23andMe offers direct-to-consumer DNA testing that provides individuals with insights into their ancestry, genetic traits, and potential health risks. Customers purchase a DNA testing kit, send in a saliva sample, and receive personalized genetic reports based on the analysis of their DNA. This service appeals to a wide range of people, from those curious about their family history to those wanting to understand their genetic health predispositions. Unlike many competitors, 23andMe not only sells DNA kits but also offers subscription services for ongoing updates and insights, creating a recurring revenue model. Additionally, the company utilizes its large genetic database for research, partnering with institutions and pharmaceutical companies to advance genetic studies and potentially discover new treatments. The goal of 23andMe is to empower individuals with knowledge about their genetics while contributing to broader scientific research.