23andMe’s bankruptcy serves as a moment of reflection for the direct-to-consumer (DTC) genomics industry. We analyzed 23andMe financial data and business practices to reveal the factors behind the fall of the company, once valued at US $6 billion and now being considered for acquisition by Regeneron for merely $250 million. Key challenges faced by 23andMe in monetizing its genomic data reveal that this information, at least in a typical DTC setting, is simply not worth that much.
- Yaniv Erlich
- Dina Zielinski