Our story at NalaGenetics began with a deep commitment to advancing genetic testing, particularly in the field of pharmacogenomics — the science of identifying the right medications based on an individual’s DNA. However, as our company grew, we quickly realised that delivering these tests alone was not enough to truly impact health outcomes. To create lasting change, we needed to build a sustainable business model that integrated preventive care with genetic insights.
This shift in focus led us to restructure internally and expand our scope beyond delivering cutting-edge genetic tests. Inspired by the success of wellness and beauty clinics, which offer a more consumer-friendly approach to healthcare, we began exploring ways to make genetic testing more accessible to out-of-pocket payers. This marked a pivotal moment for us as we transitioned from a purely product-centric model to one that combined both product and service.
Looking forward, we see insurance reimbursement as a crucial milestone for the future of genetic testing. While the U.S. took decades to reach this stage, we are optimistic that other markets will follow suit, opening significant opportunities for growth and wider adoption.
Challenges and resilience: The startup’s journey
Like many startups, we encountered numerous challenges along the way, particularly in the rapidly shifting landscape brought about by COVID-19. The pandemic accelerated adoption in some areas while stalling it in others, forcing us to adapt quickly.
One of our most significant hurdles was the prevalence of unvalidated genetic testing products on the market. Many of these tests offered risk predictions with little to no actionable insights, eroding consumer trust. We made the difficult decision to prioritise quality over speed, ensuring that our tests were both scientifically sound and meaningful to users. It took time to find the right product-market fit, but we remained steadfast in our commitment to delivering reliable, actionable results.
Throughout our startup journey, we learned that the product alone is not enough to ensure long-term success. It became clear that a service layer was essential to help consumers interpret their results and make informed health decisions. This realisation led to the birth of NalaCare Clinic, which has become a cornerstone of our offering. This hybrid model, blending product innovation with personalised service, has proven highly effective. Consumers are more engaged when they feel supported, and the clinic model ensures that they receive actionable insights from their genetic tests.
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Navigating the healthcare startup ecosystem: Short-term goals vs long-term vision
As a healthcare and biotech startup, we’ve had to navigate the delicate balance between short-term goals and long-term vision. While we believe that genetic testing will eventually become a universal need, in the short term, we’ve focused on segmenting our market to reach those who will benefit the most from our services.
For example, a large study with 6,944 individuals has shown that 93.5 per cent of people carry at least one actionable variant for pharmacogenomics, making it a cost-effective solution at the population level. However, current practice often limits the use of these tests to patients with indications of medication resistance. By focusing on those who need it most initially, we ensure that the resources spent are maximised while continuing to innovate for more affordable and comprehensive genetic testing for broader use.
Product-market fit in one country can be achieved with a slightly different algorithm based on the country’s ancestry and the availability of follow-up services. By tailoring our approach, we ensure that our solutions are not only well-researched but also capable of delivering long-term value to both our business and customers.
Zurich Innovation Championship: A transformative experience
Participating in the Zurich Innovation Championship (ZIC) 2024 has been a pivotal moment in NalaGenetics’ journey. ZIC is an annual program coordinated by Zurich Insurance Group for startups and entrepreneurs around the world to bring innovative solutions that can address pressing challenges in the insurance industry. We were honoured to be selected as one of the nine global winners for this year.
While insurance is traditionally seen as a slow-to-change industry, Zurich proved to be forward-thinking as they are willing to explore how genetic testing could benefit their customers and the broader healthcare ecosystem.
What made this experience truly transformative was the close working relationship we developed with Zurich’s Malaysia business unit. We didn’t just collaborate from a distance; we became an integrated team, working together towards the common goal of improving health outcomes for their customers. This level of cooperation helped us refine our approach and create a more cohesive product offering.
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Success in the Malaysian market: The pilot
As part of the ZIC’s accelerator phase, one of our most successful initiatives has been our collaboration with Zurich in Malaysia. In a survey of 200 Malaysian residents, 90 per cent were willing to participate in a genetic testing and wellness program. Additionally, over two-thirds of respondents expressed comfort with insurance companies offering genetic tests as part of a health program, seeing it as a proactive way to enhance their quality of life.
We successfully launched the first batch of our genetic testing and wellness program with Zurich’s customers in Malaysia, serving 42 customers who were willing to participate in this profiling exercise, within nine days of recruitment. This early success has encouraged us to continue rolling out the program in subsequent batches, demonstrating the potential for genetic testing to become a key component of preventive health programs when aligned with insurance offerings.
One customer shared their thoughts on the program, saying, “The program helped me to understand myself better and how I should prepare physically and financially for my future. Although I am still worried about my health conditions, I know I am being supported.” This kind of feedback reinforces our belief in the value of what we are building, especially in showing how health and financial wellbeing go hand in hand.
Insurance agent feedback: A new perspective on customer care
One of the most inspiring aspects of our journey has been the feedback we have received from agents who have been involved in our wellness program. One agent remarked, “It’s not just about selling a product; it’s about showing love and care for individuals and their health.”
This sentiment perfectly captures the heart of our mission and aligns with Zurich’s commitment to innovation and customer-centric solutions. We’re not just providing a service—we’re helping people take proactive steps to improve their health in a meaningful and supportive way.
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