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 test analyzes genes that are closely associated with some of the most common hereditary cancers, including breast, ovarian, prostate and colorectal cancers. The $249 test 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.