HomeDNA Paternity

What HomeDNA Paternity does

HomeDNA Paternity is a consumer-facing DNA paternity testing brand operated by DNA Diagnostics Center (DDC), a privately held laboratory company founded in 1995 and headquartered in Fairfield, Ohio. The brand sells over-the-counter home paternity test kits at approximately $24.99 retail through major US drugstores and mass retailers including CVS, Rite Aid, Walgreens, and Walmart.com, with the company also operating a direct e-commerce site at dnatesting.com. Customers collect DNA samples using painless cheek swabs and mail them to the DDC laboratory for processing, with results delivered online within two business days (or one day with rush processing). The company maintains a parallel legal/court-admissible testing track using third-party collection sites to establish chain of custody for child custody and child support cases.

The product portfolio extends beyond the standard paternity test to include a Non-Invasive Prenatal Paternity Test, plus alternative relationship tests (Sibling, Grandparent, and Avuncular DNA tests) priced at $350-$399 for cases where the alleged father is unavailable. Pricing combines a low-cost retail kit with a separate laboratory processing fee ($139 standard lab fee), and the company operates a companion sub-brand called Identigene at the same retail channels. The laboratory is accredited by AABB and the New York State Department of Health, and DDC participates in the EU-US Privacy Shield Framework, supporting the company's marketing claim of being America's #1 home paternity test brand distributed across over 20,000 retail locations.

Revenue is generated entirely through one-time test purchases (kit + lab fee) with no subscription or recurring stream. Distribution is bifurcated: a direct-to-consumer channel for peace-of-mind testing (retail and DTC e-commerce) and a sales-led channel for legal/court-admissible testing routed through third-party collection sites. Customer segments are exclusively individual consumers — primarily people seeking personal verification of biological parentage, plus individuals requiring legally admissible results for family court proceedings. No enterprise, B2B, or institutional customer segments are referenced in the source data. The company is privately held with no disclosed funding rounds, acquisitions, or external investors.

Name

HomeDNA Paternity

Legal name

DNA Diagnostic Center, Inc.

Website

https://dnatesting.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

HomeDNA Paternity is a US consumer DNA paternity testing brand operated by DNA Diagnostics Center (DDC), selling home cheek-swab test kits through CVS, Walgreens, Walmart.com, and its own website, plus legal court-admissible paternity testing for child custody and support cases.

Ownership category

akta.pro rank

Product category

Consumer DNA Testing Services

NAICS

Medical and Diagnostic Laboratories (6215), Medical and Diagnostic Laboratories (62151)

SIC

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

akta.pro primary industry

Home Diagnostic & Self-Test OTC Kits (HLAIADAO)

akta.pro secondary industries

Home-Use & OTC Rapid Self-Tests (Consumer POCT kits) (HLAHAOAK), Genetic, Cytogenetic & Prenatal Screening IVD (HLAHAAAI)

Keywords

• Home paternity testing
• DNA paternity kits
• Court-admissible paternity
• Relationship DNA testing
• Consumer genetic testing

Headquarters

HQ city

Fairfield

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Home Paternity Test Kit Sales: One-time sale of home paternity test kit (approximately $24.99 retail) combined with lab processing fee. Customers purchase kits from retailers or the company's website, then pay lab fees for sample processing.
2. Laboratory Testing Services: Lab fees for DNA testing services including standard paternity tests ($139 lab fee), sibling tests ($399), grandparent tests (starting at $350), and avuncular tests ($399).
3. Special Specimen Testing: Additional fees for viability testing and processing of non-standard DNA samples such as hair or toothbrush ($150 plus standard relationship test lab fee).
4. Legal/Court-Admissible Testing: Legal paternity testing services with chain-of-custody documentation for child support and custody cases, including collection appointment setup and third-party verified sample collection.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels4 records

Core offering

HomeDNA Paternity sells over-the-counter DNA paternity test kits that consumers use at home to collect cheek-swab samples, which are then mailed to the DNA Diagnostics Center (DDC) laboratory for processing. The company offers both peace-of-mind home tests and court-admissible tests with chain-of-custody documentation, plus related relationship tests (sibling, grandparent, avuncular, prenatal, and special specimen) for cases where the alleged father is unavailable.

Product overview

HomeDNA Paternity (operating as IDENTIGENE) is a consumer-facing DNA paternity testing brand under DNA Diagnostics Center (DDC). The core product is the HomeDNA Paternity Test Kit, an over-the-counter DNA collection kit available at CVS, Rite Aid, Walgreens, and Walmart.com. The company offers two main testing tracks: Home/P peace-of-mind tests with cheek swabs collected privately, and Legal/Court-admissible tests with third-party witnessed collection for child custody and support cases. Additional relationship tests include Grandparent, Sibling, and Avuncular DNA tests for cases where the alleged father is unavailable. DDC serves as the highly-accredited laboratory parent company processing all samples.

Differentiator

Problem solved

Functional benefit

Brands

• Identigene: DNA paternity test brand, with kits available at major drugstores and supercenters nationwide. The Identigene brand is used alongside HomeDNA for consumer paternity testing products.

Products and services

• HomeDNA Paternity Test Kit Over-the-counter DNA paternity test kit for collecting cheek swab samples from the child, alleged father, and optional mother; available at CVS, Rite Aid, Walgreens, and Walmart.com. Priced at approximately $30 for the kit plus a $139 lab fee, with results delivered online in 2 business days.
• HomeDNA Legal Paternity Test Court-admissible DNA paternity test where samples are verified and collected by a third-party to establish chain of custody for use in child custody and child support cases. Requires customers to call to schedule a collection appointment at a designated third-party site.
• Sibling DNA Test DNA test comparing siblings to determine whether they share the same biological father, including full vs. half sibling determination. Priced at $399 with results typically available in 5 business days; used when the alleged father is unwilling or unavailable for direct testing.
• Grandparent DNA Test DNA test to determine biological relationship between a child and potential grandparents when the alleged father is unavailable. Priced at $399 with one grandparent and $350 each with both grandparents; used when the alleged father is unwilling, unavailable, or deceased.
• Avuncular DNA Test DNA test to determine biological relationship between a child and a potential aunt or uncle when the alleged father is unavailable. Priced at $399.
• Prenatal Paternity Test Non-invasive prenatal paternity test conducted during pregnancy to determine the biological father before the child is born.
• Special Specimen DNA Testing DNA testing using alternative non-standard specimens such as hair and toothbrush samples when standard cheek swabs are not available. Includes a $150 non-refundable viability testing fee plus the standard relationship test lab fee.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Natera: Genetic testing company with a strong reproductive-health franchise (NIPT, paternity, carrier screening). Comparable laboratory capability in family-relationship and prenatal paternity testing.
• 23andMe: Leading direct-to-consumer genetic testing platform offering ancestry, health, and trait reports. Competes with HomeDNA for the consumer genetic-testing wallet share and has the scale to expand into relationship-verification features.
• MyHeritage: Consumer genetic testing and family-tree platform with strong international presence. Comparable DTC genetic testing model with overlapping relationship-discovery use cases.
• Laboratory Corporation of America (LabCorp): Large US clinical diagnostics network that offers legal paternity testing among an extensive menu of tests. Overlaps with HomeDNA on the legal/court-admissible paternity segment but as part of a much broader portfolio.
• Ancestry (AncestryDNA): Largest consumer DNA testing brand by volume, focused on ancestry and family history. Overlaps directly with HomeDNA's family-relationship use cases and operates a similar DTC testing model.
• FamilyTreeDNA: Genetic genealogy testing company offering family finder and relationship tests. Closest peer within the consumer-genetics space to HomeDNA's family-relationship focus.
• Quest Diagnostics: Major US clinical laboratory offering paternity and relationship testing alongside a vast test menu. Comparable to LabCorp as a broad incumbent in legal-admissible paternity.

Direct peers

• EasyDNA: International DTC paternity and relationship testing company with a nearly identical product portfolio (paternity, sibling, grandparent, prenatal). Closest direct competitor by business model and offering.
• AlphaBiolabs: UK-headquartered DNA testing laboratory offering paternity, relationship, and drug-and-alcohol testing. Comparable accredited-lab DTC model, primarily serving the UK and European market.
• DNA Worldwide: Paternity and relationship DNA testing provider with a similar menu of peace-of-mind and legal tests. Direct competitor with overlapping target customers and pricing structure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/Identigene
• Facebookfacebook.com/HomeDNAGeneticTesting
• LinkedInlinkedin.com/company/identigene-l.l.c.

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

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 HomeDNA Paternity