23andMe - DNA Testing
82
Quality Score
Excellent
23andMe - DNA Testing
High confidence
✍️ bumetric analysis
“
23andMe - DNA Testing is an iOS app from 23andMe, Inc. in the Health & Fitness category, currently rated 4.8★ across 552,233 ratings. Initial signal reads as mixed reviews: supporters praise core features while critics cite stability and value gaps.
Quality Score is 82: Excellent (strong product-market fit). For a Health & Fitness app, that means strong product-market fit. The full BU Investment Matrix below scores 8 dimensions including monetisation, growth, and operational risk.
Track changes month-over-month in the Performance section below: live snapshot history and revenue forecast included.
💰 Monthly revenue · now vs forecast
● Right now
$1.2M
per month
→
12-mo forecast
$1.3M – $2.0M
per month
→
24-mo forecast
$1.5M – $2.8M
per month
BIG tier
💡 Grow this revenue
Free AI audit of this app’s store listing
- Title & subtitle keyword fit
- Description hook & conversion structure
- Screenshots, ratings, reviews strategy
Typical impact: +2-5× organic installs
📊 Performance Tracking LIVE
Loading…
Rating
—
Reviews
—
Forecast Revenue / mo
—
Snapshots tracked
0
since first record
🤖Also on Android
$1.4K/mo · 54K ratings · 4.7★
View →
ONE-TIME · BUILD
💰 Estimated build cost
$100K
↳ What it cost to build · not monthly revenue
Likely range $75K – $135K
$25K · MVP floor
$100K · indie scale
$500K+ · studio build
📈
Pays back in ~1.6y at current MRR
Synthetic estimate. Inputs: category complexity, file size, screen count, monetization layer, platform reach, age × team-size proxy. Calibrated against 2024-2026 indie-agency rate surveys. Full math + source list on /methodology.
Where the money goes
| 🧱 MVP baseline (design + 1-store ship) | +$28K |
| 📱 5 unique screens × $4.5K | +$22K |
| 📦 Asset bundle (105 MB) | +$22K |
| ⚙ Health & Fitness complexity ×1.40 | +$29K |
Total estimate
$100K
ONE-TIME · EXIT VALUE
💵 Estimated acquisition value
$100K
↳ What it would sell for · not monthly revenue
Marketplace range $75K – $125K · 20× MRR multiple
💸
~1.0× build cost (break-even+)
Synthetic estimate. Multiple band derived from ad-supported + age, rating quality, category demand, and user-base maturity. Calibrated against 2024-2026 indie-app-marketplace closed-deal medians. Full math + comparable deal list on /methodology.
How the multiple was built
| 📺 Ad-supported base | 15× MRR |
| ⭐ ★ rating ≥ 4.7 (premium) | +15% |
| 🏷 Health & Fitness category multiple | +10% |
| ⭐ Mature user base (100K+ ratings) | +5% |
Final multiple
20× MRR
👥 Estimated audience size
38.5M
Lifetime downloads (US-equivalent)
Monthly active
8.4M
Daily active
3.0M
Synthetic estimate from ratings × category benchmarks. Calibrated against 2024-2026 mobile-attribution retention + DAU/MAU reports. Numbers are US-storefront-equivalent — true global audience can be 5-10× larger for international apps. Full math + source list on /methodology.
How we sized it
| 📲 Health & Fitness engagement | ~70 installs / rating |
| 🔁 Health & Fitness D30 retention | 22% |
| 📍 DAU / MAU stickiness | 0.35 |
DAU / MAU
35% sticky
🔬
How we forecast this revenue
MEDIUM CONFIDENCEBaseline
$1.2M/mo · ML-estimated from 234 triggers
Growth rate
+2.5% MoM · BIG tier baseline (compound monthly)
6 months
$1.2M – $1.6M
12 months
$1.3M – $2.0M
24 months
$1.5M – $2.8M
Compound growth at +2.5% MoM (tier baseline for BIG). Range widens with horizon — typical noise band ±15% at 6mo.. Ranges widen with horizon — distant futures carry more uncertainty.
📊
BU Investment Matrix
Concerning · 53/100BIG TIERbelow benchmarksGrowth Velocity
5.0
Founder Strength
4.7
Product Quality
9.6
Revenue Strength
6.1
Monetization Maturity
1.0
Defensibility
4.5
Market Position
1.5
Operational Safety
10.0
- 💰 Revenue: Healthy — $480K - $2640K/mo · BIG tier · medium-low confidence, trajectory unclear.
- ⭐ Quality: 4.81★ across 552,233 reviews — exceptional (top 1% in category).
- 📍 Market: Not yet charting in any of the 9 monitored markets.
- 📈 Growth: Insufficient signal to assess trajectory.
- ⚠️ Risk: Low — no material risk signals detected.
🎯 For competitors: Mixed picture. Worth competing if you have a clear UX or pricing edge — otherwise crowded segment.
💵 For acquirers: Estimated asking range 18-32× monthly = $21.6M-$38.4M.
Composite of 8 dimensions computed deterministically from public signals — no LLM, every score traces back to a measurable input. Default weights shown; "compete" / "acquire" / "invest" lenses re-weight without re-fetching.
Range:
💰 Forecast Revenue / mo
MODELRevenue forecast computed from BU's 234 trigger model on each snapshot. Calibrated against ground-truth from 58 verified-revenue apps.
🔬Forecast Breakdown — Why This Estimate?Top 12 of 12 triggers
Our ML model uses 200+ signals from public data. These are the most influential for this app:
| High install base (552,233 ratings)METRIC | +$12,000 | |
| premiumREVIEW | +$2,200 | |
| Excellent rating (4.8★)METRIC | +$2,200 | |
| 5 starREVIEW | +$1,800 | |
| cancelledREVIEW | −$1,500 | |
| Mature app (10y old)METRIC | +$1,500 | |
| highly recommendREVIEW | +$1,400 | |
| slowREVIEW | −$1,200 | |
| too expensiveREVIEW | −$1,000 | |
| priceyREVIEW | −$800 | |
| Ad-supported / freemiumMETRIC | +$600 | |
| Single-language (English only)METRIC | −$400 |
METRIC = structural app data · REVIEW = mined from user reviews · ✓ VERIFIED = Stripe-verified anchor (TrustMRR)
📈 Reviews Growth
LIVECumulative review count from first BU snapshot. Each point = a tracked update.
⭐ Rating Trend
LIVEAverage rating evolution. Updates with each new review batch.
🆕 What's New · v15.22.0
Minor updates and bug fixes
Profile & Insights
Everything we know — and don't — about this app and its company.
Identification
- App name
- 23andMe - DNA Testing
- Developer
- 23andMe, Inc.
- Bundle ID
- com.23andme.core
- App Store URL
- Open in App Store
- Category
- Health & Fitness
- Content rating
- 12+
- Languages
- EN
Company
- Website
- www.23andme.com
- Tagline
- Find out what your DNA says about you and your family.
- Description
- 23andMe is a saliva-based DNA service. We provide genetic reports on your ancestry, family history and help you connect with your DNA relatives.
- Founded
- Not found
- HQ / Address
- Not found
- Employees
- Not found
- Logo
- Available
Revenue
- Verified revenue / mo
- Not found
- AI revenue estimate / mo
- $500AI medium
- AI annual estimate
- $6.0K/yr
- ML model estimate / mo
- $5.3K/mo
- Top-grossing rank
- Outside top 100 in US Health & Fitness
- All-time revenue
- Not found
- Pricing
- Not found
Founder
- Name
- Not found
- X / Twitter
- twitter.com/23andMe
- linkedin.com/company/23andme
- GitHub
- Not found
- X followers
- Not found
- Public statements
- Not found
Funding
Funding data not yet collected for this app.
Press & Links
Press & Links data not yet collected for this app.
Contacts & Socials
- Socials
- facebook facebook.com/23andMe · instagram instagram.com/23andMe · linkedin linkedin.com/company/23andme · tiktok tiktok.com/@23andme?_t=8W2UgbEqeUd&_r=1 · twitter twitter.com/23andMe · youtube youtube.com/user/23andMe
- press@23andme.com
- Phone
- Not found
- Contact page
- Not found
- About page
- 23andme.com/en-int/about
✨AI Revenue EstimateCONFIDENCE: MEDIUM
The iOS app "23andMe - DNA Testing" is estimated to generate less than $1,000 in monthly revenue, with an annual estimate of approximately $6,000. This figure reflects direct in-app monetization and is significantly lower than the overall company revenue, which primarily comes from DNA kit sales, research partnerships, and a growing subscription service.
Sources mentioned: Adapty, Growjo, Zippia, Companies Market Cap, Owler, Tracxn, 23andMe financial reports
📈Ratings growth552,233 ratings+23% lifetimeShow 3-year history estimate ▾
Tracked (44 weeks) Pre-tracking estimate (35 weeks) · model-based, ±5% noise · anchored to release date and current value
🌍Geographic ReachNot ranked
This app is currently outside the top 100 grossing in all 9 countries we monitor (US, UK, DE, FR, JP, CA, AU, BR, IN). Niche or new apps often launch this way — popularity rankings appear once daily revenue clears the regional threshold.
Profile is built from iTunes Lookup + developer site scrape + ML revenue model. Empty fields show "Not found" — additional sources (Crunchbase, X, IndieHackers, Acquire.com) coming.
📝 About this app
Start your DNA-powered journey with the 23andMe app. Explore your ancestry, connect with your DNA relatives, review personalized health insights and more.
ANCESTRY SERVICE: Explore where in the world your DNA is from across 3000+ regions.
HEALTH + ANCESTRY SERVICE*: Get a more complete picture of your health with insights from your genetic data and find out what you may pass on to your future children. Includes everything in Ancestry Service.¹
23ANDME+ PREMIUM™*: Access new premium reports and features throughout the year to keep fueling your health journey and exploring your ancestry.… View full description on the official store →
ANCESTRY SERVICE: Explore where in the world your DNA is from across 3000+ regions.
HEALTH + ANCESTRY SERVICE*: Get a more complete picture of your health with insights from your genetic data and find out what you may pass on to your future children. Includes everything in Ancestry Service.¹
23ANDME+ PREMIUM™*: Access new premium reports and features throughout the year to keep fueling your health journey and exploring your ancestry.… View full description on the official store →
App Specs
🔐 Own this app? Claim & verify MRR →💾 105 MB🔞 12+📱 iOS 17.0+🔖 v15.22.0🔄 updated 0d ago🌐 EN📂 Health & Fitness💰 Paid
📅
What Worked™ · Development Pipeline
9 EVENTS TRACKEDDetected changes in this app over its tracked lifetime — each event links cause (what changed) to effect (what moved). Sorted newest first.See full history →Version history →
2026-04
🔧
Shipped update — v? → v15.20.0
2026-04
⭐
Rating ↑ 2.79 → 4.82 (improved 2.03★)
2026-04
📈
Crossed 1,000 ratings — social-proof flywheel kicking in
2026-03
📈
Crossed 500 ratings — social-proof flywheel kicking in
2024-05
📈
Crossed 100 ratings — social-proof flywheel kicking in
2024-03
📈
Crossed 50 ratings — social-proof flywheel kicking in
2024-02
⭐
Rating ↑ 1.14 → 1.63 (improved 0.49★)
2024-02
📈
Crossed 10 ratings — social-proof flywheel kicking in
2024-02
🚀
First tracked snapshot — initial data captured
🧪
Tech & Domain Intel — 23andme.com
- Mail provider
- Google Workspace
- Tech stack
- Microsoft 365 · Anthropic · Apple Pay / Sign in with Apple · Atlassian (Jira/Confluence) · Meta (Facebook) Ads · Google Workspace · Stripe
Derived from public RDAP + DNS TXT records (no scraping, no login).
🌍
Multi-Country Performance
Available in 5 of 9 monitored markets| Market | Rating | Reviews | Current version |
|---|---|---|---|
| 🇦🇺 AU | 4.73701★ | 1,540 | 4.73701★ this version |
| 🇨🇦 CA | 4.74314★ | 24,726 | 4.74314★ this version |
| 🇩🇪 DE | 4.75347★ | 864 | 4.75347★ this version |
| 🇬🇧 GB | 4.7642★ | 16,446 | 4.7642★ this version |
| 🇺🇸 US | 4.81449★ | 553,449 | 4.81449★ this version |
🔔
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📝 Description
95
BU Score · Transcendent
Full revenue analysis
Read the article-style breakdown for 23andMe - DNA Testing: category rank, percentile, growth signal, comparable apps, and how the forecast is calibrated against verified-MRR anchors in this niche.
About this analysis
Why high confidence: 552,233 ratings · no founder-verified revenue (model estimate only).
❓ Frequently Asked Questions
4 answers · auto-generated from this app's public dataHow much does 23andMe - DNA Testing make per month?▴
Based on our ML-calibrated revenue forecast, 23andMe - DNA Testing earns approximately $5.3K/mo. This is a US-storefront-equivalent estimate; global revenue can be several times larger for internationally-distributed apps. See the methodology page for the full formula and confidence bands.
What apps are like 23andMe - DNA Testing?▴
Browse the full Health & Fitness category catalog to find similar apps with revenue, build cost, audience and tech stack data. Each /p/{slug} page also shows a Compare side-by-side widget with three peer apps from the same niche.
Who makes 23andMe - DNA Testing?▴
23andMe - DNA Testing is published by 23andMe, Inc. on the Apple App Store. See the full publisher portfolio (other apps by the same developer) via the More by developer block on the product page above.
What is 23andMe - DNA Testing's BU Score?▴
23andMe - DNA Testing has a BU Score of 82/100 (Excellent). The score combines App Store rating, ratings count, monetization model and revenue signals calibrated against founder-verified MRR anchors. See the BU Score formula.