A New 23andMe Experience

23andMe made some news today, with the launch of a new experience for customers that includes the first and only direct-to-consumer 23andMe_Box_121013_1genetic service that meets U.S. FDA standards.


We invested nearly two years of work conducting extensive user testing, working with regulators, scientists, physicians, and top product design experts.  Most important, we talked to 23andMe customers about how we could improve functionality, comprehension and create tools to improve your experience.

Take a look at our homepage to get a sense of how 23andMe is redefining how genetic information is delivered to people. We are working to transition our existing customers to the new experience as quickly as possible, but some of that transition is dependent on validation and local requirements.

New customers can expect to begin receiving results within six to eight weeks of returning their samples to our lab. On the blog in the coming months, we’ll highlight some of what customers will see in the new product and explore some of the new offerings including new carrier status* reports, wellness reports, information about traits and ancestry, as well as updated tools for exploring more aspects of their own genetic information.

Existing customers will receive an email about the transition with links of where to go if they have questions. In the meantime customers can go here for answers to some of the more frequently asked questions.

As 23andMe co-founder and CEO Anne Wojcicki said today,  “This is an incredibly dynamic time in genetics and we’re excited to be at the leading edge of bringing genetics directly to individuals as they begin to learn about their 23 pairs of chromosomes.”

Stay tuned for more to come.


*Our tests] can be used to determine carrier status in adults from saliva collected using an FDA-cleared collection device (Oragene DX model OGD.500.001), but cannot determine if you have two copies of the genetic variant. Each test is most relevant for people of certain ethnicities. The tests are not intended to diagnose a disease, or tell you anything about your risk for developing a disease in the future. On their own, carrier status tests are not intended to tell you anything about the health of your fetus, or your newborn child’s risk of developing a particular disease later in life.
  • lasersocks

    Great, more people deserve access to this fantastic product!

  • 23blog

    Just to clarify, 23andMe is authorized to ship sample collection kits to the state of New York, but we are not allowed to process saliva samples collected in or mailed from the state of New York.

    The New York Department of Health considers our Personal Genome Service a test requiring a lab license and direct physician involvement.

    If you are a New York resident, you or the recipient of the saliva kit must collect your sample and mail it from outside the state of New York. Upon receipt of your saliva kit, you or the recipient will be required to affirm under penalty of law that the sample for the saliva kit has not been collected in or mailed from the state of New York.

    We are working with state officials to make our product more easily available to people New York.

  • MrGutts

    And all the DNA data and personal details that the Federal government wants? Since you changed your privacy statement are you giving all the data over to them without question?

    • 23blog

      Mr. Gutts,
      The short answer is no.

      Although we are obligated to abide by a legally valid court order, we have not had to turn over any of our customers data to law enforcement or other government entities.

      23andMe takes seriously the customers place in us, to protect their private information. We use a range of reasonable physical, technical and administrative measures to safeguard our customers personal information.

      The only way your data would be shared with third parties would be by your choice. 23andMe cannot secure personal data that you release on your own or that you request us to release. If you ask your physician to incorporate your data into your medical record, for example, under federal regulations the government may access it for law enforcement purposes. We ask you therefore to be responsible for safeguarding your password, secret questions and answers, and other authentication information you use to access our services.

    • 23blog

      Mr. Gutts,
      Just wanted to direct you to our privacy center (https://www.23andme.com/privacy/) and go to the section on Third Party Sharing. Also here is a list of the numbers of requests we’ve received from government agencies.

  • 23blog

    Hi Chris,
    No this shouldn’t change the service you will get or the time to process your sample at the lab.

  • 23blog

    Yes. Our carrier status are reported based on relevant ancestry of the customer. We have done a lot in terms of returning better ancestry results for non-Europeans, but we need to do more. To do that we need more reference data, which we are accumulating.

  • 23blog

    Not in the immediate future.

  • 23blog

    MTH Molly,
    First off, thank you for being a customer of 23andMe. The changes in the price are a reflection of what it costs to bring a high quality regulated product to customers, nothing more.

    We still think that when compared to the offerings of competitors, you get much more with 23andMe. The size of our customer base of well over a million people, and the breadth of information we report to customers currently is beyond what other services offer. Add to that that no other direct-to-consumer genetic testing company offers reports that meet FDA standards.

    I hope that you’ll give the new experience a try.

  • Abonyos Onyos

    At 23blog

    Why do you write in the new privacy statememt, that 23andme would collect following types of information: such a racial or ethnic origine and sexual orientation?

    As far I know 23andme has taken out the survey of sexual orientation from survey list. I am still unhappy about the fact that 23andme don’t continue this study. But I don’t understand why you have taken it out.

    Why you write that you collect the information about sexual orientation when you don’t even continue this survey? This doesn’t make any sense to me.

    • 23blog

      Abonyos Onyos,
      We state that because we do collect that type of information, which is relevant to research that we do. For instance disease risks are often different for people of different ancestry, so knowing ancestral origins is important for genetic studies of disease. Indeed there’s a greater need for diversity in research to improve knowledge on ancestral specific disease risks.

      I don’t quite understand your reference to the survey list.

      As for sexual orientation, it is one of many types of questions that we ask. We have reported back preliminary finding related to sexual orientation. You can find some references to that in our blog. A lot of this work is ongoing, but when we have relevant findings we are fairly diligent about reporting that back out to customers.

      • Abonyos Onyos

        “We do ask about sexual orientation” No you do not.

        There are several surveys where you can participate. Fow a while, there was survey of sexual orientation. It has taken out. I don’t get it.

        • 23blog

          Let me clarify. We have asked about sexual orientation. In addition, not all survey questions are asked of all customers.

  • jack

    I signed up for 99$ last week. I spoke to your rep in calf and she said that i am an existing customer so will get the health benefits. I tried to regester and could not get by the check point “no health benefits” my package is in the mail. what do I do to regester?

    • 23blog

      When you get your kit, there are instructions for walking through the registration process. Here’s a link to a video that shows you how to get started, including registration:

  • Uncle Tio

    I’m unclear on whether 23ndMe identifies the most common Hemochromatosis variants and if that information is provided in the new service?

    • 23blog

      The new experience for US customers does not have a report on hemochromatosis.

  • rubytuesday

    Gee I WAS going to order a kit and get my mother tested but you doubled the price!
    You’d think existing customers would get a break for ordering more kits (more than 10%). I think her data would have been valuable to you, she’s over 90 and has no neurodegeneration, doesn’t need a walker etc. It’s a two way street you know.

    • 23blog

      Hi Ruby,
      We value our customers and their opinions. Thanks for letting us know how you feel.
      I hope you’ll at least take a look at the new experience.

  • Orion Antares

    Is spherocytosis one of the approved genetic carriers you’re allowed to test for?

    • 23blog

      We do not have a report on spherocytosis.

  • Matt

    Hi. My question is when is this transition going to be done ? Please don’t say soon, asap etc. Can you tell us appx. date ? Thanks.

    • 23blog

      You’ll be getting an email regarding the transition. The timing is different depending on when you purchased and where you are.

  • Briggette Baranello

    Seriously? Your now charging double the price because the FDA is allowing you to release results that were suppose to be included in the price of my first kit? I was going to order one for my mother but no way!

  • 23blog

    The best answer to your question is the one that you mention “some of that transition is dependent on validation and local requirements.” As for the profiles you control, you should be receiving answers that are specific to your account and will explain the transition.

  • Chris Lovick

    I don’t know who thought it was a good idea to double the price, but they should have known that customers would go through sticker shock. You should have incrementally increased.

    Nevertheless, I would like to see more information about where your possible relatives are, in foreign countries. Particularly ancestors. Mine just showed region, but not current countries.

  • Eric Garza

    Not going to order this now for me and my girlfriend, we were paying 99 and now double? Nope, this service will be soooo cheap in a few years. Bad move. I don’t like gouging.

  • 23blog

    You can order and opt out of getting health information if you wish. In addition we have referrals for genetic counselors. We are also have plans to make it easier to share this information with your doctor.

  • 23blog

    Hi Kskiska,
    You’ll be getting an email about how to do that, but you can also go to a community thread on the topic. (Here if you are signed on: https://www.23andme.com/you/community/thread/41019/)

  • 23blog

    Currently we are offering ancestry, carrier status, wellness and traits back in. We are working with regulatory agencies to continue add more as we can.

  • 23blog

    Hi Elise,
    Sorry that you feel this way. We changed the price to reflect costs of offering the first direct to consumer genetic test that has reports that meet FDA standards. Not only does the new product reflect the work needed to get through that regulatory process, but also a fully redesigned and re-imagined user experience. I hope you at least take a look at that new product before making decisions about its value.

    • James M. Westbrooks


      We understand you are now the one and only test that has reports that meet FDA standards, but your user base is not HMO-funded — double the price hits the users directly in the pocket book. It’s a valid argument for your accountants; speaking as someone intimately involved in the process you’re going through, kudos for the hard work. I’m sure it wasn’t free for you to do, but -doubling- the cost of the kits without warning is doing much more harm than good.

      I’m sure you’re looking at the sales #s and I expect can see the decline in sales. If you’ve fallen off more than 50%, which I expect you have, you might want to reconsider the scope of the increase, grandfathering old members in for a time, offering a “get it now” window of time where we can purchase at the old price (and I guarantee you’d see a surge in purchases), etc. Doubling the price without warning … not a good plan, and I expect you’re painfully aware of that now, hindsight being what it is and all.

  • 23blog

    Hi Kskisa,
    That was my bad, apologies. If you are logged in the community post is here:


    There is some back and forth in the community on this that you might want to look at to see if some of your questions are answered.

  • 23blog

    Thanks Jody,
    Ancestry composition will remain a key component of our ancestry features. It does have a new look.
    Here’s a quick summary of some of what you’ll see.

    First, we are raising the cap on the number of matches that will be available in DNA Relatives. We expect to be able to provide each customer with their closest 2,000 matches, which is double the current cap. Many matches that may have previously appeared only in Countries of Ancestry will now appear in DNA Relatives.

    Second, we are introducing an Open Sharing option within DNA Relatives. If 2 customers both choose to participate in Open Sharing, they will be able to view each other’s ancestry and segment information without extending and accepting a sharing invitation.

    Third, we are removing the option for anonymous participation in DNA Relatives. Currently anonymous customers who wish to continue participating in the feature will need to select new settings (although they will remain anonymous until/unless they do).

    Lastly, although segments will not be labeled with grandparent information, information about the grandparent locations of your matches will be incorporated into the updated DNA Relatives tool.

    • carol

      I am not happy that you’ve raised the price. I had possible family members ready to test, until the price increase.

  • 23blog

    Thanks for the feedback. I hope that you at least take a look at the new experience before passing judgement. You should be transitioned in the coming weeks.

    • lmccord

      You may want to take into consideration what your core customers are telling you.

      • 23blog

        We of course listen to our customers, and some of many of the changes to the product were based on feedback from those very same core customers. Some of the other changes were based on extensive comprehension studies we did as well.
        Again, I just hope you can take a look at the new experience first before passing judgement on it. But that said your criticisms are well noted. Your and not the only customers who is unhappy with losing the countries of ancestry lab.

        • lmccord

          Fair enough. Thanks for acknowledging the fact that we’re not happy with the loss of the countries of ancestry tool.

  • Soby villa

    Yes! of course it cost a lot to be FDA compliant, but by hiking up the price to double its prior cost, is simply bad business, less people will be willing to spend the money to obtain the test which minimizes the purpose of finding distant relatives, creating a greater network of DNA information, and limits those individual of less resources to gain access to their DNA data. How is creating exclusivity as a competitive advantage in this type of business going to help the world find more about our genome to improve worldwide health????? if we isolate individuals based on their means of acquisition, what is 23andme.com real purpose? to make a profit or to improve human life? I’m disappointed with the company strategy.

    • 23blog

      We are doing what we can to keep the price within reach of consumers.
      Our company’s mission has never changed. We have stayed the course over the last two years, endeavored to keep our customers informed about what was going on and tired to remain transparent in what we’re doing.
      But your comments, and others who have also expressed their anger of the price, have been noted.

  • King Mosiah II

    I agree that the pricing has gone up more than expected. A hike to $129 might have been received positively, but $199 sends the wrong message. Even if the 100% increase is technically appropriate, you haven’t yet convinced me as a customer that the new offerings warrant the inflated price.

  • 23blog

    Current customers will be phased into the new experience. For international customers, when and if they are phased into the new experience will be impacted based on regional regulations.

  • 23blog

    Hi Rocky,
    We do have a friend and family discount program. I would also stay tuned for more about that.

    • Dave_S

      Instead of having a bunch of mad and potentially lost customers, why don’t you give people in USA, Canada etc the OPTION of RAW Data only, OR full report. I am not interested in the report portion at all when other places on the Internet provide much the same thing for much less than the extra 99. OPTIONS make people happy.

      • Rocky Bakari


  • 23blog

    We just have one price. Every customer has access to the raw data on top of what they get in their reports.

  • Kelli Baldwin

    I was planning on testing my whole family (7 of us) and just realized you raised the prices. I cannot afford this now. How disappointing! 🙁 I will have to find an alternative route now.

  • James

    Just want to add my voice to the chorus of dissatisfaction. I have purchased two kits for my friends and was going to purchase my own. However I don’t think I can justify the service at $200.

  • Valerie Jordan

    I was so excited to order this until I saw the price increase by 100%. I really didn’t want to spend the original amount but was so curious. I’ve had genetic testing so I was more interested in other things, but I’ll find it elsewhere!

  • SJS

    I was about to order SEVEN of these for Christmas presents for my family! Now that it’s $199??? NOWAY I’ll go somewhere else! Anyone out there have experience with any other genetic testers? I need for medical purposes more than ancestry purposes

  • Ksenia Case

    I am confused…
    1) are you now offering genetic mutations information? Hence increased price? Or is it still something not allowed by FDA? But then why price has doubled?
    2) are you still giving the customer raw data or now only “health reports” – whatever that means?

    • 23blog

      We offer reports on carrier status, traits and wellness as well as reports on ancestry. All of those reports are based on genotyping in which we look at variants (mutations) at different SNPs in your genome. We were unable to offer carrier status, traits and wellness reports to US customers after the FDA letter in 2013. Now we can and 23andMe is the only direct to consumer genetics company that has reports that meet FDA standards.
      We never stopped offering customers their raw data. Customers can easily download this data and do with it as they wish.

  • Renee Soronen

    I disagree completely. I don’t need a doctor to filter my results through. I appreciate being able to get data for myself, with the option to take it to my doctor with any questions.

  • Renee Soronen

    Ugh, I came to see about getting some Christmas presents, but that price. That price! Yikes. I’m going to have to think it over now.

  • Harvey Y

    I’m glad that I was lucky enough to buy the kit at $99 and will be receiving the updated reports previously banned by the the FDA. I can’t wait until it happens.

    At $199, the price is really steep for those that have low incomes. However, knowing about your health risks and inherited traits is a priceless thing. 23andMe should have raised their price no more than $130. They pissed off a lot of people because of it.

  • Barbara Ringwalt

    I knew that when I bought mine, that the $99 was temporary. They used to be close to 500$, I believe. I agree Jody, they offer so much now, and it is a business. It wouldn’t make sense to me to only charge $99 anymore. (Of course I don’t have a lot of money, and am happy that I will be phased into the new 23andme, free of charge)

  • 23blog

    Stay tuned.
    I’d also say that what we offer is much more extensive than our competition. We don’t charge subscriptions or upsale for access to new information.

  • roman

    Since 23andme has an opportunity to collect and analyze the largest sample of dna and research the causes of diseases and improve the well being of humanity why don’t you price your product by how many surveys the person completes?

  • Michelle Maleszkaq

    Just went to order 4 kits for Xmas presents was shocked to see the price
    increase had to reload the page a few times as it didn’t seem right!!
    Will have to look elsewhere for DNA tests for family members
    unbelievable that the price doubled!! Was happy paying $99 for my kit a
    year in half ago without the health report that I was able to get for $5
    on another site. A small increase would seem reasonable but to double
    the price is just disgusting!

  • cineloh

    Was about to order some for Xmas presents… but noticed the price.. Nevermind.

  • ambydex

    Have you removed the option to “download all segments” for advanced
    family inheritance tool? I use spreadsheets from that to see how my
    matches match each other. I have found lots of common ancestors for
    myself and my matches that way. I need to be able to see the start and
    end points in addition to which chromosome. I use the site almost daily for that precise segment data, and now I can’t access it. I guess I have to start messaging everyone and trying to explain to them how to and convincing them to upload their data to Gedmatch. Please add this back, it is a crucial feature.

  • ambydex

    Have you removed the option to “download all segments” for advanced
    family inheritance tool? I use spreadsheets from that to see how my
    matches match each other. I have found lots of common ancestors for
    myself and my matches that way. I need to be able to see the start and
    end points in addition to which chromosome.

    • 23blog

      You will be able to do that, but at the moment downloads are temporarily unavailable during the transition – we will be adding this back. There should have been a banner messaging this. Apologies that you didn’t see that. Hopefully this will be corrected soon. Thanks for the note.

  • candrews

    I signed on the new 23andme and I’m not very impressed with the format. I realize that we were told that certain changes were going to be made or even taken away, but your changes to me are for the worst. Don’t get me wrong I adapt to change very well, but only when it’s for improvement. For instance, when I clicked on the tab that tells about “traits”, on three or four of the results were wrong and I kind of got the impression, that some of the results was from the surveys I took and not so much from dna. I guess, it just that I’m one who don’t really care to know about “traits”, I believe that God made me the way I am and others the way they are and that’s that….NEXT…..MOVE ON… Example, I don’t care if genetics are supposedly to show if I have wet ear wax (which I don’t) or if my big toe is taller than the second toe (which it isn’t) or supposedly my skin complexion is darker brown (which it isn’t). The results &/or conclusion are off.
    I miss seeing the haplogroups, that was more informing to me and I enjoyed seeing the community entries. If this was one way of cutting down on communications of families
    well you definitely have succeeded. I received a message from a 23andme relative and when I clicked to reply, all I got was a page of more information of how we were related, I didn’t notice a tab to send a response back.

    One more comment, when it was mentioned of how the anonymous weren’t going to be included, I never could understand, why were they included period. To me the ones who wouldn’t even as much show their names shouldn’t have been listed. I show that I have 1,575 relatives on this new 23andme and the majority are “anonymous”, that’s wasted space, don’t put them on the list, period.
    It wouldn’t bother me in the least to pay an extra $100 for the previous 23andme format, but now there’s no way I would pay an extra $100 for this format and nor will I pass it on to others, I’m really disappointed.
    Lastly, in my opinion, the new 23andme format is EXTREMELY BORING!!!!!

  • dkoyuncu

    Same here. My parents, my sister and I did the 23andme test a while ago before all this FDA intervention. We got both ancestry and health results for $99. We wanted to do it for my grandparents this year until we saw the price increase. I agree a price increase to the $129-$149 level could have been justified but more than 100% increase??? Thank you, but no thank you.

  • Kelsey Lenae

    I’m very disappointed – I wanted to buy both my parents this for christmas since it used to be way more affordable – under $100. But now it’s doubled in price to $199? That’s completely outrageous & I don’t think I can justify spending that much right now. I wish you would offer a family package where if people in your family are buying and you’ve already bought at least 1, then you get a discount as well. Big UGH!

  • wolfcat

    To all the people fussing about the price increase, these tests were like $300 when I started buying them for my family. Taking it down to $99 was a bargain. What upsets me, and many others, is the loss of the countries of ancestry widget. They took away features and then raised the price…

  • David Licosati

    Was going to purchase for entire family 13 people and told my wife to order but she called me and told me it went up 100% so I ordered 1 only and will go to your competitors for others. Glad you think you have that pricing elasticity but I would guess your revenues will indicate the market always wins.

    • 23blog

      Sorry to hear that David. 23andMe is offering customers a friends and family discount of $149.

      • tracterr

        What about people who were waiting to purchase for Christmas gifts and will be purchasing multiple kits? A 10% discount isn’t enough. We would purchase 2 at $149 though.

        • 23blog

          For customers can purchase additional kits at $149 each. You should have received an email coupon with the discount. If you didn’t get it, check your spam folder to see if it was filter out of your inbox. If you still can’t find it please contact our customer care. (https://customercare.23andme.com/hc/en-us/requests/new)

  • 23blog

    We currently offer customers a friends and family discount of $149.

    • tracterr

      We have been looking at purchasing for months, and I decided I would surprise my husband for Christmas, and imagine my shock when I saw the price doubled!! I no longer can afford it, and the small 10% discount for multiple kits doesn’t help. Is there going to be more of a discount offered before Christmas? I would do $149 for two kids, but no way can I do $199 for one.

  • 23blog

    We currently offer customers a friends and family discount at $149.

  • 23blog

    The share and compare tool has been overhauled to make it easier to use. We’ve also made some changes to improve privacy and security of data for all customers. But the functionality of the tool that we previously called “Family Inheritance: Advance” can now be found in the “DNA View” in the “DNA Relatives” feature.

    23andMe has always taken into consideration customers concerns and input, and many of the changes we made were done in response to some of those customers concerns. Inevitably we are not able to please everyone. 23andMe pioneered many of these tools and we will continue to innovate and offer our customers new and innovative ways of exploring their ancestry.

    • Konstantin Leskov

      Thank you. Found it. Definitely needed your guidance, as the new interface is not as intuitive as the old one.
      Is 23andme planning to offer deep Y-haplogroup analysis for the new and existing customers on the level FTDNA does? I would order one or two if you can beat FTDNA price.
      Are you planning to add comparison to archaic and ancient DNA other than neanderthal, e.g., Denisovans, Oetzi, LBK, Malta and other publicly available genomes?
      Are there plans to make ‘one-to-all’, triangulation and ‘in common with’ DNA match comparison tool?
      Country of ancestry was the only IBD analysis similar to the one on Gedmatch. Taking it out was one of those decisions when you wanted to make your service better, and instead it turned out as always.
      The list of genetic diseases is limited to a few very rare disorders, which is quite useless for most customers. I’ve learned a lot more about my family carrier status from Promethease for only $5.

      • 23blog

        Thanks for the note. We are constantly innovating and have pioneered many of the tools used in genetic ancestry. Something we’ve talked about recently is creating a tool to pinpoint the timing of admixture.
        As for ancient DNA, the new Neanderthal report reflects some of the newest Neanderthal sequencing information. Not long ago Svante Paabo was here discussing ideas with some of our scientists. So we’ll see what else we might do.
        We have steadily improved the level of detail we’ve been able to offer people around ancestry, and we will continue to do that.
        On your last point, we are a regulated product. We hope to continue to add more health information that we can report to customers that meet both our own internal standards but also FDA review.

        • Konstantin Leskov

          The timing of admixture tool would be awesome. I don’t know any other platform, which offers it.
          Do you think it’s feasible to add a tool, which, based on triangulation and common fragments in several DNA matches, builds a putative family tree, which indicates common ancestors with various degree of probability? There is a tool like that on http://www.y-str.org/, however, there is room for improvement.
          The same site offers comparison with a number of archaic DNA samples, but again, it can be done in a significantly more informative way.

  • Gustav

    This is ridiculous. I was getting this as christmas gifts for my family. No way Im able to do that now with the doubled price. Yeah you offer a discount? 10%? Please.

    Can you explain what this means for me as a customer? “We are the ONLY FDA approved no other direct-to-consumer genetic testing company offers reports that meet FDA standards.”

    The report meets FDA standards, what are the benefits of that for me? Its not like I have much faith in the FDA for anything.

    And you offer less information now from what i understand from all the other comments? You say “I hope that you at least take a look at the new experience before passing judgement. ” Im not able to give that a chance at the 199$ price.

    • 23blog

      We offer our customers a friends and family discount price of $149.

      • Gustav

        Thank you for your answer.
        You say “We are the ONLY FDA approved no other direct-to-consumer genetic testing company offers reports that meet FDA standards.”

        Can you explain what that means for me as a customer? What are the FDA standards for genetic testing reports?

        • 23blog

          Hi Gustav,
          It means a lot in the sense that the testing and what we report out has been reviewed by regulators. We’ve always stood by the science of what we do, but this process, we believe, has helped improve the product. It’s not just about providing clinically valid and useful information, but doing it in a way that consumers can understand. We have a blog post that explains a little more about what this all means for customers here: http://blog.23andme.com/news/what-the-fda-decision-means-for-23andme-customers/

  • Jortiz3

    “Oh my god you raised the price because you got FDA approval”

    Duh. Competition is key to lowering the price, not generosity.

  • Slaven S

    I was going to buy another kit for my family member, but then I noticed you doubled the price. I don’t feel that I have gotten double the value from your service since I bought my kit about a year ago at $99, so I will pass.

  • Justin Noah Wagner

    Before the FDA shut 23andMe down, they were selling their ancestry AND health report package for $99. Furthermore, the health reports prior to FDA included much more information besides whether or not we express a gene that makes our face blush when we down a bottle of scotch. The health reports from 2-3 years ago are completely different from the current.

    While I appreciated the release of information like Carrier status, it does not seem like that large of a victory over the FDA. If you’re carrying a recessive allele for a genetic disorder, you’re fine. The FDA didn’t shut down 23AndMe for telling people they’re fine (unless they reproduce, and that’s a whole different story). The FDA shut down 23andME for telling people that, maybe, they’re NOT fine. I won’t be satisfied until I read a report that gives me worse news than “Unlikely Sprinter”, though I was pretty bummed out when I read that.

    I hope they lower the price and make more progress against the FDA.

  • Lady LaLa

    I was just about to go ahead and purchase a kit for a friend (and maybe a few more friends if I happened upon a holiday deal or whatnot). Instead, I’m at first confused then astonished and dismayed when I notice the $99 had turned into $199! The price doubled?! Why?!! For many of us – working class heroes – the $99 price tag was already considered to be a splurge but, after long deliberation, I decided this splurge was worth it for my friend. You can’t honestly expect us to be cool with 23andMe shadily doubling the pricing? This behavior from a company who appears to praise science is disgusting. You’ve made it very clear to us that your only interest is your bottom line and profit margins and $$$. I’m incredibly disappointed and curious to see exactly how much business you’re already losing and will continue to lose if you refuse to lower the price. Demand < Supply.

    • 23blog

      Lady LaLa,
      I understand that you’d like the price to be lower and you’ve made your decision, but I just want to correct something you said about why we raised the price.

      We did not raise the price because we got FDA approval and thought we could charge more. We raised the price to reflect the added costs we’ve had to create the only direct-to-consumer genetic test to meet FDA standards. To do that has taken two years of very extensive user testing, validation studies, and comprehension tests. As we work to add more to our product offering, it will require similar very labor intensive work. The price reflects the costs for doing all that work.

      I understand that if it is too expensive for you to buy it, you won’t buy it, but I want to make sure that you understand that our price change isn’t a cynical move. It’s just the reality of covering the added costs we have to bring this really good – and regulated – product to consumers.

      • Tony Hubbard


        I’m glad you put it in writing… so the 2 years it took to create this ‘direct-to-consumer’ testing to meet FDA standard… what happens once you’ve recouped that cost? Everything is being stated in PAST tense, that it took 2 years to get where you are… so there’s a finite date when 23andme will have recouped all those expenses and no longer needs to charge the $199 and can start passing those savings back to the consumer – or will it just be the “new norm” that consumers just have to deal with and no savings will be kicked back to the ones that keep your business going. Just sayin’.

        • 23blog

          Hi Tony,
          We still must go through a review and validation process for any new health reports. So the process continues. We want to add in new information for our customers and we’ve been adding in additional reports since this post first went up.

      • Lady LaLa

        Well thanks for your explanation. I’m still annoyed but bought one for a friend anyway. You win this round 23&Me!!! *shakes fists*

  • 23blog

    If you are a customer you should have received an email with the discount. If you didn’t find the email in your inbox, check the spam folder to see if it was filtered out. If you still can’t find it, contact our customer care team here: https://customercare.23andme.com/hc/en-us/requests/new

    • Kyblueblood

      I check my spam several times a day. I didn’t see one come thru. I will contact Customer care. Thank you.

      • 23blog

        Hi Kyblueblood,
        Apologies for that. I think customer care can help you out. I believe that when you first register you can opt out of getting notices from 23andMe about special offers. So it could be related to that.

  • 23blog

    I don’t get the Martin Shkreli comparison. The price reflects added costs that it entails to create a product that is FDA compliant.

  • Tracy

    I think you should have had tiered pricing – $99 for ancestry, and a higher price for both ancestry and health. I wasn’t able to order any kits this year. I’m sure I’m not the only one.

  • 23blog

    Thanks for the note. We would like to make our product as affordable as possible for customers and we’d also like to do what we can to reward our existing customers. We just came off of a discount program for friends and family. As for the price it reflects the added costs of providing a FDA regulated product. We spent almost two years going through the necessary validation, comprehension and testing that was required by the FDA to meet marketing authorization and allow 23andMe to report health results to customers. The new experience reflects that work as well as additional work to improve the user experience. We plan to continue to add to the product to improve the offering for customers.

    • kymahi

      You’re also selling our genetic information to pharma companies to do research on and getting paid for that. double dipping much?

      • 23blog

        We only use non-identifying and aggregated information from customers who have consented to participate in research. We don’t sell our customers data for marketing purposes or use their personal information. The purpose of the research – which we do ourselves and sometimes in partnership with other companies – is to learn more about the causes and potential treatments for different diseases.

        We are transparent about that work – here a link to one of those partnerships that is focused on Lupus (http://mediacenter.23andme.com/blog/23andme-launches-the-lupus-research-study-in-collaboration-with-pfizer-inc/) – and we also allow customers to opt out of research if they want without impacting their experience.

        This is our business and it’s something that we’ve done from the beginning. The idea is to engage people, to invite them to participate in research and to give them access to their genetic information with tools to better understand what that information means.

    • Jawaid Bazyar

      In other words, people, if you don’t like what happened, don’t complain to 23andme – complain to the government.

      • 23blog

        I’d say complain away. My answers to Neg and others in this thread are meant to address the question of why our price changed, and frankly to refute the comparison to Martin Shkreli. Our price change is based on changes in the costs we have for delivering our service. We still are working at keeping our product as affordable to as many customers as possible.

  • Duncan

    I could not agree more with most of the comments about 23 and me losing their way and now look so much like the current corporate behavior that it’s all for maximum profit! I convinced my adult daughter to get tested and paid for my son to be tested and then I tried to then collect the $10 reward they had offered but after multiple efforts 23 and me stubbornly refused to pay the reward. I then quit doing the tests and quit trying to get my friends, family and medical colleagues to join so I lose also but who wants to be associated with such an organization.

  • JapaneseRamenNoodle

    I wonder: Is there any way to change back to the old look of the website? This new one is frustrating to try and sort through. It is a terrible design. I like having new information, but I hate the look and feel of the website now.

    • 23blog

      Although you can download and preserve your old reports, there is not a way to toggle back to the old design. That said, we are still making adjustments to improve parts of the experience. I will forward your comments to your team.

  • kuervobolso

    I’m very disappointed to know about the price increase of your DNA test kit, I was about to buy two kits for my wife and me but unfortunately we can afford to spend $400 instead of $200, think this will be a nice Valentine’s present… I know you’re the only FDA approved kit and blah, blah, blah but you guys are giving lots of business to your competitors! Just saying,!

  • mrs_martypants

    Welp, I leave the country and come back to a 100% price increase. I guess I won’t be buying a test after all.

  • Rick Bragg

    I always thought 23andme seemed like the best dna test around, but now after doubling the price, I’m gonna have to settle for another service.

  • Janet Denk Ballagh

    I was going to buy 23andme for $99, but I noticed the price has increased by 100%! They price is too high and I will not be purchasing it.

  • 23blog

    We have different product offerings for different countries, which regulate the sale of direct to consumer genetic testing differently. The price reflects the different features we offer in those markets and we price them accordingly. What you are seeing is the price for an ancestry only international product. We do not sell that in the U.S. The US product includes ancestry, traits, carrier status and wellness.

  • 23blog

    We do care, of course. And we have gotten the message from you and others who would like our product to be cheaper. As we’ve said in response to other questions around the price, it reflects the costs of bringing the first regulated direct-to-consumer genetic test to market. That includes years of user comprehension studies, years of regulated validation studies and an intense amount of design work. We are still iterating on the product and making improvements as well as adding new features. It is more expensive than it was before, but the price reflects those additional costs.

  • 23blog

    Hi Bart,
    First off apologies for the wait. Eventually everyone will be transitioned over, but this has taken more time and included complications that we didn’t originally anticipate. Throughout the process, we’ve learned there are a number of complexities involved – different chip versions, different product offerings for example – and we want to be sure we take a thoughtful and appropriate approach. We expect to share additional details on the transition timing as soon as we can but as eligible customers are transitioned to the new experience, they will get emails from us about the process. Thanks.

  • Carlos Saavedra

    I’am a client from when it was cheaper, coming back to buy a test for my girlfriend. But I think the price rise is a deal breaker.

  • Nancy LaVange Beaman

    I have bought several kits, but will be moving to another site for new kits. You guys are double the price of your competitors.

  • 23blog

    If you look at our history we steadily reduced the price of the test over time. Our goals have always been to make the kit as accessible and affordable as possible, while also being a viable business.

    • kuervobolso

      I have no doubts that if 23&me low the price of their kits will be a grow in the sales. For example, at the DNA day 23&me was the ONLY mayor DNA testing company without offering discounts for their kits. I bought FOUR to your competition! Guess who have my money now… NOT YOU!!! Really hope the marketing team of your company read the hundred of messages of unhappy people who ever thought about buying kits from you and now the sales went to the competition.

  • 23blog

    I understand that you’d like the price to be lower but I’d like to explain why we raised the price.

    We raised the price to reflect the added costs we’ve had to create the only direct-to-consumer genetic test to meet FDA standards. To do that has taken two years of very extensive user testing, validation studies, and comprehension tests. As we work to add more to our product offering, it will require similar very labor intensive work. The price reflects the costs for doing all that work.

    I understand it may be too expensive for you to purchase for your family members but this is the reality of covering the added costs we have to bring this really good – and regulated – product to consumers.

  • 23blog

    Hi Caroline,
    You should have received an email regarding the transition, and in the new experience you can indeed share and compare but there are steps you must take to do that. You also can have access to your old reports but you do have to download them. Here is a link that should help you walk through the process: https://customercare.23andme.com/hc/en-us/articles/211831928-What-features-will-remain-available-on-the-original-23andMe-site
    I’ve also forwarded your comments to our customer care team to ensure your issues are addressed. Thanks for the feedback.

  • 23blog

    Houston Steve,
    You can opt out of research when you register or remove your consent to participate at any time by going to your settings.

    When you register your 23andMe kit, you choose whether or not to give consent to participate in research. You may review or update your research consent choice at any time from within the 23andMe app.

    Your consent selection is displayed on your Settings page; select the person icon in the upper right-hand corner of the app to view and update your research consent preference. Select Research Consent to review the complete consent document, or select the option not to participate. The choice will not impact your experience with the service.

  • 23blog

    I think most of those who are outstanding are international customers. Not sure the timing on when they will be brought into the new experience. I agree that sharing is important. I hope we can get this resolved for you. I will forward your issue to our Customer Care team.

  • 23blog

    Hi Lena,
    Here is a link to all the details on accessing the old reports/report archives for customers from prior to November 22, 2013.