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.

  • 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.

Return to top