23andMe Wants to Take Its DNA Tests Mass-Market

For 23andMe, convincing consumers to spit out their DNA has become a race against time. In 2007, when the Silicon Valley startup hit the market with a $999 genetic test offering, it seemed like an esoteric and largely disease-focused product. Now, as rivals hawk DNA tests as a tool for finding dates and detecting drug risks, 23andMe is trying to morph into a more mainstream lifestyle brand.

Dropping its price to $99 late last year, which doubled its database to about 400,000 customer profiles, was just the start. The company has former Gilt Groupe exec Andy Page in the new role of president and ran its first national ad campaign last month. On Sept. 30, it will launch a massive open online course on human genetics titled “Tales from the Genome,” with Udacity.