Helix Genomics came into the spotlight a few years ago when it pioneered a digital marketplace concept for genomics where it used a dynamic consent model to allow third-party developers to turn genomics data into personalized insights for the consumer. It also offered whole-exome sequencing (WES), which spans all known protein-coding genes, and not just panel tests (with a subset of genes, typically a couple of hundred genes, tested), which typical direct-to-consumer companies offer. Both of these differentiators promised to propel the company to market leadership. However, the company has not made significant inroads into the consumer genomics business, as evidenced by its recent funding round and general shift in business strategy.
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