With the rollout of Insitome's first app, consumers have the chance to explore their heritage in a new context that could reshape the ancestry testing market.
Researchers found that direct-to-consumer genetic testing customers' primary motivation to share their genomic data was not to gain health specific knowledge.
The company has developed a suite of initial products focused on ancestry that will compete with offerings from 23andMe, AncestryDNA, and Family Tree DNA.
Living DNA can break down the origins of a customer’s ancestry into 21 distinct regions within Britain alone, as well as across 80 different worldwide populations.
A recent study examining the websites of 30 DTC genomics firms found that many do not follow international recommendations for disclosing information to customers.
