Most Innovative Companies


Since launching in 2015, Color has been a disruptive player in the burgeoning consumer genomics sector. Drawing upon next-generation sequencing technology, streamlined lab operations, and its own proprietary algorithms, the company’s original cancer risk screening panel--covering the most common hereditary cancers, including breast, ovarian, prostate and colorectal cancer, for $249--shook long-established players like Myriad Genetics by seriously undercutting them on out-of-pocket price. In 2017, the company rolled out a targeted test for just the BRCA1 and BRCA2 gene mutations linked to an elevated risk for ovarian and breast cancers, whose $99 price tag make it the lowest-cost test on the market. Moving beyond cancer diagnostics, Color also introduced a $249 test for hereditary high cholesterol. Color’s tests include complimentary genetic counseling and push-button sharing of results with healthcare providers. A recently launched research division offers DNA sequencing and analysis services for investigators and patients in clinical cancer studies.

2017: Biotech
headquarters: Burlingame, California
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