Family Tree DNA
FamilyTreeDNA is a Houston-based, direct-to-consumer genetic genealogy company operating its own CLIA-certified lab and the only platform offering three separate autosomal, mtDNA, and Y-DNA databases, serving ancestry enthusiasts, adoptees, and advanced genealogists with one-time-purchase DNA test kits and stored-sample upgrades.
- Company typePrivate
- Founded2000
- HeadquartersHouston, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Family Tree DNA does
FamilyTreeDNA, founded in 2000 in Houston, Texas, is a direct-to-consumer genetic genealogy company that pioneered commercial DNA-based ancestry testing. The firm operates its own CLIA-certified, CAP-accredited laboratory in the United States and maintains three separate DNA databases — autosomal DNA (Family Finder), mtDNA, and Y-DNA — making it the only company to offer all three. Its core product lineup consists of four kit tiers: Family Finder at $79, Y-DNA tests from $119, mtDNA Full Sequence at $159, and Big Y-700 at $449, with stored samples enabling upgrades and add-on testing without re-swabbing. The company supports three customer segments: individual ancestry and genealogy enthusiasts, adoptees and donor-conceived individuals seeking biological relatives, and advanced genealogists running surname, haplogroup, or geographic Group Projects.
The underlying technology stack includes the world's largest Y-DNA phylogenetic haplotree (50,000+ branches built from 67,000+ Big Y results, 7,000 academic studies, and 4,000 ancient DNA samples, growing by ~1,000 branches monthly), the mtDNA Tree of Humankind (53,000+ new branches), and the FamilyTreeDNA Discover platform with Notable Connections, Migration Maps, Ancient Connections, and Time Tree reports. The business model is one-time-purchase DTC with no subscription fees, augmented by a $19 autosomal transfer unlock for users importing raw data from Ancestry, 23andMe, or MyHeritage, digital gift cards, and stored-sample upgrade revenue. Distribution is exclusively direct via familytreedna.com with global shipping; marketing relies on the company blog, customer testimonials, a DNA test quiz funnel, and RootsTech conference sponsorship. The firm is privately held with no disclosed funding rounds, operates with 51-100 employees, and is led by President Bennett Greenspan. Strategic alliances include WikiTree (42M+ ancestors, 1.2M contributors), MyHeritage (100,000+ connected accounts), and a 2026 collaboration with Othram to develop advanced genealogy visualization and relationship inference tools.
Family Tree DNA firmographics
Firmographics- Name
- Family Tree DNA
- Legal name
- FamilyTreeDNA
- Website
- https://familytreedna.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- FamilyTreeDNA is a Houston-based, direct-to-consumer genetic genealogy company operating its own CLIA-certified lab and the only platform offering three separate autosomal, mtDNA, and Y-DNA databases, serving ancestry enthusiasts, adoptees, and advanced genealogists with one-time-purchase DNA test kits and stored-sample upgrades.
- Ownership category
- akta.pro rank
Family Tree DNA industry classification
Industry- Product category
- Genetic Genealogy Testing
- NAICS
- Web Search Portals and All Other Information Services (519290)
- SIC
- In Vitro & In Vivo Diagnostic Substances (2835), Services-Commercial Physical & Biological Research (8731)
- akta.pro primary industry
- Molecular Cytogenetics & Genomic Variation Services (Karyotyping/FISH/aCGH/CNV) (HLAGANAJ)
Keywords
Where Family Tree DNA is headquartered
LocationHeadquarters
- HQ city
- Houston
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Family Tree DNA business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- DNA Testing Kits: One-time purchase of DNA collection kits with various test options including mtDNA ($159), Family Finder ($79), Big Y-700 ($449), and Y-DNA (from $119). Customers can add tests or upgrade without re-swabbing using stored samples.
- Test Upgrades and Add-ons: Existing customers can upgrade their testing service or add additional tests using stored DNA samples, generating additional revenue from the customer base without requiring new kit purchases.
- Autosomal DNA Transfer: Free autosomal DNA match listing for customers uploading data from competitors; unlocking Family Finder features costs $19 for access to full functionality including Chromosome Painter.
- Gift Cards: Gift cards available for purchase that can be redeemed for any FamilyTreeDNA testing service with no expiration date.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | mtDNA Full Sequence Test - $159 |
| One time/ perpetual license | Pay-as-you-go | Family Finder (Autosomal DNA) - $79 |
| One time/ perpetual license | Pay-as-you-go | Big Y-700 - $449 |
| One time/ perpetual license | Pay-as-you-go | Y-DNA Tests - from $119 |
| Freemium | Pay-as-you-go | Autosomal Transfer Unlock - $19 |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Family Tree DNA product offering
Product offeringCore offering
FamilyTreeDNA sells direct-to-consumer genetic genealogy DNA test kits — Family Finder (autosomal), mtDNA, Y-DNA, and Big Y-700 — processed at its CLIA-certified, CAP-accredited U.S. laboratory. Customers self-collect cheek-swab samples at home, mail them back, and receive online results in 4–8 weeks, gaining access to three separate DNA matching databases, the Y-DNA Haplotree with 50,000+ branches, the mtDNA Tree of Humankind, and the FamilyTreeDNA Discover platform. The company also allows free autosomal DNA uploads from competing services with a $19 unlock for full Family Finder features.
Product overview
FamilyTreeDNA is a direct-to-consumer genetic genealogy company offering a portfolio of DNA testing products for ancestry and family history discovery. The core product lineup includes three main test types: mtDNA Test ($159) for maternal lineage tracing, Family Finder ($79) for autosomal DNA matching and ethnic breakdown, Y-DNA Test (from $119) for paternal line testing, and Big Y-700 ($449) as the most comprehensive Y-DNA analysis. The company operates its own CLIA-certified, CAP-accredited laboratory in the United States and maintains three separate DNA databases (autosomal, mtDNA, and Y-DNA) - the only company to offer all three. Additional features include FamilyTreeDNA Discover platform with Y-DNA haplotree visualization, myOrigins ethnic mapping, Chromosome Painter for segment visualization, ancientOrigins for migration routes, and Group Projects for collaborative genealogy research. Users can also integrate their results with third-party genealogy platforms WikiTree and MyHeritage.
Differentiator
Problem solved
Functional benefit
Brands
- FamilyTreeDNA Discover: Platform providing Y-DNA reports including Notable Connections, Migration Maps, Ancient Connections, Time Tree, and Ancestral Path for paternal line ancestry exploration.
- Million Mito Project
- Family Finder
- myOrigins
- Group Projects
Products and services
- mtDNA Test Mitochondrial DNA test that traces direct maternal lines, discovers refined mtDNA haplogroups, and connects users with maternal matches in FamilyTreeDNA's mtDNA database. Available to both genetic males and females, with new reports and features for exploring maternal heritage over 120,000 years.
- Family Finder Autosomal DNA test priced at $79 providing percentage breakdown of ethnic origins, connecting users with relatives within the last 5 generations from both sides of the family, identifying connections with ancient European groups, and offering an intermediate Y-DNA haplogroup to genetic males.
- Big Y-700 Premium next-generation Y-DNA sequencing test priced at $449 for genetic males, providing the most refined Y-DNA haplogroup, exploring closer paternal-line connections, identifying when surname lines branched off, and supplying exclusive Big Y reports and ancestral migration insights.
- Y-DNA Test Y-chromosome DNA test for genetic males starting at $119, tracing direct paternal lines, providing access to Y-DNA Discover Reports, exploring haplogroups, connecting with paternal-line relatives, following ancestral migration, and tracing surname origins to build family trees.
- Gift Cards No-expiration gift cards redeemable for any FamilyTreeDNA testing service including single tests, bundle tests, and upgrades to existing kits, deliverable via email on a chosen date.
Quantifiable outcome
- Connect with genetic relatives within 5 generations
- +2 more outcomes
Companies that use Family Tree DNA
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Family Tree DNA technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature9 records
Family Tree DNA partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- OthramcoreOthram and FamilyTreeDNA announced a collaboration to develop advanced genealogy visualization and relationship inference tools for the FamilyTreeDNA platform. Initial rollout planned for later in 2026. Tools will enable users to explore genetic relationships and shared ancestry while maintaining user data privacy and operating within FamilyTreeDNA's infrastructure.
- WikiTreecoreFamilyTreeDNA partnered with WikiTree to allow customers to connect their FamilyTreeDNA results with WikiTree's collaborative global tree. WikiTree is a free, collaborative global tree with 42M+ ancestors and cousins, including 15M linked by DNA. Already 1.2 million genealogists are contributing to the platform.
- MyHeritagecoreOver 100,000 FamilyTreeDNA customers have connected their accounts to MyHeritage. MyHeritage offers free mobile and desktop apps, free online tree for up to 250 people, and tools to split matches by mother's and father's side.
Scale indicators6 records
Recent moves6 records
Expansion highlights3 records
Family Tree DNA competitors and assessment
Company assessmentDirect peers
- Ancestry (AncestryDNA): Ancestry operates AncestryDNA, the largest consumer autosomal DNA database globally, integrated with its dominant subscription genealogy platform. It is FamilyTreeDNA's largest direct competitor for autosomal ancestry testing and matching, and a key source of transfer-upload customers via FamilyTreeDNA's $19 unlock offer.
- MyHeritage DNA: MyHeritage offers a consumer DNA testing service integrated with its global family tree platform and over 100,000 FamilyTreeDNA customers have linked their accounts to it. It is a direct competitor in autosomal DNA testing and a strategic ecosystem partner for FamilyTreeDNA.
- 23andMe: 23andMe is a leading direct-to-consumer genetic testing company offering autosomal DNA ancestry and health reports. It is a primary competitor to FamilyTreeDNA, with overlapping customer segments (genealogy enthusiasts, adoptees) and competing autosomal DNA matching services. Unlike FamilyTreeDNA, 23andMe emphasizes health traits alongside ancestry and does not offer deep Y-DNA/mtDNA specialization.
Emerging players
- Living DNA: Living DNA is a UK-based consumer genetic testing company offering autosomal, Y-DNA, and mtDNA ancestry analysis with regional sub-population breakdowns. It is comparable to FamilyTreeDNA as a smaller specialist offering across the same three DNA types, though with a more regional European focus.
- Nebula Genomics: Nebula Genomics offers whole-genome sequencing direct-to-consumer with privacy-focused positioning and ancestry insights. It is comparable to FamilyTreeDNA as a DTC genetic testing alternative emphasizing data ownership, though it competes more on whole-genome depth than specialized genealogy tools.
- CRI Genetics: CRI Genetics is a direct-to-consumer ancestry DNA testing company offering autosomal ancestry analysis with detailed regional breakdowns. It is comparable to FamilyTreeDNA as a smaller, ancestry-focused DTC genetic testing competitor targeting similar consumer genealogy segments.
- Dante Labs: Dante Labs is a consumer whole-genome sequencing company offering ancestry and health reports, with European market focus. It is comparable to FamilyTreeDNA as a DTC genetic testing player, though it competes on sequencing depth rather than specialized Y-DNA/mtDNA genealogy databases.
- African Ancestry: African Ancestry specializes in Y-DNA and mtDNA testing specifically for African and African-American lineage tracing. It is comparable to FamilyTreeDNA on the mtDNA/Y-DNA deep lineage testing side, with overlapping customer segments among adoptees and African-diaspora genealogy researchers.
Others
- WikiTree: WikiTree operates a free collaborative global family tree with 42M+ ancestors and 15M DNA-linked profiles, and is a FamilyTreeDNA ecosystem partner. It is comparable as an adjacent platform enabling FamilyTreeDNA customers to connect DNA results with genealogical tree-building, rather than as a direct testing competitor.
- Othram: Othram is a forensic genomics company building advanced genealogy visualization and relationship inference tools, and announced a 2026 collaboration with FamilyTreeDNA. It is comparable as a technology partner bringing next-generation relationship inference capabilities into FamilyTreeDNA's platform rather than as a direct competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Family Tree DNA social profiles
Digital presenceFamily Tree DNA financial estimates
Financial estimateRevenue estimate
Valuation estimate
Family Tree DNA leadership team
Management profileNumber of profiles
Profiles6 records
Family Tree DNA funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Family Tree DNA 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 Family Tree DNA
What does Family Tree DNA do?
FamilyTreeDNA sells direct-to-consumer genetic genealogy DNA test kits — Family Finder (autosomal), mtDNA, Y-DNA, and Big Y-700 — processed at its CLIA-certified, CAP-accredited U.S. laboratory. Customers self-collect cheek-swab samples at home, mail them back, and receive online results in 4–8 weeks, gaining access to three separate DNA matching databases, the Y-DNA Haplotree with 50,000+ branches, the mtDNA Tree of Humankind, and the FamilyTreeDNA Discover platform. The company also allows free autosomal DNA uploads from competing services with a $19 unlock for full Family Finder features.
Is Family Tree DNA a public or private company?
Family Tree DNA is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Family Tree DNA founded?
Family Tree DNA was founded in 2000. It employs 51 to 100 people.
Where is Family Tree DNA based?
Family Tree DNA is headquartered in Houston, United States, in the North America region.
How does Family Tree DNA make money?
Four revenue lines are on record. DNA Testing Kits are the primary driver. The others are test Upgrades and Add-ons, autosomal DNA Transfer and gift Cards.
Who are Family Tree DNA's main competitors?
Direct peers on record are Ancestry (AncestryDNA), MyHeritage DNA and 23andMe. Emerging players are Living DNA, Nebula Genomics, CRI Genetics, Dante Labs and African Ancestry. Others are WikiTree and Othram.
Does Family Tree DNA have an API?
No public API is recorded for Family Tree DNA.
What industry is Family Tree DNA in?
Family Tree DNA's product category is Genetic Genealogy Testing. Its primary akta.pro industry code is HLAGANAJ, Molecular Cytogenetics & Genomic Variation Services (Karyotyping/FISH/aCGH/CNV). Its NAICS code is 519290 and its SIC code is 2835.