Good afternoon, readers.

Simply in time for the vacations—probably the most profitable time of 12 months for at-home DNA testing corporations—Ancestry is stepping up its rivalry with 23andMe.

On Tuesday, Ancestry introduced that it’s increasing its genealogy-oriented, client genomic testing enterprise into the DNA well being take a look at sphere.

The main points are nonetheless a bit sparse. Right here’s what the corporate mentioned in a launch: “AncestryHealth is launching with two new services. AncestryHealth Core, a one-time, array-based service, and AncestryHealth Plus, a membership service using next generation sequencing (NGS) technology, to help people start on the path toward better health for themselves and their families.” These would reportedly embody hereditary well being dangers for ailments like sure cancers and coronary heart illness.

Now, there’s nonetheless a key distinction between the brand new companies Ancestry will present and 23andMe’s well being take a look at merchandise: Ancestry gained’t have the ability to promote on to customers. Quite, a community of allied physicians must order the exams for sufferers (both on an advert hoc foundation or as a part of a subscription mannequin). The precise kind of DNA testing expertise that Ancestry will use may even differ from what 23andMe provides, based on Wired.

23andMe, which has greater than 10 million prospects and has been cleared by the FDA to promote its personal DNA-based well being reviews for a variety of circumstances on to customers (no docs concerned) is prepping for its profitable vacation season—together with by means of a brand new retailer in a Silicon Valley mall.

Learn on for the day’s information.

Sy Mukherjee, @the_sy_guy, [email protected]

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