NEW YORK (GenomeWeb News) – The consumer genomics specialty company 23andMe launched its personalized DNA analysis service today.
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The web-based service uses Illumina's genotyping platform to analyze a DNA sample from saliva that the customer provides. Customers of the service use 23andMe’s web tools and analysis to learn about their genomic profiles and gain information about their ancestry.
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23andMe co-founder Anne Wojcicki said in a statement today that the genomic information “provides intriguing insights into an individual's genetics, with the goal of expanding the collective knowledge base by enabling active participation in research."
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The offering, priced at $999, will compete with a similar offering announced Friday by Decode Genetics, which has priced its consumer genomics product at $985. Like the Decode service, 23andMe’s service allows consumers to compare their genomes to family and friends that also participate.
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Navigenics, another company that recently announced a similar service and will use Affymetrix's genotyping technology, plans to market its personal genomics offering for $2,500.
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Privately held 23andMe is backed in part by a nearly $4 million investment from Google.
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Illumina CEO Jay Flatley said in a statement that the consumer genomics services “will open up a new world of genetic awareness that could complement traditional research efforts in ways we haven't even considered."