Your DNA belongs to you.
Not us. Not our partners. Not the highest bidder. You decide if your data is used, how it's used, and whether it stays with us at all.
"Recent industry events brought one thing into focus: your data deserves real care."
You should expect clarity, control, and honesty from any company you hand sensitive information to. No company deserves blind trust, least of all in this space.
We've spent over a decade helping people understand their genetics. Our position has never changed: your DNA belongs to you. We don't monetise it. We have no interest in it as a commercial asset. We're interested in one thing: using it to advance science and help you understand your body better.
That only works if we've earned your trust. We intend to keep doing that.
Always in your control.
We never sell your data
Our business model relies on generating value for you, not from you.
We never share without consent
Your personal data is never shared with third parties except where necessary to deliver your results to you, where required by law, or where you have given your explicit opt-in consent.
Delete anytime, no friction
Changed your mind? Erase everything from your account, securely and permanently, right down to our backups.
Your DNA stays yours
You decide if your data is used, how it's used, and whether it stays with us at all. The choice is always yours.
To make your experience better.
We use your data to sharpen the insights and recommendations we give back to you, and to improve the research that underpins them. Occasionally that includes collaborating with academic and industry partners — always anonymised and always with your consent.
- We work exclusively with high-calibre institutions whose research expertise directly relates to what we do, including the Universities of Oxford, Loughborough and Birmingham, and a small number of established healthcare and life-science partners.
- Every partnership requires your opt-in consent and passes formal ethical review.
- We publish the findings, including those that challenge our own approach.
Privacy by design.
Not bolted on as an afterthought — built into how our platform works, and continuously reviewed as standards evolve.
Once analysis is complete, your saliva sample is destroyed and never stored.
Personal and genetic data is encrypted (AES-256) and held on separate, access-controlled servers.
Everything beyond delivering your results — research, data sharing, marketing — requires your active consent.
You can access, download, or delete your data at any time via your member account settings.
Verified to international standards.
From laboratory analysis to data security, our standards have been verified by independent bodies.
Independently verified quality controls and processes.
Laboratory partner, medical-grade quality management.
Read the promise in full.
Every detail of how we collect, use, store and protect your data — in plain English.
Read the full Privacy Policy →