It seems aggregation services aren’t just a viable business in the travel and web-media worlds. AccessDNA offers users a chance to compare genetic test providers like 23andMe and Navigenics. Users receive a Expedia-like experience when inquiring about tests on anemia, cancer and ancestral lineage. While the company appears to be a surprising step away from CEO Lee Essner’s former life at Wedding Channel, the business models are incredibly similar.
As a former executive at the Wedding Channel, Essner saw how family-driven lead generation could make a successful business. The company not only made money when brides purchased services through the site, but also when family members were forwarded travel deals and gift registry links. The company was so successful that it was acquired by popular wedding network The Knot. AccessDNA works based on a similar model.
Says Essner, “As you can imagine, there is a very strong family connection relative to a person’s genetics. Ultimately we want to also help families understand their risks by getting a user to share, communicate, and discuss those genetic risks that are within the family and have everyone get access to the right testing or services.”
Users start by outlining areas of interest including baby gender testing, genetics and alcohol and even paternity relationships. From here the test moves on to more personal questions like whether or not you have a family history of cancer. In the end you are presented with a personalized genetic report and a list of service providers related to each of your areas of interest or risk. Based on the fact that few users will know their family medical history beyond 3 generations, we can see why individuals would want to share tests amongst family members.
Although AccessDNA has a sound business model, it doesn’t mean that Essner isn’t passionate about it. The CEO started the company after his pregnant wife was forced to seek a genetic counselor due to a complex family history.
Says Essner, “We got testing, but I felt that I had special access to these types of services because I lived in a big city and went to a quality OBGYN. With so few genetic professionals in the U.S. and all these online services emerging, I felt it was important to help consumers get access to the best services for them. My genetic counselor actually left Genzyme to help me start AccessDNA.”
To test the service visit AccessDNA.com.
