What DNA ERA does

DNA ERA s.r.o. is a Slovak direct-to-consumer genetic testing company headquartered in Bratislava that sells saliva-based DNA predisposition tests to consumers across Central and Eastern Europe (Slovakia, Czech Republic, Poland, Hungary, Romania, Serbia). Its product portfolio centers on a tiered test offering — DNA Entry (30 predispositions) and DNA Complex (135+ predispositions across 10 categories covering cardiovascular, oncology, drug metabolism, nutrition, sports, appearance, and carrier status) — supplemented by a 2-person bundle, an optional expert genetic consultation booking service via Bookio, and paternal/ancestry-adjacent paternity testing. The company's technology stack uses microarray genotyping at 700,000 polymorphism sites per sample in a certified European laboratory in Denmark, with results delivered through a web application and interpreted by proprietary in-house algorithms developed by the Slovak team; anonymous sample handling and GDPR compliance are emphasized as privacy differentiators.

DNA ERA operates a digital-first D2C go-to-market: customers order kits via the e-commerce website, receive free shipping within 5 working days, return saliva samples, and access results in ~5–6 weeks. The business is monetized almost entirely through one-time kit purchases at fixed price points (DNA Complex €329; 2-pack bundle €689) with localization in local currencies across six markets, plus add-on revenues from genetic consultations and in-app result expansions (Mental & Neurological Health, Productivity, Personality Traits) that re-process stored raw data without a new sample. The company's marketing stack spans paid search (Google Ads), paid social (Meta Pixel), email (Klaviyo/HubSpot), SEO, and earned media in Slovak outlets (Forbes.sk, Denník N, StartItUp, TV Pravda). Customer segments span health-conscious adults, fitness/sports enthusiasts, nutrition optimizers, beauty-focused consumers, B2B corporate wellness buyers, and gift buyers, with a horizontal segmentation approach rather than a dominant vertical.

In 2025, DNA ERA was acquired by Diagnose.me, a digital health platform, per Forbes Slovakia, while continuing to operate under its own brand — a structural event that is the dominant recent development in the company's history. The company remains small, with 1–10 employees and a single disclosed funding round (CB Investment Management, Sept 2020, undisclosed amount), placing DNA ERA at the early-stage, niche end of the European consumer genetics market.

Name

DNA ERA

Legal name

DNA ERA s.r.o.

Website

https://dnaera.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

DNA ERA is a Bratislava-based direct-to-consumer genetic testing company selling saliva-based DNA predisposition tests (Entry, Complex, and result expansions) across Central and Eastern Europe, processing samples at a certified Danish laboratory and interpreting results via proprietary algorithms for health, lifestyle, sports, and beauty insights.

Ownership category

akta.pro rank

Product category

Consumer Genetic Testing Services

NAICS

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

SIC

Services-Medical Laboratories (8071), In Vitro & In Vivo Diagnostic Substances (2835)

akta.pro primary industry

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

akta.pro secondary industry

Genetic & Prenatal Testing Laboratories (HLAFAMAH)

Keywords

• Consumer genetic testing
• DNA test kits
• Genetic predisposition analysis
• Personalized health insights
• Sports genetics testing

Headquarters

HQ city

Bratislava

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. DNA Test Kits (One-time Purchase): DNA ERA sells DNA test kits as one-time purchases. Customers buy a kit (Entry, Health, Lifestyle, Beauty, or Complex), use it to provide a saliva sample, and receive a one-time digital analysis. The kit price is fixed and covers the full analysis for the purchased tier. Expansions to add additional result categories are available as separate purchases within the customer's account.
2. DNA Test Bundle (2-Person Package): DNA ERA sells a double-pack of DNA Complex tests at a discounted price (€689 for 2 people) compared to buying two individual tests, creating a volume incentive for couples, families, or gifting scenarios.
3. Genetic Consultations (Add-on Service): Customers can add a genetic consultation with an expert (geneticist, molecular biologist, or equivalent) to their test purchase. Consultations are available in basic and extended variants and are booked via an online reservation system. This creates an upsell opportunity on top of the base test purchase.
4. DNA Result Expansions (In-App Upsell): After receiving initial test results, customers can purchase additional result categories (e.g., Mental & Neurological Health, Productivity, Personality Traits) as in-app upgrades. No new sample collection is needed; the company re-processes stored raw genetic data. This creates a recurring upsell revenue stream from the existing customer base.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

DNA ERA sells saliva-based consumer DNA test kits that genotype 700,000 polymorphism sites at a certified laboratory in Denmark, then interpret the results using proprietary in-house algorithms to deliver personalized genetic predisposition reports across health, sports, nutrition, appearance, and drug metabolism categories. The offering includes one-time test kits (Entry, Complex, Health, Lifestyle, Beauty, Paternity), a discounted 2-person bundle, in-app expansion categories (Mental Health, Productivity, Personality Traits) purchasable without re-sampling, and optional expert genetic consultations booked via Bookio.

Product overview

DNA ERA is a Slovak genetic testing company offering consumer DNA tests for health, lifestyle, and personal insights. The product portfolio centers on two core tests: the DNA Entry test (30 predispositions) and the DNA Complex test (135+ predispositions in 10 categories). Previously sold individual Health, Lifestyle, and Beauty tests are now available as upgradeable expansion categories that existing customers can add to their accounts. All tests analyze cheek swab samples processed in a certified Danish laboratory using genotyping of 700,000 polymorphisms, with results interpreted through proprietary algorithms and delivered via a secure web application. Customers can extend any test with Mental Health, Productivity, and Personality Traits expansions without repeating sample collection. The company also offers genetic consultations via the Bookio reservation system and specialized paternity testing services.

Differentiator

Problem solved

Functional benefit

Products and services

• DNA Complex Test

Quantifiable outcome

• More than 185 genetic predispositions analyzed from a single saliva sample
• +3 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability2 records

Feature5 records

Partnerships

Eight partnerships are on record, tiered major, core and minor.

• Diagnose.memajorStrategic or Co-development PartnerDiagnose.me, a digital health company, acquired DNA ERA as reported by Forbes.sk. This represents a significant strategic combination in the Slovak digital health ecosystem, integrating DNA ERA's genetic predisposition testing with Diagnose.me's broader digital health services. DNA ERA continues to operate under its own brand post-acquisition.
• Certified Laboratory in DenmarkcoreTechnology or IntegrationDNA ERA partners with a certified (certifikované) laboratory located in Denmark for the processing and genotyping of customer saliva samples. The laboratory receives samples anonymously under a unique kit ID code. Samples are destroyed within 90 days of analysis completion, and genetic data is removed from the laboratory's database within 90 days of transmission to DNA ERA.
• Accace, k.s. (Payroll & Accounting)minorOthersAccace provides payroll and tax-accounting services to DNA ERA as a data processor under GDPR.
• SuperFaktúra, s.r.o.minorOthersSuperFaktúra provides invoicing services to DNA ERA as a data processor.
• Slovak Parcel Service s.r.o.minorOthersSlovak Parcel Service s.r.o. handles courier delivery of DNA test kits to customers as part of the order fulfillment process.
• RFPack s.r.o.minorOthersRFPack s.r.o. handles packaging and delivery logistics for DNA test kit shipments to customers.
• Meta Platform Inc. (Facebook Business Manager)minorGTM or Marketing PartnerMeta Platform Inc. provides the Facebook Pixel and Business Manager for advertising, remarketing, and audience targeting on Facebook and Instagram.
• Google LLC (Analytics, Tag Manager, AdWords)minorGTM or Marketing PartnerGoogle LLC provides Google Analytics, Google Tag Manager, and Google AdWords for website analytics, marketing optimization, and paid search advertising.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• 23andMe: The largest direct-to-consumer genetic testing company offering health predisposition, ancestry, and trait reports. Closest direct competitor to DNA ERA in product offering and DTC go-to-market, though operating at vastly greater scale.
• Ancestry: Major consumer DNA testing brand historically focused on ancestry, with a growing health and traits offering. Competes with DNA ERA for the same consumer genetic testing wallet.
• MyHeritage: European-headquartered (Israel) consumer DNA testing service with health and ancestry offerings. Particularly comparable to DNA ERA given its non-US base and European market presence.
• SelfDecode: Direct-to-consumer DNA analysis platform focusing on health and wellness predispositions from raw genetic data. Closely aligned with DNA ERA's health, nutrition, and lifestyle positioning.
• GenePlanet: Slovenia-based consumer and clinical genetic testing company operating across Europe. Highly comparable geography, business model, and product mix to DNA ERA — likely the closest regional peer.
• Atlas Biomed: UK-based DTC DNA testing company focusing on health, nutrition, and microbiome insights. Comparable product offering (predisposition-based health insights) and similar DTC online business model.

Emerging players

• DNAfit: Consumer genetic testing service focused on fitness, nutrition, and skin care — directly overlapping with DNA ERA's Sports, Nutrition, and Beauty test categories.
• FitnessGenes: DTC genetic testing focused on sports performance, injury risk, and nutrition. Directly comparable to DNA ERA's sports predisposition category and overall athlete-targeted positioning.
• Nebula Genomics: DTC whole-genome sequencing company with privacy-centric positioning. Overlaps with DNA ERA on consumer genetic insights and privacy-focused marketing, though at a different price point and sequencing depth.

Broad incumbents

• Diagnose.me: Digital health platform that acquired DNA ERA in 2025. Broader digital health services portfolio overlapping with DNA ERA's health insights offering; now DNA ERA's parent company.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/dnaera
• LinkedInlinkedin.com/company/dna-era

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

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 ERA