Video summary
The video features an expert panel discussion at GGI2020 in Belfast, focusing on strategies within genetic genealogy as the industry matures. The speakers emphasize that while AncestryDNA currently holds a massive market share and offers the largest database for finding matches, relying solely on one provider is risky due to potential data discontinuations or shifts toward health-focused models by major companies like 23andMe. Consequently, experts strongly advise users to test with multiple providers simultaneously—such as Family Tree DNA and MyHeritage—to ensure long-term access to their genetic data and samples, which some companies store for up to twenty-five years. This "future-proofing" approach is crucial because no single company can be guaranteed to remain relevant or maintain its current capabilities over the next few decades.
Regarding future developments in tools and features, panelists expressed a desire for better integration of clustering technologies across different platforms to help users identify distant relatives more effectively. A significant need identified was automated ancestry reconstruction software that could quickly build family trees from DNA matches without requiring manual input, saving time for researchers with large numbers of cousins. Additionally, there is a strong call for improved mitochondrial DNA testing resolution and incentives encouraging users who have only tested once to upload their data or purchase additional tests at other companies like Family Tree DNA, thereby expanding the utility of surname projects and increasing participation in genetic research initiatives.
The discussion also addressed recent market trends, noting a slowdown in sales across major players which experts attribute to reaching an S-curve plateau rather than just privacy concerns regarding law enforcement access. To overcome this saturation, the industry must innovate by utilizing older genomic data more efficiently or moving toward whole-genome sequencing linked with blockchain technology to ensure users retain ownership and control over their genetic information while potentially monetizing its use in research. The panel concluded that despite these challenges, there is still significant potential for growth through international expansion into markets like India and Russia, as well as by leveraging the combined power of multiple databases to solve complex genealogical puzzles that single-company data cannot address alone.
Read the full video transcript
great okay well here we are for the
expert panel discussion session and this
is basically going to be a free-for-all
you can throw any questions you like at
our expert panel and let me introduce
them to you first of all we have a
Michele Leonard Michelle runs her own
professional genetic genealogy
consultation company in Glasgow in
Scotland we have Donna Rutherford who
has seven fantastic Facebook group DNA
help for genealogy UK we have Demi
carrot who is an author of cruise news
as well as several books we also have
Martin McDole who is the education
officer for the north of Ireland having
History Society and there's lots of
other experts as the audience as well so
we'll be we'll be talking to a variety
from so please give a warm a hand for a
more Hector
Sean did you have a question so straight
away forward ancestry DNA so who wants
to take that question because Martin did
a presentation on this last year so I
would say that every DNA test is
worthwhile there I'm not against anyone
tested mechanically and the idea work
everyone should be testable
every cop name every time I'm doing
every type of DNA test possible so yes
obviously we can't and what I think you
have to be in strategic in terms of my
life and you have to be strategic in
terms of who you're going to be testing
I have a problem with not getting
segment oh no a lot of people test on
ancestry and I love contact them of
trying to get them to transfer or one of
the other companies and then I'm able to
use that information
or I do understand that a lot of people
use the Commonwealth Lex balance on
ancestry I don't really do that I talk
much on ancestry is still what I said is
my presentation last year which is 63 70
moments there's not much I can do
without so I will personally find and
awful not obvious follow me and cobble
my facility because of all because data
for the second cousins I do have some
good matches they just don't have them
to be over here so while they finance
has to be very useful thank much it's
not a congress i haven't find there's a
technically useful over here and you
know others have and then we was gonna
have a different experience so i would
say yes it's definitely got a very
mature part in the future and i don't
think it's the be-all and end-all of
everything that come ahead
and I'm hoping that some of the other
companies are going to end reduce u2's
gonna give them an added advantage that
has got a health plan to move forward
and a different direction because I'm
slightly concerned that everything now
is moving towards health and that's not
my nature for us and they were late to
see sort the company to me and totally
focused on to the allergen I think dick
Ethan have a very good match up on his
blog which he said blocks
lots of copies keep stuff safe and I
don't think we could trust any single
company to still be here in 10 years 20
years 30 years I if you think of like my
face that was the big pain point
suddenly just jeans reunited when I
first saw Friends Reunited it when I
first start the vote and all be buddies
with old school friends that disappeared
anything could happen in the next 10 20
30 years as before we put our DNA into
the different company databases all
likely is to survive in the long term
and I think only taxes if you do seem to
be hanged
they do have the biggest market share so
a basis of English ancestry I'm getting
the best it's there but you also have to
think about what's happening the past so
they used to sell microbes so do you
make
mitochondrial DNA tests and they
discontinued both those tests and all
people who test there including some
people family members have passed away
most of data there so I think that's
something you really people really need
to bear in mind and nothing is going to
last forever
so get your DNA to all the available
databases so if you're an ER doctor
you're a failed lead or you're looking
for family then as of today as history
is still the best place to test because
of the size of the database but I
absolutely agree with everybody that's
pretty implicated giving your DNA to all
the databases is really important but
it's I would still encourage doctors and
sellings to test Eddings history today
because of the size of the database yeah
I would like you all all those points
it's going back to the old adage fished
in all the ponds you just don't know
where your best matches may choose to
test and it's important to be it all the
pods but as shown this point no not
everybody can afford to test directly at
all the companies and especially not at
the seat of tape so always we hope for
sales and there are plenty of them
through the year DNA Black Friday etc
build on your portfolio of tests over
time start with ancestry I always
encourage people to start there because
you can they're not oh it's to Family
Tree DNA my heritage jet match living
dealing etc from that one test and that
gets you into all those databases to
start with but I do think that it is
helpful especially if you have elderly
relatives to have them tested directly
at companies like Boeing to DNA where
they both store the sample for 25 years
and things like that as Debbie says
future-proofing is very very important
at the end of the day though ancestry
has the largest database by far and
for the majority of us we will find that
we get the most useful matches there but
that isn't always at least for everyone
as Martin has pointed out I'm sticking
with you Michelle Martin mentions that
perhaps in the future some of the
companies will develop new tools that
might give them the edge
what new tools would you personally like
to see available in the near future
near future there are so many things
it's hard to and then there are just
little things like I would love to see
what Martin was talking about to see the
X chromosome that's not available and my
heritage I just want to see that there
are simple things that could be done
quickly I'd like to see more integration
of clustering tools at the different
websites my heritage has a native one no
but what if we have that ancestry what
if we had that at 23andme
I'd like to see better I found the
Treaty facility at 23andme I mean these
are things that I think are plausible in
the short term but I don't know what
diversity think the thing I would like
most at the moment is the ability to
very quickly build a tree from your DNA
matches so all of those that have met
have trees attached had their DNA linked
to a tree that something will quickly
build the tree so you don't have to sit
there and build them yourself I don't
know they can be quickly you call them a
quicker duty tree we were quickly
building up a tree throw matches to tie
whatever the common ancestor was I'd
like some tools to put that quicker but
actually genetic affairs just started
that I'm not trying to advertise of
genetic affairs but they have started
doing that who they will try and build
that from the DNA matches and so when
you get your genetic appears cluster you
also get some trees of where they've
automatically found a common ancestor so
that's really helpful but I'd like to
see ancestry
throughout clustering what you see and
there automatically go Pinterest I'd
like to see some sort of version of for
Asus of his own DNA surface feature
because we know that if you have a third
customer support cousin some of those
cousins are not going to be genetic
matches to you but they act may actually
match some of the other people you that
you match so be really helpful to know
if you've got say a third cousin you
tested within your family tree but it
doesn't match you but they may match
someone else that you do match and also
it would be helpful just to know the
proportion so they didn't know if you've
got you know in particular ancestral
couple and you would only expect
actually half the people who have formed
cousins I'd like to know if I'm getting
the right proportions of cousins is
matching from that particular line so
you know it may be something typical
here and it's all of your cousin's
matches on that round if you realize the
services of problem and that may be to
do with dopamine or something but you
would accept and 50% of your fourth
cousins tomorrow percent so I'd like to
see some way of deploying the power of
networks and these other matches that we
can't really access at the baby to a
part of that network because they don't
match us I want to see automated
ancestry reconstruction we're promised
I've made my heritage and Oslo couple
years ago they save your quietly forgot
about that they say we move into
whatever Landsat now they move in the
direction of health and I would like to
see them
focus back on that I don't know I bought
some of this but I'm just love to see
somebody come up to that was available
than that to take place
the other thing I would like to see take
place is some type of foods you know
testing I don't know enough of better
they don't know how much more useful it
would be just and we'd love to see some
of the concrete's Clairvaux weather see
what they could achieve and try together
market elite ain't going in that
direction and don't know that's going to
happen in the near future but it's
something you and I would like to see I
would like to be able to play around
with a
save it did a photo op well I suppose
the closest thing we have to that might
be a super kiss jet match yes
do you notice if there's a major
difference between a super kit and an
ordinary kiss a dead match and for those
of you don't know super caters when you
upload your data from ancestry my
heritage Family Tree DNA and you
amalgamate the whole thing together and
it gives you many much more coverage of
the chromosomes than would normally be
the case with just a single company
imagine it would cut out a lot at the
fourth matches you might get with the
smaller segments but would it do
anything else I would need to be made by
the player well we're in the position
what's available
I don't exactly and when you talk about
ancestor reconstruction you're talking
about it's sort of like the Lazarus
program the thing that Orland genetics
is doing where you can reconstruct your
grandmother yes and that gives what's
the advantage of doing that well I get
an annotation four years ago whereas in
the show that I have reconstructed a
sizeable proportion of my mother whose
DNA now I was doing that match and what
is the total is not properly were ain't
no and what I was able to do at the time
was I was able to then go on parity and
they figured the database and I was able
to see and this was giving me really
good results and it was given to me
higher centimorgans than what I was
getting on any individual care so it was
real dark and it's just something that I
think could really help people because
if you can correct the segment's that
people have got any people alive today
and you can amount you believe them all
together and identify them as belonging
to one particular ancestor then you're
going to be able to make progress on
that particular family
no that's why we'd like to see things
move mm-hmm now any questions from the
audience
yeah it just yes guess I just added
little things one of the things that I
would like to see 23andme do is to
upgrade the mitochondrial to the Defiler
317 it's on seven at the moment which is
2 2009 3 and I checked with mine and
looked at some of the raw data to see
with the branch stick out and it would
so the actual mutation is in the raw
dare if they upgraded and I think that's
a quick fix but one of the things I'd
like to see with with cites is if there
could be some added incentive in some
sort of tools or benefits for people if
they put in a little tree or put in some
information into their ancestry in order
to encouraged people not to leave their
sites like I mean say how many are with
genealogist find it frustrating you look
but DNA tests there with nothing else
there they leave it so incentive or
something or some extra tools are
something that and I I'm very conscious
that it can be a bit discriminatory
towards people that are adopted and
people that haven't got information to
put up there but if people dig then it
might have doors
I got thieves and families and I think
they need to do something to give
incentive for people on their sites to
actually Eileen some information and not
just leave them I think that's it so
that's a couple of things and the other
thing I'd probably like to see is family
tree to create an app for iPhones and
iPads and stuff like that because for
many testers are all they haven't got
pcs but they do have that on the
character with their data because it's
too difficult on safari or a web browser
so I think get the Family Tree DNA to
provide and easy to view app it doesn't
have to be in anything but for people
just to be able to look in order matches
quite easily on on a foreigner when we
were having a chat how easy it is to
bring up so I think I'm the other fine
of the statements superfamily gen8 the
other to add if you've tested your other
segments they they are and create kind
of suit
family treating any I think that be very
slow that's a few ideas that I would get
good good am jared has a question over
here
thanks but it's really commenting on
Sean Taylor question you know in the
last few weeks we had 33 me lay off a
bunch of staff but their sales are
clapping and safer ancestry so you know
their current model is Turkey in the
United States is reaching a certain
level so they have to change their
business model so I think the innovation
will be in the business one I got a
whole genome test $499 Dan take so and
you know that's three thousand times
number six of an equivalent price
product announced in ancestry we talk
about health care taking over well
health care industries were trying to
two trillion dollars ancestry industries
worth maybe two billion or something so
they have the resources to invest so not
fighting the movement is inevitable in
that area I like to model of never leave
genetics work they would sequence a
whole genome sequence linked to a
blockchain and anytime anyone uses it
you know who's using your genome you own
your genome and if researcher or a
pharmacy company once used it they pay
you for it so I think that's that's
going to be changed well it's
interesting the point you raised because
there has been a slowdown in sales and
we've seen that
ancestry I think in 2018 they sold about
three million kids over the course of
the year since the last update which was
January 2019 to January 2020 they've
only sold one modem so there has been as
slowing down in sales and like you say
23andme I've seen a similar slowdown as
well do you think this is going to
continue and that we are now reaching a
plateau and what do you think is the
cause of
that particular slowed down all the
technology every single technology we've
experienced in the 20th century goes
through an s-curve we discussed this and
this has curved you know in our cases
last of the decade so weak plateaus we
reach that plateau and we need to change
something adapting to next exponential
growth will be you know three genomes
because they'd be the date is so
valuable
the Helicarrier companies the thoughts
for will sponsor a preteen now the
challenge for the ancestry industry now
and subject DNA but also then is to use
those old genomes and make them useful
to be an ERG because I'm sure within two
years of probably be going through three
I'm just wondering to what extent maybe
James you want to comment to what extent
is this market saturation to what extent
is it the concern about law enforcement
privacy that type of thing be interested
in if you have an opinion about that and
numbers of the panel as well I'd say
more about that Amir I haven't noticed a
my project my surname for reasons I've
never understood can't stop growing but
it can't go on forever
yeah on the other hand we've only said
listen after but I did have a small
specific question I'm not finding people
coming to my surname project the beans
with 23andme
and they've had snips identified by
23andme
and quite low level snips tiger and my
surname specifically Smith are they just
taking a random cut off you know they're
not uniform I suspect that's probably
what it is l55 is a very old
statistically it's not some of the
useless about very long names so there
is rather artificial thing but it should
we be encouraging empty so 223f main
to reduce more simple sentences can
anybody tell me why mine Smith is being
identified by 23 means to me it's
amazing it's lovely I don't understand
why that's a great question for the
panel put my shirt oh maybe Debbie
doesn't know the answer to this question
so on the aluminum chick in fact the
companies can choose to add their own
customized suits so I think what we have
done is they've chosen their own
customized six for mitochondrial DNA and
why DNA in order to give them a little
bit more resolution quite how they
choose oh if I don't know but I know so
they don't work very well at Michael
erase the first place is a prodigious
bacon a version of the trees are
selected of arranger two snips which I
think useful well then it's likely
produces a few chips so they moved as
probes feeding array and us have some
funny treaty you know my heritage same
and we are also supposed to be seeing
why stick data coming from a be treaty
you know they promise that they're
conferred last year and everyone who
taken the family find two tests directed
a Family Tree DNA they would have their
results upgraded to include the why snip
and my true dat native data so I think
that it's actually going to be really
really beneficial for our so many
projects people start getting the snip
dates and then that means they will
actually be able to do participate in
projects and hope it would encourage
them to take other tests to see if they
they match with me I see ours because
this is a huge potential with my DNA
test we've got over 30 feet we've taken
or just sewing DNA tests we've got seven
hundred thousand people they actually
can a database in our observing projects
so we really need to try and exploit
that
to encourage everyone to upgrade to do
all the other tests as well what do you
think the slowdown in sales I think is
so down in America I think there's a
huge there's probably any active
marketing this huge Park it's India
which brilliant rule fact in India that
is complete tap targets Russia or
another huge vacuum in planning to do
I've got Russians in some of my projects
now actually quite a few matches and
there's a lot of interest no we've got
10 minutes left 10 minutes no yes we do
we finish at 5 grand
well we'll end it there for today then
but you see time passes so quickly when
you are doing something you enjoy
there's lots more than we could talk
about we are going to have another
little expert panel discussion meeting
tomorrow so all that remains for me to
say is to say thank you to the expert
panel thank you to you guys for
attending today and I look forward to
seeing most of you again hopefully
tomorrow thanks very much