Since the launch of DNA testing service 23andMe, around 10 million people have spit a half-teaspoon of saliva into a 23andMe plastic tube and mailed it in to get their ancestry or health-risk results. Nearly 5 million customers did so last year alone, generating an estimated $475 million in revenue for the company, which has yet to turn a profit. It’s also made CEO Anne Wojcicki (No. 33 on this year’s list of Richest Self-Made Women) worth an estimated $690 million, almost entirely from her roughly 30% stake in 23andMe, which is valued at $2.5 billion by investors.
While it might make interesting cocktail conversation to reveal that you are 5% Scandinavian and have a genetic disposition to sneeze in the sun, 23andMe’s ambitions are much grander.