Few established 23andMe-only customers adopted a paid genealogy service
Share first paying MyHeritage or Ancestry from April 2025 through March 2026
Share of established 23andMe-only customers
Source: YipitData U.S. e-receipt panel. Established 23andMe-only cohort n=5,753, fully observed across the comparison windows. MyHeritage had 7 first-time payers and Ancestry had 83. Free and some app-store-billed services are not observed.
Chart data
| Series | Share of established 23andMe-only customers |
|---|---|
| Paid Ancestry | 1.44% |
| Paid MyHeritage | 0.12% |
How many customers paid neither MyHeritage nor Ancestry?
A total of 5,632, or 97.9%, had no observed payment to either service through March 2026. Ninety first paid one of the two services from April 2025 through March 2026: 83 paid Ancestry and seven paid MyHeritage. Only seven customers first paid MyHeritage, so the exact 0.12% rate is imprecise; the more stable finding is that paid adoption of either service was rare.
Did adoption increase from the prior 12-month window?
Yes, but from a small base. From April 2024 through March 2025, 32 cohort members first paid Ancestry and one first paid MyHeritage. The following window contained 83 Ancestry payers and seven MyHeritage payers. The change describes observed receipts around fixed periods; it does not establish why customers adopted a genealogy service or whether the subscriptions persisted.
Assumptions & Methodologies
We analyzed YipitData’s U.S. e-receipt panel. The cohort included 5,753 established panelists whose first 23andMe receipt preceded January 2025, who had no prior Ancestry or MyHeritage receipt, and who were observable before April 2024 and after March 2026. We compared first MyHeritage and Ancestry receipts in April 2024–March 2025 with April 2025–March 2026. Free services, DNA-data deletion, and some app-store billing are not observed. Only seven customers first paid MyHeritage, so the exact 0.12% rate is imprecise; receipt adoption does not establish cause or durable retention.