MyHeritage

What MyHeritage does

MyHeritage is an Israel-based consumer genealogy and DNA testing platform founded in 2003 by Gilad Japhet, headquartered in Or Yehuda, and currently controlled by Francisco Partners following a 2021 acquisition valued at approximately $600 million. The platform serves over 104 million registered users across 180+ countries in 50 languages, combining consumer DNA testing, family tree building software, and access to 38 billion historical records. The company claims the second-largest consumer DNA database globally with 8-9.6 million DNA kits sold, supported by a proprietary search engine that indexes census, immigration, vital records, and newspaper content from 25+ countries.

The core platform integrates DNA testing (upgraded to Whole Genome Sequencing in 2025 via a partnership with Ultima Genomics), a free Family Tree Builder desktop application, and an AI-powered feature suite that differentiates the product. These include Deep Nostalgia for animating faces in historical photographs (with 119M+ animations generated), LiveMemory for full-scene photo animation, Scribe AI for handwritten document transcription and translation, AI Time Machine for synthetic avatar generation, and DNA Traits for personalized genetic insights powered by SelfDecode. The business model combines one-time DNA kit sales (starting at approximately $89, with premium tiers up to $1,199 for WGS) with recurring subscription plans (Complete, Omni, and Photo) and a freemium family-tree funnel.

Distribution is primarily direct-to-consumer via myheritage.com and mobile applications, supplemented by an influencer and affiliate program that has executed 500+ campaigns generating 100M+ views, and an emerging physical retail presence including a 2025 pop-up at Amsterdam Schiphol Airport. The company employs 520 people and is exploring a potential sale at approximately $1 billion as of December 2025, with reported revenue of approximately $133M as of 2018 (per TechCrunch) serving as the most recent disclosed reference.

Name

MyHeritage

Legal name

MyHeritage Ltd.

Website

https://myheritage.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

251–500 employees

Short description

MyHeritage is a consumer genealogy platform offering DNA testing, family tree building, and access to 38 billion historical records, serving 104 million registered users across 180+ countries with AI-powered photo and document features.

Ownership category

akta.pro rank

Product category

Consumer Genealogy Services

NAICS

Web Search Portals, Libraries, Archives, and Other Information Services (5192)

SIC

Services-Testing Laboratories (8734)

akta.pro primary industry

Molecular Cytogenetics & Genomic Variation Services (Karyotyping/FISH/aCGH/CNV) (HLAGANAJ)

akta.pro secondary industry

Metadata, Catalog & Semantic Layer for Data Platforms (HDAEABAJ)

Keywords

• Family tree software
• DNA testing services
• Genealogy research
• Historical records search
• Photo enhancement AI

Headquarters

HQ city

Or Yehuda

HQ country

Israel

HQ region

Middle East

Offices5 records

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. DNA Testing Kits: Sale of DNA testing kits (cheek swab) with options ranging from basic ethnicity to comprehensive whole genome sequencing. Kits provide one-time genetic data collection with results delivered digitally.
2. Subscription Services: Subscription tiers (Complete, Omni, Photo plans) providing ongoing access to historical records, advanced DNA features, and photo enhancement tools. Subscription required for full record access and premium features.
3. Freemium Access: Free tier provides basic family tree building and limited record access, with upsell opportunities to paid subscriptions for full database access.
4. DNA Traits Upgrade: Optional upgrade to DNA Traits feature providing detailed genetic trait reporting for fitness, nutrition, personality, and lifestyle insights.
5. Photo Digitization Services: Partnership with ScanCafe for photo and video digitization services, with integration included in certain subscription plans and additional fees for non-subscribers.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels7 records

Core offering

MyHeritage provides consumer DNA testing kits (including Whole Genome Sequencing via partnership with Ultima Genomics), online and desktop family tree building software, and subscription-based access to a database of over 38 billion historical records across 50 languages. The platform augments these core genealogy tools with AI-powered photo features (Deep Nostalgia, LiveMemory, Scribe AI, In Color, Photo Enhancer), DNA Traits reporting, and personalization services serving 104 million registered users across 180+ countries.

Product overview

MyHeritage is a comprehensive family history and genealogy platform offering a unified suite of products. The core platform provides DNA testing (with Whole Genome Sequencing as of 2025), family tree building (online and via Family Tree Builder desktop software), and access to a database of over 38 billion historical records. This core is augmented by AI-powered photo tools including Deep Nostalgia, LiveMemory, In Color, Photo Enhancer, Photo Repair, PhotoDater, Photo Tagger, AI Time Machine, DeepStory, Scribe AI, and Family Infographics. Additional products include MyStories (personal memoir books), Ancient Origins (ancient DNA analysis), and DNA Traits (genetic trait insights powered by SelfDecode). A partnership with ScanCafe adds physical photo/video digitization services. MyHeritage operates globally across more than 180 countries, serving over 104 million registered users and 8+ million DNA customers, in 50 languages.

Differentiator

Problem solved

Functional benefit

Brands

• Family Tree Builder: Free desktop genealogy software for building and managing family trees offline
• Deep Nostalgia
• LiveMemory
• MyStories
• DNA Traits
• In Color
• Photo Enhancer
• Photo Repair
• Scribe AI
• Ancient Origins
• Theory of Family Relativity
• Smart Matches
• Global Name Translation Technology

Products and services

• MyHeritage Core Platform
• MyHeritage DNA Test
• MyHeritage Family Tree Builder
• Deep Nostalgia
• LiveMemory
• Scribe AI
• In Color
• Photo Enhancer
• DNA Traits
• MyStories
• AI Time Machine
• Ancient Origins
• MyHeritage Mobile App
• Legacy Family Tree Webinars
• ScanCafe Photo Digitization Service

Quantifiable outcome

• Over 119 million photo animations created with Deep Nostalgia feature
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability11 records

Feature10 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• SelfDecodecoreTechnology or Integration · 15 January 2026SelfDecode powers MyHeritage's DNA Traits experience, providing genetic trait technology for over 8 million DNA customers and 19 million registered users. The collaboration translates complex genetic data into consumer-friendly insights across fitness, nutrition, personality, and lifestyle categories. MyHeritage selected SelfDecode following comprehensive technical evaluation based on scientific rigor, genetic analysis technology, and ability to scale globally.
• OmicsEdgecoreTechnology or Integration · 1 January 2026OmicsEdge partnered with MyHeritage to enhance its DNA testing service by integrating health and trait reporting capabilities. The collaboration enabled MyHeritage to provide detailed genetic insights to millions of users worldwide through a scalable, high-resolution bioinformatics platform.
• ScanCafecoreTechnology or Integration · 3 June 2025ScanCafe provides photo and video digitization services to MyHeritage users in the United States. Users can mail physical media for bulk digitization with automatic transfer to their MyHeritage accounts. Founded in 2006, ScanCafe has digitized more than 250 million memories. MyHeritage users with Complete, Omni, or Photo plans receive integration at no extra cost; U.S. users eligible for 50% discount.
• Jennie-OminorGTM or Marketing Partner · 1 January 2025Thanksgiving 2025 campaign partnership where Jennie-O promoted MyHeritage family history services. The campaign included a dinner at Ellis Island with dishes representing over 80 countries, and a promotion where consumers purchasing a turkey could access free family history services through MyHeritage.
• Ultima GenomicscoreTechnology or Integration · 1 January 2025MyHeritage partnered with Ultima Genomics to upgrade all new DNA tests to Whole Genome Sequencing. This partnership enables MyHeritage to read approximately 3 billion base pairs compared to standard tests that read around 700,000, making it the only whole genome sequencing consumer test available worldwide.
• Gene by GenecoreTechnology or Integration · 1 January 2025Partnership with Gene by Gene and Ultima Genomics for whole-genome sequencing-based DNA testing services. The collaboration enables MyHeritage to offer more comprehensive genetic analysis than standard consumer DNA tests.
• MesAieux.comcoreTechnology or Integration · 9 September 2024MyHeritage acquired MesAieux.com, a Quebec-based genealogy service with over one million users and 15 million historical records. This was MyHeritage's 13th acquisition, strengthening its leadership in global genealogy especially in the Francophone world. The acquisition allows MyHeritage to expand its historical record collections and enhance services for French-speaking genealogists, including Canadians.
• FilaecoreTechnology or Integration · 2 August 2021MyHeritage acquired 90.91% of Filae, a French family history service, with plans to file a mandatory takeover bid and delist Filae from the French stock exchange. The acquisition combined Filae's genealogical expertise and historical records with MyHeritage's global platform and technological capabilities.
• D-IDcoreTechnology or Integration · 1 January 2020D-ID's AI synthetic video technology powered MyHeritage's Deep Nostalgia feature, which animates old photos. The partnership generated 80 million API calls in just two months and significantly boosted D-ID's visibility. D-ID was founded in Israel in 2017 and the partnership was a pivotal turning point for the company.

Scale indicators11 records

Recent moves8 records

Expansion highlights6 records

Emerging players

• BillionGraves: BillionGraves is a cemetery record digitization and GPS-tagged genealogy database. It operates as an adjacent/niche player in the historical records segment, supplying data to genealogy platforms including MyHeritage, but does not offer DNA testing or full platform competition.
• RootsMagic: RootsMagic is desktop genealogy software for family tree management with strong GEDCOM compatibility. It overlaps with MyHeritage's Family Tree Builder at the offline software layer, serving serious genealogists, though without DNA testing or historical record subscriptions.
• WikiTree: WikiTree is a free, collaborative genealogy platform where users build a single shared family tree of the world. It competes with MyHeritage at the family tree construction layer with a different community-led model, attracting cost-sensitive genealogists but lacking MyHeritage's DNA testing and historical record monetization.
• GEDmatch: GEDmatch is a DNA and genealogy database comparison tool used by serious genealogists and genetic genealogists. It overlaps with MyHeritage on DNA matching and triangulation but does not offer historical record access, making it a complementary rather than full substitute for the MyHeritage platform.

Direct peers

• FindMyPast: FindMyPast is a UK-focused genealogy subscription service with deep British and Irish historical record collections. It competes with MyHeritage in the genealogy subscription segment, particularly for users researching UK and Irish ancestry, and was acquired by Ancestry's parent company (DC Thomson exit) — making it part of the broader Ancestry competitive orbit.
• AncestryDNA (division of Ancestry): AncestryDNA is Ancestry's consumer DNA testing product, the single largest direct competitor to MyHeritage DNA. It operates within the Ancestry platform, offering integrated family tree and record matching, and represents the most significant share-of-market competitor in North American consumer DNA testing.
• Living DNA: Living DNA is a UK-based consumer DNA testing company offering ancestry breakdowns with strong coverage of British and Irish regions. It is a smaller-scale direct competitor in consumer DNA testing with overlapping technology and target customer base, though with less historical record library depth than MyHeritage.
• 23andMe: 23andMe is a direct competitor in consumer DNA testing, originally focused on health and ancestry combined. Although it filed for bankruptcy in 2024, it remains a peer in the consumer DNA category and its customers frequently upload DNA data to MyHeritage to access genealogy matching — illustrating both competition and category interdependency.
• Ancestry (Ancestry.com): Ancestry is the largest direct-to-consumer genealogy and DNA testing platform globally, with the deepest US historical record library and the largest subscriber base. It competes head-to-head with MyHeritage across DNA testing, family trees, and record subscriptions, particularly in the high-value North American market where MyHeritage lags.

Broad incumbents

• FamilySearch: FamilySearch is the free genealogy platform operated by The Church of Jesus Christ of Latter-day Saints, offering billions of historical records and family tree tools at no cost. While it does not directly compete on subscriptions, it sets a free-tier benchmark that limits MyHeritage's pricing power and serves as a baseline genealogy resource for many users.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/myheritage
• YouTubeyoutube.com/myheritage
• Facebookfacebook.com/myheritage
• LinkedInlinkedin.com/company/myheritage
• Instagraminstagram.com/myheritage_official
• TikToktiktok.com/@myheritage
• Pinterestpinterest.com/myheritagepins

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Subsidiaries4 records

Funding overview

Funding rounds6 records

Investors10 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A9 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MyHeritage