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GenePlanet: The 26M Dollar Genetic Gatekeeper
How a European leader is monetizing preventive DNA testing with 172 employees and 70K monthly visitors
While 23andMe fights for direct-to-consumer dominance, GenePlanet quietly built a €26M revenue engine in Europe's regulatory gray zone. They're not selling ancestry stories—they're selling genetic insurance policies.
"GenePlanet isn't in the DNA curiosity business—they're in the genetic risk management business, and Europe is paying up."
The European Moat
With 90.8% of traffic from undefined regions (likely EU countries with strict genetic testing laws), GenePlanet has built a fortress in markets where 23andMe can't easily operate. Their direct traffic dominates at 69%—a testament to brand loyalty in a space where trust is currency. The 1,208 Trustpilot reviews at 4.4 stars suggest they're not just selling tests; they're selling peace of mind to a continent obsessed with preventive healthcare.
The SEO Playbook
GenePlanet owns the keyword 'geneplanet' with 830 monthly searches, but the real insight is in the long-tail: 'prävention ihre gene' (170 searches) and 'leszek rychlewski badanie genomu' (120 searches). They're targeting specific German and Polish markets with localized content. The 26% organic traffic vs 69% direct split reveals a hybrid strategy: SEO for discovery, direct for retention. Their blog at hub.geneplanet.com isn't just content—it's a conversion funnel disguised as education.
The tech stack tells a story of a mature product: PostHog for product analytics, Trustpilot integration for social proof, and a mobile app at app.geneplanet.com. They're not a startup anymore—they're a scale-up with 172 employees and a lab operations team. The absence of public funding data suggests they're either bootstrapped or have raised privately, avoiding the VC spotlight that comes with DTC genetic testing.
- Dominates European markets where genetic testing is heavily regulated
- 69% direct traffic indicates strong brand recall and repeat customers
- Trustpilot reviews (1,208) provide social proof in a skeptical industry
- Hybrid model: preventive health for consumers, lab services for partners
- Localized content strategy targeting German and Polish markets specifically
The Quiet European Giant
GenePlanet proves that in regulated markets, boring preventive health beats flashy ancestry stories. $26M revenue with 172 employees isn't a unicorn—it's a sustainable business model in a space littered with VC failures.
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GenePlanet – European leader in preventive genetic testing
GenePlanet is the leading provider of innovative preventive solutions designed to guide you to a better living.
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Reviews (20)
Quality of the service
I am grateful for the option to broaden my genetic analysis results for an afforable price. The results were delivered quite quickly. Your hard work is much appreciated!
Genetic tests are very accurate
Genetic tests are very accurate
A lot of good health related and origin…
A lot of good health related and origin related information
Fast results
Fast results
fast and clearly understandable results.
fast and clearly understandable results.
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About geneplanet.com
GenePlanet is the leading provider of innovative preventive solutions designed to guide you to a better living.
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Technology Stack
geneplanet.com uses 22 technologies across their website including Google Fonts, HSTS, reCAPTCHA, Sentry, and more.
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Google Fonts
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HSTS, reCAPTCHA
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Sentry
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Traffic & Audience
geneplanet.com receives approximately 70.1K monthly visitors and ranks #271,086 globally. The website has a bounce rate of 15% with visitors viewing an average of 18.2 pages per visit. Users spend an average of 20:05 on the site.
The majority of geneplanet.com's traffic comes from undefined, undefined, .
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