23andMe Holding Co. (ME): Modelo de Negócios Canvas [Jan-2025 Atualizado]

Mergulhe no mundo inovador da 23andMe, onde a exploração genética atende à estratégia de negócios de ponta. Esta empresa pioneira transformou testes genéticos pessoais de uma curiosidade científica de nicho em uma plataforma inovadora que capacita indivíduos com idéias sem precedentes sobre sua saúde, ascendência e potencial genético. Ao alavancar um modelo de negócios sofisticado que preenche a genômica pessoal, a pesquisa científica e as parcerias farmacêuticas, a 23andMe criou um ecossistema exclusivo que transforma dados individuais de DNA em um poderoso recurso para assistência médica personalizada e descoberta científica.

23andMe Holding Co. (ME) - Modelo de Negócios: Principais Parcerias

Empresas farmacêuticas para descoberta e desenvolvimento de medicamentos

A 23andMe estabeleceu parcerias estratégicas com várias empresas farmacêuticas para alavancar dados genéticos para descoberta de medicamentos:

Parceiro	Detalhes da parceria	Valor
GSK (GlaxoSmithKline)	Colaboração de pesquisa genética	US $ 300 milhões de investimentos em 2018
Almirall	Dermatology Drug Development	Termos financeiros não divulgados

Provedores de saúde e instituições de pesquisa

23andMe colabora com várias organizações de saúde e pesquisa:

• Escola de Medicina da Universidade de Stanford
• Universidade da Califórnia, São Francisco
• Escola de Medicina de Harvard

Tecnologia de testes genéticos e fabricantes de equipamentos de laboratório

Parceiro de tecnologia	Foco de colaboração
Ilumina	Tecnologia de sequenciamento genético
Thermo Fisher Scientific	Equipamentos de laboratório e suprimentos de testes genéticos

Empresas de privacidade e segurança cibernética de dados

A 23andMe faz parceria com empresas de segurança cibernética para proteger dados genéticos:

• Redes Palo Alto
• Crowdstrike

Centros de pesquisa acadêmica para estudos genéticos

Instituição de pesquisa	Foco na pesquisa
Broad Institute	Pesquisa de doenças genéticas
Clínica Mayo	Estudos de Medicina Genômica

Total de Pesquisa Parcerias em 2024: 15+ Acordos colaborativos em vários domínios

23andme Holding Co. (ME) - Modelo de Negócios: Atividades -chave

Testes genéticos pessoais e análise de DNA

A 23AndMe processa aproximadamente 1 milhão de testes genéticos anualmente. O kit de testes genéticos da empresa é vendido por US $ 99 para o Serviço de Ancestrais e US $ 199 para o Serviço de Ancestralidade da Saúde + a partir de 2024.

Tipo de teste	Preço	Volume anual
Serviço de Ancestralidade	$99	650.000 testes
Saúde + Serviço de Ancestralidade	$199	350.000 testes

Risco genético à saúde e relatório de ascendência

23andMe fornece relatórios de risco genético para mais de 10 condições de saúde, incluindo:

• Doença de Parkinson
• Doença de Alzheimer
• Doença celíaca
• Diabetes tipo 2

Pesquisa e desenvolvimento de insights genéticos

O investimento em P&D em 2023 foi de US $ 157,3 milhões, representando 36% da receita total da empresa.

Coleta de dados e gerenciamento de banco de dados genético

A 23AndMe mantém um banco de dados genético de mais de 14 milhões de clientes em todo o quarto no trimestre 2023.

Métrica do banco de dados	Número total
Total de perfis genéticos do cliente	14,200,000
Variantes genéticas únicas analisadas	1,300,000

Processamento e interpretação de informações genéticas do cliente

Tempo de processamento para testes genéticos individuais: 3-5 semanas. Custo médio de processamento computacional por teste: US $ 47.

• Tempo médio de processamento: 28-35 dias
• Custo de processamento por teste: $47
• Variante Genética Variante Variante Velocidade: 98.000 variantes por minuto

23andme Holding Co. (ME) - Modelo de Negócios: Recursos -Principais

Tecnologia de teste genético proprietário

23andMe se mantém 14 patentes concedidas e 20 pedidos de patente pendente Relacionado às tecnologias de testes genéticos a partir do quarto trimestre 2023. A plataforma de testes genéticos da empresa capas 1.500+ Riscos genéticos para a saúde e relatórios de status da transportadora.

Métrica de tecnologia	Valor quantitativo
Precisão dos testes genéticos	99.8%
Marcadores genéticos analisados	1,2 milhão
Iterações da plataforma de teste	7 versões principais

Grande banco de dados genético

23andMe mantém a Banco de dados genético de 13,6 milhões de clientes Em dezembro de 2023, representando um ativo intelectual significativo.

• Representação geográfica: clientes de mais de 50 países
• Cobertura de diversidade étnica: 80% de variação genética global
• Crescimento anual do banco de dados: aproximadamente 1,2 milhão de novos perfis

Recursos de bioinformática e análise de dados

A empresa emprega 287 biólogos computacionais e cientistas de dados com uma experiência média de 8,5 anos em pesquisa genética.

Capacidade de análise de dados	Medição quantitativa
Poder de processamento computacional	850 teraflops
Modelos de aprendizado de máquina	42 modelos de previsão genética ativos
Publicações de pesquisa anuais	24 estudos revisados ​​por pares

Experiência em pesquisa científica

23andme investiu US $ 156,4 milhões em P&D durante o ano fiscal de 2023, representando 38% da receita total da empresa.

Repositório de dados genéticos do cliente

O repositório de dados genéticos contém Mais de 80 petabytes de informação genômica, com protocolos de segurança robustos atendendo aos padrões HIPAA e GDPR.

• Criptografia de dados: padrão AES de 256 bits
• Taxa de consentimento do cliente: 92,3%
• Expansão anual de repositório de dados: 15 petabytes

23andme Holding Co. (ME) - Modelo de Negócios: Proposições de Valor

Avaliações personalizadas de risco à saúde

A 23andMe oferece relatórios de risco genético para a saúde, cobrindo mais de 10 condições genéticas de saúde, incluindo:

Categoria de condição	Número de relatórios de risco genético
Riscos de câncer hereditário	7 relatórios específicos
Status da operadora	43 Condições genéticas
Farmacogenética	14 relatórios de resposta à medicação

Ancestralidade e insights do patrimônio genético

Os serviços de quebra de ascendência genética incluem:

• Estimativas detalhadas de etnia
• Composição geográfica de ascendência
• Finder relativo de DNA

Banco de dados de ancestrais	Total de clientes
Total de clientes no banco de dados	14 milhões
Conexões genéticas identificadas	1,4 milhão de parentes em potencial

Identificação de predisposição genética potencial

A triagem de predisposição genética inclui:

• Avaliação de risco do diabetes tipo 2
• Marcadores genéticos de doença celíaca
• Fatores de risco genéticos de Alzheimer

Capacitar indivíduos com informações genéticas pessoais

Preço do Serviço de Informações Genéticas:

Nível de serviço	Preço
Saúde + Serviço de Ancestralidade	$199
Serviço de Ancestralidade	$99

Contribuindo para a pesquisa científica

Estatística de participação da pesquisa:

Métrica de pesquisa	Número
Clientes consentindo em pesquisa	80%
Colaborações de pesquisa	47 parcerias ativas
Artigos de pesquisa publicados	126 publicações revisadas por pares

23andMe Holding Co. (ME) - Modelo de Negócios: Relacionamentos do Cliente

Plataforma de autoatendimento on-line

A plataforma on-line da 23andMe processou 12,1 milhões de testes genéticos de clientes a partir do terceiro trimestre de 2023. A plataforma digital gera US $ 308,4 milhões em receita anual com uma taxa de interação de autoatendimento digital de 68%.

Métrica da plataforma	2023 dados
Total de contas de clientes	14,3 milhões
Taxa de engajamento da plataforma digital	68%
Duração média da sessão do usuário	22 minutos

Relatórios genéticos personalizados

23andMe fornece 6 relatórios de risco genético distintos de saúde e 12 relatórios de status de transportadora genética através de sua plataforma.

• Relatórios de predisposição de saúde: 6 categorias
• Relatórios de status da operadora: 12 condições genéticas
• Relatórios de composição de ascendência: cobrindo mais de 2.000 regiões geográficas

Suporte ao cliente e aconselhamento genético

Canal de suporte	Desempenho anual
Suporte de bate -papo online	94% da taxa de satisfação do cliente
Tempo de resposta de suporte por e -mail	Menos de 24 horas
Sessões de aconselhamento genético	3.500 consultas anuais

Engajamento da comunidade digital

A plataforma de pesquisa da 23andMe envolve 80% dos clientes em programas de pesquisa opcionais, com 500.000 participantes de pesquisa ativa.

Atualizações contínuas de informações genéticas

A empresa fornece atualizações trimestrais de relatórios genéticos, com uma média de 37 novas idéias genéticas adicionadas anualmente aos perfis de usuários individuais.

Atualizar métrica	Desempenho anual
Atualizações de relatórios genéticos	4 atualizações trimestrais
Novas idéias genéticas	37 por usuário profile
Insights orientados a pesquisas	85% derivados da participação na pesquisa de clientes

23andme Holding Co. (ME) - Modelo de Negócios: Canais

Plataforma online direta ao consumidor

A 23andMe opera uma plataforma on-line direta ao consumidor, com 6,8 milhões de clientes a partir do terceiro trimestre de 2023. A plataforma gerou US $ 243 milhões em receita em 2022.

Métrica da plataforma	Valor
Total de clientes	6,8 milhões
Receita anual (2022)	US $ 243 milhões
Tráfego do site	3,5 milhões de visitantes mensais

Aplicativo móvel

O aplicativo móvel 23andMe foi baixado 2,1 milhões de vezes com uma classificação de 4,5/5 em lojas de aplicativos.

• Compatibilidade para iOS e Android
• Relatórios de risco em saúde genética em tempo real
• Taxa de envolvimento do usuário: 68%

Site de comércio eletrônico

23andme.com processa aproximadamente 175.000 ordens de teste genético anualmente com um valor médio de ordem de US $ 129.

Marketing digital

Canal digital	Alcançar
Seguidores do Facebook	285,000
Seguidores do Instagram	142,000
Gastes de publicidade digital (2022)	US $ 37,6 milhões

Parcerias e farmácias de varejo

A 23andMe tem parcerias com locais selecionados de varejo, incluindo CVs e Walgreens, representando aproximadamente 15% do seu canal de vendas total.

• Locais de parceria de saúde do CVS: 9.500 lojas
• Locais de parceria da Walgreens: 8.965 lojas
• Contribuição do canal de varejo: US $ 36,5 milhões em 2022

23andme Holding Co. (ME) - Modelo de negócios: segmentos de clientes

Indivíduos preocupados com a saúde

A partir do quarto trimestre de 2023, a 23andMe relatou 14,3 milhões de clientes totais, com aproximadamente 5,6 milhões de clientes ativos interessados ​​em testes genéticos relacionados à saúde.

Demografia demográfica do cliente	Percentagem	Faixa etária média
Segmento consciente da saúde	39.2%	35-54 anos

Entusiastas da genealogia

O banco de dados de ancestrais da 23andMe contém informações genéticas de mais de 12,7 milhões de indivíduos em dezembro de 2023.

• Kit de teste de genealogia Preço: US $ 99- $ 199
• Gastos médios de clientes em pesquisa de ascendência: US $ 129,50

Pessoas interessadas em ascendência genética

Em 2023, os testes de ascendência genética representaram 42% da base total de clientes da 23andMe.

Distribuição geográfica	Porcentagem de usuários
Estados Unidos	68%
Canadá	12%
Países europeus	15%

Participantes da pesquisa

O programa de pesquisa da 23andMe inclui 80% dos clientes que consentiram em participar de estudos de pesquisa genética.

• Número de participantes da pesquisa: 11,4 milhões
• Parcerias de pesquisa: mais de 50 instituições farmacêuticas e acadêmicas

Consumidores proativos de saúde

Os testes genéticos relacionados à saúde compreenderam 33% dos segmentos totais de clientes da 23AndMe em 2023.

Tipo de avaliação de risco à saúde	Porcentagem de usuários
Risco de câncer	22%
Predisposições de saúde genética	45%
Status da operadora	33%

23andme Holding Co. (ME) - Modelo de negócios: Estrutura de custos

Despesas de pesquisa e desenvolvimento

Para o ano fiscal de 2023, a 23andMe relatou despesas de pesquisa e desenvolvimento de US $ 109,7 milhões.

Ano fiscal	Despesas de P&D	Porcentagem de receita
2023	US $ 109,7 milhões	78.3%
2022	US $ 126,5 milhões	82.1%

Manutenção de infraestrutura de tecnologia

Os custos anuais de infraestrutura de tecnologia e computação em nuvem foram de aproximadamente US $ 15,2 milhões em 2023.

• Despesas de serviço em nuvem: US $ 8,7 milhões
• Manutenção de hardware: US $ 4,5 milhões
• Licenciamento de software: US $ 2 milhões

Testes e processamento de laboratório

Os custos operacionais de laboratório para 2023 totalizaram US $ 42,3 milhões.

Categoria de custo	Quantia
Manutenção do equipamento	US $ 18,6 milhões
Materiais consumíveis	US $ 14,2 milhões
Salários da equipe de laboratório	US $ 9,5 milhões

Marketing e aquisição de clientes

As despesas de marketing para 2023 foram de US $ 37,8 milhões.

• Publicidade digital: US $ 22,5 milhões
• Campanhas promocionais: US $ 9,3 milhões
• Programas de referência de clientes: US $ 6 milhões

Segurança de dados e gerenciamento de conformidade

Os custos de conformidade e segurança de dados em 2023 totalizaram US $ 12,4 milhões.

Categoria de despesa de segurança	Quantia
Infraestrutura de segurança cibernética	US $ 6,2 milhões
Conformidade regulatória	US $ 4,7 milhões
Consultoria de proteção de dados	US $ 1,5 milhão

23andme Holding Co. (ME) - Modelo de Negócios: Fluxos de Receita

Vendas de kit de teste de DNA

A partir do terceiro trimestre de 2023, a 23andMe relatou 6,4 milhões de clientes cumulativos. Preço médio do kit de teste de DNA: US $ 99 a US $ 229.

Tipo de produto	Faixa de preço	Estimativa anual de receita
Kit de ancestralidade	$99	US $ 50-75 milhões
Saúde + kit de ancestralidade	$229	US $ 100-150 milhões

Relatórios de saúde genética

A 23andMe oferece relatórios genéticos de risco à saúde, com preços entre US $ 99 e US $ 199. Reportou 2022 Relatório de Saúde Receita: US $ 43,4 milhões.

Parcerias de pesquisa farmacêutica

As principais parcerias farmacêuticas incluem:

• GSK (GlaxoSmithKline): US $ 300 milhões em investimentos iniciais em 2018
• Almirall: colaboração para pesquisa de tratamento de psoríase
• Genentech: parcerias de pesquisa genética

Licenciamento de dados genéticos anonimizados

Receita de licenciamento de dados genéticos para 2022: aproximadamente US $ 22,3 milhões.

Tipo de dados	Faixa de preço de licenciamento	Receita anual
Dados genéticos anonimizados	$ 50- $ 500 por conjunto de dados	US $ 15-25 milhões

Serviços de insights genéticos baseados em assinatura

A 23andMe lançou o serviço de assinatura premium em 2023. Preços de assinatura: US $ 29,99- $ 49,99 por ano.

• Assinantes estimados: 50.000-100.000
• Receita anual de assinatura: US $ 1,5-5 milhão

23andMe Holding Co. (ME) - Canvas Business Model: Value Propositions

Personalized health and ancestry insights from a single saliva test remain the core value proposition for 23andMe Holding Co. The company provides reports based on genotyping, which includes Ancestry Composition, Ancestry Detail Reports, Maternal & Paternal Haplogroups, and Neanderthal Ancestry. The service is the first and only direct-to-consumer DNA service with multiple health reports that have received FDA clearance.

The shift toward recurring revenue is a key part of the current model. In the second quarter of fiscal year 2025, subscription revenue accounted for 21% of total revenue, more than double the 9% recorded in the prior-year quarter. This recurring stream is driven by the 23andMe+ tiers, which offer ongoing reports and features.

Membership Tier	Key Features/Reports	Renewal Price (Annual)
23andMe+ Premium	100+ genetic insights, Health action tools, Advanced Ancestry insights	$69/yr
23andMe+ Total Health	Exome sequencing, Biannual blood testing (55+ biomarkers), Clinician access, Biological Age tracking	$499/yr

Telehealth access is expanding to offer genetics-informed preventive care. 23andMe Holding Co. announced the initiation of a large-scale genetic research study to pinpoint the genetic factors driving the efficacy and side effects of GLP-1 medications. Furthermore, the company planned to launch a GLP-1 weight loss telehealth membership on the Lemonaid Health platform by the end of the month following Q1 FY25 results, enabling members to receive prescriptions for brand-name or compounded semaglutide medications.

The unparalleled scale of genetic data is the backbone for biopharma drug target identification, even after the end of the exclusive collaboration term with GlaxoSmithKline (GSK) in July 2023. The company's research platform is built on the genetic data of over 15 million genotyped individuals. This massive dataset is considered a 'gold mine' for identifying genetic associations with diseases and traits, supporting drug discovery efforts.

Democratizing access to genetic information is supported by the sheer volume of users and the depth of reporting available. The database holds the genetic data of 15 million people. The Total Health offering enhances this by including exome sequencing, which analyzes a portion of DNA to detect 200x more disease-causing variants compared to standard genotyping.

• The company's Q3 FY25 Consumer Services Revenue was $39.6 million.
• PGS membership services revenue grew by $4.6 million in Q3 FY25 compared to the prior year quarter.
• Total Health members receive analysis of 55+ blood biomarkers.
• Members have access to over 30 genetic Polygenic Risk Score (PRS) reports.

Finance: draft 13-week cash view by Friday.

23andMe Holding Co. (ME) - Canvas Business Model: Customer Relationships

The relationship with the consumer base for 23andMe Holding Co. centers on a mix of automated digital interaction, recurring membership value, and high-touch research collaboration.

Automated, self-service platform for initial kit purchase and results delivery.

The initial customer acquisition relies on the direct-to-consumer model, though Consumer Services Revenue saw a decrease, with revenue of $39.6 million in Q3 of FY25 compared to $42.9 million in Q3 of FY24. This decrease was driven by a $6.4 million drop in PGS revenue due to lower kit sales volume and lower average selling prices for kits. As of March 31, 2024, 23andMe Holding Co. had approximately 15.1 million customers. Following the 2023 cyber incident, the class action settlement alleged exposure of personal and genetic information for about 6.4 million U.S. customers.

Subscription-based, continuous engagement for 23andMe+ Premium and Total Health members.

23andMe Holding Co. is actively prioritizing recurring revenue streams to stabilize the business model, which historically relied on one-time kit purchases. Membership services revenue growth is a key focus area, having more than doubled from the prior year quarter in Q2 FY25.

Metric	Value/Period	Context/Date
Membership Services Revenue Share of Total Revenue	21%	Q2 Fiscal Year 2025 (FY25 Q2)
Membership Services Revenue Share of Total Revenue (Prior Year)	9%	Q2 Fiscal Year 2024 (FY24 Q2)
Growth in PGS Membership Services Revenue	$4.6 million	Q3 FY25 vs. Q3 FY24
Total Health Key Biomarkers	55+	Bi-annual lab tests included
Available Genetic Polygenic Risk Score (PRS) Reports	Over 30	For 23andMe+ members

The Total Health offering now includes a Biological Age feature for members to monitor physiological aging over time.

Dedicated Customer Care Team for support and inquiries.

Customer support interactions are necessary, especially given past events affecting trust. Anecdotal customer feedback from early 2025 suggested that calling the customer service line resulted in repeating prompts, though the chat function was reported as 'ok' even with a queue of 41 people. The company is also managing claims related to the 2023 data breach, with a total settlement fund of $50,000,000.

AI chatbot DaNA for easier interpretation of health results.

23andMe Holding Co. launched its first AI chatbot, named "DaNA," to help customers more easily identify key health and other important results from their genetic data.

High-touch, B2B relationship management for research and biopharma partners.

The research partnership business remains a focus, though its revenue contribution is currently small following the conclusion of the GSK collaboration exclusivity term in July 2023. Research services revenue accounted for approximately 3% of total revenue for FY25 Q1. In Q3 FY25, 23andMe Holding Co. recognized $19.3 million of non-recurring research services revenue related to the 2023 GSK Amendment. The company also launched a GLP-1 weight loss telehealth membership on the Lemonaid Health platform, enabling prescription of semaglutide medications.

• The company implemented a 40% reduction in force with anticipated cost savings of more than $35 million annually.
• The company announced a collaboration with Nightingale Health to pilot a metabolomics blood biomarker panel with a cohort of 23andMe+ members.

Finance: draft 13-week cash view by Friday.

23andMe Holding Co. (ME) - Canvas Business Model: Channels

You're looking at the channels for 23andMe Holding Co. (ME) as the company navigated a Chapter 11 bankruptcy filing in March 2025 and subsequent asset acquisition by TTAM Research Institute in July 2025. The channels reflect a business model under severe transition, focusing on recurring revenue streams while core transactional sales declined.

Direct-to-Consumer (DTC) e-commerce via the 23andMe website

The primary historical channel for Personal Genome Service (PGS) kit sales and subscription services remains the 23andMe website. However, the financial performance shows strain on this direct channel.

For the third quarter of fiscal year 2025 (FY25 Q3), which ended December 31, 2024, Consumer Services Revenue-which includes PGS kits and membership services-was $39.6 million, marking an 8% decrease compared to the prior year quarter's $42.9 million. This decline was specifically attributed to lower kit sales volume and lower average selling prices for the PGS product line.

The strategic pivot focused on recurring revenue is evident here:

• Membership services revenue growth partially offset the decline in transactional PGS revenue.
• Membership services revenue represented 21% of total revenue in Q2 FY25.
• This was a significant increase from representing only 9% of total revenue in the prior year quarter (Q2 FY24).

As of September 30, 2024, 23andMe had accumulated approximately 15.1 million customers across all services.

Retail stores (physical and online) for PGS kit sales

While the DTC website is central, retail presence supports broader market penetration. The performance across geographic markets, which utilize these channels, showed divergence in late 2024.

Geographic revenue performance for the three months ended December 31, 2024, highlights channel effectiveness outside the core US DTC site:

Region	Revenue Change (YoY)	Context
United Kingdom	Increase of 903.23%	Significant market expansion or one-time event.
Canada	Decrease of approximately 32.91%	Underperformance in that specific retail/online market.

The United States remains the major market, holding approximately 55% of the US consumer genomics market share in 2025.

Lemonaid Health mobile app and web platform for telehealth services

The Lemonaid Health platform served as a key channel for telehealth services, including the launch of a GLP-1 weight loss membership in late 2024. However, the channel's future was curtailed following the bankruptcy proceedings.

The service was explicitly noted as not part of the sale to Regeneron Pharmaceuticals in May 2025, and 23andMe stated it would be wound down. Telehealth revenue specifically saw a decrease of $1.5 million in FY25 Q3 compared to the prior year quarter.

Scientific conferences (e.g., NeurIPS 2025) for research dissemination and partner acquisition

This channel is less about direct sales and more about B2B/Research Services engagement, crucial for leveraging the genetic database post-GSK collaboration. While specific 2025 conference attendance numbers aren't public, the research dissemination efforts continued into late 2025 under the new ownership structure.

Research dissemination activities reported in late 2024/early 2025 included:

• Presenting posters for therapeutics programs 23ME-00610 and 23ME-01473 at the American Association for Cancer Research (AACR) annual meeting.
• Publishing a large genetic study on sickle cell trait in collaboration with the National Institutes of Health and Johns Hopkins University School of Medicine.
• Launching a large-scale lung cancer study aiming to enroll 10,000 patients, having already enrolled more than 1,000 as of late 2024.
• The research institute later released data on over 250+ High-Resolution African Genetic Groups in November 2025.

Research services revenue was minimal, accounting for approximately 3% of total revenue in Q1 FY25.

23andMe Holding Co. (ME) - Canvas Business Model: Customer Segments

You're looking at the core groups 23andMe Holding Co. (ME) targets to generate revenue and data assets in late 2025. The customer base is definitely split between direct consumers and institutional partners.

Direct-to-Consumer (DTC) individuals, typically aged 35-65, interested in ancestry and health.

The Personal Genome Service (PGS) kit sales remain a primary driver, though facing headwinds. Consumer services, which bundle PGS, telehealth, and membership, represented approximately 97% of total revenue in Q1 Fiscal Year 2025 (ending June 30, 2024). However, Q3 Fiscal Year 2025 (ending December 31, 2024) saw Consumer Services Revenue at $39.6 million, an 8% lower figure compared to the prior year quarter. This decline was driven by a $6.4 million decrease in PGS revenue due to lower kit sales volumes and lower average selling prices. Geographically, the United States accounts for approximately 55% of the direct-to-consumer genetic testing market share in 2025, while North America holds a 46.7% share of the global consumer genomics market for the same year. The company has faced significant retention challenges, with many customers purchasing the kit only once.

The company's customer base is also segmented by their engagement level, moving toward recurring revenue:

• Access to over 30 genetic Polygenic Risk Score (PRS) reports is available to members.
• Membership services revenue grew by $4.6 million in Q3 FY25 compared to the prior year period.
• Membership services represented 21% of total revenue in Q2 FY25, up from 9% in the prior year quarter.
• The 23andMe+ Premium annual membership price was reported at $69.
• The Total Health offering includes exome sequencing and biannual blood testing.

Biopharmaceutical companies and research institutions seeking genetic data for R&D.

This segment, categorized as Research Services revenue, accounted for only about 3% of total revenue for Q1 FY25. The prior year's revenue was significantly impacted by the conclusion of the exclusive collaboration term with GSK in July 2023. Under a 2023 amendment, GSK paid $20 million for a one-year license to the database insights. The initial high-profile partnership with GSK involved a $300 million equity investment. However, as of Q3 FY25 reporting, 23andMe Holding Co. discontinued its Therapeutics business to reduce expenses.

Here's a quick look at the financial context surrounding the research segment:

Metric	Value (Q1 FY25 Ending 6/30/2024)	Value (Q3 FY25 Ending 12/31/2024)
Total Revenue	$40 million	$60.3 million
Research Services Revenue Share	Approximately 3%	Non-recurring revenue recognized: $19.3 million
Cash and Cash Equivalents	$170 million (as of 6/30/2024)	$79.4 million (as of 12/31/2024)

Telehealth users seeking convenient, genetics-informed medical care, defintely for weight loss.

The Lemonaid Health platform supports the Telehealth offering within the Consumer & Research Services segment. Telehealth orders contributed to lower consumer revenue in Q1 FY25. Specifically, Telehealth revenue saw a $1.5 million decrease in Q3 FY25 compared to the prior year quarter. The company announced plans to launch a GLP-1 weight loss telehealth membership on the Lemonaid Health platform by the end of August 2024, allowing members to be prescribed semaglutide medications.

23andMe Holding Co. (ME) - Canvas Business Model: Cost Structure

You're looking at the hard costs 23andMe Holding Co. (ME) is managing as it pivots its focus. The cost structure reflects a significant shift away from high-risk, high-cost ventures toward core consumer services and data monetization.

High Cost of Revenue for PGS Kits (Lab Processing, Materials, Shipping)

The core Personal Genome Service (PGS) kit business carries inherent variable costs tied directly to volume. While specific Cost of Goods Sold (COGS) for kits isn't explicitly broken out in the latest reports, the impact on revenue is clear. For the third quarter of Fiscal Year 2025 (FY25 Q3), Consumer Services Revenue, which includes PGS, Telehealth, and membership, was 39.6 million USD, an 8% decline year-over-year. This decline was driven by a 6.4 million USD decrease in PGS revenue alone, attributed to lower kit sales volume and lower average selling prices. This shows that the cost to produce, process, and ship these kits directly pressures the gross profit margin when sales volume drops.

Significant Reduction in Research and Development (R&D) Expenses After Discontinuing Therapeutics

The decision to discontinue the Therapeutics division was a major cost-cutting measure. This move was intended to reduce expenses significantly, especially R&D spend previously associated with drug development. For FY25 Q3, the net loss from discontinued operations (Therapeutics) was 18.8 million USD. This was partially offset by lower personnel-related expenses and a significantly reduced lab-related R&D spend. The shift meant opting for a royalty structure on certain GSK partnered programs, leading to a significant reduction in collaboration expenses compared to prior periods.

Operating Expenses Reduced by a 40% Workforce Reduction

The company aggressively streamlined its overhead. 23andMe Holding Co. implemented a 40% reduction in force, cutting about 200 positions. This restructuring was designed to achieve annualized cost savings of more than 35 million USD annually. The impact on reported operating expenses is stark when comparing recent quarters to the prior year. Operating expenses for FY25 Q3 were 68.2 million USD, a massive drop from 282.6 million USD in the same period the prior year. Even looking at Q2 FY25, operating expenses were 84 million USD, down from 101 million USD the prior year. These personnel-related savings, including non-cash stock-based compensation expenses, were the primary driver for the reduction. However, this came with one-time costs, with the company expecting to incur approximately 12 million USD primarily related to severance and termination costs.

Legal and Settlement Costs Related to the 2023 Data Security Incident

The fallout from the 2023 data security incident created a material liability. The total proposed U.S. class-action settlement fund was increased to 50 million USD, up from an initial 30 million USD. This 50 million USD settlement received preliminary approval from a Missouri bankruptcy court on September 5, 2025. Separately, a proposed Canadian class-action settlement was reported at approximately 4.49 million CAD, or 3.25 million USD before legal fees.

Marketing and Sales Expenses to Drive Consumer Kit Sales and Subscription Growth

While marketing spend was reduced in Fiscal Year 2024 to boost margin, the current focus is on driving higher-margin recurring revenue. Membership services revenue growth is a key counterpoint to falling kit sales. In FY25 Q2, membership services revenue increased, representing 21% of total revenue, up from 9% in the prior year quarter. This indicates a strategic shift in spending priorities toward customer retention and subscription value rather than purely top-of-funnel kit acquisition, though marketing spend remains a component of operating expenses.

Here's a quick look at the key cost structure movements for recent quarters:

Metric	FY25 Q1 Value (USD)	FY25 Q2 Value (USD)	FY25 Q3 Value (USD)
Operating Expenses	92 million	84 million	68.2 million
Prior Year Operating Expenses	140 million	101 million	282.6 million
Annualized Cost Savings from Workforce Reduction	More than 35 million
One-Time Restructuring Costs	Approximately 12 million

23andMe Holding Co. (ME) - Canvas Business Model: Revenue Streams

You're looking at the revenue streams for 23andMe Holding Co. (ME) as of late 2025, focusing on the most recent reported figures from fiscal year 2025. The business model is clearly shifting focus toward more predictable, higher-margin recurring revenue, though one-time research milestones still provide significant boosts.

The Personal Genome Service (PGS) kit sales remain a core, albeit volatile, component, representing the one-time revenue stream from new customer acquisition. For the third quarter of fiscal year 2025 (FY25 Q3), which ended December 31, 2024, the revenue from PGS itself saw a decline. Specifically, PGS revenue dropped by $6.4 million compared to the prior year quarter, driven by lower kit sales volume and lower average selling prices for the kits.

The pivot to recurring revenue is evident in the subscription segment. Subscription revenue from 23andMe+ membership services showed strong growth momentum. In the second quarter of fiscal year 2025 (FY25 Q2), membership services revenue grew to represent 21% of total revenue, up from 9% in the prior year quarter. This focus continued into Q3 FY25, where PGS membership services revenue grew by $4.6 million year-over-year, partially offsetting the decline in one-time PGS sales and Telehealth.

Research services revenue is characterized by large, non-recurring milestone payments, though the company has since restructured its Therapeutics arm. For FY25 Q3, 23andMe recognized $19.3 million of non-recurring research services revenue pursuant to the 2023 GSK Amendment. This amount represented substantially all remaining revenue associated with that amendment, and the cash for this was actually received in Q3 FY24. The company has since discontinued its Therapeutics business to reduce expenses, opting instead for a royalty structure on partnered drug programs.

Telehealth service fees via the Lemonaid Health platform also contribute to consumer services revenue, but this stream also faced headwinds. In FY25 Q3, Telehealth revenue saw a decrease of $1.5 million compared to the prior year quarter due to lower orders. The company had announced plans to launch a GLP-1 weight loss telehealth membership on the Lemonaid Health platform by the end of Q1 FY25.

Here's a quick look at the key revenue components from the Q3 FY25 results, showing the impact of the non-recurring research event:

Revenue Stream Category	FY25 Q3 Amount (USD)	Year-over-Year Change/Note
Total Revenue	$60.3 million	Up 35% YoY (driven by non-recurring event)
Consumer Services Revenue (Total)	$39.6 million	Down 8% YoY
PGS Membership Services Revenue Growth	$4.6 million	Increase YoY
Non-Recurring Research Services Revenue (GSK)	$19.3 million	Recognized in Q3 FY25
PGS Revenue Change (Component of Consumer)	Decrease of $6.4 million	Due to lower kit sales/ASPs
Telehealth Revenue Change (Component of Consumer)	Decrease of $1.5 million	Due to lower orders

The company's strategy emphasizes the shift to recurring revenue streams, as evidenced by the growth in membership services, even as the one-time kit sales and research milestones fluctuate. The structure now relies on:

• Personal Genome Service (PGS) kit sales (one-time revenue).
• Subscription revenue from 23andMe+ membership services, which hit 21% of total revenue in Q2 FY25.
• Research services revenue from biopharma partnerships, including the $19.3 million non-recurring recognition in Q3 FY25.
• Telehealth service fees via the Lemonaid Health platform.
• Royalty payments from partnered drug programs (post-restructuring).

Finance: draft 13-week cash view by Friday.