Genera

What Genera does

Genera is a Brazilian direct-to-consumer personal genomics company founded in 2010 and operating as a wholly-owned subsidiary of Dasa, Brazil's largest integrated health network. The company sells tiered genetic testing kits (Basic at R$299-R$399, Standard at R$399-R$499, Premium at R$429-R$559) that analyze up to 700,000 SNP markers from saliva or blood samples against a proprietary reference database of more than 9,000 genotypes representing 300 global populations across 107 regions and sub-regions. Its computational pipeline combines maximum likelihood estimation and machine learning to produce ancestry composition estimates, polygenic risk scores (Genetic Risk Scale) for disease predisposition, and wellness trait panels covering nutrition (Genera Nutri), fitness (Genera Fit), skin characteristics (Genera Skin), aging, and personal traits.

Genera's business model is predominantly transactional DTC e-commerce on genera.com.br, augmented by an annual subscription product (Genera Sempre) that delivers 3 new health/wellness reports per month plus specialist teleconsultation to Premium customers, and an express processing upgrade. Distribution leverages both direct online sales with home saliva kit delivery (and free return shipping via Correios or DASA partner units) and in-person sample collection at partner laboratory units across Brazil. The company claims to have tested over 600,000 people, positioning itself as the largest personal genomics laboratory in Latin America.

The company pursues a partnership-led expansion strategy, embedding its genetic analysis into adjacent consumer verticals: O Boticário's Botik skincare line (personalized beauty, 2026), VML Brasil's Self Gallery (DNA-personalized art exhibitions, 2025), and Amazon Prime Video's Cangaço Novo series (sports-fandom cultural marketing, 2025-2026). Genera is LGPD-compliant (Brazil's data protection law), operates under the Dasa clinical and laboratory regulatory umbrella, and sells exclusively in the Brazilian domestic market. Revenue figures, headcount breakdown, funding history, and management team details are not disclosed in available source material.

Name

Genera

Legal name

DB GENETICA SERVICOS LABORATORIAIS LTDA

Website

https://genera.com.br

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Genera is Brazil's largest personal genomics laboratory, offering direct-to-consumer DNA testing kits (Basic, Standard, Premium) that analyze ancestry, health risks, and wellness traits for individual Brazilian consumers via a proprietary SNP-based platform with over 600,000 customers tested since 2010.

Ownership category

akta.pro rank

Product category

Direct-to-Consumer Genetic Testing / Personal Genomics

NAICS

Medical Laboratories (621511), Medical and Diagnostic Laboratories (62151), Medical and Diagnostic Laboratories (6215)

SIC

In Vitro & In Vivo Diagnostic Substances (2835), Services-Testing Laboratories (8734)

akta.pro primary industry

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

akta.pro secondary industries

Genetic & Prenatal Testing Laboratories (HLAFAMAH), Molecular & Genetic Testing (PCR/NGS/qPCR) (HLAGADAF)

Keywords

• Direct-to-consumer DNA testing
• Personal genomics services
• Genetic ancestry analysis
• Consumer genetic testing
• DNA health testing

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. One-time DNA Test Kit Sales: Customers purchase one of four genetic test packages (Basic, Standard, Premium, Premium + Painel Torcedor) which include a one-time laboratory analysis of their DNA sample. Results are delivered digitally with lifetime access to the online platform.
2. Genera Sempre Subscription: Annual subscription service providing 3 new health and wellness genetic reports per month (36 total annually), plus a teleconsultation with a geneticist or nutritionist. Only available to Premium customers who meet eligibility criteria.
3. Express Processing Upgrade: Premium Express option adds R$50 to standard shipping, providing priority laboratory analysis with results in 4 weeks instead of the standard 7 weeks.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Genera sells direct-to-consumer DNA test kits that analyze a saliva or blood sample for ancestry composition, biological-relative matching, wellness traits, and genetic health risks. Customers buy a tiered package (Basic, Standard, or Premium + Painel Torcedor) online, return the sample by mail or at partner DASA units, and receive digital results covering ancestry percentages, lineages, polygenic risk scores, and personalized nutrition/fitness/skin/aging recommendations on a lifetime-access results platform.

Product overview

Genera is a Brazilian personal genomics company offering a tiered genetic testing platform centered on three main packages (Basic, Standard, Premium) plus two add-on subscription and feature modules (Genera Sempre and Painel Torcedor). The core service combines genetic ancestry analysis (global ancestry, maternal/paternal lineages, relative finder), wellness trait reporting (nutrition, fitness, skin, aging, personality), and health risk assessment (polygenic risk scores, pharmacogenomics). The results are delivered through an online platform with raw data export capability, while add-on services include an annual genetic subscription (Genera Sempre) with monthly new reports and specialist teleconsultation, a DNA-powered sports fan panel, and the Self Gallery art experience developed with VML Brazil. A 2026 partnership with O Boticário extends Genera's genetic analysis into personalized skincare recommendations via the Botik line.

Differentiator

Problem solved

Functional benefit

Brands

• Genera Basic: Entry-level ancestry testing package including global ancestry, relative finder, lineages, wellness, Genera Farma, genetic diseases, and genetic risk scale.
• Genera Standard
• Genera Premium
• Genera Sempre
• Self Gallery
• Botik & Genera

Products and services

• Genera Basic Entry-level direct-to-consumer DNA test for consumers who want to explore ancestral origins, find biological relatives, and access a basic set of wellness and health genetic traits. Includes the Ancestralidade Global panel, Busca Parentes relative-matching tool, Linhagens (maternal/paternal lineage tracing), Bem-Estar (wellness), Genera Farma pharmacogenomics, Doenças Genéticas (genetic disease) screening, and Escala de Risco Genético (polygenic risk scale). Originally R$399, currently R$299 with a 25% discount.
• Genera Standard Mid-tier DNA test combining ancestry exploration with specific body-care recommendations derived from DNA, including genetic tendencies for nutrition, sports performance, longevity, and skin care. Builds on the Basic tier and includes the Bem-Estar and Saúde panels alongside ancestry analysis. List price R$499 with 20% discount.
• Genera Premium + Painel Torcedor Comprehensive DNA test covering ancestry, wellness (nutrition, fitness, skin, aging), and genetic health risk assessment through the Escala de Risco Genético, including preventive insights before symptoms appear and personalized nutrition, fitness optimization, and genetic skin care recommendations. The current Premium tier adds the Painel Torcedor (sports fan DNA panel) and the Botik & Genera co-branded genetic skincare partnership. Originally R$559, currently R$429 with 23% discount.
• Genera Sempre Annual genetic-wellness subscription offering 3 new health and wellness reports per month (36 reports annually) based on the user's existing genetic analysis, plus a specialist teleconsultation with a geneticist or nutritionist. Available only to Genera Premium customers who meet eligibility criteria. Sold as a recurring annual subscription.
• Self Gallery Personalized digital art gallery platform created in partnership with VML Brasil that converts a user's Genera genetic ancestry results into a unique curated exhibition, connecting their ancestral regions to artworks and artists from those parts of the world. Available to existing Genera customers and to non-customers who input estimated origins.
• Botik & Genera Genetic Skincare Partnership Partnership-enabled genetic skincare service in which Genera provides DNA analysis that O Boticário uses to personalize skincare product recommendations for the Botik skincare line, linking DNA markers to skin characteristics for tailored product selection. Available through a Genera premium package.

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature7 records

Partnerships

Four partnerships are on record, tiered core and minor.

• O Boticário (Botik Line)coreStrategic or Co-development Partner · 24 March 2026O Boticário partnered with Genera to incorporate genetic analysis into personalized skincare recommendations for the Botik product line. Consumers can use a genetic test to receive tailored product suggestions based on DNA markers linked to skin characteristics. This service is available through a premium package sold by Genera, integrating genetics into the skincare journey.
• VML BrasilminorStrategic or Co-development PartnerGenera partnered with VML Brasil to create Self Gallery, the first art gallery personalized by DNA. The platform transforms genetic ancestry results into personalized art exhibitions, connecting users' origins to artworks from different parts of the world. Users who have taken the Genera test can access the gallery with their results to generate a unique gallery experience.
• DasacoreOthersGenera is part of Grupo Dasa (Dasa), the largest integrated health network in Brazil. Dasa operates a network of diagnostic laboratories and healthcare facilities. As part of Dasa, Genera benefits from the group's healthcare infrastructure including partner collection units. CNPJ 12.841.848/0001-22.
• Prime Video (Cangaço Novo)minorGTM or Marketing PartnerMarketing partnership with Amazon Prime Video's Cangaço Novo series, exploring the connection between DNA and identity as part of the show's season 2 premiere in April 2026.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• 23andMe: Global leader in direct-to-consumer genetic testing offering ancestry, health, and wellness reports. Comparable to Genera as the category-defining player in consumer genomics, with significantly larger scale but a broader, US-anchored footprint and recent financial/strategic turbulence.
• AncestryDNA (Ancestry.com): The largest ancestry-focused DTC genetic testing service globally, with a deep genealogical records moat. Directly comparable to Genera on the ancestry product line and customer use case (lineage discovery, relative finding).

Direct peers

• MyHeritage DNA: Israel-based genealogy and DNA testing platform with strong presence in Europe, Latin America, and Brazil. Direct competitor to Genera in the Brazilian ancestry testing market, offering similar saliva-based kits and family tree features.

Emerging players

• Nebula Genomics: US-based whole-genome sequencing DTC company focused on privacy and data ownership. Comparable to Genera in offering direct access to genetic data with privacy-first positioning, though at a premium price point and with deeper sequencing.
• DNAfit: UK-based wellness-focused genetic testing company offering nutrition, fitness, and skin reports. Comparable to Genera's wellness panels (Genera Nutri, Fit, Skin, Aging) in use case and target consumer, though with a more specialized fitness/nutrition focus.
• SelfDecode: DTC genetics and AI-driven health reports platform focused on polygenic risk scores and wellness. Comparable to Genera Premium's Genetic Risk Scale (ERG) and wellness panels in delivering personalized health insights from SNP data.
• Dante Labs: European whole-genome sequencing company offering DTC ancestry and health reports. Comparable to Genera in the broader consumer genomics category, with comparable ancestry and wellness offerings and a more technology-led positioning.
• GenePlanet: European genetics testing company offering DTC and B2B health/wellness genetic tests across multiple European markets. Comparable to Genera on the wellness-driven genetic testing use case, especially the fitness/nutrition/skin vertical, though focused on Europe.

Regional players

• Mapmygenome: India-based personal genomics and predictive health company offering ancestry, health, and wellness genetic tests. Comparable to Genera as a leading consumer genomics player in an emerging market, with similar product positioning across health and ancestry panels.

Others

• Nutrigenomix: Canada-based nutrigenomics testing provider focused on personalized nutrition via genetic analysis. Comparable to Genera's Genera Nutri panel and wellness positioning, often distributed through healthcare professionals rather than DTC.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/labgenera
• LinkedInlinkedin.com/company/labgenera
• Instagraminstagram.com/genera.lab
• Xx.com/labgenera

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Genera