Personal genomics company set up in 2018 in San Francisco by Harvard geneticist George Church with Dennis Grishin and Kamal Obbad. It sold 30x whole genome sequencing straight to consumers, first at $299, later cut to $249, with a paid membership that kept adding research reports to the account. Seed money came from Khosla Ventures ($4.3 million), and ProPhase Labs bought the business in 2021 for roughly $14.6 million. Sequencing ran on MGI DNBSEQ machines.
Here is the part that matters most: the direct-to-consumer service was discontinued on 5 February 2025, so kits, logins and reporting tools are gone. Old customers should dig out their downloaded raw data files, because there is no account to fetch them from now. The domain still carries the blog archive, which reads fine as background on sequencing, but it is no longer a place to buy a test.
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