Founded in 2006, 23andMe gained popularity for its saliva-based genetic testing kits and peaked with a valuation of approximately $6 billion before struggling to turn a profit after going public in 2021. Compounding its challenges, the firm faced a significant data breach earlier in 2023 that exposed the personal information of around seven million customers, although their DNA records were not compromised. Following this incident, 23andMe laid off 200 employees, accounting for 40% of its workforce. Joe Selsavage, the company's finance chief, will step in as interim CEO as Wojcicki stays on the board.

Despite initial endorsements from celebrities like Oprah Winfrey and Eva Longoria, 23andMe failed to pivot its business model successfully, leaving customers dissatisfied after their one-time DNA analysis purchase. Efforts to launch a subscription service and utilize its extensive data for drug development faced setbacks. The board chair expressed the company’s commitment to safeguarding customer data moving forward, but doubts linger about the security of user information in light of the company’s financial instability. Concerns are particularly heightened by legal considerations surrounding genetic data in the UK, where it is classified as sensitive personal information, raising questions about the implications for users if the company changes ownership or ceases operations.