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.
The company has developed a suite of initial products focused on ancestry that will compete with offerings from 23andMe, AncestryDNA, and Family Tree DNA.
A recent study examining the websites of 30 DTC genomics firms found that many do not follow international recommendations for disclosing information to customers.
Researchers from Brigham and Women's and Harvard surveyed more than 1,600 new customers of 23andMe or Pathway Genomics in the US, of whom 80 were adopted.
