The DNA of Living DNA
Living DNA is one of the worlds leading personal genomics companies with the focus of using DNA testing to help transform lives.
Our Founders
David and Hannah Nicholson are passionate about helping the world understand the truth through science. Taking seemingly daunting topics and delivering them with simplicity, we can all grow and evolve together, with no person being left out. Through observation, awareness, and understanding, we can be empowered to live better lives.
What inspires us
The separation between people & countries is at the highest its ever been. Our health systems are nearing bankruptcy yet 80% of illness and disease is preventable and lifestyle-related. What if we could change that? What if through the power of DNA
Our Focus
Our History
Parent company launched: Testing firm established called DNA Worldwide.
2004 - March
First ancestry testing sold: The company resells ancestry testing services from US providers. TV shows such as 'Who Do You Think You Are' result in sales spikes.
2006 - July
Anti-Racism Programs: DNA Worldwide, the parent company, runs its first Anti Racism program with Show Racism the Red Card in the UK.
2014 - August
Product Development: David & Hannah hire the first dedicated person to work on the Living DNA ancestry system.
2015 - March
Anti-Racism Program Findings: Shown to be the only program that has had a sustained change in perception over race.
2015 - December
Launch: Living DNA launches as a separate company and brand at New Scientist Live 2016.
2016- September
First physical trade show in America confirms Living DNA’s unique offering.
2017 - February
Trade Shows: Living DNA completes its 10th trade show in Detroit.
2017 - August
Holiday Peak: DNA testing becomes the hottest holiday gift of the year.
2017- December
USA Operations: Logistics and Lab operations established in the USA to complement our European base.
2018 - September
RootsTech 2018 Launch: Platinum sponsorship at RootsTech leads to over 5,000 kits sold in 3 days.
2018 - March
DNA Matching: DNA matches launches in beta.
2018 - October
Partnerships: The first partnership launched with FindMyPast.
2018 - November
New Offices: The team move into new offices that support their expansion.
2019 - May
New Platform: Redesigned platform to deliver DNA simply to all clients.
2019 - October
New Imputation Panel
2019-November
Europe Panel Update
2020 - February
African Panel Update
2020 - March
Covid-19 Pandemic: UK Lockdown
2020 - March
Family Networks Messaging Centre
2021 - March
Admixture Method Update
2021 - May
Shared Maps: You can now share your autosomal map in family networks
2021 - July
New Product: Viking Upgrade
2022 - April
New Product: Archaic Upgrade
2022 - November
New Product: Blood testing UK only
2023 - April
Y Tree Update
2023 - May
New Feature Release: Chromosome Browser
2023 - July
As Featured In
Discover more about us
You're in charge of your DNA
Transforming children's lives
Sharing the true story
Work with true purpose
