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Color (previously Color Genomics) is a health startup founded by former Twitter and Google engineers and a physician-researcher. Color is making it easier and cheaper than ever before to get a genetic test. In 2016, it added tests for an additional eight different types of cancer, and now analyzes 30 genes. What stands out is that the test is relatively cheap—$249—meaning that customers can pay out of pocket and avoid the hassle of health insurance (sometimes these tests aren't covered, leaving patients with huge and unexpected out-of-pocket costs). Color is also making quick work of selling to employers, including Visa, Slack, Opentable, and Medium, which are further subsidizing the cost of these tests.

50 Most Innovative Companies 2017


Burlingame, California