Identigene

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.

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

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

• Home paternity testing
• DNA paternity kits
• Genetic testing services
• Court-admissible DNA testing
• Consumer DNA diagnostics

Headquarters

HQ city

Salt Lake City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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

Core 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

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves5 records

Expansion highlights3 records

Broad 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

• Xx.com/Identigene
• Facebookfacebook.com/IDENTIGENE
• LinkedInlinkedin.com/company/identigene

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 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 Identigene