Gensol Diagnostics
GenSol Diagnostics is a privately held molecular diagnostics lab offering fast, affordable, customizable genetic testing for dogs, cats, horses, and goats, serving primarily breeders and pet owners via direct-to-consumer e-commerce.
- Company typePrivate
- Founded2008
- HeadquartersClayton, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Gensol Diagnostics does
GenSol Diagnostics LLC is a privately held, Clayton, Georgia-based molecular diagnostics laboratory founded in 2008 by Dr. Micah Halpern, PhD, that provides genetic testing for companion and livestock animals across dogs, cats, horses, and goats. The company's core offering is fully customizable breed-specific genetic panels and individual tests covering over 100 inherited disease, coat color, and trait mutations, with sample collection performed via non-invasive cheek swabs (dogs/cats) and a proprietary nasal swab method (horses/goats) that replaces traditional hair bulb extraction. Pricing starts at $29.90 per individual test, with volume discounts reducing per-test cost to roughly $12.25 on a 20-test panel, and results are delivered in 1-2 business days versus an industry norm of weeks.
GenSol operates a direct-to-consumer e-commerce model through its website, supplemented by a Partner Program with 20+ breed clubs and kennel associations that offer members 20% off first orders and receive complimentary panel certificates for shows and events. Customer acquisition is further supported by content marketing, an educational blog, email newsletters, podcast appearances by Dr. Halpern on Good Dog and Functional Dog Collaborative, and a bilateral referral program ($25 credit to both parties). A loyalty program awards $50 in-store credit for every $500 in cumulative spending. Most tests are accepted by the OFA for breed health databases, and the company holds multiple pending patents on its sampling and testing methods.
The company is bootstrapped with no disclosed institutional funding or external investors and operates with a headcount of 1-10 employees. Revenue is not publicly disclosed. Operating geographies are primarily the United States with limited international shipping (including Canada). Recent strategic activity includes a November 2025 species expansion to horses, goats, and cats, the 2023 launch of customizable breed-specific panels, and 2025 GTM partnerships with Good Dog and Functional Dog Collaborative.
Gensol Diagnostics firmographics
Firmographics- Name
- Gensol Diagnostics
- Legal name
- Gensol Diagnostics LLC
- Website
- https://gensoldx.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- GenSol Diagnostics is a privately held molecular diagnostics lab offering fast, affordable, customizable genetic testing for dogs, cats, horses, and goats, serving primarily breeders and pet owners via direct-to-consumer e-commerce.
- Ownership category
- akta.pro rank
Gensol Diagnostics industry classification
Industry- Product category
- Animal Genetic Testing Services
- NAICS
- Medical Laboratories (621511)
- SIC
- Services-Medical Laboratories (8071)
- akta.pro primary industry
- Molecular & Genetic Testing (Breed, Hereditary Disease, Oncology) (HLAMADAE)
- akta.pro secondary industry
- Genetic & Genomic Testing (germline, somatic, carrier, pharmacogenomics) (HLAAALAD)
Keywords
Where Gensol Diagnostics is headquartered
LocationHeadquarters
- HQ city
- Clayton
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Gensol Diagnostics business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- Individual Genetic Tests: One-time purchase of individual genetic tests for specific mutations or conditions. Single tests priced at $29.90. Customers can select individual tests or build customized panels.
- Customizable Genetic Panels: Fully customizable breed-specific panels starting at $29.90 per animal. Volume discounts apply: the more tests added to a panel, the lower the price per test (e.g., 20-test panel at $12.25 per test).
- Loyalty Program: Customers earn loyalty points (1 point per $10 spent) with 50 points redeemable for $50 off next order. Also includes referral credits of $25 for both referrer and referred friend on first orders of $50+.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Test - $29.90 per test |
| Unit Pricing | Pay-as-you-go | Customizable Panel - Starting at $29.90, volume discounts apply |
| Transaction based/ take rate | Pay-as-you-go | Referral Program - $25 credit both parties |
| Subscription | Pay-as-you-go | Loyalty Program - $50 off per 500 points |
| Unit Pricing | Pay-as-you-go | Partner Program - 20% off first order for breed club members |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels7 records
Gensol Diagnostics product offering
Product offeringCore offering
Gensol Diagnostics sells genetic testing services for dogs, cats, horses, and goats, including fully customizable breed-specific panels and individual tests for inherited diseases and coat color/traits. Customers order test kits online, collect DNA samples at home using non-invasive cheek swabs (dogs/cats) or nasal swabs (horses/goats), and receive results within 1-2 business days of lab receipt.
Product overview
Gensol Diagnostics is a genetic testing company offering fast (1-2 business days), accurate, and affordable DNA testing for companion animals. The core product is the Fully Customizable Breed-Specific Panels, available for dogs, cats, goats, and horses. These panels allow breeders to select only breed-relevant genetic tests rather than testing for all mutations regardless of breed relevance. Supporting products include Single Tests (standalone purchases at $29.90/test), Disease Tests (inherited conditions), Coat/Color Tests (traits), and customer programs (Loyalty Rewards, Refer a Friend, Partner Program). Sample collection uses non-invasive methods: cheek swabs for dogs/cats and nasal swabs for horses/goats. The company differentiates through breed-specific customization, rapid turnaround, and affordable pricing.
Differentiator
Problem solved
Functional benefit
Products and services
- Fully Customizable Breed-Specific Panels Fully customizable genetic testing panels allowing breeders and pet owners to select only the breed-relevant tests for their animal, available for dogs, cats, horses, and goats, priced starting at $29.90 per animal with volume discounts.
- Single Genetic Tests Individual genetic tests available for purchase separately at $29.90 per test for specific inherited disease mutations or coat color/trait markers across dogs, cats, horses, and goats.
- Horse, Goat, and Cat Genetic Testing Genetic testing services extended to horses, goats, and cats using the same fast, accurate, and affordable methods previously available for dogs, including nasal swab sampling for horses and goats.
Quantifiable outcome
- 1-2 business day turnaround (vs. weeks for competitors)
- +3 more outcomes
Companies that use Gensol Diagnostics
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles3 records
Gensol Diagnostics technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Gensol Diagnostics partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- Good DogcorePartnership with Good Dog platform dedicated to promoting responsible dog breeding, ownership, and education. GenSol featured in special podcast episode where Dr. Halpern discusses canine genetic health testing. Collaboration supports breeder education and outreach.
- Functional Dog CollaborativecoreOrganization dedicated to improving canine health through science-based breeding. Dr. Halpern appeared on FDC podcast discussing how breeders can use genetic testing for healthier breeding decisions. Joint educational mission.
- Bernese Mountain Dog Club of America (BMDCA)minorBreed club partner offering members 20% off first GenSol order. Club logo displayed on GenSol partner page.
- Miniature American Shepherd Club of the USA (MASCUSA)minorBreed club partner offering members 20% off first GenSol order. Club logo displayed on GenSol partner page.
- American Shetland Sheepdog AssociationminorBreed club partner offering members 20% off first GenSol order. Club logo displayed on GenSol partner page.
- Bull Terrier Club of AmericaminorBreed club partner offering members 20% off first GenSol order. Club logo displayed on GenSol partner page.
- American Hairless Terrier Club of AmericaminorBreed club partner offering members 20% off first GenSol order. Club logo displayed on GenSol partner page.
- Heartland Staffordshire Bull Terrier ClubminorBreed club partner offering members 20% off first GenSol order. Club logo displayed on GenSol partner page.
- Tri-State Kennel ClubminorKennel club partner offering members 20% off first GenSol order. Club logo displayed on GenSol partner page.
- Labrador Retriever Club of the PotomacminorBreed club partner offering members 20% off first GenSol order. Club logo displayed on GenSol partner page.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Gensol Diagnostics competitors and assessment
Company assessmentDirect peers
- VetGen: Veterinary genetic testing laboratory with a long-standing focus on canine disease and coat-color testing. Direct peer in the breed-specific genetic testing niche, particularly for coat color genetics.
- Wisdom Panel: Mars Petcare-owned canine and feline genetic testing brand offering breed identification and health screening. Direct competitor to GenSol's dog and cat panels with significantly larger brand and marketing budget.
- Laboklin: European-based veterinary diagnostic laboratory offering genetic testing across multiple species. Listed by GenSol as a named competitor with strong European footprint that GenSol's customs-friction model cannot directly match.
- DNA Diagnostics Center (DDC): Established DNA testing laboratory offering animal genetic testing alongside human services. Listed in GenSol's competitor set as a broad-service laboratory peer with cross-species capability.
- UC Davis Veterinary Genetics Laboratory: Academic reference laboratory offering genetic testing across multiple animal species. Competes with GenSol as a long-established, trusted provider whose results are widely accepted in academic and breed-club communities.
- Paw Print Genetics: Canine and feline genetic testing laboratory offering disease and trait screening. Direct competitor explicitly listed in GenSol's own comparison pages as a benchmark.
- Embark Veterinary: One of the largest direct-to-consumer canine genetic testing brands, offering breed identification and health screening. Embark competes head-to-head with GenSol in the dog-breeder and pet-owner segment and is one of the primary competitors GenSol benchmarks against.
- Animal Genetics: Genetic testing laboratory covering dogs, cats, horses, birds, and other species. Direct peer whose multi-species menu and customization options are comparable to GenSol's expanding four-species offering.
- Orivet: Animal genetic testing laboratory offering breed-specific panels and health screening for dogs, cats, and other species. Direct peer with comparable breed-focused test menu and international footprint.
Broad incumbents
- Neogen Corporation: Public animal genomics and food safety company offering a much broader portfolio (genomics, animal safety, food diagnostics). While not a direct canine-breeder competitor, Neogen's genomics division competes in the underlying molecular diagnostics capability space and represents a credible incumbent if it chose to push down-market into GenSol's niche.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks7 records
Key highlights7 records
Customer concentration
Gensol Diagnostics social profiles
Digital presenceGensol Diagnostics financial estimates
Financial estimateRevenue estimate
Valuation estimate
Gensol Diagnostics leadership team
Management profileNumber of profiles
Profiles1 record
Gensol Diagnostics funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Gensol Diagnostics 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 Gensol Diagnostics
What does Gensol Diagnostics do?
Gensol Diagnostics sells genetic testing services for dogs, cats, horses, and goats, including fully customizable breed-specific panels and individual tests for inherited diseases and coat color/traits. Customers order test kits online, collect DNA samples at home using non-invasive cheek swabs (dogs/cats) or nasal swabs (horses/goats), and receive results within 1-2 business days of lab receipt.
Is Gensol Diagnostics a public or private company?
Gensol Diagnostics is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Gensol Diagnostics founded?
Gensol Diagnostics was founded in 2008. It employs 1 to 10 people.
Where is Gensol Diagnostics based?
Gensol Diagnostics is headquartered in Clayton, United States, in the North America region.
How does Gensol Diagnostics make money?
Three revenue lines are on record. Individual Genetic Tests are the primary driver. The others are customizable Genetic Panels and loyalty Program.
Who are Gensol Diagnostics's main competitors?
Direct peers on record are VetGen, Wisdom Panel, Laboklin, DNA Diagnostics Center (DDC), UC Davis Veterinary Genetics Laboratory, Paw Print Genetics, Embark Veterinary, Animal Genetics and Orivet. Neogen Corporation is listed as a broad incumbent.
Does Gensol Diagnostics have an API?
No public API is recorded for Gensol Diagnostics.
What industry is Gensol Diagnostics in?
Gensol Diagnostics's product category is Animal Genetic Testing Services. Its primary akta.pro industry code is HLAMADAE, Molecular & Genetic Testing (Breed, Hereditary Disease, Oncology), with a secondary code of HLAAALAD, Genetic & Genomic Testing (germline, somatic, carrier, pharmacogenomics). Its NAICS code is 621511 and its SIC code is 8071.