Kteily says by the time the company rolled out these services, it was too late. Customers had already left the platform. 'I think they hit on something viral, which was the concept of where you've come from. People found that so fascinating. But once you know that information, you're not going to come back five years later and pay for a subscription,' he says.
Sumit Nagpal, a self-described early adopter of 23andMe, emphasizes that the reports lacked 'actionable' health advice, stating, 'It never had any life-changing value,' which contributed to his decision to stop using the service.
Nagpal suggests that 23andMe could have engaged customers longer by offering personalized coaching on diet and lifestyle, similar to what his new company, Cherish, is developing with AI technology.
The challenges faced by 23andMe echo those of the Instant Pot: after the initial success, customers did not feel the need to return regularly for more products or services.
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