iDNA Genomics

What iDNA Genomics does

iDNA Genomics S.A. is a Greek precision-medicine company that develops and sells direct-to-consumer DNA test kits for personalized nutrition, vitamins and minerals, sports/exercise profiling, biological age, and clinical applications including pharmacogenomics and cardiovascular risk. Its core technology is a proprietary bioinformatics platform paired with an AI-based database system that analyzes genetic data against international genetic and pharmaceutical databases; results are delivered to end users and healthcare professionals through the myEMR platform (web, iOS and Android), which also handles test-kit registration, secure storage and result sharing. All genetic analyses are performed internally by its wholly-owned subsidiary iDNA Laboratories.

The company operates a hybrid go-to-market: a direct-to-consumer e-commerce storefront at idnagenomics.com, supplemented by a B2B2C network of associate nutritionists and dietitians across Greece who recommend tests and help interpret results. Products are sold as one-time kits priced between approximately €35 and €250 (3-in-1 bundle), with payment processed through Alpha Bank's e-Commerce platform. Customer segments include health-conscious individuals seeking personalized wellness, nutritionists/dietitians using the tests in clinical practice, and a smaller medical/clinical channel for pharmacogenomic and cardiovascular testing.

iDNA holds ISO 27001:2013 and ISO 9001 certifications and is publicly listed on the Cyprus Stock Exchange with 2,764,500 shares outstanding as of March 2026. The company maintains research collaborations with Greek and international universities. Its competitive positioning rests on the proprietary platform, ISO-grade data security, the integrated myEMR experience, and a domestic Greek healthcare-professional channel — though current scale (11–50 employees, Greece-centric, sub-1,000 units of inventory on hand across SKUs) indicates a micro-cap, early-stage commercial profile.

Name

iDNA Genomics

Legal name

iDNA Genomics S.A. (iDNA Genomics Α.Ε.)

Website

https://idnagenomics.com

Company type

Public

Operating status

Operating

Headcount range

11–50 employees

Short description

iDNA Genomics is a Greek precision-medicine company that develops and sells direct-to-consumer DNA test kits for personalized nutrition, vitamins/minerals, biological age, and clinical pharmacogenomics, analyzed via its proprietary AI-based bioinformatics platform and the myEMR digital platform, and distributed online and through a network of Greek nutritionists and dietitians.

Ownership category

akta.pro rank

Product category

Consumer Genetic Testing

NAICS

Medical Laboratories (621511), Research and Development in Biotechnology (except Nanobiotechnology) (541714)

SIC

Services-Medical Laboratories (8071)

akta.pro primary industry

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

akta.pro secondary industries

Molecular Diagnostics & Genomics Laboratories (HLAFAMAE), Population Genomics & Preventive Precision Health Programs (HLAAANAL)

Keywords

• Genetic testing services
• DNA test kits
• Personalized nutrition
• Nutrigenomics analysis
• Pharmacogenomics testing

Headquarters

HQ city

Kifissia

HQ country

Greece

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. DNA Test Kit Sales: The company generates revenue primarily through the sale of DNA testing kits. Customers purchase test kits directly through the e-commerce platform or via healthcare professionals. Products include standalone tests (Nutrition, Vitamins & Minerals, Biological Age) and bundled packages (3-in-1 comprehensive test). Results are delivered digitally via the myEMR platform within 3-20 business days depending on test type.
2. Health Professional Distribution: Revenue is also generated through sales facilitated by associate nutritionists and dietitians who recommend and sell iDNA test kits to their clients. Healthcare professionals order on behalf of patients or guide them through the purchase process.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

iDNA Genomics develops, distributes and analyzes direct-to-consumer DNA test kits covering nutrition, vitamins & minerals, biological age, pharmacogenomics and cardiovascular health. Tests are processed in the company's certified iDNA Laboratories facility using a proprietary AI-based bioinformatics platform, and results are delivered to customers and healthcare professionals digitally through the myEMR platform.

Product overview

iDNA Genomics offers a portfolio of DNA test kits for personalized nutrition and wellness, combined with the myEMR digital health platform. The product line includes standalone tests for nutrition (iDNA Nutrition Test), vitamins and minerals (iDNA Vitamins & Minerals Test), and biological age estimation (iDNA Biological Age), as well as the comprehensive iDNA Test 3in1 bundle covering all three areas through 37 analysis categories. Test samples are collected via saliva swabs (or blood for biological age), analyzed in certified laboratories, and results are delivered through the myEMR platform.

Differentiator

Problem solved

Functional benefit

Products and services

• iDNA Nutrition Test DNA test kit analyzing 11 nutrition-related categories covering weight management, cardiovascular health and food sensitivities (caffeine, lactose, gluten), vitamins, minerals and detoxification capacity. Sample collected via saliva swab and priced at €109.90 with results delivered in approximately 20 business days via the myEMR platform.
• iDNA Vitamins & Minerals Test Genetic analysis of micronutrient absorption and metabolism across 12 categories, including vitamins B9, B12, C, D and E, minerals such as calcium, magnesium, selenium, iron and zinc, and omega-6/omega-3 ratio. Saliva sample priced at €49.90, with results delivered in approximately 20 business days.
• iDNA Biological Age Blood-test-based biological age estimation that calculates the body's aging rate and provides prognostic value for healthspan and longevity. Priced at €35.00 (discounted from €50.00) with results delivered within 3 business days via the myEMR platform.
• iDNA Test 3in1 Comprehensive bundled DNA test covering nutrition, vitamins & minerals and sports/exercise across 37 analysis categories, including weight management, cardiovascular health, food sensitivities, athletic profile, injury predisposition and detoxification capacity. Saliva sample priced at €250.00, with results delivered in approximately 20 business days via myEMR.
• iDNA NutriGenetix Medical-grade DNA test for weight management and nutrigenetic clinical decision support, helping clinicians personalize diet recommendations based on patient genetic profile for weight management interventions.
• iDNA PGx CNS Test Pharmacogenomic DNA test analyzing patient response to central nervous system (CNS) medications to support personalized drug selection and dosing in clinical practice.
• iDNA Cardio Health Medical-grade DNA test assessing genetic predisposition to cardiovascular diseases to support clinical cardiovascular risk evaluation and prevention.
• myEMR platform Online platform (web plus native iOS and Android apps) for DNA kit registration, secure storage, management and sharing of genetic health information between customers and healthcare professionals.

Quantifiable outcome

• 5kg weight loss and 6.2kg fat loss in 2.5 months with iDNA Diet Test
• +4 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability3 records

Feature3 records

Partnerships

Four partnerships are on record, tiered core, key and support.

• iDNA LaboratoriescoreStrategic or Co-development PartneriDNA Laboratories operates as the certified laboratory conducting all genetic analyses for iDNA Genomics. The laboratory is staffed by distinguished researchers and leading experts in international genetics and molecular biology. All genetic analyses are performed in these certified facilities.
• Greek and International UniversitiescoreStrategic or Co-development PartneriDNA Genomics maintains continuous research activity and collaborations with universities in Greece and abroad. These academic partnerships support ongoing research and development in pharmacogenomics, nutrigenomics, and genomic analysis.
• Associate Nutritionists and Dietitians (Greece)keyChannel Partner/ Reseller/ DistributorNetwork of associate nutritionists and dietitians across Greece who recommend iDNA tests to their clients and assist with results interpretation. The company provides an online locator tool to help customers find nearby partner healthcare professionals.
• Alpha BanksupportTechnology or IntegrationPayment processing partner using Alpha Bank's Alpha e-Commerce platform. Supports credit, debit, and prepaid card payments including Visa, Mastercard, Maestro, American Express, and Diners. Uses TLS 1.2 encryption with 128-bit SSL for secure transactions.

Scale indicators5 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Nutrigenomix: Specialized nutrigenomics testing company selling through healthcare practitioners globally. Direct category peer to iDNA's Nutrition/3in1 tests with a clinician-led GTM.
• GenoPalate: DTC personalized nutrition company based on genetic analysis, offering meal and supplement recommendations. Direct peer in the nutrition-genetics category with a similar subscription/DTC model.
• GenePlanet: Slovenia-based European DTC genetic testing company offering nutrition, health, and ancestry panels through a similar e-commerce + clinician model. Closest geographic and product peer to iDNA in Europe.
• DNAfit (Prenetics): DTC fitness and nutrition genetics brand (acquired by Prenetics). Closely comparable to iDNA's sports/exercise and nutrition DNA reports.
• EasyDNA: International DTC genetic testing provider offering health, wellness, and nutrition panels. Comparable e-commerce-led GTM and product mix to iDNA's DTC storefront.

Broad incumbents

• 23andMe: Largest direct-to-consumer genetic testing brand globally; offers health, ancestry, and wellness reports across a broad portfolio. Comparable to iDNA's DTC model and consumer positioning, but at vastly greater scale and international reach.
• MyHeritage: Major DTC genetics brand in Europe with health + ancestry testing. Comparable to iDNA's consumer-genetics model and serves a similar EU customer base, though with broader scale and well-funded marketing.

Emerging players

• Viome: Personalized nutrition company combining microbiome, blood, and (historically) genetic analysis with supplement sales. Overlaps with iDNA on personalized nutrition use cases but with a microbiome-led approach.
• Helix: US-based DNA-testing platform offering white-label health and wellness genetic products through partners. Comparable technology-platform model to iDNA's owned lab + bioinformatics stack, though serving partner brands.

Regional players

• Mapmygenome: India-based molecular diagnostics company offering genomic tests including nutrition, wellness, and pharmacogenomics panels. Comparable product breadth and medical-adjacent test menu to iDNA, but regional/Asia-Pacific focus.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC--87ElvJ9UeBbNfpNcG8zw
• Facebookfacebook.com/idnagenomics
• LinkedInlinkedin.com/company/idna-genomics
• Instagraminstagram.com/idna.genomics
• Xx.com/idna_genomics

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 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 iDNA Genomics