MyHeritage Launches Global DNA Testing Service for Uncovering Ethnic Origins and Making New Family Connections

Unique Founder Population project conducted by the company expected
to empower the highest resolution ethnicity analysis available on the
market


TEL AVIV, Israel & LEHI, Utah–(BUSINESS WIRE)–#DNAMyHeritage,
the leading international destination for discovering, preserving and
sharing family history, announced today the launch of MyHeritage
DNA
, its global integrated genetic testing service. The move
represents a major turning point for the DNA industry, as MyHeritage DNA
debuts an international mass-market home-testing kit that is simple,
affordable and will offer some of the best ethnicity reports in the
world.

With 85 million users worldwide, 2.1 billion family tree profiles, 7
billion historical records and availability in 42 languages,
MyHeritage’s new DNA service further strengthens its position as a
global leader in family history.

DNA is the hereditary material in the cells of the human body and it
carries within it a unique genetic record. The MyHeritage DNA kit
enables users to test their DNA to reveal valuable information about
their family history and ethnic origins. The kit consists of a simple
cheek swab and takes only a minute to complete, with no need for blood
or saliva. The sample is then mailed to MyHeritage DNA’s lab for
analysis and the user is invited to view the results on the MyHeritage
website. In its initial version, MyHeritage DNA provides two main
features: detailed ethnicity reports that map the user’s ethnic and
geographic origins, and DNA Matches for finding relatives. Additional
features and capabilities are planned for the future.

MyHeritage DNA results include fascinating ethnicity reports, showing
the percentage of the user’s DNA that come from different populations
around the world. The initial reports currently include 25 ethnicities,
but this will improve dramatically thanks to MyHeritage’s unique Founder
Population project unveiled today — the largest of its kind ever
conducted. More than 5000 participants have been handpicked for this
project by MyHeritage from its 85 million members, by virtue of their
family trees exemplifying consistent ancestry from the same region or
ethnicity for many generations. In the next few months, the project will
be completed, resulting in a rich DNA data set of more than 100
ethnicities that will enable MyHeritage to show users their ancestral
roots with far greater resolution than other services. To this end, the
company has been sending its DNA kits to project participants far and
wide, from Uzbekistan to Fiji, from Greenland to South Africa, and every
corner of the globe. Standard ethnicity reports are currently available,
with the expert reports to be released at no additional cost to users
following the completion of the Founder Population project.

DNA test results complement MyHeritage’s core offerings, including
family trees and historical records — the tools traditionally used by
family history enthusiasts. DNA can be used to prove or disprove a
documented family tree connection, or answer the question of whether two
people sharing the same rare surname are actually related. DNA is also
indispensable for overcoming seemingly insurmountable obstacles in
traditional research, as in the case of adoptees searching for their
biological family without access to their adoption records. On the other
hand, when DNA locates a match between two people who have the same
ancestor or ancestors, family trees and historical records are often
essential for piecing together the exact relationship path between them.

MyHeritage DNA is seamlessly integrated with the other services provided
by MyHeritage on all web and mobile platforms, as well as offered on a
dedicated standalone mobile app released today named MyHeritage DNA.
Thanks to its expertise in family trees and its vibrant community,
MyHeritage provides its DNA customers with features not offered by most
competing services including 23andMe, such as viewing family trees of
the majority of their DNA Matches to pinpoint the connection path, and
automatically identifying which surnames and geographical locations they
have in common. DNA can be a fascinating introduction to the world of
family history, and customers who embark on this journey by taking a DNA
test can easily use MyHeritage’s tools to further explore what made them
what they are.

“DNA testing is the future of family history,” said MyHeritage Founder
and CEO Gilad Japhet. “We see DNA as a natural evolution of our business
and look forward to harnessing it to reunite families, engage in new pro
bono projects, and enrich the lives of millions of users.”

MyHeritage DNA kits are available at the affordable introductory price
of $79 + shipping (prices vary by location). To order, visit the MyHeritage
DNA website
. MyHeritage has already amassed a significant number of
DNA kits uploaded by its users from other DNA services, providing
valuable matches on MyHeritage from day one. With the launch of
MyHeritage DNA, the company will cease to offer DNA kits of other
vendors. Users who have already tested their DNA on other services are
welcome for a limited time to upload their DNA data to MyHeritage at no
cost to benefit from free DNA Matches.

About MyHeritage

MyHeritage is the leading global destination for discovering, preserving
and sharing family history. As technology thought leaders, MyHeritage is
transforming family history into an activity that’s accessible and
instantly rewarding. Its global user community enjoys access to a
massive library of historical records, the most internationally diverse
collection of family trees and groundbreaking search and matching
technologies. An extension of the core MyHeritage brand, MyHeritage DNA
offers technologically-advanced, affordable DNA tests that reveal users’
ethnic origins and previously unknown relatives. Trusted by millions of
families, MyHeritage provides an easy way to share family stories, past
and present, and treasure them for generations to come. MyHeritage and
MyHeritage DNA are available in 42 languages. www.myheritage.com

Contacts

MyHeritage
Aaron Godfrey, VP Marketing
Phone: +1-347-5427902
Email:
aaron@myheritage.com