Who are 23andMe's competitors?
12 Answers
Roughly in order of appearance, with my personal commentary. Only listing reputable companies that still exist. There has been many a fly-by-night "competitor" over the years.
Direct-to-Consumer (DTC) companies offering genome-wide assays and interpretation
deCODEme (http://www.decodeme.com)
An offshoot of now-bankrupt deCODE genetics. They wanted to say that they launched before 23andMe (company) so badly that they rushed to create a skeleton website and "launched" it a day before 23andMe launched publicly. We knew what they were doing and watched in amusement as the "lorem ipsum" text on decodeme.com was gradually replaced by hastily written copy literally in the hours before their announcement. At that point 23andMe had been in beta testing with friends and family and customers from Illumina for several months, so we let them have their "launch".
Navigenics (http://www.navigenics.co
One of the first competitors, backed by heavyweight Silicon Valley VC firms. Always more medically oriented and without an ancestry offering, they positioned themselves as a serious alternative to 23andMe's "frivolous" ways. Navigenics went through a large number of direction and personnel changes over the years, and has been gradually fading out of existence for some time now.
Update, October 2012: Navigenics has been acquired by Life Technologies. My understanding is that the main asset acquired was their CLIA lab. I'd be shocked if the consumer product came back in any form.
Pathway Genomics (http://www.pathway.com)
Originally a DTC company with a similar offering. Pivoted to sell through doctors in the wake of their failed partnership with Walgreens and the resulting FDA and Congress scrutiny in May-June 2010. Not in the news much since then.
Lumigenix (https://www.lumigenix.co
A fairly recent competitor based in Australia. Don't know much about them, but they are quite expensive compared to the most recent 23andMe (company) pricing.
Update, October 2012: They they appear to have more or less shut down - the website and the blog have not been updated for a while.
i-gene (Мой Ген) (http://www.i-gene.ru/)
A competitor based in Russia. A very well-made site with good content and features that largely parallel 23andMe (company). Very pricey in comparison at more than $1,500 (45,000 RUB) for their combined health and ancestry offering. The saliva collection kit, however, is delivered by a dedicated courier, which is a nice touch.
Since 23andMe doesn't offer their service in Russia (there are issues with getting biological samples out of the country) and doesn't translate its content, it's possible i-gene has managed to corner a chunk of the Russian market, but I can find no information of how many customers they have.
It's worth noting that based on what I'm seeing in my twitter feed, many Russian customers still manage to order the 23andMe service. There are detailed instructions online for how to order it via a US-based drop shipper and for how to get the saliva sample back to the US.
Genotek (http://genotek.ru/)
Another Russian service. Offers full sequencing for slightly under $10,000; several genomewide scans (Illumina chips, around $800 USD) that cover 120 diseases and drug reactions + 14 traits; and a large number of specific PCR-based analyses covering everything from several auto-immune diseases (~$320) to such dubious traits as "sporting achievements in European soccer" for around $32. Your mileage will definitely vary.
MyGene23 (http://mygene23.com/)
Although most likely not a reputable company, I could not forego including this enterprising Chinese knock-off. Their original website mimicked the 23andMe (company) site very closely, including a lot of the artwork that was copied directly. They even took the Genetics 101 videos and voiced them over in Chinese!
[1] https://www.23andme.com/g
[2] http://mygene23.com/healt
bio-logis (https://www.bio.logis.de
A German clone. Offers a "PGS.box bestellen" for a cool € 464.10. The PGS test appears to cover pharmacogenomics, carrier status, and risk variants. I don't currently see any mention of ancestry analysis. I should note that PGS is a 23andMe trademark.
The kit ships with a USB key that's required to access the results securely.
AncestryDNAâ„¢ (http://dna.ancestry.com)
Launched in May 2012, so I don't know much about them yet, other that their "sponsored results" on Twitter are annoying as hell. Will update the review as more information becomes available.
MapMyGenome (http://mapmygenome.in)
An India-based competitor that offers health coverage for 20 diseases, 5 traits, and 3 drug responses. The offering seems close to where 23andMe was in 2007 and pricey (~$500 by some reports, price not listed on the website). No ancestry information.
Xcode Life Sciences (http://xcode.in)
Per Prakash Raju's answer, Xcode Life Sciences offers genotyping for 4 lifestyle diseases bundled with a nutrition plan, fitness plan, "body metabolism analysis", daily tips and reminders, and other such fluff. From their "order" page (cost is Rs 9,999 or ~$185):
Not direct competitors, but similar enough to be often mentioned alongside
Knome (http://www.knome.com/)
Pioneered DTC full genome sequencing. I don't think they ever managed to get significant traction at their price-point, but they are sticking around.
Update, October 2012: Knome Introduces the knoSYSâ„¢100 - First Plug-and-Play Human Genome Interpretation System (they also call it a genome interpretation supercomputer).
Counsyl (https://www.counsyl.com/
Carrier screening for 100+ genetic disorders, marketed to couples, sold through doctors. Used to test a lot of markers that 23andMe (company) didn't have, but I believe the latest chip has caught up significantly.
Family Tree DNA (http://www.familytreedna
One of the most visible ancestry testing companies (there are quite a few, of varying degree of reputability). Tried to compete with 23andMe by creating a clone of Relative Finder called Family Finder, but as far as I can tell the uptake for that feature has been limited since it has a smaller database and is more expensive ($289) than 23andMe ($99 + $9 / 12 months). On the other hand, their Y and Mito testing services are very popular and their pure ancestry focus appeals to some people.
Personalis (http://personalis.com/)
A recent entrant, "founded by global leaders in human genome interpretation". CEO John West, formerly the CEO of Solexa, is joined on the team page by 4 heavyweight PhDs from Stanford. Sue Siegel from MDV, a director at Navigenics, is listed as an investor.
Since the service hasn't launched yet, I'm reproducing the content from their homepage for now, and will update the answer as more info becomes available:
Update, October 2012: they are still in stealth mode, but the team picture shows a couple of dozen people.
If you can think of any significant companies that I missed, please leave a comment and I will update my answer.
Direct-to-Consumer (DTC) companies offering genome-wide assays and interpretation
deCODEme (http://www.decodeme.com)
An offshoot of now-bankrupt deCODE genetics. They wanted to say that they launched before 23andMe (company) so badly that they rushed to create a skeleton website and "launched" it a day before 23andMe launched publicly. We knew what they were doing and watched in amusement as the "lorem ipsum" text on decodeme.com was gradually replaced by hastily written copy literally in the hours before their announcement. At that point 23andMe had been in beta testing with friends and family and customers from Illumina for several months, so we let them have their "launch".
Navigenics (http://www.navigenics.co
One of the first competitors, backed by heavyweight Silicon Valley VC firms. Always more medically oriented and without an ancestry offering, they positioned themselves as a serious alternative to 23andMe's "frivolous" ways. Navigenics went through a large number of direction and personnel changes over the years, and has been gradually fading out of existence for some time now.
Update, October 2012: Navigenics has been acquired by Life Technologies. My understanding is that the main asset acquired was their CLIA lab. I'd be shocked if the consumer product came back in any form.
Pathway Genomics (http://www.pathway.com)
Originally a DTC company with a similar offering. Pivoted to sell through doctors in the wake of their failed partnership with Walgreens and the resulting FDA and Congress scrutiny in May-June 2010. Not in the news much since then.
Lumigenix (https://www.lumigenix.co
A fairly recent competitor based in Australia. Don't know much about them, but they are quite expensive compared to the most recent 23andMe (company) pricing.
Update, October 2012: They they appear to have more or less shut down - the website and the blog have not been updated for a while.
i-gene (Мой Ген) (http://www.i-gene.ru/)
A competitor based in Russia. A very well-made site with good content and features that largely parallel 23andMe (company). Very pricey in comparison at more than $1,500 (45,000 RUB) for their combined health and ancestry offering. The saliva collection kit, however, is delivered by a dedicated courier, which is a nice touch.
Since 23andMe doesn't offer their service in Russia (there are issues with getting biological samples out of the country) and doesn't translate its content, it's possible i-gene has managed to corner a chunk of the Russian market, but I can find no information of how many customers they have.
It's worth noting that based on what I'm seeing in my twitter feed, many Russian customers still manage to order the 23andMe service. There are detailed instructions online for how to order it via a US-based drop shipper and for how to get the saliva sample back to the US.
Genotek (http://genotek.ru/)
Another Russian service. Offers full sequencing for slightly under $10,000; several genomewide scans (Illumina chips, around $800 USD) that cover 120 diseases and drug reactions + 14 traits; and a large number of specific PCR-based analyses covering everything from several auto-immune diseases (~$320) to such dubious traits as "sporting achievements in European soccer" for around $32. Your mileage will definitely vary.
MyGene23 (http://mygene23.com/)
Although most likely not a reputable company, I could not forego including this enterprising Chinese knock-off. Their original website mimicked the 23andMe (company) site very closely, including a lot of the artwork that was copied directly. They even took the Genetics 101 videos and voiced them over in Chinese!
[1] https://www.23andme.com/g
[2] http://mygene23.com/healt
bio-logis (https://www.bio.logis.de
A German clone. Offers a "PGS.box bestellen" for a cool € 464.10. The PGS test appears to cover pharmacogenomics, carrier status, and risk variants. I don't currently see any mention of ancestry analysis. I should note that PGS is a 23andMe trademark.
The kit ships with a USB key that's required to access the results securely.
AncestryDNAâ„¢ (http://dna.ancestry.com)
Launched in May 2012, so I don't know much about them yet, other that their "sponsored results" on Twitter are annoying as hell. Will update the review as more information becomes available.
MapMyGenome (http://mapmygenome.in)
An India-based competitor that offers health coverage for 20 diseases, 5 traits, and 3 drug responses. The offering seems close to where 23andMe was in 2007 and pricey (~$500 by some reports, price not listed on the website). No ancestry information.
Xcode Life Sciences (http://xcode.in)
Per Prakash Raju's answer, Xcode Life Sciences offers genotyping for 4 lifestyle diseases bundled with a nutrition plan, fitness plan, "body metabolism analysis", daily tips and reminders, and other such fluff. From their "order" page (cost is Rs 9,999 or ~$185):
- Genetic Risk Assessment for Diabetes, Obesity, Heart Disorders and Stroke
- Covers 384 Genetic Markers (SNPs)
Not direct competitors, but similar enough to be often mentioned alongside
Knome (http://www.knome.com/)
Pioneered DTC full genome sequencing. I don't think they ever managed to get significant traction at their price-point, but they are sticking around.
Update, October 2012: Knome Introduces the knoSYSâ„¢100 - First Plug-and-Play Human Genome Interpretation System (they also call it a genome interpretation supercomputer).
Counsyl (https://www.counsyl.com/
Carrier screening for 100+ genetic disorders, marketed to couples, sold through doctors. Used to test a lot of markers that 23andMe (company) didn't have, but I believe the latest chip has caught up significantly.
Family Tree DNA (http://www.familytreedna
One of the most visible ancestry testing companies (there are quite a few, of varying degree of reputability). Tried to compete with 23andMe by creating a clone of Relative Finder called Family Finder, but as far as I can tell the uptake for that feature has been limited since it has a smaller database and is more expensive ($289) than 23andMe ($99 + $9 / 12 months). On the other hand, their Y and Mito testing services are very popular and their pure ancestry focus appeals to some people.
Personalis (http://personalis.com/)
A recent entrant, "founded by global leaders in human genome interpretation". CEO John West, formerly the CEO of Solexa, is joined on the team page by 4 heavyweight PhDs from Stanford. Sue Siegel from MDV, a director at Navigenics, is listed as an investor.
Since the service hasn't launched yet, I'm reproducing the content from their homepage for now, and will update the answer as more info becomes available:
Personalis combines world class expertise in the technology of genome sequencing and interpretation with an extensive track record of peer-reviewed publications and commercial success. The much anticipated application of genome interpretation to clinical medicine will require accuracy in variant detection and consistency in variant interpretation befitting regulatory approval.
Update, October 2012: they are still in stealth mode, but the team picture shows a couple of dozen people.
If you can think of any significant companies that I missed, please leave a comment and I will update my answer.
23andMe's biggest competition is apathy towards genetic testing.
A true competitor for the industry needs compelling "why" for buyers. No one has it yet.
2 companies are close, Counsyl and Ancestry.com.
1. Counsyl delivers on medical grade DNA tests: (DNA screening for the important moments in life)
2. Ancestry .com knows ancestry and a family tree is a real market, and isn't afraid to own it (Genealogy, Family Trees & Family History Records at Ancestry.com)
For a compelling "why", check out Fitnessgenes - Better fitness through DNA research based training and nutrition:
Their claims:
Lose Fat
Gain Muscle
Can they deliver on this? Who know. Much more compelling though than 23andme's "We bring the world of genetics to you". Here's an article I wrote on Fitnessgenes vs 23andme: This New DNA Test Will Eat 23andme's Lunch - Hitchhiker
The Russian company that Alex mentioned is almost certainly this one:
http://www.i-gene.ru/inde
Unlike the frankly hilarious Chinese rip-off site MyGene23, i-gene appears to have put considerable effort into assembling their website, which is aimed entirely at the Russian-speaking market. The company has several distinct advantages in this market: of course there's the language barrier, but I'm also told that Russia (like India) bans the export of human DNA out of the country, so residents are only able to use genetic testing services where the lab is located within the country. In addition, i-gene has apparently assembled reference DNA panels for many local populations, so they should have higher resolution for ancestry prediction in this area than 23andMe does. (I haven't actually tested their product, though, so YMMV.)
Lumigenix is an interesting competitor, but it's currently hard to see how they will differentiate themselves from 23andMe. They provide analysis of ancestry and complex disease risk, but unlike 23andMe they steer clear of anything even remotely clinically relevant (e.g. pharmacogenetic markers and recessive Mendelian disease mutations). Over at Genomes Unzipped we've been playing around with results from this company (post coming soon): the raw data appears to have high accuracy, and they do a reasonable job of ancestry and risk prediction. Certainly they're a far more credible operator than some of the fly-by-night operators Alex mentions above.
I'm not sure about Alex's claim that uptake of Family Tree DNA's test has been limited - my understanding is that they're doing a reasonable job of capturing the genetic genealogy market. Still, worth mentioning that they have absolutely zero interest in anything beyond genealogy and ancestry, and have even attempted to screen basically every medically relevant marker off their chip.
http://www.i-gene.ru/inde
Unlike the frankly hilarious Chinese rip-off site MyGene23, i-gene appears to have put considerable effort into assembling their website, which is aimed entirely at the Russian-speaking market. The company has several distinct advantages in this market: of course there's the language barrier, but I'm also told that Russia (like India) bans the export of human DNA out of the country, so residents are only able to use genetic testing services where the lab is located within the country. In addition, i-gene has apparently assembled reference DNA panels for many local populations, so they should have higher resolution for ancestry prediction in this area than 23andMe does. (I haven't actually tested their product, though, so YMMV.)
Lumigenix is an interesting competitor, but it's currently hard to see how they will differentiate themselves from 23andMe. They provide analysis of ancestry and complex disease risk, but unlike 23andMe they steer clear of anything even remotely clinically relevant (e.g. pharmacogenetic markers and recessive Mendelian disease mutations). Over at Genomes Unzipped we've been playing around with results from this company (post coming soon): the raw data appears to have high accuracy, and they do a reasonable job of ancestry and risk prediction. Certainly they're a far more credible operator than some of the fly-by-night operators Alex mentions above.
I'm not sure about Alex's claim that uptake of Family Tree DNA's test has been limited - my understanding is that they're doing a reasonable job of capturing the genetic genealogy market. Still, worth mentioning that they have absolutely zero interest in anything beyond genealogy and ancestry, and have even attempted to screen basically every medically relevant marker off their chip.
There are a few more companies on this list in the ISOGG Wiki which might be of interest:
List of personal genomics companies
Note that Family Tree DNA have now reduced the price of their Family Finder test to $99 (as of 26th July) so their database is now likely to grow much more quickly. For non-US customers who are only interested in genealogy the Family Finder test actually works out much cheaper than 23andMe because of 23andMe's very high shipping charges which cost almost as much as the test itself. The AncestryDNA test is only available in the US. They have sold a lot of tests (probably around 150,000) but they provide little in the way of tools. Both the FamilyFinder test and the AncestryDNA are supposedly stripped of known medically informative SNPs but you do get your raw data and can submit it to third-party sites for further analysis. I don't know the legalities of DNA testing in Russia but there are lots of Russians in the Family Tree DNA database.
List of personal genomics companies
Note that Family Tree DNA have now reduced the price of their Family Finder test to $99 (as of 26th July) so their database is now likely to grow much more quickly. For non-US customers who are only interested in genealogy the Family Finder test actually works out much cheaper than 23andMe because of 23andMe's very high shipping charges which cost almost as much as the test itself. The AncestryDNA test is only available in the US. They have sold a lot of tests (probably around 150,000) but they provide little in the way of tools. Both the FamilyFinder test and the AncestryDNA are supposedly stripped of known medically informative SNPs but you do get your raw data and can submit it to third-party sites for further analysis. I don't know the legalities of DNA testing in Russia but there are lots of Russians in the Family Tree DNA database.
The most comprehensive genome analysis is currently being provided by Belgian Gentle (http://gentlelabs.com). Launched November 2013, Gentle screens the entire exome for over 1700 conditions, more than any other company in the world. Importantly, Gentle involves a medical geneticist to communicate results, taking into account your family history and your personal medical record.
