EXCLUSIVE: In a move that will more than double its market reach, Ancestry announced that it will immediately start selling its signature DNA test kits in 54 new markets across five continents.
Ancestry also claims to have the world’s largest collection of online family history records, with 3.8 million subscribers paying up to $60 a month to access a database of 30 billion records. That enables users to build out family trees and trace their roots back for generations. As Liu notes, “there are a lot of interesting things you can only do when you've reached a certain scale.”
But first, Ancestry has had to navigate a thicket of regulations and privacy concerns as it steps into new markets. In recent years, there has been an increased awareness around the power of DNA to do everything from predicting disease to catching criminals. That’s caught the eye of governments worldwide, as well as hackers trying to get their hands on a treasure trove of personal data.
On an aggregate level, though, Liu has no doubts about the value of amassing a bigger global footprint. “We can actually discover through DNA what commonalities people have and innovate against that,” says Liu, who adds that the company will launch various search and ad campaigns to build brand awareness in new markets. “Our goal here is to build ancestry for all, to build opportunities and community around what binds us together. There’s more to come.
● Europe: Portugal, Latvia, Iceland, Spain, Belgium, Italy, Monaco, Luxembourg, Switzerland, Serbia, Moldova, Azerbaijan, North Macedonia, Bosnia and Herzegovina, Montenegro
Malaysia Latest News, Malaysia Headlines
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