Identigene
Identigene is a direct-to-consumer DNA paternity testing brand operating under DNA Diagnostics Center, selling at-home paternity test kits through major US retail chains and e-commerce to individual consumers and legal-case customers across the United States.
- Company typePrivate
- Founded1993
- HeadquartersSalt Lake City, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Identigene does
The business model is a hybrid of one-time consumer kit sales and higher-value professional services for legal testing, distributed through a combination of mass-market retail shelf placement and direct e-commerce. Identigene does not disclose pricing publicly and operates without disclosed venture capital or private equity backing as a privately-held brand under DDC. The company has 101-250 employees, no disclosed funding rounds, no recent M&A activity, and no public-facing AI or platform capabilities in the source data — characteristics consistent with a mature, cash-generative consumer brand rather than a venture-backed growth company.
Identigene firmographics
Firmographics- Name
- Identigene
- Legal name
- DNA Diagnostics Center
- Website
- https://identigene.com
- Company type
- Private
- Founded year
- 1993
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Identigene is a direct-to-consumer DNA paternity testing brand operating under DNA Diagnostics Center, selling at-home paternity test kits through major US retail chains and e-commerce to individual consumers and legal-case customers across the United States.
- Ownership category
- akta.pro rank
Identigene industry classification
Industry- Product category
- Consumer DNA Paternity Testing
- NAICS
- Health and Personal Care Retailers (456)
- SIC
- In Vitro & In Vivo Diagnostic Substances (2835)
- akta.pro primary industry
- Prenatal, Newborn & Reproductive Diagnostics (NIPT, IVF/PGT, newborn screening) (HLAAALAJ)
- akta.pro secondary industry
- Genetic Counseling & Prenatal Testing Telehealth (carrier screening, NIPT counseling) (HLALAHAK)
Keywords
Where Identigene is headquartered
LocationHeadquarters
- HQ city
- Salt Lake City
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Identigene business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Home DNA Paternity Test Kits: Direct-to-consumer sale of DNA paternity test kits for at-home use with peace of mind results. One-time purchase model where consumers collect samples and receive results online.
- Court-Admissible Legal DNA Testing: Professional DNA testing services with legally verified sample collection for use in family court, child support, and custody proceedings. Includes third-party collection verification.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Identigene product offering
Product offeringCore offering
Identigene (marketed as HomeDNA Paternity) sells at-home DNA paternity test collection kits through major U.S. retail chains (CVS, Rite Aid, Walgreens, Walmart.com) and its own e-commerce site. Consumers collect DNA via cheek swabs and receive results online in 2 business days, with an optional court-admissible testing service verified through third-party collectors for legal proceedings such as child support and custody cases.
Product overview
Identigene (HomeDNA Paternity) operates as a single unified product focused on DNA paternity testing services. The primary offering is the HomeDNA Paternity test kit, which enables consumers to collect DNA samples via cheek swabs at home and receive results online. The company also provides court-admissible DNA testing services where samples are verified and collected by third-party collectors for legal purposes such as child support and custody cases. HomeDNA Paternity is part of the DNA Diagnostics Center (DDC) suite of genetic tests, available through major retail chains including CVS, Rite Aid, Walgreens, and Walmart.
Differentiator
Problem solved
Functional benefit
Brands
- HomeDNA Paternity: America's #1 home paternity test brand offering DNA paternity testing kits and services
- Identigene
Products and services
- HomeDNA Paternity Test Kit At-home DNA paternity test kit using simple non-invasive cheek swab collection; consumers collect samples at home, mail them in, and receive results online in 2 business days. Sold via CVS, Rite Aid, Walgreens, Walmart.com, and the dnatesting.com storefront. Intended for individual consumers seeking personal peace of mind.
- Court-Admissible Legal DNA Paternity Testing Professional DNA paternity testing service in which DNA samples are verified and collected by a third party to satisfy chain-of-custody requirements, producing court-admissible results for child support, custody, and other family court matters. Uses the same accurate laboratory process as the home kit, with the addition of verified sample collection.
Quantifiable outcome
- Results available online in 2 business days
Companies that use Identigene
Customer profileSegments2 records
Ideal customer profiles2 records
Identigene technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Identigene partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights3 records
Identigene competitors and assessment
Company assessmentBroad incumbents
- GeneDx (Sema4): Clinical genomics laboratory offering reproductive, pediatric, and rare-disease genetic testing. Adjacent to Identigene's accredited diagnostics positioning and reproductive-health use cases.
- Myriad Genetics: Established clinical genetics and molecular diagnostics company operating in hereditary cancer, pharmacogenomics, and reproductive health. Comparable as an accredited DNA diagnostics laboratory with broader portfolio reach than Identigene.
- Natera: Genetic testing company with leadership in reproductive health (NIPT, carrier screening, paternity). Direct overlap on the reproductive/paternity testing use case Identigene serves, with deeper clinical-channel reach.
Others
- LabCorp: Large clinical reference laboratory that processes DNA paternity tests on behalf of clinics and direct consumers. Functions as an infrastructure peer that could vertically integrate the testing Identigene currently routes through DDC.
Direct peers
- 23andMe: Direct-to-consumer genetic testing platform that competes for the same home DNA testing customer and now offers relative-matching features that overlap with paternity use cases. Operates a mail-in kit model with strong consumer brand recognition.
- AncestryDNA: Largest DTC DNA testing platform by volume; ancestry-led offering that nonetheless surfaces biological-relationship information to consumers. Direct competitor for at-home DNA collection spend.
- AlphaBiolabs: UK-headquartered DNA paternity and relationship testing laboratory offering both home and court-admissible legal testing, mirroring Identigene's dual peace-of-mind/legal dual-channel model.
- MyHeritage DNA: DTC DNA testing service with global reach, offering ancestry and family-relationship matching comparable to Identigene's paternity focus. Targets the same home DNA testing consumer with a mail-in kit.
- EasyDNA: Specialist DNA testing provider with a dedicated paternity/relationship-testing product line and international footprint. Closest direct competitor in the narrow paternity testing niche Identigene occupies.
Emerging players
- Vitagene: DTC genetic testing brand focused on ancestry, health, and nutrition reports. Overlaps with Identigene on the DNA-by-mail category though not specifically on paternity.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Identigene social profiles
Digital presenceIdentigene compliance and trust
Trust signalCompliance1 record
Identigene financial estimates
Financial estimateRevenue estimate
Valuation estimate
Identigene leadership team
Management profileNumber of profiles
Profiles1 record
Identigene subsidiaries and ownership
Company hierarchySubsidiaries2 records
Identigene funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Identigene M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Identigene
What does Identigene do?
Identigene (marketed as HomeDNA Paternity) sells at-home DNA paternity test collection kits through major U.S. retail chains (CVS, Rite Aid, Walgreens, Walmart.com) and its own e-commerce site. Consumers collect DNA via cheek swabs and receive results online in 2 business days, with an optional court-admissible testing service verified through third-party collectors for legal proceedings such as child support and custody cases.
Is Identigene a public or private company?
Identigene is a private company. It is classified as corporate owned and is currently operating.
When was Identigene founded?
Identigene was founded in 1993. It employs 101 to 250 people.
Where is Identigene based?
Identigene is headquartered in Salt Lake City, United States, in the North America region.
How does Identigene make money?
Two revenue lines are on record. Home DNA Paternity Test Kits are the primary driver. The others are court-Admissible Legal DNA Testing.
Who are Identigene's main competitors?
Broad incumbents on record are GeneDx (Sema4), Myriad Genetics and Natera. LabCorp is listed as an others. Direct peers are 23andMe, AncestryDNA, AlphaBiolabs, MyHeritage DNA and EasyDNA. Vitagene is listed as an emerging player.
Does Identigene have an API?
No public API is recorded for Identigene.
What industry is Identigene in?
Identigene's product category is Consumer DNA Paternity Testing. Its primary akta.pro industry code is HLAAALAJ, Prenatal, Newborn & Reproductive Diagnostics (NIPT, IVF/PGT, newborn screening), with a secondary code of HLALAHAK, Genetic Counseling & Prenatal Testing Telehealth (carrier screening, NIPT counseling). Its NAICS code is 456 and its SIC code is 2835.