What DNAlysis does

DNAlysis is a Johannesburg-headquartered genetic testing laboratory founded in 2008 by Dr Danny Meyersfeld (PhD Molecular Biology), operating ISO/SANAS-accredited facilities in Johannesburg and Helsinki that process over 2,000 DNA samples per month. The company's core technology is clinical-grade genotyping and methylation analysis using ISO-accredited laboratory processes, delivered through a modular product portfolio spanning nutrigenomics (DNA Core, DNA Health, DNA Diet, DNA Gut, DNA Skin, DNA Smile), pharmacogenomics (Medcheck), mental health (DNA Mind), hormones (DNA Hormones), chronic pain (DNA Pain), stress resilience (DNA Resilience), preconception (GrowBaby), autoimmune risk (DNA Risk HLA), ancestry (DNAorigin), and epigenetic biological age (TruAge).

DNAlysis monetizes through three revenue streams: (1) one-time DNA test kit sales at ZAR 900-11,000 per test sold directly via dnalysis.co.za to South African consumers, with international fulfillment through offices in Copenhagen and Stonegate, UK; (2) paid R4,000 practitioner certification training that creates a network of 343+ accredited healthcare professionals (dietitians, doctors, naturopaths, homeopaths) who are required to interpret results before they can be released; and (3) volume-based B2B SaaS licensing of API-enabled nutrigenetic reporting software in 10 languages to third-party laboratories worldwide. All three streams funnel through genetic data analysis, and the company relies on licensed algorithms from Harvard (OMICmAge), Yale (SYMPHONYAge) and TruDiagnostic (DunedinPACE) for its TruAge methylation product.

The go-to-market is a B2B2C model: practitioners drive demand (with insurance distribution through Momentum Multiply for member discounts) and serve as the mandatory interpretation layer, while e-commerce and WhatsApp consultation (Romy, Cally) capture direct consumer demand. The company is GDPR-compliant, holds ISO 27001 information security certification, and reports no parent company, external institutional shareholders, or disclosed funding rounds, operating as a privately held founder-led SME.

Name

DNAlysis

Legal name

DNAlysis

Website

https://dnalysis.co.za

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

DNAlysis is a Johannesburg-based ISO-accredited genetic testing laboratory, founded in 2008, that sells nutrigenomic, pharmacogenomic, epigenetic and ancestry DNA tests through a 343+ accredited practitioner network and direct-to-consumer e-commerce across South Africa, the UK, Denmark and Finland.

Ownership category

akta.pro rank

Headquarters

HQ city

Johannesburg

HQ country

South Africa

HQ region

Africa

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. DNA Genetic Testing Products: One-time purchase of DNA test kits and analysis. Customers order tests through website and results are delivered to practitioners within 21 working days. Test prices range from R900 to R11,000 depending on complexity.
2. Practitioner Certification Training: Online training courses for healthcare practitioners to become DNAlysis accredited. Pricing at R4000 for comprehensive certification including DNA Core test. Additional specialized training for DNA Smile, DNA Resilience, DNA Active, GrowBaby, DNA Pain, and DNA Skin.
3. Software as a Service for Laboratories: Custom built, API enabled reporting software providing Nutrigenetic reports in 10 different languages. Reports available in PDF, JSON, and CSV formats. Volume based pricing model for laboratory partners.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

DNAlysis sells laboratory-based DNA genetic testing products and reports focused on nutrigenomics, pharmacogenomics, ancestry, methylation/epigenetic age, and autoimmune risk. Its flagship is the DNA Core test combining DNA Health, DNA Diet, and DNA Sport insights, with 12+ specialized add-on panels (DNA Gut, DNA Mind, DNA Hormones, GrowBaby, DNA Resilience, DNA Skin, DNA Pain, DNA Smile, DNA Health, DNA Risk HLA), standalone TruAge methylation, Medcheck pharmacogenetics, and DNAorigin ancestry testing. The company also licenses API-enabled SaaS reporting software to other laboratories and offers practitioner certification training, with all consumer results delivered exclusively through DNAlysis-accredited practitioners for interpretation.

Product overview

DNAlysis offers a modular portfolio of genetic testing products centered on nutritional genetics, pharmacogenomics, ancestry, and methylation testing. The core offering is DNA Core (dnacore), a comprehensive wellness package combining nutrient requirements, weight management, and exercise advice. This is supplemented by specialized add-on modules covering gut health (DNA Gut), mental health (DNA Mind), hormone metabolism (DNA Hormones), maternal/fetal health (GrowBaby), stress resilience (DNA Resilience), skin health (DNA Skin), chronic pain (DNA Pain), oral health (DNA Smile), general health (DNA Health), and autoimmune risk (DNA Risk HLA). The company also offers standalone services including TruAge (epigenetic methylation testing for biological age), Medcheck (pharmacogenetics for medication selection), and DNAorigin (ancestry testing). All tests require consultation with DNAlysis-accredited healthcare practitioners who interpret results and provide personalized recommendations.

Differentiator

Problem solved

Functional benefit

Brands

• dnacore: The next generation DNA test comprising insights on nutrient requirements, weight management, exercise advice and cellular health.
• dnagut
• dnamind
• dnahormones
• growbaby
• dnaresilience
• dnaskin
• dnapain
• dnasmile
• dnahealth
• DNAorigin
• TruAge
• Medcheck
• DNA Risk HLA-Related Autoimmunity

Products and services

• DNA Core (dnacore) Next-generation comprehensive DNA test combining nutrient requirement, weight management, exercise advice, and cellular-health insights by combining DNA Health, DNA Diet, and DNA Sport reports into a single integrated report; for individuals seeking a holistic personalized wellness package. Priced at R4800 standalone.
• DNA Gut (dnagut) Genetic test identifying genetic variations that influence gut health via predisposition to microbial imbalances, gut barrier issues, and intestinal dysbiosis; for individuals and practitioners addressing gastrointestinal concerns. Priced at R3600 standalone, R900 when bundled.
• DNA Mind (dnamind) Genetic test reporting on variants in genes associated with mental health including addictive behavior, cognitive decline, depression, anxiety, and mood regulation across serotonin, dopamine, and other pathways; for individuals and clinicians managing mental-health risk. Priced at R3600.
• DNA Hormones (dnahormones) Nutrigenetic test identifying genetic variation in genes that affect metabolism and detoxification of sex hormones; provides diet, nutraceutical, and lifestyle recommendations relevant to endometriosis, PCOS, fertility, menopause, and hormone-related cancer risk. Priced at R3600.
• GrowBaby Genetic test for pre-conception and pregnant women that analyzes key biological pathways influencing maternal and fetal health, providing gene-based personalized diet, supplement, and lifestyle interventions. Priced at R3600.
• DNA Resilience (dnaresilience) Genetic test providing insight into resilience potential across seven molecular areas including the stress axis, oxytocin, neurotrophic pathway, neuropeptide Y, norepinephrine, dopamine, and serotonin; designed for athletes, executives, and individuals managing stress and high-pressure performance. Priced at R3600.
• DNA Skin (dnaskin) Genetic test offering insight into elasticity, antioxidant status, UV aging, pigmentation, breakouts, skin sensitivities, and wrinkles; provides personalized topical, nutraceutical, dietary, and lifestyle recommendations for skin outcomes. Priced at R3600.
• DNA Pain (dnapain) Genetic test analyzing genes in biological pathways affecting chronic pain risk to support sustained management of chronic pain with personalized diet, supplement, exercise, and lifestyle interventions. Priced at R3600.
• DNA Smile (dnasmile) Genetic test providing insights into oral health and predisposition to periodontal disease, tooth caries, and systemic diseases linked to oral health, with targeted personalized diet, nutraceutical, lifestyle, and oral-health recommendations. Priced at R3600.
• DNA Health (dnahealth) Genetic test providing insights into overall health and susceptibility to chronic diseases by analyzing key biochemical processes (lipid metabolism, methylation, inflammation, oxidative stress, detoxification, bone health, insulin resistance, food responsiveness, and vitamin metabolism); for individuals and practitioners seeking a foundational health panel. Priced at R3600.
• DNA Risk HLA (HLA-Related Autoimmunity) Comprehensive genetic test examining HLA gene variants related to common autoimmune diseases for diagnostic insight, used by clinicians and individuals concerned about or experiencing autoimmune disorders such as celiac disease, rheumatoid arthritis, and multiple sclerosis. Priced at R3600.
• TruAge Methylation/epigenetic test measuring biological age at cellular level, the speed of aging, and the age of 11 key organ systems (brain, heart, lungs, liver, kidneys, immune system, and others); recommended for individuals over 18 years old. Priced at R11000.
• Medcheck (Pharmacogenetics) Pharmacogenetics test providing insights into responsiveness to medications and likelihood of side effects or treatment failure by analyzing how patients metabolize, transport, and bind specific drugs; supports clinicians and patients selecting and dosing medications. Priced at R3600 standalone, R1440 when bundled.
• DNAorigin (MyDNAOrigin) Comprehensive ancestry test marketed as the most detailed ancestry test in Africa, analyzing autosomal DNA, mtDNA, and Y chromosome variations to determine ancestral origins and migration patterns; for individuals investigating heritage. Priced at R3840 standalone, R1440 when bundled.
• DNAlysis Software as a Service (for Laboratories) Custom-built, API-enabled reporting SaaS that allows partner laboratories to offer nutrigenetic testing under their own branding; produces reports in 10 languages and PDF, JSON, and CSV formats under a volume-based subscription pricing model.
• DNAlysis Accredited Practitioner Certification Training Online practitioner certification training covering DNA Health, Diet, Sport, Oestrogen, Mind, Medcheck, and DNA Core, including the practitioner's own DNA Core test; priced at R4000 for comprehensive accreditation enabling use of DNAlysis tests in clinical practice.

Quantifiable outcome

• 2000+ DNA samples processed per month across ISO-accredited laboratories
• +1 more outcomes

Named customers6 records

Segments7 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature5 records

Partnerships

Three partnerships are on record, tiered core.

• Momentum MultiplycoreGTM or Marketing Partner · 21 January 2022DNAlysis partnered with Momentum Multiply health insurance program to offer members up to 20% discount on DNA Core tests when included in orders. Multiply members can also use HealthSaver funds for purchases. Discount applies only when DNA Core is included in the order.
• Harvard (OMICmAge)coreStrategic or Co-development PartnerTruAge epigenetic testing incorporates OMICmAge algorithm developed in collaboration with Harvard. The algorithm analyzes proteins, metabolites, and clinical biomarkers to calculate biological age and identify factors driving age acceleration.
• Yale (SYMPHONYAge)coreStrategic or Co-development PartnerTruAge testing uses SYMPHONYAge licensed from Yale University, assessing biological aging across 11 critical organ systems including brain, heart, lungs, liver, kidneys, and immune system.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• 23andMe: 23andMe is the global category leader in D2C genetic testing, offering health, ancestry, and trait reports directly to consumers. While much larger and primarily D2C rather than practitioner-mediated, it overlaps significantly with DNAlysis on nutrigenomics, pharmacogenomics, and ancestry testing categories.
• MyHeritage: MyHeritage offers direct-to-consumer DNA testing spanning health and ancestry with strong presence in Europe and Africa. It is a close competitor on both the ancestry category and increasingly on health/polygenic risk reports overlapping DNAlysis's portfolio.
• Ancestry.com: Ancestry.com operates the world's largest consumer ancestry DNA database with overlapping ancestry + health insights. Although primarily ancestry-focused and consumer-direct, it competes for the same ancestry-seeking customer segment that DNAlysis targets via DNAorigin.

Emerging players

• Everlywell: Everlywell is a D2C at-home health testing platform offering genetic and biomarker panels (it acquired AncestrybyDNA and genetics offerings). It overlaps with DNAlysis in at-home health testing, although it lacks the practitioner-intermediated nutrigenomics specialization.
• LetsGetChecked: LetsGetChecked is a D2C home-testing platform providing clinical-grade health and genetic tests with telehealth integration. While broader than nutrigenomics, it competes in the consumer health-testing space where DNAlysis seeks to expand.
• Mapmygenome: Mapmygenome is an India-based personal genomics company offering predictive health, ancestry, and pharmacogenomics testing. It is a comparable emerging player in the personal-genomics space targeting similar practitioner and health-conscious consumer segments as DNAlysis.
• Helix: Helix operates a DNA-testing platform-as-a-service model that partners with brands to offer health and ancestry insights. It mirrors DNAlysis's B2B Lab SaaS arm in providing white-label genetic reporting infrastructure to other laboratories and consumer brands.

Direct peers

• Nutrigenomix: Nutrigenomix is the closest direct competitor — a Canada-based genetic testing company offering practitioner-administered nutrigenomic tests for personalized nutrition and health. Both companies share the same B2B2C model with healthcare practitioners, employ similar gene panel approaches, and target dietitians and clinical professionals.
• GenePlanet: GenePlanet is a European-based genetic testing company selling nutrigenomics, pharmacogenomics, and lifestyle DNA tests direct-to-consumer and through partners. It is highly comparable to DNAlysis in product mix and European market targeting via the Copenhagen/UK footprint.
• DNAfit (now part of CircleDNA): DNAfit, now operated under CircleDNA by Prenetics, is a UK/South Africa-adjacent brand offering fitness and nutrition DNA tests through similar practitioner and consumer channels. It is directly comparable on the sport, diet, and wellness testing category DNAlysis owns via dnaCore and DNA Sport.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/in/daniel-meyersfeld-b83a4a7
• Xx.com/dnalysis

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

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 DNAlysis