TEL AVIV, Israel & LEHI, Utah--(BUSINESS WIRE)--MyHeritage, the leading global destination for family history and DNA testing, and the makers of the successful MyHeritage DNA product, today announced the launch of its new and improved Ethnicity Estimate. The new analysis, developed by the company’s science team, provides MyHeritage DNA customers with a percentage-based estimate of their ethnic origins covering 42 ethnic regions, many available only on MyHeritage, representing the most comprehensive report of its type available on the market. This fascinating report gives users a much better understanding of who they are and where their ancestors came from. The Ethnicity Estimate is presented in an original and engaging format, making it not only interesting but also fun to watch and share.
MyHeritage is unique among the main industry players in allowing users who have tested their DNA already with another service to upload - for free - their data to MyHeritage. Those users receive DNA Matches for free, for finding relatives based on shared DNA. Beginning this week, users who have already uploaded their DNA data to MyHeritage, or who will upload it in the coming months, will receive - for free - the new Ethnicity Estimate. This benefit is not offered by any other major DNA company.
Development of the new Ethnicity Estimate raises the number of ethnic regions covered by MyHeritage DNA from 36 to 42. It was made possible thanks to MyHeritage’s Founder Populations project — one of the largest of its kind ever conducted. For this unique project, more than 5,000 participants were handpicked by MyHeritage from its 90 million strong user base, by virtue of their family trees exemplifying consistent ancestry from the same region or ethnicity for many generations. All project participants received complimentary DNA tests and allowed MyHeritage’s science team to develop breakthrough ethnicity models based on the generated data. Thanks to this analysis, MyHeritage DNA has become the only mass-market percentage-based DNA test that reveals ethnicities such as Balkan; Baltic; Eskimo & Inuit; Japanese; Kenyan; Sierra Leonean; Somali; four major Jewish groups - Ethiopian, Yemenite, Sephardic from North Africa and Mizrahi from Iran and Iraq; Indigenous Amazonian; Papuan and many others. In some cases, competing products can identify and report an aggregated region (e.g., Italian & Greek), whereas MyHeritage has better resolution and identifies Greek, Italian and Sardinian ethnicities separately.
MyHeritage’s new Ethnicity Estimate is delivered to users via a captivating “reveal” experience (view example). It features animation and, as of this week, also original music composed by MyHeritage. Each of the 42 ethnicities has a distinctive tune, based on the region’s cultural elements; all tunes seamlessly connect to each other. This makes the report fun to watch and share over social media.
MyHeritage DNA user Tiffany Bowden said “I'm very happy, and very proud to discover where I come from, and through my MyHeritage DNA ethnicity results, now I have the background which helps me understand who I am as a person.”
“DNA is the future of the family history industry and we’re delighted to enter the DNA space with strong energies and a fresh perspective”, said Gilad Japhet, Founder and CEO of MyHeritage. “Leveraging MyHeritage's top assets which are its talented, technology-focused engineering team, and the gigantic internationally diverse web of family trees encompassing more than 2.5 billion profiles entered by our users, our comprehensive new Ethnicity Estimate has Innovation written all over it. We’ve been able to dig deeper where others had considered their work complete. Presented in a fresh look and generously given for free to DNA data uploaders, our users will be thrilled and can count on us to continue to innovate in DNA and delight them with new discoveries about who they really are.”
Dr. Yaniv Erlich, Chief Science Officer at MyHeritage, said, “For MyHeritage's science team, this major update of our Ethnicity Estimate is only an appetizer. There are excellent installments on the way, and users can prepare for a feast! We have detailed plans to increase accuracy, extend our Founder Populations project further, and improve the resolution for ethnicities of great interest to our users from highly diverse origins. Our goal is to use science to further the public good, and to bring the best innovations of our science team to the public.”
The MyHeritage DNA test consists of a simple cheek swab and takes less than two minutes to complete, with no need for blood or saliva. The sample is then mailed to MyHeritage DNA’s lab for analysis and the user is invited to view the results on the MyHeritage website, approximately four weeks later.
MyHeritage strengthened its position as the leader in global family history, when it launched the MyHeritage DNA kits in November 2016, which have rapidly become hugely popular ever since. The company’s mammoth user base of 90 million users worldwide, more than 7.7 billion historical records, massive user-generated family tree database and availability in 42 languages, all provide a robust foundation for MyHeritage DNA. The company’s DNA offering currently provides two main features: detailed ethnicity reports that reveal the user’s ethnic and geographic origins, and DNA Matches for finding relatives based on shared DNA. In recent months, people have been successfully using MyHeritage DNA to reunite with long-lost family members.
MyHeritage is the leading global destination for family history and DNA testing. As technology thought leaders, MyHeritage has transformed family history into an activity that is accessible and instantly rewarding. Its global user community enjoys access to a massive library of historical records, the most internationally diverse collection of family trees and groundbreaking search and matching technologies. Launched in November 2016, MyHeritage DNA is a technologically advanced, affordable DNA test that reveals ethnic origins and previously unknown relatives. Trusted by millions of families, MyHeritage provides an easy way to find new family members, discover ethnic origins, and to treasure family stories, past and present, for generations to come. MyHeritage is available in 42 languages. www.myheritage.com