SelfDecode
About the Company
SelfDecode is a software company providing personalized health insights through advanced genetic and lab test analysis. The platform uses AI and machine learning to process vast genetic data, predicting millions of genetic variants with high accuracy. Customers receive risk scores for various health conditions alongside actionable health recommendations. The company serves individuals, health practitioners, and businesses by licensing its genomic tools.
Founded in 2017, SelfDecode operates globally with a team of 80 employees. Its comprehensive approach includes a DNA Wellness Report and Lab Analyzer, which optimize results through functional lab ranges. The company's focus on scientifically accurate health solutions has positioned it as a leader in the precision health industry.
Idea Behind Company
Joe Cohen’s personal struggle with health issues like gut inflammation and brain fog inspired SelfDecode. Frustrated by traditional medicine’s symptom-focused approach, he began researching genetics and biohacking solutions. His blog, SelfHacked, documented these findings and attracted a like-minded audience.
Realizing the need for accessible genetic insights, Cohen partnered with researchers to create SelfDecode. The company sought to simplify complex genetic information and link it to actionable health recommendations. This vision was rooted in Cohen's desire to improve his own health, which evolved into a mission to empower others with personalized healthcare tools.
Creating the Company
SelfDecode began as a basic SNP explorer and symptom analyzer, designed for biohackers. It allowed users to upload genetic data and identify health-related gene variants. Customer feedback helped refine the platform, eventually leading to more holistic wellness reports that integrated multiple genetic factors.
To scale, Cohen reinvested revenue from his blog and partnered with U.S. and European labs for DNA testing. The team expanded to include over 65 scientists and engineers, improving accuracy and user experience. The launch of SelfDecode 2.0 marked a significant advancement, offering a user-friendly interface and cutting-edge genetic risk prediction models.
Launching the Business
Cohen leveraged his existing audience from SelfHacked, building an email list of 30,000 subscribers eager for health solutions. Early adopters quickly embraced SelfDecode, and the company relied on organic marketing like SEO and email campaigns rather than paid ads during its initial years.
A 2021 equity crowdfunding campaign raised $8M, allowing customers to invest in the company. This approach deepened customer loyalty and supported product development. The company’s transparent and user-centric launch strategy helped it establish a strong foothold in the health tech market.
Earnings
SelfDecode generates $2.7M annually, with $200K in monthly revenue. Its profitability is strong outside of R&D costs, which remain the largest investment. Crowdfunding and private equity funding have collectively raised over $8M, fueling scientific research and customer acquisition.
With over 60,000 active subscribers, SelfDecode continues to grow through improved products, expanded marketing strategies, and partnerships. Its focus on customer satisfaction and innovation ensures a low churn rate and a high level of trust within its niche market.
