Embark

Embark (Embark Veterinary) markets a line of at-home canine testing kits and related dog health products sold directly to consumers through its website. Its catalogue includes a Breed + Health Dog DNA Test covering breed identification, health and trait insights, allergy risk and a canine relative-matching feature; a Breed ID Dog DNA Test providing breed breakdown, ancestry and relative matching; a Dog Age Test that estimates a dog's calendar age and birthday from DNA methylation; and a Gut Health Test assessing canine digestive health. Listed prices on the company's site range from roughly $109 to $139 for individual tests, with discounts against higher original prices, and the company also offers multi-product bundles.

Beyond testing, Embark sells dog supplements, including joint and allergy formulations, and offers a product experience it calls Embark Unleashed, along with personalized games and training activities generated from a dog's DNA results. The company describes a workflow in which the owner collects a sample using an included pre-paid mailer (for US customers), Embark's scientific team analyzes it, and results are delivered with guidance intended for preventative care, diet and lifestyle decisions. Embark also runs shelter- and rescue-oriented activity, including a checkout donation program in which it matches customer donations up to $5,000 and a "Long Stay, No Longer" initiative aimed at helping shelter dogs be adopted more quickly.

Business model

Direct-to-consumer sale of one-time canine DNA and health test kits and repeat-purchase supplements, with bundle pricing to increase order value.

Product sales of DNA test kits (listed at approximately $109-$139), other health tests and dog supplements, sold individually or in discounted bundles via the company's online store.

Traction

The company's site cites more than 50,000 five-star reviews and recognition as a top gift by New York Magazine.