Case Study

LifeXDNA

From Vision to Market Leader: How Lifexdna Leveraged OmicsEdge’s Bioinformatics Engine to Become a Leader in Consumer Precision Health in Australia and New Zealand

The Client

Lifexdna, a pioneering consumer genetics company, entered the Australian and New Zealand markets with a bold vision: to move beyond generic health advice and empower individuals with deeply personalized, actionable insights derived from their own DNA. Their goal was to provide comprehensive functional DNA analysis, with a specific focus on complex areas like methylation pathways, to help users proactively manage their health, diet, and well-being.

The Vision: Proactive Health Through Personal Genetics

Lifexdna’s leadership knew that to capture the market, they couldn’t offer superficial “one-size-fits-all” genetic reports. Their vision was built on three core pillars:

Scientific Depth: Provide analysis that goes deep into the genetics, and provides scientifically validated and peer reviewed information to their users
Actionable Insights: Translate complex genetic data into clear, personalized recommendations for diet, supplements, and lifestyle changes to manage everything from weight and mood to hereditary disease risk.
Comprehensive Coverage: Offer a vast library of reports (over 1450+) to ensure every user could find relevant information for their unique health topic and journey.

The Challenge: Bridging Ambition with Technology

To realize this vision, Lifexdna faced a significant technological hurdle. Building the required bioinformatics infrastructure from the ground up would be prohibitively expensive and time-consuming. They needed a partner who could provide:

WGS-Level Data without WGS Costs: The detailed analysis Lifexdna envisioned required insight into millions of genetic variants, a level of detail typically only available through costly Whole Genome Sequencing (WGS).
A Sophisticated Recommendations Engine: Creating an AI-powered engine that could synthesize genetic data, lifestyle factors, and lab results into prioritized, evidence-based recommendations is a massive R&D undertaking.
Guaranteed Scientific Validity: To build consumer trust, every report and recommendation had to be backed by cutting-edge, peer-reviewed science and industry-leading accuracy.

Quote:

Partnering with OmicsEdge allowed us to focus on our core mission: building a trusted brand and an exceptional customer experience. We knew the deep science and bioinformatics, the very foundation of our product, was handled by the best in the industry

The Solution: A Strategic Partnership with OmicsEdge

Lifexdna chose OmicsEdge as its technology partner to power its entire consumer-facing platform. Our ready-made bioinformatics technology provided a turnkey solution that directly addressed their challenges and accelerated their path to market.Here’s how our core technologies empowered Lifexdna:

1. The Foundation: Superior Genetic Imputation with Selphi

The cornerstone of Lifexdna’s offering is the depth of its genetic analysis. This was made possible by Selphi, our proprietary AI-powered imputation tool. Instead of relying on expensive WGS, Lifexdna uses standard genotyping arrays but used Omicsedge platform to enhance the data. Our Selphi engine then imputes this data, expanding it to over 200 million genetic variants with 99.99% accuracy. This provided Lifexdna with WGS-level insights at a fraction of the cost, enabling them to offer incredibly detailed reports, including their flagship, world class methylation report. The superior performance of Selphi across diverse ancestries was critical for serving the multicultural populations of Australia and New Zealand.

2. Unlocking Insights: Clinically Validated Polygenic Risk Scores (PRS)

With this deeply imputed genetic data, Lifexdna seamlessly accessed our library of 1450+ clinically validated Health reports, covering a vast library of health topics. Through a simple API call, they could generate reports on demand for their customers, covering everything from cardiovascular health and metabolic conditions to mood and anxiety predispositions. This allowed them to fulfill their promise of comprehensive coverage and help users understand what “runs in the family” and how to prevent it.

3. Actionable Intelligence: The Health Recommendations EngineData without action is meaningless. Lifexdna integrated our AI-driven Health Recommendations Engine to translate complex genetic risk into practical, personalized advice. Our engine analyzes a user’s genetic predispositions and ranks tailored recommendations for diet, supplements, and lifestyle modifications based on their predicted impact and the quality of scientific evidence. This became the engine behind Lifexdna’s powerful, personalized supplement and lifestyle plans, giving their customers a clear roadmap to optimal health.

4. Seamless Integration: Technology That Just Works
A powerful backend is only useful if it can be easily integrated. OmicsEdge multi service models with plug and play options, enabled Lifexdna’s team to:

Accelerate Time-to-Market: Lifexdna bypassed years of R&D and integrated our entire suite of tools into their platform in a matter of weeks, not years.
Maintain Brand Control: Using our API, they built a unique, branded user experience on their front end, while our engine worked silently in the background.
Scale with Confidence: Our robust, cloud-based infrastructure ensures that as Lifexdna’s user base grows, the service remains fast, reliable, and secure.

The Impact: Measurable Success for Lifexdna

By partnering with OmicsEdge, Lifexdna transformed its ambitious vision into a market-leading reality.

99% Reduction in R&D Costs: Lifexdna avoided the multi-million dollar investment required to build a comparable bioinformatics platform from scratch.
95% Faster Time-to-Market: Launched a fully-featured, scientifically robust product in few weeks.
#1 in Market for Australia: Established themselves as the premier provider of detailed health and methylation reports in AU/NZ, a key market differentiator.
4.8/5 Star Customer Rating: Achieved exceptional customer satisfaction, with users praising the depth, clarity, and actionable nature of their personalized reports.
300% Growth in User Base: In their first year, Lifexdna tripled its active user base, driven by strong product-market fit, customer feedback and word-of-mouth referrals.

Why Choose OmicsEdge?

Lifexdna’s success story is a testament to the power of partnership. They brought the vision, brand, and market access; we provided the scientifically validated, scalable technology to make it possible.
Companies choose OmicsEdge because we offer:

Scientific Leadership & Trust: Our technology is built on a foundation of peer-reviewed research, with publications in leading journals like nature, PLOS ONE and PMC. You are partnering with a science-first company.
Unmatched Accuracy and Depth: Our imputation technology and PRS models are the industry leaders, providing the most comprehensive and precise genetic insights available from array data.
Actionable, Personalized Intelligence: Our unique Health Recommendations Engine turns data into revenue-generating, engagement-driving products that deliver real value to end-users.
Seamless Integration and Scalability: Our API-first approach means our technology works with your brand and scales with your success.
Unbeatable Cost-Efficiency: We provide the investigative power of Whole Genome Sequencing at a price point that makes large-scale consumer genetics a profitable reality.