DNA My Dog
DNA My Dog is a Toronto-based direct-to-consumer canine genetic testing company founded in 2008, selling SNP and CNV-based breed ID kits, a patent-pending telomere genetic age test, the world's only deceased dog test, and an allergy test to pet owners across 15+ countries.
- Company typePrivate
- Founded2008
- HeadquartersToronto, Canada
- Headcount11–50
- GTM typeB2C
- OfferingServices
What DNA My Dog does
DNA My Dog, founded in 2008 in Toronto by CEO Mindy Tenenbaum (Master's in Veterinary Science, Veterinary Forensics), operates as a direct-to-consumer canine genetic testing company serving pet owners across 15+ countries. Its core products are breed identification test kits (Essential at $79.99, Premium at $129.99, Essential + Health at $98.99, plus a $49.99 upgrade path), a Deceased Dog DNA Test at $189.99 marketed as the world's only commercially available option for passed dogs, and a Canine Allergy Test at $107.99 standard / $199.99 expedited covering 100+ allergens. The technology stack combines SNP and CNV genetic analysis on microarrays with proprietary bioinformatics over a reference panel of 350+ breeds (claimed 99%+ accuracy), ELISA-based allergy biochemistry, and a patent-pending telomere-length measurement for genetic age determination, supported by three in-house laboratories and a partnership with Lakehead University's Paleo-DNA Laboratory for degraded samples.
The business model is transactional e-commerce: one-time kit purchases through dnamydog.com with no subscription layer, free standard shipping, and a 15% restocking fee on refunds. The primary customer segment is individual pet owners curious about their dog's breed, health predispositions, and unique traits, with a secondary segment of animal shelters and rescue organizations served through a 'Don't Judge a Breed By Its Cover' program that has raised over $400,000 since 2009 and provides low-cost testing. The company is privately held as a division of Canadian Dog Group Ltd., has 11-50 employees, and has not disclosed external funding rounds.
DNA My Dog firmographics
Firmographics- Name
- DNA My Dog
- Legal name
- Canadian Dog Group Ltd.
- Website
- https://dnamydog.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- DNA My Dog is a Toronto-based direct-to-consumer canine genetic testing company founded in 2008, selling SNP and CNV-based breed ID kits, a patent-pending telomere genetic age test, the world's only deceased dog test, and an allergy test to pet owners across 15+ countries.
- Ownership category
- akta.pro rank
DNA My Dog industry classification
Industry- Product category
- Pet Genetic Testing Services
- NAICS
- Veterinary Services (541940), Veterinary Services (54194), Testing Laboratories and Services (541380)
- SIC
- Services-Testing Laboratories (8734)
- akta.pro primary industry
- Molecular & Genetic Testing (Breed, Hereditary Disease, Oncology) (HLAMADAE)
Keywords
Where DNA My Dog is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
DNA My Dog business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Technology or R&D, Marketing or Sales, Supply Chain
Revenue model
- DNA Test Kits: One-time purchase of DNA breed identification test kits at various price points (Essential $79.99, Premium $129.99, Deceased Dog $189.99). Revenue is generated through direct consumer purchases with no recurring subscription component mentioned.
- Canine Allergy Testing: One-time purchase allergy testing kits ($107.99 standard, $199.99 expedited) that test for food intolerances, environmental sensitivities, and household allergens
- Test Upgrades: Upgrade purchases available for existing customers, such as Premium upgrade from Essential at $49.99, allowing customers to add genetic age and wolf testing
- Essential + Health Testing: Combined breed ID and health screening test at $98.99, including 100+ genetic health and trait variant analysis
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Essential Breed ID Test - Basic breed identification |
| One time/ perpetual license | Pay-as-you-go | Premium Breed ID Test - Comprehensive breed and health testing |
| One time/ perpetual license | Pay-as-you-go | Essential + Health - Breed ID with health screening |
| One time/ perpetual license | Pay-as-you-go | Deceased Dog DNA Test - Breed identification for passed dogs |
| One time/ perpetual license | Pay-as-you-go | Canine Allergy Test - Standard |
| One time/ perpetual license | Pay-as-you-go | Canine Allergy Test - Expedited |
| One time/ perpetual license | Pay-as-you-go | Premium Upgrade from Essential |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
DNA My Dog product offering
Product offeringCore offering
DNA My Dog sells consumer-based canine DNA test kits and provides laboratory genetic analysis services. Customers purchase swab-based kits, submit canine samples, and receive reports on breed composition (350+ breeds), genetic health/trait variants, genetic age via telomere measurement, and allergy/sensitivity screening (100+ allergens). The company also operates a shelter program offering low-cost testing to rescue organizations.
Product overview
DNA My Dog offers a portfolio of consumer-based canine DNA testing products. The core offerings include breed identification tests (Essential, Premium, and Essential + Health tiers) that use SNP-based and CNV genetic technology to identify breed composition across 350+ breeds. The company also provides a specialized Deceased Dog DNA Test (the world's only commercially available test for this purpose) and a Canine Allergy Test covering 100+ allergens including food, environmental, and household items. Products are available à la carte with an upgrade option to add premium features to existing tests.
Differentiator
Problem solved
Functional benefit
Products and services
- Essential Breed ID Test Entry-level swab-based canine DNA test for individual dog owners, providing a complete breed breakdown, genetic health concerns, unique personality traits, and bonding tips. Priced at $79.99.
- Premium Breed ID Test Advanced canine DNA test for individual dog owners, providing complete breed breakdown across 350+ breeds, wolf DNA detection, genetic age determination, and comprehensive screening of 100+ genetic health and trait variants. Priced at $129.99.
- Essential + Health Breed ID Test Mid-tier canine DNA test for individual dog owners, combining breed breakdown, personality insights, bonding tips, and screening of 100+ genetic health and trait variants. Priced at $98.99.
- Deceased Dog DNA Test Specialized DNA test for pet owners whose dogs have passed away, identifying breed breakdown and personality traits from samples such as toys, teeth, tissue, blood, or toothbrushes. No physical kit is shipped; instructions are provided for sample submission. Priced at $189.99.
- Canine Allergy Test Comprehensive canine allergy test for individual dog owners, identifying food intolerances, environmental sensitivities, and household allergens, with customized food recommendations and an actionable easy-to-read report covering 100+ allergens. Standard price $107.99; expedited 7-day turnaround version priced at $199.99.
Quantifiable outcome
- Over 99% breed identification accuracy
- +4 more outcomes
Companies that use DNA My Dog
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles2 records
DNA My Dog technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
DNA My Dog partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Lakehead University Paleo-DNA LaboratorycoreTrusted laboratory partner for advanced degraded DNA analysis. Used specifically for the Deceased Dog DNA Test where samples may be degraded. Lakehead University's specialized paleo-DNA capabilities enable testing of older or degraded samples from deceased dogs.
- Animal Rescue League of IowacoreFeatured shelter in DNA My Dog's shelter program, highlighting adoptable dogs like Doug Dimmadome on the company website. The shelter program provides low-cost testing and fundraising support for participating rescues.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
DNA My Dog competitors and assessment
Company assessmentDirect peers
- Embark Veterinary: Direct competitor offering canine DNA breed identification, health, and trait testing through a DTC model. Closely comparable product portfolio, target customer (dog owners), and breed-genetic methodology, though at significantly larger scale with VC backing.
- Wisdom Panel: Canine and feline DNA testing brand owned by Mars Petcare. Direct peer on breed identification, genetic health screening, and pet-parent DTC delivery; benefits from extensive resources and global retail distribution through Mars-affiliated pet channels.
- Orivet Genetic Pet Care: Australia-based company offering breed identification, health screening, and genetic trait testing for both dogs and cats. Competes in the same DTC genetic testing category with overlapping test types and a similar breed reference panel approach.
Emerging players
- Basepaws: Cat-focused DNA testing company (now part of Zoetis) using a comparable genetic-testing-for-pet-parents model in the feline niche. Comparable DTC motion, scientific branding, and breed/health report structure, but species-specific to cats — an adjacent rather than directly competing category.
- Paw Print Genetics: Canine and feline genetic disease and trait testing laboratory serving breeders and veterinarians. Comparable genetic testing science and breed-coverage approach, but routed through clinical channels rather than mass-market DTC kits.
- 5Strands Pet Intolerance Test: DTC pet food and environmental intolerance/hair-sample testing company. Comparable allergy/intolerance testing concept and direct-to-consumer e-commerce delivery for pets, though based on hair-biomarker methodology rather than ELISA.
Broad incumbents
- AKC DNA Program: American Kennel Club's DNA profiling and parentage verification service. Comparable technology (canine genetic testing) and audience (dog owners, breeders), but positioned as a registry/parentage service rather than breed-disclosure consumer kit.
Others
- UC Davis Veterinary Genetics Laboratory: Academic reference lab offering canine and feline genetic disease and parentage testing. Comparable canine genetic testing technology, but operates in the clinical/veterinarian channel rather than DTC pet-parent kits.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
DNA My Dog social profiles
Digital presenceDNA My Dog compliance and trust
Trust signalCompliance3 records
DNA My Dog financial estimates
Financial estimateRevenue estimate
Valuation estimate
DNA My Dog leadership team
Management profileNumber of profiles
Profiles1 record
DNA My Dog funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DNA My Dog 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 DNA My Dog
What does DNA My Dog do?
DNA My Dog sells consumer-based canine DNA test kits and provides laboratory genetic analysis services. Customers purchase swab-based kits, submit canine samples, and receive reports on breed composition (350+ breeds), genetic health/trait variants, genetic age via telomere measurement, and allergy/sensitivity screening (100+ allergens). The company also operates a shelter program offering low-cost testing to rescue organizations.
Is DNA My Dog a public or private company?
DNA My Dog is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was DNA My Dog founded?
DNA My Dog was founded in 2008. It employs 11 to 50 people.
Where is DNA My Dog based?
DNA My Dog is headquartered in Toronto, Canada, in the North America region.
How does DNA My Dog make money?
Four revenue lines are on record. DNA Test Kits are the primary driver. The others are canine Allergy Testing, test Upgrades and essential + Health Testing.
Who are DNA My Dog's main competitors?
Direct peers on record are Embark Veterinary, Wisdom Panel and Orivet Genetic Pet Care. Emerging players are Basepaws, Paw Print Genetics and 5Strands Pet Intolerance Test. AKC DNA Program is listed as a broad incumbent. UC Davis Veterinary Genetics Laboratory is listed as an others.
Does DNA My Dog have an API?
No public API is recorded for DNA My Dog.
What industry is DNA My Dog in?
DNA My Dog's product category is Pet Genetic Testing Services. Its primary akta.pro industry code is HLAMADAE, Molecular & Genetic Testing (Breed, Hereditary Disease, Oncology). Its NAICS code is 541940 and its SIC code is 8734.