Thursday, 17 October 2019

LivingDNA launches new platform and products

LivingDNA ( has completely revamped its online platform from today, and also launched new product ranges.

The following are the press releases for the new products:


Popular Direct-To-Consumer DNA Service Fills Gap Left By Others In Affordability and Privacy

Somerset, UK, October 17 -- Living DNA, the global direct-to-consumer genealogy DNA service that does not sell or share customers’ DNA or data with third parties, today announced their entry into the health sector. In addition to the new Living DNA Wellbeing kit for $129, a $49 Starter DNA Kit is also available designed for the billion people who could benefit from DNA testing but are unsure of which part of testing they want.

The Starter Kit is a taster experience including a high-level global view of your ancestry, the ability to find DNA matches with people across the world, wellbeing reports focused on supporting your diet and exercise and the analysis of over 700,000 areas of your DNA code. Once you’ve taken your test you can select deeper insights and reports.

Living DNA has also overhauled its customer results platform and introduced a new Wellbeing Kit experience for users, aiming to cut down 80% of illness and disease that is lifestyle-related. Unlike
other firms that focus on health conditions, Living DNA is first exploring areas of your life influenced by your DNA where a customer can make changes which can lead to a greater quality of life.

David Nicholson, co-founder advises “Before we launched Living DNA, we always felt and understood that the power DNA offers people an opportunity to enjoy a greater quality in their lives. This comes not only from enriching relationships with your family but also understanding the way your body responds to different diets and exercises. By looking at the whole picture, it's possible to move from the era of post cause treatment to true preventative medicine.”

Co-Founder Hannah Nicholson shares that, “We are the people’s DNA company in terms of privacy and affordability. We see it as our responsibility to make sure everyone has access to information in a way that can truly transform their lives. Each of us has the power to take charge of our wellbeing with simple changes that could save healthcare systems around the world billions of dollars, cut waiting lists for critical care and spark GDP increases.”

The firm is building on its foundation as one of the leading companies that provides ancestry testing services worldwide with a mission of making sure each customer is in charge of their own DNA, and
never doing anything with a customer’s DNA information that they have not requested.


Company Overall

Living DNA’s range of easy to use DNA testing kits makes DNA testing accessible, private and secure to everyone across the world, from a simple mouth swab. Through our advanced ancestry reports, we help you unravel stories about your past, designed to enrich your family life and help you celebrate a shared past together. Our range of wellbeing reports shines a light on areas of nutrition and fitness to help improve your overall quality of life today and for the future.

The reports are not only simple to understand but often include actionable steps you can take in your life provided by relevant experts. No matter which Living DNA kit you choose, your privacy and security is our top concern and we only ever do what you ask us to do with your DNA.

Our starter kit costs just $49 USD giving you a taster into the ancestry and wellbeing experience with the full ancestry at $99, the full wellbeing test at $129 and a bundle including both the wellness and ancestry kits at $179. Existing Living DNA customers will be able to upgrade their accounts in mid-november 2019 to purchase the full Wellbeing experience for a reduced rate of $49 (normally $69) until December 31st 2019.

Starter Kit - $49/£49

The Living DNA starter kit, covering ancestry and wellbeing, is the best value DNA kit available. It’s perfectly designed for people who’ve heard about DNA testing but are unsure about which type of test to take. It gives you a taster experience of what is possible through a simple mouth swab. You can see:

● Your global ancestry breakdown across continents
● The ability to find people around the world who you share DNA with
● A nutrition report determining if your genetics indicate that you are prone to Vitamin D deficiency
● The type of exercise your muscles respond to best

The test includes a broad analysis of your DNA but if you want to explore a deeper or wider range of reports, a simple one-click process will unlock the next step in your DNA adventure.

Upgrades - Starter kit customers can upgrade to the ancestry experience for $49 and the wellbeing experience for $69.

Ancestry Kit - $99/£99

Living DNA’s ancestry experience is the most advanced in the industry, working to determine not only the countries where your ancestry is from, but where possible, sub-regions within those countries. The result is a DNA kit with the greatest number of DNA-based regions and sub-regions compared to any other in the industry. You will:

● Experience your ancestry at different points through history
● Uncover people who genetically match with you and are part of your ‘extended family’
● Learn about areas of the world where people live today who share your DNA
● Receive your recent ancestry report showing the countries and, where available, subregions your ancestors are from over the past 1000 years
● Delve into your extended ancestry exploring the migration paths your ancestors took out of Africa 80,000 years ago through today

This complete view of your ancestry is delivered through an intuitive interactive online platform as well as an optional hardcover personalized coffee table book for $69.00.

Ancestry kit customers will be able to upgrade to the full wellbeing experience for $69.

Wellbeing Kit - $129/£129

Living DNA’s wellbeing experience is designed to cast a light on your unique genetics that play a part in your quality of life. Discover how through understanding your body, it may be possible to improve the quality of your life by making adjustments to your diet and exercise.

Living DNA provides you with reports that indicate how your body responds to lifestyle-related analysis such as:

● How your body responds to different vitamins
● How your body breaks down foods to which your body may be sensitive to such as gluten or lactose
● How your body responds to different types of fitness.
● How we can help you understand what type of exercise best supports your body, for instance, DNA can indicate if you are better suited to running and sprinting or weight and circuit training.

Using a simple mouth swab, your DNA is analysed on the unique Living DNA system that allows us to provide a range of advanced reports focused around your goals. From weight management, vitality and digestion to strength and stamina, you will discover how genetically, your body breaks down different vitamins, food types and the exercise program that can support you. Understand the role genetics plays with your lifestyle choices and how you can optimise your wellbeing.

Customers who order at launch will also receive a complimentary 180-day updates package worth $39 that provides new reports as we release them.

Upgrades - Wellbeing kit customers can upgrade to the ancestry experience for $49.
Wellbeing + Ancestry kit- $179/£179

For our most complete experience, the combined wellbeing and ancestry DNA kit brings all the benefits of the two detailed products together at an incredible price. The combined DNA kit will enable you to understand the full depths of your ancestry, bringing family stories to life and unlocking goal-orientated wellbeing reports that help you to live a greater quality of life.

(With thanks to David Nicholson at LivingDNA)


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