The challenge
A DNA health service built around methylation
Life X DNA sells DNA health and wellness packs to clients across Australia and New Zealand, most of whom care about methylation, nutrition and supplementation. It needed a complete branded store and report experience, quickly, without its own lab, bioinformatics team or software build.
What we built
A turnkey store, tailored to its customers
Everything a consumer DNA brand needs, running under the Life X DNA name.
01
Turnkey WordPress store
Customers create accounts, order kits, upload existing DNA data, and view and download their reports, all on Life X DNA's own site.
02
Health and wellness reports
Polygenic risk scoring and wellness reports, ready to sell from day one.
03
A custom methylation report
Built by our science team to Life X DNA's specification for its methylation-focused clients.
04
Functional summary reports
Summary reports grouped by health area, added to the store as the range grew.
05
Kits, lab and checkout handled
Kits genotyped at our accredited lab, plus express checkout with Apple Pay and Google Pay.
“Partnering with OmicsEdge meant we could stay focused on what matters most—building trust, delivering real value, and creating a world-class experience for our clients. Knowing the complex science and heavy lifting on the bioinformatics side was in the hands of true experts gave us the confidence to do what we do best.”
Robert Van der Moigg
Founder & CEO, Life X DNA
Results
What it delivered
99%
Reduction in R&D costs
Life X DNA 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 a few weeks.
#1
In market for Australia
Established as the premier provider of detailed health and methylation reports in AU/NZ, a key market differentiator.
4.8/5
Star customer rating
Exceptional customer satisfaction, with users praising the depth, clarity, and actionable nature of their personalized reports.
300%
Growth in user base
In its first year, Life X DNA tripled its active user base, driven by strong product-market fit, customer feedback and word-of-mouth referrals.
Timeline
How it came together
-
Apr 2024
Agreement signed; onboarding and store setup begin.
-
2024
Store goes live with health and wellness reports.
-
Aug 2024
Custom methylation report built for Life X DNA.
-
Dec 2024
Functional summary reports and express checkout added.
-
2026
Website rebuilt with a new look.
Why it worked
What made the difference
Live without a build
A complete store and report experience on WordPress, with no lab, science team or developers of their own.
Built around their customers
A custom methylation report matched what Life X DNA's clients actually ask for.
Everything handled
Kits, lab work, science and reports came from one partner.
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