My Forever DNA

What My Forever DNA does

My Forever DNA is a privately held, founder-led (Jolene) direct-to-consumer DNA testing company headquartered in Omaha, Nebraska, founded in 2015. It sells at-home relationship DNA test kits — paternity, multi-location paternity, sibling (46-marker), grandparent, maternity, twin zygosity, and aunt/uncle — plus a discreet/alternative-sample line that accepts toothbrushes, hair follicles, nail clippings, earwax, and other non-standard biological sources. The portfolio also includes a $99 DIY digital paternity test, a non-invasive prenatal paternity (NIPP) test, and a SneakPeek Clinical early-gender DNA test offered through its Omaha clinic. All samples are processed by a U.S. partner laboratory accredited by the American Association of Blood Banks (AABB) and certified by the College of American Pathologists (CAP), using 24 DNA genetic markers plus the Amelogenin gender marker under a dual-processing methodology that the company cites at 99.999% confirmation accuracy and 100% exclusion accuracy, with standard turnaround of 1–3 business days (5–7 for alternative samples).

The company monetizes almost entirely through one-time kit purchases priced between $99 and $294 (with additional participants at $80–$100 each), with all-inclusive pricing covering collection supplies, lab fees, and prepaid FedEx shipping; reported upsells (mother's cheek swab, additional participants, multi-location, alternative samples) layer on top of base kits. Distribution is hybrid: direct e-commerce through myforeverdna.com, marketplace listings on Amazon.com (since 2016) and Walmart.com (since 2021), in-person services including legal chain-of-custody collection at its 7004 Maple St., Omaha clinic, and discretionary international shipments. Customer evidence is dominated by individuals — individuals confirming or ruling out paternity for personal knowledge, military and multi-location families, adoption reunions, and discrete testing scenarios — rather than enterprise or institutional buyers.

Go-to-market relies on a product-led e-commerce site backed by assigned DNA specialists (no portal/barcode activation), inside sales via phone and email, SEO-optimized educational content ("The DNA Journal"), an active organic social footprint (Facebook, Instagram, Reddit, TikTok, YouTube), and marketplace reviews as social proof. The company carries no parent, no subsidiary, and no disclosed institutional capital, with ownership concentrated with the founder. Recent operational moves have been entirely organic — incremental product lines (prenatal, discreet, DIY digital, extended relationships) and marketplace channel additions — consistent with a small, profitable, self-funded consumer testing brand rather than a venture-scale platform.

Name

My Forever DNA

Legal name

My Forever DNA

Website

https://myforeverdna.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

My Forever DNA is an Omaha-based, founder-led at-home DNA testing company founded in 2015 that sells direct-to-consumer paternity, relationship, and discreet DNA test kits through its website, Amazon, and Walmart, processed by AABB-accredited and CAP-certified laboratories.

Ownership category

akta.pro rank

Product category

Consumer DNA Testing Services

NAICS

Medical and Diagnostic Laboratories (62151), Medical Laboratories (621511)

SIC

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

akta.pro industry

PRIMARYHLAAALAD

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

Healthcare & Life Sciences/Biotechnology & Biologics/Diagnostics (Biotech-related)

SECONDARYHLAHAAAI

Genetic, Cytogenetic & Prenatal Screening IVD

Healthcare & Life Sciences/Medical Devices & Diagnostics/In Vitro Diagnostics (IVD) & Laboratory Diagnostics

SECONDARYHLAFAMAH

Genetic & Prenatal Testing Laboratories

Healthcare & Life Sciences/Healthcare Providers & Systems/Clinical Laboratories

SECONDARYHLAAALAJ

Prenatal, Newborn & Reproductive Diagnostics (NIPT, IVF/PGT, newborn screening)

Healthcare & Life Sciences/Biotechnology & Biologics/Diagnostics (Biotech-related)

Keywords

• At-home DNA testing
• Paternity testing services
• Relationship DNA testing
• Discreet DNA testing
• DNA sample collection

Headquarters

HQ city

Omaha

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. At-Home DNA Test Kit Sales: One-time purchase of DNA test kits that include all collection supplies, laboratory testing fees, and prepaid FedEx shipping. Customers pay upfront for the complete testing service from sample collection through results delivery. Additional fees apply for extra participants, alternative DNA samples, and multi-location testing.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

My Forever DNA sells at-home DNA relationship test kits covering paternity, maternity, sibling, grandparent, aunt/uncle, twin zygosity, and multi-location testing scenarios. Each kit includes collection supplies, laboratory testing using 24 genetic markers with dual processing, and prepaid FedEx shipping both ways, with results delivered in 1–3 business days. The company also offers discreet testing using alternative samples (toothbrush, hair follicle, nail clippings) and in-person legal chain-of-custody DNA testing at its Omaha, Nebraska clinic.

Product overview

My Forever DNA offers a comprehensive portfolio of at-home DNA relationship testing kits centered on paternity, family relationship, and discreet DNA testing. The core product line includes standard at-home paternity DNA test kits (starting at $139) using cheek swab collection with 24 DNA genetic markers and dual processing for 99.999%+ accuracy, multi-location test kits that ship to separate addresses for participants in different locations, and discreet/alternative sample testing using toothbrushes, hair follicles, nail clippings, and other non-standard samples for situations requiring confidentiality. Beyond paternity, the portfolio extends to sibling DNA testing (using 46 genetic markers), grandparent testing, maternity testing, twin zygosity testing, and aunt/uncle testing. All tests are processed through AABB-accredited and CAP-certified U.S. laboratory partners with dedicated DNA specialist support throughout the testing process. The company differentiates through human support (no portal/barcode activation required), all-inclusive pricing, privacy-focused discreet testing options, and multiple relationship testing capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• At-Home Paternity DNA Test Kit Standard at-home cheek swab paternity DNA test comparing DNA between an alleged father and child using 24 genetic markers with dual processing. All lab fees and FedEx shipping are included. Results in 1–3 business days with 99.999%+ accuracy when paternity is confirmed.
• Home Paternity DNA Test Kit | Multiple Locations At-home paternity DNA test that ships two complete kits to separate U.S. addresses so each participant can collect cheek swabs independently and return samples directly to the laboratory under a single case file. All lab fees and FedEx shipping included; $184 per order.
• At-Home DNA Test Using Alternative Samples Discreet at-home paternity test using alternative DNA samples such as toothbrush, hair follicle, nail clippings, earwax, gum, or razor debris for one participant, with a standard cheek swab for the other. Uses forensic DNA extraction methodology.
• At-Home Paternity DNA Test with Toothbrush, Hair & More Secret at-home paternity DNA test kit using alternative DNA samples (toothbrush, rooted hair, nail clippings, earwax) for discreet collection when direct sample collection from the alleged father is not possible.
• At-Home Paternity DNA Test Using Hair Follicle Samples Discreet at-home paternity DNA test using hair follicles with roots (25–50 strands) from either the alleged father or child instead of cheek swabs. Requires viable root cells for DNA extraction.
• Sibling DNA Test Kit At-home DNA test using 46 genetic markers to determine whether two or more individuals are biologically full siblings, half siblings, or unrelated, with at-home cheek swab collection.
• Grandparent DNA Test At-home grandparent DNA test to confirm biological relationship between a grandchild and grandparent when the biological parent is unavailable for testing, using cheek swab collection.
• Maternity DNA Test At-home maternity DNA test using cheek swab collection and 24 genetic markers to confirm whether a woman is the biological mother of a child.
• Twin Zygosity DNA Test At-home DNA test that compares the genetic profiles of twins to determine whether they are identical (monozygotic) or fraternal (dizygotic).
• Aunt/Uncle DNA Test At-home avuncular DNA test to determine biological relationship between a child and a potential aunt or uncle when the alleged parent's sample is unavailable, using cheek swab collection.
• Multiple Location Home DNA Test Kit Multi-relationship at-home DNA test kit that ships two complete kits to separate addresses, supporting paternity, maternity, sibling, grandparent, aunt/uncle, and twin zygosity testing for participants living in different locations under one case file.
• DIY Digital Paternity DNA Test Instant download DIY paternity DNA test kit that delivers instructions digitally so customers self-collect cheek swab samples and ship them to the U.S. laboratory. Does not ship a physical kit.
• Legal (Chain of Custody) DNA Testing In-person legal chain-of-custody DNA testing at the Omaha, Nebraska clinic with witnessed sample collection, verified identification, and proper documentation for court-admissible results in custody, child support, immigration, inheritance, or name change proceedings.
• Prenatal Paternity DNA Test (NIPP) Non-invasive prenatal paternity (NIPP) DNA test available in person at the Omaha, Nebraska clinic, enabling paternity determination before birth using a maternal blood sample.
• SneakPeek Clinical Gender Test In-person clinical early gender DNA test offered at the Omaha, Nebraska clinic through a SneakPeek partnership, providing expectant mothers with early fetal sex determination.

Quantifiable outcome

• 99.999% accuracy for paternity confirmation
• +4 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core.

• Walmart.comcoreChannel Partner/ Reseller/ Distributor · 1 January 2021Marketplace seller since 2021, providing additional trusted channel for DNA testing products. Complements Amazon presence and reaches customers through second major marketplace platform.
• Amazon.comcoreChannel Partner/ Reseller/ Distributor · 1 January 2016Marketplace seller since 2016, offering private at-home DNA testing products through Amazon's platform. One of the world's largest online marketplaces provides additional distribution channel and customer reach.
• AABB-Accredited U.S. Laboratory PartnercoreTechnology or IntegrationU.S.-based laboratory partner with AABB accreditation and CAP certification for DNA relationship testing. Processes all DNA samples with 24 genetic markers and dual processing methodology. Core to company's testing accuracy claims.
• FedExcoreOthersShipping partner for kit delivery and sample return. All-inclusive pricing includes prepaid FedEx shipping both ways with 2-day delivery and trackable return shipping.

Scale indicators6 records

Recent moves8 records

Expansion highlights5 records

Market position

Strengths4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@myforeverdna7902
• Facebookfacebook.com/myforeverdnaomaha
• Instagraminstagram.com/myforeverdna
• TikToktiktok.com/@myforeverdna
• Xx.com/myforeverdna
• LinkedInlinkedin.com/company/my-forever-dna

Compliance2 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 My Forever DNA