Living DNA
Living DNA is a privately held UK-based DNA testing company selling ancestry, wellbeing, and health DNA kits directly to consumers globally, with a proprietary SNP chip, sub-regional British Isles ancestry breakdowns, and an emerging B2B partnership business.
- Company typePrivate
- Founded2016
- HeadquartersBridgwater, United Kingdom
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Living DNA does
Living DNA is a privately held, UK-based personal genomics company headquartered in Bridgwater that sells direct-to-consumer DNA testing kits focused on ancestry, wellbeing, and increasingly health. The company was founded in 2016 and operates with 11-50 employees, distributing products globally through its e-commerce storefront with regional sites for the UK, Australia, Canada, Europe, New Zealand, and International markets. Living DNA positions itself as one of the top 5 global DNA testing firms, differentiating on sub-regional ancestry precision, particularly across the British Isles and Ireland, supported by reference panels that combine University of Oxford's People of the British Isles research with proprietary customer data.
The technical core is a proprietary Version 2 "Sirius" chip that analyzes 759,757 autosomal SNPs and over 28,000 Y-DNA SNPs. Product offerings include the Full Ancestry Kit ($89), Wellbeing Kit ($169), combined Ancestry and Wellbeing Kit, Ancestry and Neanderthal Kit ($99), and a Personalised Ancestry Book bundle. The company monetizes through one-time kit sales, post-purchase digital upgrades (Viking, Neanderthal/Denisovan, Classical, European), a free DNA upload funnel that converts competitor-tested users into paying customers, affiliate commissions through Commission Junction, and B2B partnership solutions including DNA Retail (white-label kits) and DNA Digital (API-based results delivery).
The business model is primarily direct-to-consumer with an emerging B2B motion. Customer segments include ancestry-focused consumers seeking sub-regional detail and diaspora connections, wellbeing-focused consumers interested in nutrition and fitness genetics, B2B partners integrating DNA into their own products, and affiliate marketers. Compliance posture includes ISO 27001 certification and GDPR compliance. The company maintains an active content marketing, seasonal promotion, and partnership-driven growth engine, with recent moves including the launch of Living DNA Health (UK finger-prick blood tests), the Classical Upgrade, the Chromosome Browser, and a co-branded "Born to Bake?" partnership with Warburtons.
Living DNA firmographics
Firmographics- Name
- Living DNA
- Legal name
- Living DNA
- Website
- https://livingdna.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Living DNA is a privately held UK-based DNA testing company selling ancestry, wellbeing, and health DNA kits directly to consumers globally, with a proprietary SNP chip, sub-regional British Isles ancestry breakdowns, and an emerging B2B partnership business.
- Ownership category
- akta.pro rank
Living DNA industry classification
Industry- Product category
- Consumer DNA Testing Services
- NAICS
- Credit Bureaus (561450)
- SIC
- In Vitro & In Vivo Diagnostic Substances (2835), Services-Commercial Physical & Biological Research (8731)
- akta.pro primary industry
- Genetic Testing & Genomic Profiling Services (Parentage, Trait Testing) (AFACAEAE)
- akta.pro secondary industries
- Genetic & Genomic Testing (germline, somatic, carrier, pharmacogenomics) (HLAAALAD), Genetic Counseling & Prenatal Testing Telehealth (carrier screening, NIPT counseling) (HLALAHAK)
Keywords
Where Living DNA is headquartered
LocationHeadquarters
- HQ city
- Bridgwater
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Living DNA business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Technology or R&D, Marketing or Sales, Personnel
Revenue model
- DNA Kit Sales: Living DNA generates revenue primarily through direct sales of DNA testing kits to consumers. Products include the Full Ancestry Kit ($89), Wellbeing and Ancestry Kit ($169), and Ancestry and Neanderthal Kit ($99). These are one-time purchases with results delivered within 6-8 weeks.
- Digital Upgrades: Customers can upload existing DNA data for free and purchase digital upgrades within the platform. These include ancestry upgrades, wellbeing insights, Viking upgrade, Neanderthal upgrade, and Classical upgrade. The company earns commission on these digital product sales through their affiliate program.
- Affiliate Commissions: Living DNA operates an affiliate program through Commission Junction where partners earn 7% starting commission on physical DNA kit sales and recurring commissions on digital product sales during the first year.
- Partnership Solutions: Living DNA offers B2B partnership solutions including DNA Retail (retail kit solution with commission opportunities), Data Analysis (results via API and PDF), and DNA Digital (co-branded web experience). These partnerships provide recurring revenue through APIs and commission structures.
- Personalized Ancestry Book: Living DNA sells a personalized hardcover ancestry book that includes DNA results and exclusive historical content. Also available as PDF download at lower cost.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Full Ancestry Kit |
| One time/ perpetual license | Pay-as-you-go | Wellbeing and Ancestry Kit |
| One time/ perpetual license | Pay-as-you-go | Ancestry and Neanderthal Kit |
| One time/ perpetual license | Pay-as-you-go | Irish Ancestry DNA Test |
| One time/ perpetual license | Pay-as-you-go | Irish Ancestry DNA Test (NZ) |
| One time/ perpetual license | Pay-as-you-go | British Ancestry DNA Test (NZ) |
| Freemium | Pay-as-you-go | Digital Products Upgrade |
| Other | Pay-as-you-go | Affiliate Commission |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
Living DNA product offering
Product offeringCore offering
Living DNA sells consumer DNA testing kits and digital genetic analysis services focused on ancestry and wellbeing insights. Core offerings include physical cheek-swab kits (Full Ancestry Kit, Wellbeing Kit, combined packages) plus a free DNA upload service that converts competitor customers into paying users of digital upgrades such as Viking, Neanderthal, and Classical ancestry modules. The company also operates B2B partnership solutions including DNA Retail and API-based DNA Digital platforms for global partners.
Product overview
Living DNA is one of the top 5 global DNA testing firms offering a portfolio of genetic testing products. The core offerings include the Full Ancestry Kit (starting at $89) providing detailed worldwide regional ancestry breakdowns, the Wellbeing Kit ($169) analyzing fitness and nutritional DNA responses, and the combined Wellbeing and Ancestry Kit. The product line extends through specialized add-on modules including the Viking Upgrade, Neanderthal and Denisovan Upgrade, Classical Upgrade, and Living DNA Health (finger-prick blood tests for UK customers). Users can also access free DNA uploads from other testing companies or bundle kits with a Personalised Ancestry Book. The company offers B2B partnership solutions including DNA Retail and DNA Digital (API-based) platforms for global partners.
Differentiator
Problem solved
Functional benefit
Products and services
- Full Ancestry Kit
Quantifiable outcome
- 5x more detailed African ancestry analysis compared to competitors
- +4 more outcomes
Companies that use Living DNA
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles3 records
Living DNA technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability2 records
Feature8 records
Living DNA partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor and core.
- WarburtonsminorWarburtons and Living DNA partnered to launch the 'Born to Bake?' DNA test as a marketing initiative marking Warburtons' 150th anniversary. The test analyzes genetic markers related to baking aptitude including taste and smell sensitivity, metabolism, and handling, providing participants with a score out of 100. The first 100 consumers who order the test received it free of charge.
- Commission JunctioncoreLiving DNA operates a global affiliate program through Commission Junction (CJ Programs). Partners can earn 7% starting commission on physical DNA kit sales, with long term commission options available. Affiliates also earn commission on digital product sales during the first year of customer relationship.
- University of OxfordcoreLiving DNA worked with the People of the British Isles project by University of Oxford when first starting out as a company. This partnership enabled them to build reference panels for British and Irish ancestry analysis using research data from thousands of people with known ancestry.
- Jester's JukeboxminorLiving DNA announced a collaboration with Jester's Jukebox, led by CEO Avery Blaze, to pioneer personalized playlists based on genetic makeup. This partnership was a limited-time offering available on April 1st, combining genetics and entertainment.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Living DNA competitors and assessment
Company assessmentDirect peers
- MyHeritage DNA: Israel-based DTC DNA testing service combined with genealogy/family-tree software. Directly comparable ancestry and DNA matching offering, with similar free upload functionality and strong European user base.
- FamilyTreeDNA: Gene by Gene-owned genetic genealogy service offering autosomal, Y-DNA, and mtDNA testing. Direct peer in the Y-DNA and sub-regional ancestry space, with a genealogist-focused user base similar to Living DNA's Family Networks.
- 23andMe: Direct-to-consumer genetic testing company offering both ancestry and health/wellness reports via a similar cheek-swab kit model. Closest direct peer in product scope, customer base, and business model, though operating at much larger scale.
- CRI Genetics: DTC DNA testing company offering ancestry and wellbeing reports with a similar one-time kit purchase model. Comparable mid-tier player competing for the same consumer segment as Living DNA.
- African Ancestry: Niche DTC DNA testing service specializing in African and African American ancestry. Comparable sub-regional specialization strategy and reference-panel-driven differentiation in a specific diaspora segment.
- Ancestry.com (AncestryDNA): Market-leading ancestry-focused DNA testing service bundled with the world's largest family-tree platform. Directly comparable in DTC ancestry testing, Family Networks matching, and reference panel depth, but with substantially larger database and historical records integration.
Emerging players
- Dante Labs: Whole-genome sequencing DTC company offering ancestry and health insights with a similar kit-based delivery model. Comparable consumer product overlap, though differentiated by sequencing versus genotyping approach.
- Nebula Genomics: Privacy-focused DNA testing company offering whole-genome sequencing with deep ancestry and health insights. Comparable in product scope and consumer privacy positioning, but differentiated by sequencing technology rather than SNP chips.
Broad incumbents
- Myriad Genetics: Clinical genetics and molecular diagnostics company offering hereditary cancer and pharmacogenomic tests. Operates in the broader genetic testing industry with overlapping technology and regulatory expertise, but serves a clinical/provider channel rather than DTC.
Regional players
- 23mofang: Leading Chinese DTC DNA testing service with regional Chinese sub-population breakdowns. Comparable in DTC genetic testing model and regional reference panel specialization, but primarily serves mainland China.
Market position
Strengths5 records
Weaknesses5 records
Key risks6 records
Key highlights7 records
Customer concentration
Living DNA social profiles
Digital presenceLiving DNA compliance and trust
Trust signalCompliance2 records
Living DNA financial estimates
Financial estimateRevenue estimate
Valuation estimate
Living DNA leadership team
Management profileNumber of profiles
Living DNA funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Living 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 Living DNA
What does Living DNA do?
Living DNA sells consumer DNA testing kits and digital genetic analysis services focused on ancestry and wellbeing insights. Core offerings include physical cheek-swab kits (Full Ancestry Kit, Wellbeing Kit, combined packages) plus a free DNA upload service that converts competitor customers into paying users of digital upgrades such as Viking, Neanderthal, and Classical ancestry modules. The company also operates B2B partnership solutions including DNA Retail and API-based DNA Digital platforms for global partners.
Is Living DNA a public or private company?
Living DNA is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Living DNA founded?
Living DNA was founded in 2016. It employs 11 to 50 people.
Where is Living DNA based?
Living DNA is headquartered in Bridgwater, United Kingdom, in the Europe region.
How does Living DNA make money?
Five revenue lines are on record. DNA Kit Sales are the primary driver. The others are digital Upgrades, affiliate Commissions, partnership Solutions and personalized Ancestry Book.
Who are Living DNA's main competitors?
Direct peers on record are MyHeritage DNA, FamilyTreeDNA, 23andMe, CRI Genetics, African Ancestry and Ancestry.com (AncestryDNA). Emerging players are Dante Labs and Nebula Genomics. Myriad Genetics is listed as a broad incumbent. 23mofang is listed as a regional player.
Does Living DNA have an API?
Yes. Living DNA offers APIs for partners to access DNA testing results. The partnership page mentions 'Results via API' as one of the DNA Digital partnership routes, enabling reduced time to market with low upfront costs and high returns using robust APIs.
What industry is Living DNA in?
Living DNA's product category is Consumer DNA Testing Services. Its primary akta.pro industry code is AFACAEAE, Genetic Testing & Genomic Profiling Services (Parentage, Trait Testing), with a secondary code of HLAAALAD, Genetic & Genomic Testing (germline, somatic, carrier, pharmacogenomics). Its NAICS code is 561450 and its SIC code is 2835.