What EasyDNA does

EasyDNA, operated by EDL International, LLC, is a privately held direct-to-consumer DNA testing company founded in 2006 by Kevin Camilleri (CEO & COO) and Andrew Alexander (Co-Owner & Director). The company sells home-collected DNA test kits through its own e-commerce storefront at easy-dna.com and through offices in 25 countries, with multilingual customer support. Its customer base spans individuals seeking paternity answers, immigration DNA evidence, prenatal testing, ancestry, personalized health insights, and pet genetic testing — making it a horizontal DTC testing platform rather than a single-vertical specialist.

The company's core technology is laboratory-based DNA analysis using Polymerase Chain Reaction (PCR) and Short Tandem Repeat (STR) profiling at ISO 17025- and AABB-accredited labs, examining 21 genetic loci markers to deliver paternity results with 99.99% inclusion accuracy and 100% exclusion accuracy within 3–5 working days. Beyond paternity and relationship tests, the catalog — over 100 SKUs — includes non-invasive prenatal paternity testing (blood-based, 10 weeks), ancestry/genealogy, drug screening, clinical tests (fertility, vasectomy verification, lactose intolerance, celiac, HPV/STI), a health and wellness suite (caffeine/alcohol metabolism, alopecia, longevity, methylation, gut microbiome, skincare, sports aptitude), and animal DNA tests for dogs, cats, horses, and birds. Notable accreditations include the New York State Department of Health clinical laboratory permit and EU-U.S. Data Privacy Framework / GDPR self-certification.

EasyDNA operates a pure one-time-payment revenue model with no subscription layer. Pricing starts at $109 for a home paternity test and $209 for a premium animal allergy test, with an average order value above $140 across the affiliate channel. The company sells primarily via its own e-commerce site and phone sales, supplemented by an affiliate program paying 10–15% commission and minor partnerships (e.g., Pure Pet Food). Legal-admissible tests command higher prices due to chain-of-custody requirements. The company is privately held with no disclosed institutional investors or funding rounds, and does not publish revenue.

Name

EasyDNA

Legal name

EDL International, LLC

Website

https://easy-dna.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

EasyDNA is a privately held, direct-to-consumer DNA testing company operating in 25 countries, offering home-collected paternity, relationship, prenatal, ancestry, health, clinical, and animal genetic tests through ISO 17025- and AABB-accredited laboratories serving individual consumers and pet owners.

Ownership category

akta.pro rank

Product category

DNA Testing Services

NAICS

Medical and Diagnostic Laboratories (62151), Testing Laboratories and Services (541380)

SIC

In Vitro & In Vivo Diagnostic Substances (2835), Services-Testing Laboratories (8734)

akta.pro primary industry

Genetic & Prenatal Testing Laboratories (HLAFAMAH)

akta.pro secondary industries

Molecular & Genetic Testing (PCR/NGS/qPCR) (HLAGADAF), Prenatal, Newborn & Reproductive Diagnostics (NIPT, IVF/PGT, newborn screening) (HLAAALAJ), Genomic Testing & Genetic Evaluation Services (AFAEAJAC), Genetic Testing & Genomic Profiling Services (Parentage, Trait Testing) (AFACAEAE)

Keywords

• DNA testing services
• Paternity testing
• Genetic relationship testing
• Home DNA test kits
• Animal DNA testing

Headquarters

HQ city

Grove City

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. DNA Testing Services: EasyDNA generates revenue through one-time payments for DNA testing services. The company offers a comprehensive portfolio of tests including paternity tests, relationship tests, prenatal tests, health and wellness tests, clinical tests, ancestry tests, drug tests, and animal DNA tests. Pricing varies by test type, with home paternity tests starting at $109 and more specialized tests commanding higher prices. Payment is required upfront before processing.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

EasyDNA sells direct-to-consumer DNA testing services covering paternity, family relationship, prenatal, ancestry, health and wellness, clinical, and animal genetic tests. Customers order home collection kits online or by phone, self-collect samples, and mail them to ISO 17025- and AABB-accredited laboratories for PCR/STR analysis of 21 genetic markers, with results returned in 3–5 working days.

Product overview

EasyDNA is a DNA testing company offering a comprehensive portfolio of genetic testing services. The company provides direct-to-consumer DNA tests organized into five main categories: Human Tests (paternity, relationship, prenatal, ancestry, drug, and other DNA tests), Health & Wellness Tests (including diet, fitness, skin, longevity, and intolerance tests), Clinical Tests (fertility, genetic predisposition, and metabolic tests), and Animal Tests (dog, cat, horse, and avian DNA tests). The core testing platform uses ISO 17025 accredited laboratories analyzing 21 genetic markers with 99.99% accuracy. Products are offered as individual test kits with home sample collection options, legal testing services with chain of custody, and add-on services like genetic counseling and DNA banking. The company operates internationally with offices in 25 countries and has been offering tests since 2006.

Differentiator

Problem solved

Functional benefit

Products and services

• Home Paternity Test Peace-of-mind DNA paternity test for personal use, providing 99.99% inclusion accuracy and 100% exclusion accuracy by analyzing 21 genetic markers via cheek swab self-collection. Results are delivered within 3–5 working days.
• Legal Paternity Testing Court-admissible paternity test conducted under chain of custody by authorized personnel, intended for use in legal proceedings such as child support and custody disputes.
• Immigration DNA Test DNA testing service providing proof of biological relationship to support visa, citizenship and family reunification applications, with chain-of-custody documentation accepted by immigration authorities.
• Non-Invasive Prenatal Paternity Test Blood-based prenatal paternity test analyzing fetal DNA in the mother's blood from 10 weeks of pregnancy, providing paternity determination with zero risk to the pregnancy.
• Discreet Paternity Test Paternity test using non-standard samples for situations requiring privacy, allowing relationship confirmation without conventional cheek swab collection.
• Surrogacy DNA Testing DNA testing service designed specifically for surrogacy arrangements to confirm biological relationships among intended parents, surrogate and child.
• Siblings DNA Test Genetic test to determine whether two individuals share one or both biological parents.
• Twins DNA Test Genetic test to determine whether twins are identical (monozygotic) or fraternal (dizygotic).
• Grandparentage DNA Test Test to determine biological relationship between a child and potential grandparents, used when a parent is unavailable for direct testing.
• Aunt & Uncle DNA Test Test to determine biological relationship between a child and potential aunts or uncles.
• Maternity DNA Test Genetic test to confirm biological maternity relationship between mother and child.
• Mitochondrial DNA Test (mtDNA) Test analyzing maternally inherited mitochondrial DNA to determine maternal lineage relationships.
• Y Chromosome Test Test analyzing the Y chromosome passed from father to son to determine paternal lineage.
• Genetic Reconstruction Test Advanced relationship testing to establish genetic connections among family members when direct testing is not possible.
• Advanced Baby Gender Test Prenatal test determining baby gender as early as 9 weeks of pregnancy through fetal DNA analysis in maternal blood.
• GPS Origins Ancestry Test DNA ancestry test providing detailed geographic origin analysis and historical migration patterns for the test-taker.
• Maternal Lineage Test Ancestry test analyzing maternal lineage through mitochondrial DNA.
• Paternal Lineage Test Ancestry test analyzing paternal lineage through Y chromosome DNA.
• Ancient DNA Hub Ancestry testing service analyzing ancient DNA for historical genealogy research.
• Hair Drug Test Hair follicle drug screening test detecting substance use over an extended period.
• DNA Profiles DNA profile creation service providing a unique genetic fingerprint for identification purposes.
• Infidelity DNA Testing DNA testing service to detect presence of foreign DNA on samples for infidelity investigation.
• Home STD (STI) Test At-home sexually transmitted infection testing kit.
• Human Papillomavirus (HPV) Test DNA test for detecting human papillomavirus infection.
• Semen Detection Testing DNA-based test for detecting presence of semen for forensic or investigative purposes.
• Caffeine Metabolism Test Genetic test analyzing how the body metabolizes caffeine, based on CYP1A2 gene analysis, to inform personalized caffeine consumption recommendations.
• Alopecia DNA Test Genetic test analyzing genetic factors related to hair loss and alopecia predisposition.
• Sports DNA Test Genetic test analyzing genetic factors related to athletic performance and sport aptitude.
• Folate Metabolism Test Genetic test analyzing how the body processes folate for personalized health optimization.
• DNA Diet and Healthy Weight Test Genetic test analyzing how DNA influences diet, nutrition and weight management for personalized recommendations.
• SkinCare DNA Test Genetic test analyzing skin-related genetic traits for personalized skincare recommendations.
• Longevity DNA Test Test analyzing genetic factors related to aging and longevity.
• KnowYourself DNA Test Wellness DNA test providing personalized health and lifestyle genetic insights.
• KnowYourself ULTRA Advanced comprehensive wellness DNA test with extended genetic analysis.
• Gut Microbiome Test Test analyzing gut bacteria composition for health and wellness insights.
• Oral Microbiota Test Test analyzing oral bacteria composition for dental and overall health insights.
• KnowYourBioAge Test Test analyzing genetic markers to determine biological age versus chronological age.
• Methylation Health Report DNA methylation analysis providing insights into cellular aging and health.
• Alcohol Metabolism Test Genetic test analyzing how the body processes and metabolizes alcohol.
• Lactose Intolerance DNA Test Genetic test to determine lactose intolerance predisposition.
• Celiac Disease Genetic Testing Genetic screening test for celiac disease risk factors.
• FertilityCheck Sperm Test DNA-based sperm health and fertility analysis test.
• VasectomyCheck Sperm Test Post-vasectomy verification test to confirm successful sterilization.
• KnowYourDog Genetic & Breed Test Dog DNA test identifying breed composition and genetic traits.
• +430 Breed Identification Test Comprehensive dog breed identification test covering over 430 breeds.
• DogCheck 4.0 Genetic Disease Test Screening test for genetic diseases common in dogs.
• Dog Allergy Test Test for sensitivities and intolerances in dogs, screening for over 120 allergens.
• Dog Intolerance Test Test for food and environmental sensitivities in dogs.
• Dog Age Test Genetic test to determine the biological age of dogs.
• Dog Parentage Test Test to confirm biological parentage relationship in dogs.
• CatCheck Genetic Disease Test Feline genetic disease screening test.
• Feline PKD Test Test for Polycystic Kidney Disease in cats.
• Horse Parentage Test DNA test for verifying parentage in horses.
• Equine DNA Profiling DNA genotyping service for horses for identification and breeding records.
• Avian DNA Sexing DNA test to determine sex of birds.
• Genetic Counselling Services Professional genetic counselling support to help customers interpret DNA test results and understand their implications.
• DNA Banking Service Service for securely storing DNA samples for future testing needs.

Quantifiable outcome

• 99.99% accuracy for paternity inclusion, 100% for exclusion
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered minor.

• Pure Pet FoodminorGTM or Marketing PartnerEasyDNA partnered with Pure Pet Food to promote their innovative human-grade pet food, combining DNA testing services with pet nutrition offerings.
• Charity OrganizationsminorOthersEasyDNA supports various charitable organizations including bulldogrescue.org.uk, autismassociation, pronino, australianrefugee, and lauralynn through complimentary DNA testing services.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• 23andMe: Large direct-to-consumer genetic testing company offering ancestry, health predisposition, wellness, and trait reports. Highly comparable DTC model, target customer, and product overlap (ancestry + health panels), but with significantly greater scale and venture backing.
• DNA Diagnostics Center (DDC): DDC specializes in paternity, relationship, immigration, and forensic DNA testing with home and legal collection options. Directly overlaps EasyDNA's core paternity and relationship testing portfolio with similar chain-of-custody and accredited lab positioning.
• Identigene: Identigene sells at-home and legal paternity DNA tests through retail and online channels. Highly comparable on home paternity test product, pricing tier, and DTC distribution; smaller scale than EasyDNA but a direct head-to-head competitor in the US.
• Embark Veterinary: Embark sells direct-to-consumer dog DNA tests covering breed identification, ancestry, and genetic health risks. Comparable to EasyDNA's dog breed, disease, and allergy tests in the pet DNA category, but with a single-species focus and stronger brand.
• Ancestry.com (AncestryDNA): Subsidiary of Ancestry that sells direct-to-consumer autosomal DNA tests focused on genealogy and ethnicity estimates. Overlaps with EasyDNA's GPS Origins and lineage tests in the consumer ancestry category at much larger scale.
• MyHeritage DNA: MyHeritage offers at-home DNA testing for ancestry and health, with strong international presence in Europe. Closely comparable to EasyDNA on DTC model, international reach, and combined ancestry + health offering.

Broad incumbents

• Wisdom Panel (Mars Petcare): Wisdom Panel, owned by Mars Petcare, is a leading pet DNA testing brand covering breed, health, and traits for dogs and cats. Direct overlap with EasyDNA's animal testing products but backed by a global CPG incumbent with significantly larger marketing and retail distribution.
• GeneDx: GeneDx is an established clinical genetics laboratory offering diagnostic exome, genome, and hereditary disease testing. Adjacent to EasyDNA's clinical tests (Celiac, Lactose, Fertility) but operating in B2B/clinical channels with hospital and physician customers rather than direct-to-consumer.

Emerging players

• Color Genomics: Color provides clinical-grade genetic testing for hereditary cancer risk, pharmacogenomics, and population health programs. Partial overlap with EasyDNA's clinical and health panels (e.g., Celiac, Folate) but focused on B2B/clinical channels and higher-acuity use cases.
• Vitagene: Vitagene sells direct-to-consumer DNA-based reports on nutrition, fitness, skin, and supplements. Closely comparable to EasyDNA's KnowYourself and Diet/Healthy Weight tests in the consumer health-and-wellness genetic testing niche.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/easydna
• LinkedInlinkedin.com/company/easydna-limited
• Instagraminstagram.com/easydnainternational

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 EasyDNA