What 24Genetics does

24Genetics is a privately held direct-to-consumer genetic testing company, incorporated in Spain as 24Genetics SL and operating across Europe (Madrid headquarters), North America (Boston), Latin America (Mexico City), and the UK (Cambridge). Founded in 2016, the company sells saliva-based DNA test kits generating up to seven distinct reports — Ancestry, Health, Nutrigenetics, Pharmacogenetics, Sports, Skin Care, and Personality — from a single sample, with the All in One Pack ($299) as its flagship offering. All sequencing is performed in European laboratories using exclusively Illumina technology, with the company emphasizing GDPR-compliant data handling and proprietary gender- and ancestry-aware algorithms that apply population-specific studies to genetic predisposition calculations. The product line also includes standalone reports, bundled packs, oral microbiota testing (analyzing over 100,000 bacterial sequences), and raw-data report processing for customers previously tested by competitors such as 23andMe, MyHeritage, and AncestryDNA.

The business model combines one-time kit sales ($149-$499) with a recurring subscription layer built around five AI-powered personal assistants — Julia (nutrition), Gaia (ancestry), Jun (skin and hair), Kai (sports), and Nuria (personality) — accessible via web and WhatsApp with multimodal text, audio, and image processing. A B2B partner program targets nutritionists, personal trainers, dermatologists, and beauty salons for white-label and referral distribution. Go-to-market is hybrid DTC e-commerce plus channel partnerships, supported by a 12+ language localized website, active social media presence, and educational content marketing. The company reports thousands of customers across more than 100 countries, NCBI recognition of its tests, and institutional support from the ICEX Next Program co-financed by the European ERDF fund. Revenue, funding history, and ownership structure are not publicly disclosed.

Name

24Genetics

Legal name

24Genetics SL

Website

https://24genetics.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

24Genetics is a Spain-based direct-to-consumer genetic testing company selling multi-report DNA kits (ancestry, health, nutrition, pharmacogenetics, sports, skin, personality) to consumers in 100+ countries, using Illumina sequencing in European labs and monetizing AI subscription assistants on top.

Ownership category

akta.pro rank

Product category

Direct-to-consumer genetic testing

NAICS

Medical Laboratories (621511), Medical and Diagnostic Laboratories (6215)

SIC

Services-Medical Laboratories (8071), In Vitro & In Vivo Diagnostic Substances (2835)

akta.pro primary industry

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

akta.pro secondary industry

Genetic & Prenatal Testing Laboratories (HLAFAMAH)

Keywords

• Direct-to-consumer DNA testing
• Genetic health reports
• Ancestry DNA testing
• Nutrigenetics testing
• AI genetic assistants

Headquarters

HQ city

Boston

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. DNA Test Kit Sales: One-time purchase of DNA test kits with various report bundles. Single test kits range from $149-$299; All-in-One comprehensive pack with 7 reports is $299. Volume discounts available for multi-unit purchases (e.g., 5+ units at $269 each).
2. AI Subscription Services: Monthly or annual subscriptions for AI assistants (Nutritional Assistant, Ancestry Assistant, Skin/Hair Assistant, Sports Assistant, Personality Assistant). Pricing from $10-19/month or $199/year for comprehensive AI services.
3. Raw Data Report Processing: Conversion of raw genetic data from other companies (23andMe, MyHeritage, AncestryDNA) into 24Genetics reports. Standalone reports range from $39-$139 depending on report type and whether the customer is new or existing 24Genetics user.
4. Microbiota Test: Oral microbiota analysis test sold as standalone product or add-on to DNA testing. Provides bacterial community analysis with 6-8 week turnaround (10-12 weeks when combined with genetic testing).
5. B2B Partner Program: Business partners including nutritionists, personal trainers, dermatologists, and beauty salons can offer 24Genetics services to their clients, either as white-label or referral arrangement.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

24Genetics sells direct-to-consumer DNA test kits that, from a single saliva sample, generate up to seven comprehensive genetic reports covering Ancestry, Health, Nutrigenetics, Pharmacogenetics, Sports, Skin Care, and Personality. The company also provides subscription-based AI personal assistants (Julia, Gaia, Jun, Kai, Nuria) that deliver ongoing personalized recommendations in nutrition, ancestry, skincare, sports, and wellness, plus an oral microbiota analysis test. Samples are processed in European laboratories using Illumina sequencing, with reports generated by proprietary gender- and ancestry-aware algorithms.

Product overview

24Genetics is a direct-to-consumer genetic testing company offering a comprehensive portfolio centered on its core All in One DNA test kit, which delivers seven distinct genetic reports (Health, Pharmacogenetics, Nutrigenetics, Sports, Skin Care, Personality, and Ancestry) from a single saliva sample. The company differentiates through AI-powered personal assistants (Julia for nutrition, Gaia for ancestry, Jun for skin/hair, Kai for sports, and Nuria for personality) that provide ongoing personalized recommendations based on genetic data. Additional offerings include standalone individual reports, bundled packs, oral microbiota testing, and a B2B partner platform for resellers and professionals. The product architecture follows a modular approach where customers can purchase comprehensive bundles or individual reports, with AI assistants available as subscription add-ons.

Differentiator

Problem solved

Functional benefit

Brands

• 24G AI Nutritional Assistant (Julia): AI-powered nutritional assistant that creates personalized diet plans based on genetic predispositions, current circumstances, and personal preferences.
• 24G AI Ancestry Assistant (Gaia)
• 24G AI Skin and Hair Care Assistant (Jun)
• 24G AI Sports Assistant (Kai)
• 24G AI Personality Assistant (Nuria)

Products and services

• All in One Pack (7 Reports) Comprehensive DNA test kit providing seven complete genetic reports — Ancestry, Health, Nutrigenetics, Pharmacogenetics, Sports, Skin Care, and Personality — from a single saliva sample. Priced at $299 ($399 list) with volume discounts.
• DNA Health Kit Standalone genetic health report covering predisposition to diseases, hereditary conditions, and mutations including cardiovascular, cancer, neurodegenerative, and chronic conditions across several hundred sections of analysis. Priced at $199.
• DNA Origins Test (Ancestry) Standalone ancestry DNA test revealing genetic origins across thousands of global regions including countries, autonomous communities, and provinces, with historical ancestry information going back over 700 years. Priced at $149.
• DNA Sports Test Genetic report analyzing sports performance traits including predisposition to strength, endurance, injury risk, muscle inflammation response, and optimal training strategies. Priced at $199.
• Genetic Skin and Hair Test DNA test analyzing skin and hair genetic predispositions including aging patterns, UV sensitivity, glycation risk, and hair loss tendency, with personalized skincare recommendations. Priced at $199.
• Nutrigenetics Test Genetic nutrition test revealing how DNA influences dietary needs, vitamin deficiencies, weight management predispositions, and optimal diet types. Priced at $199.
• Personality Test DNA-based personality and talent assessment analyzing genetic influences on personality traits, emotional patterns, stress management, and inherent talents. Priced at $149.
• Pharmacogenetics Plus DNA Test Pharmacogenetics report identifying how genetic variants affect drug metabolism, effectiveness, and potential adverse reactions to medications. Priced at $199 (not available in the US).
• All in One Plus Pack Enhanced version of the All in One pack with extended report content, additional features, and future update capabilities. Priced at $399 ($499 list).
• Health Plus Pack Bundle combining Health, Nutrigenetics, Pharmacogenetics, and Ancestry reports at a discounted price. Priced at $249.
• Sport Plus Pack Bundle combining Sport, Nutrigenetics, Pharmacogenetics, and Ancestry reports for athletes. Priced at $249.
• Wellness Pack Bundle combining Skin, Nutrigenetics, Sport, and Ancestry reports focused on overall wellness and lifestyle optimization. Priced at $249.
• Microbiota Test Oral microbiota analysis examining bacterial communities in saliva to assess oral health, disease predispositions, and connections to systemic health conditions. Turnaround 6-8 weeks standalone, 10-12 weeks combined with genetic testing.
• AI Nutritional Assistant (Julia) AI-powered nutrition assistant that creates personalized diet plans based on genetic data, analyzes meals via photos, generates shopping lists, and provides real-time nutritional advice via web platform and WhatsApp. Available as monthly/annual subscription.
• AI Ancestry Assistant (Gaia) AI-powered ancestry assistant providing in-depth explanations of genetic origins, historical migration patterns, and cultural contexts, plus personalized travel experiences and children's stories. $10/month on promotion (regular $19).
• AI Skin and Hair Assistant (Jun) AI-powered skincare and hair care assistant providing personalized routines, product comparisons, and ingredient analysis based on genetic skin and hair reports via web and WhatsApp.
• AI Sports Assistant (Kai) AI-powered sports training assistant designing personalized workout programs, supplementation recommendations, and injury prevention strategies based on genetic sports reports.
• AI Personality Assistant (Nuria) AI-powered wellness assistant providing personalized recommendations for emotional well-being, stress management, and daily routines based on personality genetic reports.
• Raw Data Report Processing Standalone genetic reports generated from raw data files provided by users who previously tested with 23andMe, MyHeritage, AncestryDNA, or existing 24Genetics customers seeking additional reports without new kits. Prices range $39-$199.
• Business Partner Program B2B platform enabling nutritionists, personal trainers, gyms, dermatologists, beauty salons, and other businesses to resell 24Genetics tests or integrate AI assistants into their practices, with white-label options and bulk pricing.

Quantifiable outcome

• Thousands of ancestry regions analyzed vs. less than 100 for leading US competitors
• +3 more outcomes

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability9 records

Feature8 records

Partnerships

Three partnerships are on record, tiered core and minor.

• IlluminacoreTechnology or Integration24Genetics uses exclusively Illumina technology for all genetic testing - Illumina machines, Illumina chips, in European laboratories. This partnership ensures the highest quality sequencing for all 24Genetics tests.
• COVID-19 Host Genetics InitiativeminorStrategic or Co-development Partner24Genetics is a partner in the COVID-19 Host Genetics Initiative, contributing to global research efforts understanding the genetic factors underlying COVID-19 susceptibility and severity.
• ICEX Next Program (supported by European ERDF fund)minorStrategic or Co-development Partner24Genetics SL, in the framework of the ICEX Next Program, has been supported by ICEX and co-financed by the European ERDF fund. The purpose is to contribute to the international development of the company.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Everlywell: DTC at-home health and wellness testing company (including some genetic offerings) with a broader testing portfolio. Comparable direct-to-consumer wellness testing motion though not a pure-play genetics company.
• SelfDecode: DTC DNA analysis platform focused on health, wellness, and personalized recommendations, often using raw data uploads. Closely aligned with 24Genetics' wellness/nutrigenomics-led positioning.

Direct peers

• MyHeritage: Major DTC genealogy and genetic testing platform with DNA kits, ancestry reports, and family tree services. Directly comparable consumer offering and explicitly listed as a 24Genetics raw-data source.
• AncestryDNA: Ancestry.com's DNA testing service focused on ancestry, family connections, and ethnicity estimates. One of the largest DTC genetic testing providers and a named raw-data source for 24Genetics.
• Living DNA: UK-based DTC genetic testing company focused on ancestry with deep regional breakdowns, comparable to 24Genetics' European positioning and ancestry reporting depth.
• FamilyTreeDNA: Genealogy-focused genetic testing service owned by Gene by Gene, offering ancestry, Y-DNA, mtDNA, and family finder tests. Direct competitor in DTC ancestry testing.
• 23andMe: Direct-to-consumer genetic testing pioneer offering ancestry, health, and traits reports plus a subscription tier. 24Genetics explicitly accepts 23andMe raw data and competes head-to-head in DTC ancestry and health testing.
• Dante Labs: DTC whole-genome sequencing company offering health, ancestry, and trait reports direct to consumers. Closely comparable business model and product breadth to 24Genetics' 7-in-1 pack.
• Nebula Genomics: DTC whole-genome sequencing company offering comprehensive health and ancestry reports with a privacy-focused stance. Comparable in breadth of reports and direct-to-consumer model.

Broad incumbents

• Helix: Sequencing-based population health and DNA application platform partnering with health systems and consumer brands. Broader, B2B-heavy platform that competes indirectly via white-label genetic testing.

Market position

Strengths2 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCf2A9AFNvxuOONqWzPEWskw/videos
• Facebookfacebook.com/24genetics
• LinkedInlinkedin.com/company/24genetics.com
• Instagraminstagram.com/24genetics

Compliance1 record

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 24Genetics