smartDNA
smartDNA is a Melbourne-based medical diagnostics company that provides nutritional genomic and microbiome testing kits and reports to healthcare practitioners, who administer tests to their patients for personalized health protocols.
- Company typePrivate
- Founded2014
- HeadquartersMelbourne, Australia
- Headcount11–50
- GTM typeB2B
- OfferingServices
What smartDNA does
smartDNA is an Australian medical diagnostics company founded in 2014 and headquartered within the Australian Genome Research Facility at the Victorian Comprehensive Cancer Centre in Melbourne. The company provides nutritional genomic and microbiome testing services to healthcare practitioners — including naturopaths, nutritionists, and integrative medicine clinicians — who order test kits, administer them to patients, and receive proprietary interpretation reports. Its core technology centers on SNP (Single Nucleotide Polymorphism) analysis of saliva samples and fecal microbiome analysis, with the flagship Advanced Pathways Test V2 covering more than 300 SNPs across methylation, detoxification, neurotransmitter, autoimmune, and thyroid pathways.
The product portfolio spans the Advanced Pathways Test V2, the Genomic Wellness Plus Test, the smartGUT Microbiome Test, the IBS GUT Detector, and the GUT Spectrum Detector. smartDNA also operates an MEDtech R&D and Product Validation Services arm that sells test development and validation work to other medical technology companies. Pricing is set in Australian dollars with low unit prices (DNA saliva kit AUD $20, microbiome kits AUD $40, postage AUD $19.80), and orders are processed through an e-commerce store accepting PayPal Pay-in-4 and Afterpay.
The business model is practitioner-direct B2B: kits are sold to clinicians who collect patient samples and submit them to smartDNA for analysis, with reports issued back to the practitioner rather than the patient. The company complements product sales with the smart Training Certification program and participation in industry events such as the Personalised Nutrition Symposium, alongside social media and educational content marketing. Co-founder Dr. Margie Smith, a molecular geneticist specializing in nutrigenomics and epigenetics, anchors the company's scientific and public profile. The company is privately held (smartDNA Pty Ltd, incorporated in Victoria), founder-controlled with no disclosed institutional funding, and operates within Australia with some servicing of international practitioners.
smartDNA firmographics
Firmographics- Name
- smartDNA
- Legal name
- smartDNA Pty Ltd
- Website
- https://smartdna.com.au
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- smartDNA is a Melbourne-based medical diagnostics company that provides nutritional genomic and microbiome testing kits and reports to healthcare practitioners, who administer tests to their patients for personalized health protocols.
- Ownership category
- akta.pro rank
Where smartDNA is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
smartDNA business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Genetic Test Kit Sales: Sale of DNA saliva collection kits and microbiome test kits to healthcare practitioners who order through the online store.
- Laboratory Testing Services: Genetic analysis and reporting services provided to practitioners who submit patient samples for SNP analysis.
- MEDtech R&D Services: Research and development services for medical technology companies, including test development and product validation services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | DNA Saliva Kit |
| Unit Pricing | Pay-as-you-go | smartGUT Microbiome Faecal Kit |
| Unit Pricing | Pay-as-you-go | IBS Detector and GUT Spectrum Detector Microbiome Kits |
| Unit Pricing | Pay-as-you-go | Postage within Australia |
| Unit Pricing | Pay-as-you-go | Replacement Kit Charges |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
smartDNA product offering
Product offeringCore offering
smartDNA provides nutritional genomic and microbiome laboratory testing to healthcare practitioners, analyzing patient saliva and fecal samples via proprietary SNP panels and microbiome assays to produce reports covering methylation, detoxification, neurotransmitter, autoimmune, thyroid, and gut health pathways. Test kits (DNA saliva kits and gut microbiome kits) are sold to practitioners through an e-commerce store, and laboratory analysis and reporting are delivered as recurring services to inform personalized patient health protocols.
Product overview
smartDNA offers a comprehensive suite of nutritional genomic and microbiome testing solutions designed for healthcare practitioners. The core product portfolio includes the Advanced Pathways Test V2 (the flagship offering analyzing 300+ SNPs), Genomic Wellness Plus Test, and three specialized gut health tests: smartGUT Microbiome Test, IBS GUT Detector, and GUT Spectrum Detector. These products are complemented by MEDtech Research and Development Services, Product Validation Services, and Test Development offerings for the medtech industry. The company operates on a practitioner-facing B2B model where test kits are sold to healthcare providers who collect samples and receive reports for clinical interpretation.
Differentiator
Problem solved
Functional benefit
Brands
- Advanced Pathways Test V2: Comprehensive genetic panel covering over 300 SNPs for methylation, detoxification, and neurotransmitters with autoimmune and thyroid sections.
- Genomic Wellness Plus Test
- smartGUT Microbiome Test
- IBS GUT Detector
- GUT Spectrum Detector
- MEDtech Research and Development Services
Products and services
- Advanced Pathways Test V2 A comprehensive nutritional genomic test analyzing over 300 SNPs covering methylation, detoxification, neurotransmitter, autoimmune, and thyroid pathways, delivered as a laboratory report to healthcare practitioners to inform personalized patient health protocols.
- Genomic Wellness Plus Test A nutritional genomic wellness testing service that provides practitioners with genetic predisposition assessments to inform personalized health protocols for patients.
- smartGUT Microbiome Test A fecal microbiome testing service that analyzes gut bacteria composition to provide insights into digestive health and guide nutritional interventions for patients.
- IBS GUT Detector A specialized gut health test designed to detect and analyze factors related to irritable bowel syndrome to support targeted clinical approaches for patients.
- GUT Spectrum Detector A comprehensive gut microbiome analysis service providing detailed spectrum analysis of gut bacteria to support personalized nutrition planning for patients.
- MEDtech Research and Development Services Research and development services for medical technology companies, including test development and product validation for diagnostic and wellness products.
- Product Validation Services Validation services for medical and wellness products to ensure accuracy, reliability, and compliance with regulatory standards.
- Test Development Custom test development services for creating new genomic, microbiome, or nutritional testing products tailored to specific clinical or research needs.
Companies that use smartDNA
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles2 records
smartDNA technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
smartDNA partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Australian Genome Research FacilitycoresmartDNA is headquartered within the Australian Genome Research Facility in Melbourne, suggesting a close operational and potentially collaborative relationship for genomic analysis services.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
smartDNA competitors and assessment
Company assessmentDirect peers
- Nutrigenomix: Canada-based nutrigenomics company selling genetic tests to dietitians and healthcare practitioners globally — directly comparable practitioner-direct nutrigenomics model with multi-gene panels.
- Viome: Gut microbiome (and now transcriptomic) testing company that has been expanding into practitioner and clinical channels. Direct overlap on the smartGUT/IBS/GUT Spectrum microbiome testing lines.
- DNAfit (Prenetics): Practitioner-focused nutrigenomics and lifestyle DNA testing company (now part of Prenetics) offering health and fitness genetic reports — the closest direct competitor to smartDNA's practitioner-only nutrigenomics model.
- myDNA Life: Australian nutrigenomics and pharmacogenomics testing provider selling directly to healthcare practitioners. Closest direct domestic peer given shared geography, practitioner channel, and nutrigenomics + pharmacogenomics overlap.
Broad incumbents
- 23andMe: Large US consumer DNA testing company with health and wellness reports. Broader scope and consumer-direct model, but competes in the same underlying genetic testing category smartDNA serves (health and wellness DNA insights).
- Ancestry: Largest consumer DNA testing company globally. While primarily genealogy-focused, its scale and brand recognition set consumer expectations that indirectly shape the practitioner nutrigenomics market smartDNA operates in.
- Genetic Technologies Limited (GTG): ASX-listed Australian genetic testing company offering a broader portfolio including cancer risk and consumer genetic tests. Comparable on Australian market presence and disease-predisposition testing theme, but with a wider product set than smartDNA's wellness focus.
Emerging players
- DayTwo: Gut microbiome testing company that pairs sequencing with AI-driven personalized nutrition recommendations for clinicians and patients. Closely overlaps with smartDNA's microbiome testing and personalized nutrition angle.
- GX Sciences: US-based nutrigenomic testing lab providing practitioner-focused genetic wellness panels including methylation, detox, and neurotransmitter reports — directly mirroring smartDNA's Advanced Pathways Test V2 panel structure.
Regional players
- easyDNA: Australia-headquartered genetic testing provider offering paternity, ancestry, and health/wellness DNA tests to consumers and clinics. Comparable on Australian footprint and health-focused DNA testing menus, though broader consumer orientation.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
smartDNA social profiles
Digital presencesmartDNA compliance and trust
Trust signalCompliance1 record
smartDNA financial estimates
Financial estimateRevenue estimate
Valuation estimate
smartDNA leadership team
Management profileNumber of profiles
Profiles1 record
smartDNA funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
smartDNA 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 smartDNA
What does smartDNA do?
smartDNA provides nutritional genomic and microbiome laboratory testing to healthcare practitioners, analyzing patient saliva and fecal samples via proprietary SNP panels and microbiome assays to produce reports covering methylation, detoxification, neurotransmitter, autoimmune, thyroid, and gut health pathways. Test kits (DNA saliva kits and gut microbiome kits) are sold to practitioners through an e-commerce store, and laboratory analysis and reporting are delivered as recurring services to inform personalized patient health protocols.
Is smartDNA a public or private company?
smartDNA is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was smartDNA founded?
smartDNA was founded in 2014. It employs 11 to 50 people.
Where is smartDNA based?
smartDNA is headquartered in Melbourne, Australia, in the Oceania region.
How does smartDNA make money?
Three revenue lines are on record. Genetic Test Kit Sales are the primary driver. The others are laboratory Testing Services and MEDtech R&D Services.
Who are smartDNA's main competitors?
Direct peers on record are Nutrigenomix, Viome, DNAfit (Prenetics) and myDNA Life. Broad incumbents are 23andMe, Ancestry and Genetic Technologies Limited (GTG). Emerging players are DayTwo and GX Sciences. easyDNA is listed as a regional player.
Does smartDNA have an API?
No public API is recorded for smartDNA.