Anne Wojcicki is Buying Back 23andMe and its Data for $305 Million

Anne Wojcicki, the visionary co-founder and former CEO of 23andMe, has orchestrated a stunning return, regaining control of the embattled DNA-testing giant.

After months of bankruptcy turmoil and headline-grabbing setbacks, Wojcicki’s nonprofit TTAM Research Institute entered a winning $305 million bid, toppling biotech powerhouse Regeneron Pharmaceuticals in a last-minute auction.

TTAM’s victory marked a pivotal shift in 23andMe’s fate, as Regeneron, once poised to purchase the company for $256 million, chose not to match the higher offer.

This unexpected turn capped off a turbulent period that saw 23andMe’s value plummet from a $6 billion peak, with the company’s future—and the privacy of millions—thrown into question.

Wojcicki, who stepped down as CEO just as bankruptcy proceedings began in March 2025, made her move as an independent bidder, determined to rescue the company she helped build.

The bankruptcy judge reopened the bidding after TTAM’s unsolicited offer, demanding Regeneron top it by $10 million if they wished to compete, but the pharma giant declined.

Pending court approval, TTAM will now acquire nearly all of 23andMe’s assets, from its flagship personal genome service to its telehealth subsidiary Lemonaid Health.

Wojcicki’s bold comeback bid was not only a business decision, but a statement of intent to safeguard the company’s original mission and the trust of its millions of customers.

The acquisition must still pass legal and regulatory hurdles, with a crucial hearing set for June 17, 2025.

Wojcicki’s return promises to reshape 23andMe’s trajectory, as she pledges a renewed focus on privacy, transparency, and consumer empowerment.

For the genetic testing industry and millions who entrusted 23andMe with their DNA, this is a crossroads moment that will define the next chapter of personal genomics.

23andMe’s recent struggles mark a sharp fall from grace for a company once celebrated as a trailblazer in direct-to-consumer genetic testing.

Launched with ambitions to revolutionize health and ancestry insights, 23andMe quickly amassed over 15 million customers and soared to a $6 billion valuation.

The company went public in 2021 through a SPAC merger, riding high on investor optimism and the booming demand for at-home DNA kits.

But by late 2023, a devastating data breach shattered customer trust, exposing sensitive information of nearly seven million users and leading to a $30 million lawsuit settlement.

The breach was followed by a cascade of challenges: in September 2024, all seven independent directors resigned in frustration, and in November, the company slashed 40% of its workforce amid crumbling revenues.

Despite its early dominance, 23andMe struggled to convert one-time buyers into recurring subscribers, and efforts to pivot into research and therapeutics faltered.

The company’s financial woes culminated in a Chapter 11 bankruptcy filing in March 2025, thrusting Wojcicki out as CEO and sparking a fierce bidding war for its assets.

Regeneron initially emerged as the leading bidder, aiming to leverage 23andMe’s vast genetic database for medical research and drug discovery.

Yet the specter of bankruptcy raised a pressing question: what would happen to the genetic and personal data of millions of customers if the company changed hands?

As the dust settled, Wojcicki’s nonprofit emerged as the champion, vowing to steer 23andMe out of crisis and back toward its founding mission.

The dramatic reversal underscores how swiftly fortunes can change in the world of health tech, where innovation and trust are both priceless—and precarious.

At the heart of 23andMe’s bankruptcy drama lies an issue even more profound than business survival: the fate of customers’ deeply personal genetic data.

The company’s collection of over 15 million saliva samples has made it a veritable vault of intimate health and ancestry information, valued by researchers and marketers alike.

As bankruptcy proceedings unfolded, a wave of anxiety swept through 23andMe’s vast user base, with many fearing their DNA data could be sold to the highest bidder.

That fear was not unfounded: as word of the bankruptcy auction spread, 27 states and the District of Columbia filed a lawsuit to block the sale of genetic data without explicit customer consent.

State attorneys general argued that this information is “uniquely sensitive, immutable, and irreplaceable if stolen,” and that no one submitted their DNA expecting it to be auctioned off.

Oregon’s Attorney General called it “your DNA, not just data,” encapsulating a growing consensus among privacy advocates and lawmakers.

Congressional hearings soon followed, with Wojcicki and 23andMe’s interim leadership grilled on Capitol Hill about security safeguards and data protection measures.

The lawsuits and public outcry placed extraordinary pressure on the bankruptcy court to ensure any buyer would honor privacy commitments and consumer protections.

The situation was further complicated by an ombudsman’s warning that 23andMe’s privacy policies might not even permit the sale of genetic data under current terms.

With privacy in the spotlight, Wojcicki’s TTAM Research Institute made binding commitments to uphold and strengthen consumer rights as part of its purchase.

The fate of millions’ genetic identities now rests on the promises and policies set in the coming weeks—a moment of reckoning for the entire industry.

The TTAM Research Institute, led by Anne Wojcicki, has positioned itself as a guardian of privacy and customer trust in the aftermath of 23andMe’s bankruptcy.

In a public statement, TTAM promised to comply with 23andMe’s existing privacy policies and all applicable laws, pledging not to sell or transfer genetic data without strict conditions.

TTAM has also agreed to adopt additional consumer protections, including the creation of a Consumer Privacy Advisory Board within 90 days of the deal’s closing.

The nonprofit emphasized that customers will retain the right to delete their data and opt out of research, honoring choices made at the time of participation.

Wojcicki, addressing the public, declared that the new era for 23andMe would be defined by transparency, empowerment, and the highest ethical standards.

She reiterated that individuals must be able to control and understand how their genetic data is used, promising ongoing access to health and ancestry insights as desired.

TTAM’s bid, notably higher than Regeneron’s, is seen as a strategic effort to restore public confidence and protect the company’s legacy.

Consumer advocacy groups cautiously welcomed the commitments, calling for rigorous oversight to ensure promises become practice.

Court approval remains the next hurdle, as judges weigh TTAM’s privacy guarantees against the concerns of regulators and millions of users.

For Wojcicki and her team, the path forward depends on regaining customer trust and proving that a nonprofit model can deliver on the original vision of ethical, accessible genomics.

The eyes of the world—and the tech industry—are now watching to see if TTAM can fulfill its pledge to place privacy, not profit, at the heart of personal genetics.

The story of 23andMe’s salvation is as much a tale of courtroom drama as it is of innovation and ambition.

When the company declared bankruptcy in March, Regeneron Pharmaceuticals quickly emerged as the lead bidder, initially offering $256 million for most of 23andMe’s assets.

Anne Wojcicki’s TTAM Research Institute made a surprise, unsolicited $305 million bid, prompting the bankruptcy judge to reopen the auction.

Under the court’s terms, Regeneron would have needed to outbid TTAM by at least $10 million, but the pharmaceutical giant declined, sealing TTAM’s victory.

The U.S. Bankruptcy Court for the Eastern District of Missouri is now set to approve the deal, with a hearing scheduled for June 17, 2025.

Court oversight has been central to protecting customer interests throughout the process, with a privacy ombudsman appointed to monitor compliance and address objections.

Regeneron had promised to maintain existing employee roles and continue offering consumer DNA testing kits, but the sale’s implications for privacy raised complex questions.

Dozens of state attorneys general intervened, demanding the court block any transfer of genetic data without customer consent or adequate safeguards.

Public hearings and legal filings highlighted the need for robust checks and balances in the rapidly evolving genomics industry.

The court’s decision will serve as a landmark, setting precedent for how sensitive health data can and cannot be handled in the event of bankruptcy.

Ultimately, the judge’s ruling will determine whether TTAM’s promises and privacy framework meet the legal and ethical standards now expected by the public.

The urgency surrounding 23andMe’s fate stems not only from bankruptcy but from the seismic impact of a 2023 cyberattack.

That breach compromised sensitive genetic and personal data of millions, shaking customer faith and triggering a cascade of legal and reputational crises.

The company faced a class-action lawsuit, eventually settling for $30 million, but the incident underscored just how vulnerable DNA databases can be in the digital age.

The fallout extended into the boardroom: by September 2024, all independent directors had resigned, citing strategic conflicts and mounting frustration.

Efforts to restore stability through layoffs and product pivots fell short, as the company continued to bleed cash and lose market share.

Privacy advocates, meanwhile, warned that DNA is fundamentally different from passwords or credit cards—it cannot be changed if compromised, and its misuse could have lifelong consequences.

Customers, lawmakers, and regulators intensified calls for new protections, demanding that genetic information not be treated like any other corporate asset.

Congress summoned company executives to answer for the breach and subsequent data practices, signaling a new era of scrutiny for the entire industry.

As 23andMe’s struggles mounted, a broader conversation emerged about how to safeguard genetic data in a world where privacy is increasingly elusive.

Wojcicki’s return, via TTAM, is seen by some as a necessary step to rebuild trust after years of missteps and disappointment.

Still, for many, the specter of the data breach lingers—a cautionary tale about the risks of marrying cutting-edge science with Silicon Valley speed.

From its inception, 23andMe aimed to empower ordinary people with access to the secrets of their own DNA.

Customers could use affordable at-home kits to trace ancestry, learn about inherited traits, and receive personalized health risk assessments based on their genetic profile.

Wojcicki’s vision was one of democratized genomics, where science would be made accessible and actionable for everyone, not just the elite.

Despite privacy fears, millions flocked to the platform, eager to learn about their roots and future risks through a simple saliva sample.

Yet as privacy breaches and business missteps mounted, the trust that powered 23andMe’s early success began to erode.

TTAM’s acquisition is designed to re-center the company’s mission on consumer choice and transparency, with new pledges for consent, control, and privacy.

Wojcicki has declared that data empowerment must be a two-way street—users deserve both knowledge and the freedom to decide how their information is used.

The establishment of a Consumer Privacy Advisory Board is meant to ensure that customers’ voices are heard and their rights protected at every step.

Industry observers note that 23andMe’s next chapter will be defined not only by technological innovation but by its commitment to ethical stewardship of data.

Success now depends on translating bold promises into concrete protections and regaining the confidence of a skeptical public.

In an age where data is power, TTAM’s challenge is clear: make privacy, autonomy, and transparency the new gold standard for personal genomics.

The high-stakes sale of 23andMe’s assets has placed genetic privacy at the center of an intensifying legal and regulatory struggle.

Attorneys general from more than half the states joined forces to sue 23andMe, seeking to prevent any transfer or sale of customer data without explicit consent.

These lawsuits have cast a spotlight on the inadequacy of current privacy laws, with advocates warning that genetic information is uniquely vulnerable and deserves special protection.

Congressional hearings amplified the pressure, as lawmakers grilled company leaders and privacy experts about the risks and responsibilities inherent in DNA testing.

Regulators demanded that any buyer—whether TTAM or Regeneron—submit to robust oversight and ongoing compliance with evolving privacy standards.

TTAM responded with public commitments and legal assurances, pledging never to sell or transfer data unless the buyer agreed to equal or stronger safeguards.

A court-appointed ombudsman echoed concerns, noting ambiguity in whether existing privacy policies permitted the sale of genetic data in bankruptcy.

The final decision, now in the hands of a Missouri bankruptcy judge, will likely shape national policy and consumer expectations for years to come.

For privacy advocates, the case represents a litmus test for how America handles the growing tension between innovation, profit, and the sanctity of personal health information.

The spotlight on 23andMe’s sale has already spurred calls for updated privacy laws, tougher penalties for breaches, and new standards for transparency in biotech.

Whatever the outcome, the legal legacy of this case will influence everything from direct-to-consumer testing to personalized medicine and beyond.

With court approval looming, TTAM stands ready to shepherd 23andMe into a new phase—one defined by nonprofit leadership and a recommitment to customer protection.

The deal will include 23andMe’s entire portfolio: consumer DNA kits, health research services, and the Lemonaid Health telemedicine business.

Wojcicki promises to “continue the mission” of helping people access, understand, and benefit from their genetic blueprint, without compromising their privacy.

Industry analysts will be watching closely to see whether the nonprofit model can deliver on its promises while keeping the business afloat and sustainable.

TTAM’s ability to honor its commitments will be tested by lingering public skepticism and the formidable challenge of regaining lost consumer trust.

A critical mass of users has already requested data deletion since bankruptcy was announced, underscoring just how fragile confidence remains.

The court’s upcoming ruling will determine the immediate fate of 23andMe and could serve as a bellwether for how personal genomics companies navigate financial and ethical crises in the future.

For competitors, partners, and privacy advocates, the outcome will set new benchmarks for transparency, consent, and stewardship of genetic data.

Innovation in the industry is unlikely to slow, but the rules of engagement have changed: privacy is now as valuable a commodity as the science itself.

Wojcicki’s leadership will be judged by how effectively she can marry public good with scientific progress under the watchful eyes of regulators and millions of customers.

As 23andMe turns the page, its story becomes a case study in both the promise and peril of pioneering an industry where the stakes are nothing less than our DNA.

The struggle for 23andMe’s future has evolved into a defining moment for the entire field of personal genetics and digital privacy.

Wojcicki’s victory and TTAM’s pledges offer hope that consumer empowerment, ethical innovation, and privacy protection can coexist—even in times of crisis.

Yet the past two years serve as a stark warning: when it comes to genetic data, the margin for error is razor-thin, and the consequences of missteps are profound.

The public’s willingness to share DNA depends not just on curiosity or convenience, but on rock-solid assurances that their most intimate information will be respected and protected.

This new chapter offers an opportunity for 23andMe to lead by example, setting standards for the responsible handling, use, and sharing of genetic data.

Privacy watchdogs and policymakers are certain to draw lessons from this saga, pushing for stronger laws and more transparent corporate practices across the biotech sector.

The rise and near fall of 23andMe show that even the most innovative companies can stumble if they neglect the core values of trust, consent, and accountability.

For Anne Wojcicki, the path forward is as challenging as it is historic: she must rebuild what was lost and prove that science and ethics can thrive together.

If successful, TTAM’s stewardship could inspire new models for balancing profit and public good in an era of unprecedented access to personal health information.

Ultimately, the outcome will shape not only the legacy of 23andMe, but the confidence of a generation poised to unlock the secrets of their DNA—secure in the knowledge that their future belongs to them alone.

The next act in this story will determine not just who owns our genetic past, but who holds the keys to our biological future.