Vitals: Founded 2006, Peak Valuation $6 B , IPO 2021 at $3.5 B

March 2025: filed Chapter 11 in Delaware, Winning bid: Regeneron $256 M (pending)

What Went Right

  1. First to ship consumer DNA-in-a-box; 14 M kits sold.
  2. $300 M R&D pact with GSK to mine genetics for new drugs.

Where the Blood Flow Stopped

  1. One-and-done model – after “12 % Scandinavian,” users had no reason to re-buy.
  2. 2023 data breach – 6.9 M records exposed; $30 M in settlements. Trust evaporated.
  3. Drug gambit too slow – R&D pay-off ≥ 10 years; consumer cash dried up first.
  4. Public-market mismatch – SPAC investors wanted quarterly growth, not science projects; share price –99 %.
  5. No true pivot – doubled down on failing playbook while burn continued.

Prescription

✅ Create recurring value before chasing moonshots (think proactive health insights, not ancestry trivia).

✅ Treat privacy as a product feature—breaches kill consumer biotech faster than competition.

✅ Balance horizons—pair long-cycle bets (drug discovery) with near-term revenue engines.

One Take-away

“Keep the trust battery full before adding new gadgets.”

****Do it this week:

  1. List one thing that makes customers trust you (data safety, uptime, service).
  2. Run a quick “trust test” (penetration scan, mystery shopper, NPS pulse).
  3. Fix any leak before you ship the next shiny add-on.

Got a unicorn you want on next Sunday’s slab? Drop it below 👇

Disclaimer: This analysis is based on public info and my own interpretation; facts may evolve and any errors are mine alone.