DNA My Dog

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.

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

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

• Canine DNA testing
• Dog breed identification
• Pet genetic testing
• Canine allergy testing
• Dog DNA test kits

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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
3. 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
4. Essential + Health Testing: Combined breed ID and health screening test at $98.99, including 100+ genetic health and trait variant analysis

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core 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

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• Lakehead University Paleo-DNA LaboratorycoreTechnology or IntegrationTrusted 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 IowacoreStrategic or Co-development PartnerFeatured 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

Direct 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

• YouTubeyoutube.com/@DNA_My_Dog
• Facebookfacebook.com/DnaMyDog
• Instagraminstagram.com/dnamydog
• TikToktiktok.com/@dnamydog
• Xx.com/dnamydog

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 DNA My Dog