Living DNA Launches Genealogy and Wellbeing DNA Kit at Lowest Retail Price Point in Sector

NEWS: Press Release this week from Living DNA




SOMERSET, United Kingdom, Oct. 17, 2019 /PRNewswire/ — 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.

Living DNA stands strong in its privacy promise to never share or sell your information and only do what you request the company to do with it. This is unique in an industry where firms across the world freely sell and share information without users being fully informed.

About Living DNA
Living DNA is a collaboration of world-leading scientists, academic researchers and genetic experts from across the globe.

The founders of the company, David & Hannah Nicholson, saw an opportunity to bring DNA to the people, making the testing process simple with results that could transform people’s lives. The company launched in 2016. Based in the UK, Living DNA follows the EU’s GDPR rules and will never sell or share its customers’ DNA or data with third parties.

Living DNA offers world-leading ancestry testing designed to enrich your family life, wellbeing services to help you know yourself better and a growing range of tools to track your progress.


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Family Networks – Taking the guesswork out of DNA relationships

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I saw this press release from the Living DNA team this week. I for one can’t wait for it to be rolled out!


Family Networks – Taking the guesswork out of DNA relationships

Family Networks - Tree View
Family Networks – Tree View

Living DNA, the global consumer genetics company,  announced this week it will preview “Family Networks”—a new DNA-driven matching system and family tree reconstruction method—at RootsTech 2018, the world’s largest family-history technology conference taking place Feb. 28 – March 3 2018 in Salt Lake City, Utah. Requiring no prior user-generated family research, Living DNA’s family reconstruction tree method is based solely on users’ DNA, gender, and age. Unlike competing organisations, Living DNA’s Family Networks will provide the most precise matching service on the market by analysing a user’s unique motherline and fatherline DNA data (mtDNA and YDNA), on top of the family ancestry line (autosomal).

With Family Networks, we not only predict how users are related to direct matches, but we can also infer through DNA up to 13 generations back to connect matches with whom they share no DNA with today,” said Living DNA co-founder and Managing Director David Nicholson. “The technology behind Family Networks runs through millions of ways in which users in the network are related and automatically works out which genetic trees are possible. This new capability offers distinct benefits to a range of users, from avid genealogists to family history hobbyists, to adoptees and others searching for their family members. It will reduce the risk of human error and support the task of figuring out how each person in a user’s list are related to one another. We’re truly taking the guesswork out of DNA relationships.

Family Networks will go into private beta in Q2 and open beta in Q3 2018 where it will be available to all existing and new Living DNA users. The unique computation this feature provides gives customers- even those who upload from other DNA testing sites- a level of relationship prediction and specificity beyond anything currently on the market. Where competing offerings rely solely on time-consuming and often error-prone user research, Living DNA’s amazing power tools process users’ DNA to identify relatives and define relationships deeper back in time. Through this extremely rich experience, users can even learn how they’re related to people with whom they share no DNA today.

Users need to only provide their gender and birthdate for Living DNA to build a family tree that shows where their matches fit into their family tree, with no need of Gedcom files or any other user input. This can be especially useful for adoptees and family searchers who are trying to locate long-lost family members but who don’t have any information on their biological family, Living DNA can translate their matches into a potential family tree, giving them a clearer place to start from.

Living DNA, which launched in the U.S. in 2017, owes its existence to advances in genomic science and technology. The company makes it easier for users to discover more about their roots in greater detail than ever before by comparing users’ DNA to the DNA of individuals from 80 worldwide regions—more than any other company. That means mainstream consumers who are curious to know where they come from get a regional percentage breakdown that’s ground-breaking in its detail. For example, instead of telling a user that their ancestors may have hailed from Great Britain, Living DNA can express the percentage of their DNA matching Yorkshire, Devon and Cornwall. Living DNA currently has the ability to detect up to 21 regions in the UK, four in Italy and four in China—and the company is adding more all the time.

Living DNA’s 3-in-1 DNA test offers three tests for roughly the same price that most competing companies charge for only one test. From a simple saliva swab, Living DNA not only covers a user’s family line ancestry, but—unlike most other tests—it also includes the user’s motherline and (if male) fatherline ancestry. The company uses the newest DNA chip technology and innovative software technology developed with top universities including University College London, Bristol University and Oxford University. Living DNA also worked with experts to create the ground-breaking Orion DNA chip to help select the widest range of DNA markers that and beneficial for users with ethnicities from all parts of the world.

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Living DNA – I find out more from David Nicholson M.D. of Living DNA

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At the Who Do You Think You Are? Live show recently I got to talk to the MD of Living DNA, David Nicholson.


This video is a great way of finding out more about the DNA test for ancestry offered by this new entry into the market. This company offers a three in one test that is causing a great deal of interest for its ability to give a sub-regional breakdown of results and so show the regions within a country that our ancestors came from.


Their product provides us with an opportunity to really get to learn about where our ancestors came from using the latest advance in genomic research. A Living DNA Test is perfect for advancing your knowledge on your own personal DNA, while offering the most detailed DNA test to look at your ancestry through history. A Living DNA Test takes you on a journey back through your family history which has never been possible before.



Click here to  Check out Living DNA

Disclosure: Compensated affiliate links used above.

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Who Do You Think You Are? Live 2017 round up.

Who Do You Think You Are? Live at the NEC
Who Do You Think You Are? Live at the NEC – the queue of excited family historians waiting for the doors of the hall to open.


Having returned from my trip to Birmingham and this year’s Who Do You Think You Are? Live, it is only now that I can look back and consider what I thought of the show.


WDYTYA? Live 2017
Hush before the the doors opened for the day!


Overall it was a very enjoyable event, even if I was a bit disappointed by the lack of certain family history societies that had not made it to the National Exhibition Centre (NEC) this year.

Full marks go to those who did lay their stalls out. I think that FHS stands are an important component of a family history show and I would hate it if more stayed away.

Looking back to the years at Olympia, there always seemed to be more societies there than currently exhibiting in Birmingham. I also got the impression that several small genealogical businesses had bowed out this year and was equally disappointed that even The National Archives were not present at the show!


TheGenealogist stand at the Who Do You Think You Are? Live show at the NEC Birmingham
TheGenealogist stand at the Who Do You Think You Are? Live show at the NEC Birmingham


While all the big family history companies were there as usual, I couldn’t help notice the number of charity stands in the shell-scheme section of the hall and the small number of exhibitors that were unrelated to family history – I can only assume that their presence was as a result of canny businesspeople believing that the profile of the visitor to WDYTYA? LIVE would be a match to their own potential customer. I didn’t photograph any of these stands, so I am not referring to any that appear below!


WDYTYA? LIVE 2017 stand
WDYTYA? LIVE 2017 National Memorial Arboretum stand


S&N Genealogy Supplies
S&N Genealogy Supplies


WDYTYA? LIVE 2017 MoD stand
WDYTYA? LIVE 2017 MOD stand


Living DNA
Living DNA were at the show – look out for more in a later post!


Among some of the other interesting family history stands that got my attention were…

Writing the Past, run by Michael Sharpe, a genealogist, researcher and writer. As well as providing research services he also offers to create a book or a website to present your family history. I hope to look at Writing the Past in a bit more detail in a later post.

Writing the Past stand at WDYTYA? LIVE 2017
Writing the Past stand at WDYTYA? LIVE 2017


I had intended to post a video in the next few days, but I am just battling with a slight technical issue with some of my video files from the show – so fingers crossed that I get this sorted!


Searching for Theatrical Ancestors was yet another stand that caught my eye. Here I spoke to Professor Katherine Cockin from the University of Hull about their Ellen Terry and Edith Craig Datebase at

I hope to be able to post a video here shortly, so watch this space!

WDYTYA? LIVE 2017 University of Hull stand Search for Theatrical Ancestors
WDYTYA? LIVE 2017 University of Hull stand Search for Theatrical Ancestors


And then there was the breathtakingly beautiful family trees created by Genealogy Art. I spent some time with Wladimir Carlos Ledochowski and with luck my video with him will be posted here in the near future. In the mean time take a look at his website at:

Genealogy Art stand at the WDYTYA? LIVE 2017
Genealogy Art stand at the WDYTYA? LIVE 2017


More posts to come from this year’s Who Do You Think You Are? Live show soon…


In the mean time I am already looking forward to York in June and the Yorkshire Family History Fair.


Yorkshire Family History Fair




Disclosure: Compensated affiliate links are used in this post to TheGenealogist and Living DNA

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