23andMe
349 Oyster Point Boulevard,
San Francisco, 94080, CA,
United States
San Francisco, 94080, CA,
United States
1 650-938-6300
Healthcare
23andMe Technographics
23andMe Software Purchases and Digital Transformation Initiatives
Discover the latest software purchases and digital transformation initiatives being undertaken by 23andMe and its business and technology executives. Each quarter our research team identifies on-prem and cloud applications that are being used by the 816 23andMe employees from the public (Press Releases, Customer References, Testimonials, Case Studies and Success Stories) and proprietary sources.
During our research, we have identified that 23andMe has purchased the following applications: Act-On ABM Platform for Account Based Marketing in 2020, MicroStrategy ONE Analytics for Analytics and BI in 2014, Boomi AtomSphere for API Management, iPaaS (Integration Platform as a Service) in 2019 and the related IT decision-makers and key stakeholders.
Our database provides customer insight and contextual information on which enterprise applications and software systems 23andMe is running and its propensity to invest more and deepen its relationship with Act-On Software , MicroStrategy , Boomi or identify new suppliers as part of their overall Digital and IT transformation projects to stay competitive, fend off threats from disruptive forces, or comply with internal mandates to improve overall enterprise efficiency.
We have been analyzing 23andMe revenues, which have grown to $299.0 million in 2024, plus its IT budget and roadmap, cloud software purchases, aggregating massive amounts of data points that form the basis of our forecast assumptions for 23andMe intention to invest in emerging technologies such as AI, Machine Learning, IoT, Blockchain, Autonomous Database or in cloud-based ERP, HCM, CRM, EPM, Procurement or Treasury applications.
23andMe Data, Technology Stack, and Enterprise Applications
CRM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| Act-On Software | Legacy | Act-On ABM Platform | Account Based Marketing | CRM | n/a | 2020 | 2020 |
In 2020, 23andMe implemented Act-On ABM Platform, classified as Account Based Marketing. The implementation focused on the marketing and demand generation functions at the company and is listed as a customer reference on Act-On Software's website. Act-On ABM Platform appears as the selected application for account-centric program orchestration within 23andMe's marketing technology stack.
The deployment emphasized core Account Based Marketing capabilities common to the category, including account selection and segmentation, account scoring and prioritization, campaign orchestration and program-level automation, and account engagement analytics. Configuration work would have centered on mapping target account models, defining scoring rules and engagement thresholds, and building multi-step campaign plays for targeted account groups.
Operational governance centered on marketing operations and demand generation, with process controls for target account list management, campaign approval workflows, and reporting ownership. The implementation narrative is limited to the presence of 23andMe on Act-On Software's customer listings and the functional alignment of Act-On ABM Platform to account-based marketing use cases.
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CRM | CRM |
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2020 | 2020 |
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Customer Experience | CRM |
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2020 | 2020 |
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Customer Support | CRM |
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2012 | 2012 |
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Customer Support | CRM |
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2016 | 2016 |
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Data Management Platform | CRM |
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2016 | 2016 |
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Digital Advertising Platform | CRM |
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2013 | 2013 |
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Marketing Analytics | CRM |
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2018 | 2018 |
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Marketing Analytics | CRM |
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2012 | 2012 |
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Marketing Automation | CRM |
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2020 | 2020 |
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PR and Media Communication | CRM |
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2019 | 2019 |
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Sales Automation, CRM, Sales Engagement | CRM |
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2020 | 2020 |
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Analytics and BI
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| MicroStrategy | Legacy | MicroStrategy ONE Analytics | Analytics and BI | Analytics and BI | n/a | 2014 | 2018 |
In 2014, 23andMe implemented MicroStrategy ONE Analytics as its primary Analytics and BI platform. The initiative established a hybrid Oracle 12c and Redshift data warehouse architecture paired with a MicroStrategy based BI layer to support marketing and consumer insights, research disease communities, operations, finance, product and data science.
The MicroStrategy ONE Analytics deployment includes a governed semantic layer, centralized enterprise reporting, and self service dashboards for business users. Functional capabilities emphasize ad hoc analytics, scheduled reporting, and analytical datasets organized by domain to serve consumer insights, cohort analysis for research disease communities, operational metrics for operations and finance, and exploratory analytics used by product and data science teams.
Data movement and integration are organized around ETL and ELT pipelines that feed the hybrid Oracle 12c and Redshift warehouse, with MicroStrategy consuming curated data marts and analytical schemas. Operational coverage spans marketing, research, operations, finance, product and data science, with the BI layer providing a single access point for cross functional queries and standardized metrics.
Governance is implemented through the MicroStrategy semantic layer and role based security to maintain consistent definitions and access controls across departments, accompanied by phased rollout and user enablement to onboard domain analysts. Data stewardship and cataloging are positioned to enforce dataset ownership and change control for analytics artifacts in the Analytics and BI environment.
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PaaS
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| Boomi | Legacy | Boomi AtomSphere | API Management, iPaaS (Integration Platform as a Service) | PaaS | n/a | 2019 | 2019 |
In 2019, 23andMe implemented Boomi AtomSphere. Boomi AtomSphere served as an API Management,iPaaS (Integration Platform as a Service) solution to provide connectivity between the company’s NetSuite instance and its operational systems.
The implementation focused on iPaaS capabilities common to the category, including connector-based integration, message orchestration, data mapping and transformation, and API-led workflows to synchronize transactional and master data with NetSuite. Boomi AtomSphere was configured to standardize integration patterns and support automated data flows between customer, order and financial records and back-office systems.
Integration scope emphasized back-office and operational data flows that support finance and fulfillment functions, using Dell Boomi connectivity to reduce manual handoffs and accelerate connection delivery. Operational coverage targeted centralized integration orchestration and runtime monitoring to streamline ongoing maintenance and extend integrations as growth demands evolved.
Governance was oriented around centralized integration patterns and standardized connectors to control change and speed deployments, enabling 23andMe to boost operational efficiencies, support rapid growth and accelerate integration 2X as part of the program.
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HCM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Applicant Tracking System | HCM |
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2016 | 2016 |
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Core HR | HCM |
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2016 | 2017 |
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IaaS
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Application Hosting and Computing Services | IaaS |
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2012 | 2012 |
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Content Delivery Network | IaaS |
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2020 | 2020 |
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Content Delivery Network | IaaS |
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2020 | 2020 |
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Content Delivery Network | IaaS |
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2012 | 2012 |
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ITSM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Application Performance Management | ITSM |
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2015 | 2015 |
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IT Service Management | ITSM |
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2020 | 2020 |
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Collaboration
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Collaboration | Collaboration |
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2011 | 2011 |
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Content Management
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Digital Signing | Content Management |
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2021 | 2021 |
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Enterprise Content Management | Content Management |
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2021 | 2021 |
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EPM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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EPM | EPM |
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2016 | 2016 |
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Financial Consolidation and Close | EPM |
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2016 | 2016 |
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ERP Financial Management
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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ERP Financial | ERP Financial Management |
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2016 | 2016 |
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Expense Management | ERP Financial Management |
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2016 | 2016 |
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Payment Processing | ERP Financial Management |
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2021 | 2021 |
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CyberSecurity
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Identity and Access Management (IAM) | CyberSecurity |
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2021 | 2021 |
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eCommerce
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Personalization and Product Recommendations | eCommerce |
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2014 | 2014 |
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IT Decision Makers and Key Stakeholders at 23andMe
| First Name | Last Name | Title | Function | Department | Phone | |
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| No data found | ||||||
Apps Being Evaluated by 23andMe Executives
| Date | Company | Status | Vendor | Product | Category | Market |
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FAQ - APPS RUN THE WORLD 23andMe Technographics
23andMe is a Healthcare organization based in United States,
with around 816 employees and annual revenues of $299.0 million.
23andMe operates a diverse technology stack with applications such as
Act-On ABM Platform, MicroStrategy ONE Analytics and Boomi AtomSphere,
covering areas like Account Based Marketing, Analytics and BI and API Management, iPaaS (Integration Platform as a Service).
23andMe has invested in cloud applications and AI-driven platforms to optimize efficiency and growth,
collaborating with vendors such as Act-On Software, MicroStrategy and Boomi.
23andMe recently adopted applications including
DocuSign eSignature in 2021, Dropbox Business in 2021 and PayPal Enterprise in 2021,
highlighting its ongoing modernization strategy.
APPS RUN THE WORLD maintains an up-to-date database of 23andMe’s key decision makers and IT executives,
available to Premium subscribers.
Our research team continuously updates 23andMe’s profile with verified software purchases,
vendor relationships, and digital initiatives identified from public and proprietary sources.
Subscribe to APPS RUN THE WORLD to access the complete 23andMe technographics profile,
including detailed breakdowns by category, vendor, and IT decision makers.