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Aileen Editha, PhD Candidate in Law, Queen's University, Ontario

23andMe’s struggles are a sign that direct-to-consumer DNA testing needs stronger oversight

23andMe United States Ancestry Canada MyHeritage
23andMe's headquarters in Mountain View, Calif., in April 2018. Since its founding in 2006, 23andMe has sold over 12 million testing kits globally. (Shutterstock)

23andMe, a major company providing direct-to-consumer genetic testing, has been struggling financially since late 2023. In September 2024, the company’s stock hit a rock-bottom of US$0.30, down 96 per cent from its peak share price of US$17.65 in 2021.

Since its founding in 2006, 23andMe has sold more than 12 million testing kits globally and attracted high-profile customers, including Snoop Dogg, Oprah Winfrey and Warren Buffett. While some companies like Ancestry and myHeritage just focus on tracing the ancestry and ethnicity of their customers, 23andMe also provides health-related testing and reports.

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