes for similar translational biomarker research customers.
- MyBioSource: MyBioSource is an emerging peer offering a very large catalog of ELISA kits, antibodies, and proteins through an e-commerce model, with comparable product breadth and customer overlap in the academic and small biotech segments.
- LSBio (LifeSpan BioSciences): LSBio is an emerging peer in research antibodies and IHC-validated reagents targeting academic and translational research budgets, a customer and product segment that overlaps with Assay Genie's antibody catalog.
Broad incumbents
- Bio-Rad Laboratories: Bio-Rad is a broad incumbent that, alongside its instruments, offers a sizable catalog of antibodies, ELISA kits, immunoassay reagents, and multiplex platforms (Bio-Plex) — directly comparable to Assay Genie's product mix as part of a much larger portfolio.
- Thermo Fisher Scientific (Invitrogen / Thermo Scientific): Through its Invitrogen and Thermo Scientific brands, Thermo Fisher is the dominant broad incumbent in life science reagents, including antibodies, ELISA kits, proteins, and cellular assays, with global distribution reach that dwarfs Assay Genie's footprint.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Assay Genie social profiles
Digital presenceAssay Genie financial estimates
Financial estimateRevenue estimate
Valuation estimate
Assay Genie leadership team
Management profileNumber of profiles
Profiles2 records
Assay Genie funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Assay Genie 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 Assay Genie
What does Assay Genie do?
Assay Genie develops and sells validated life science research reagents including ELISA kits, antibodies (primary, secondary, biosimilar, in vivo), recombinant proteins, cellular assay kits, and multiplex immunoassays (GeniePlex). The company also offers custom development services for bespoke ELISA kits, antibodies, proteins, and cell lines for life science researchers across pharmaceutical, biotechnology, academic, and contract research organizations worldwide.
Is Assay Genie a public or private company?
Assay Genie is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Assay Genie founded?
Assay Genie was founded in 2017. It employs 11 to 50 people.
Where is Assay Genie based?
Assay Genie is headquartered in Baile Átha Cliath, Ireland, in the Europe region.
How does Assay Genie make money?
Two revenue lines are on record. Research Reagent Sales are the primary driver. The others are custom Service Development.
Who are Assay Genie's main competitors?
Direct peers on record are GenScript, PeproTech (part of Thermo Fisher), Abcam (a Danaher company), Bio-Techne (R&D Systems, Novus Biologicals, ProteinSimple) and Cell Signaling Technology (CST). Emerging players are RayBiotech, MyBioSource and LSBio (LifeSpan BioSciences). Broad incumbents are Bio-Rad Laboratories and Thermo Fisher Scientific (Invitrogen / Thermo Scientific).
Does Assay Genie have an API?
No public API is recorded for Assay Genie.
What industry is Assay Genie in?
Assay Genie's product category is Life Science Reagents. Its primary akta.pro industry code is HLAGAIAI, Reagents, Chemicals & Assay Kits (Buffers, Antibodies, ELISA, Enzymes), with a secondary code of HLAAAMAL, Biomarker Assay & Reagent Development (LDT/IVD assay design, antibodies/standards/controls). Its NAICS code is 325413 and its SIC code is 2835.