How Rootstrap Helped Generis create an App that provides personalized, DNA-based recommendations


Take users through an onboarding process which gathers their basic information and health goals.

Develop software to identify key genetic markers that impact user health.

Offer individualized recommendations for food, exercise, and supplements based on both their onboarding questionnaire and DNA test.

Rootstrap was not tasked initially to perform any DNA data analysis but to build an app that would onboard users and present them with personalized recommendations. However, the project hit an obstacle when the original DNA imputation process had to be scaled.


The goal was to allow users to upload their DNA file, which would then be analyzed to provide DNA-based recommendations. The three sets of recommendations (supplements, diet, exercise) not only had to work with one another, but also align with what the user was hoping to achieve. 


Most importantly, all of the recommendations and specifics available to the user had to make sense to someone who may or may not be interested in the details behind the genetics.

The Process:

Generis has over 3,000 downloads and has been able to successfully convert users to its PREMIUM DNA based offering. 

Retention for those premium users is above industry averages, with optimizations underway with learnings from the MVP.

The recommendations users receive are easy to understand, offering not only the genetic marker but specific steps the user should take in response.

The Results

Generis is exploring multiple ways to monetize.

The current model used by competitors is a 1-time DNA based transaction, while Generis is currently evaluating a subscription model that will provide support and new content additions, aimed at helping users achieve their goals.

In addition, Generis sells the recommended supplements through an agreement with Thorne, one of the leading supplement companies in the U.S.

Rootstrap continues to provide ongoing support as Generis grows and evolves.

To make sure Generis Succeeds, Rootstrap has analyzed tracking data to identify opportunities to improve the main flows, and prioritize optimization initiatives throughout the entire user journey.

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