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Nutrigenetics guide

Nutrigenetics as a service: partner and white-label models

Reviewed by Dr. Daniel Wallerstorfer, molecular biologist and founder of Novogenia · Updated: 12 October 2026 · Reading time: 9 min

In short

You don’t need your own laboratory to offer genetic analyses in your practice. At Novogenia, there are three routes: your own partner shop, where your clients order and you earn a commission on every order; white label, where analyses, reports, kits and personalized supplements carry your brand; or your own product, developed and manufactured by Novogenia from your idea. Which route fits depends mainly on your brand, your number of clients and the time you have – and you can combine the routes.

No lab required: three ways to bring nutrigenetics into your practice

Novogenia does not sell a single analysis directly – every one goes through a partner, in 69 countries. That sounds like a detail, but it is the core of the model: the lab takes care of the kit, the analysis and the report. You take care of what no lab can do – the counseling.

So you don’t need a lab of your own. The only open questions are: how does the analysis reach your clients – and under whose name? There are three models for that:

	Partner shop with commission	White label	Your own product idea
What you get	your own branded online shop with Novogenia’s analyses	analyses, reports, kits and personalized supplements under your brand	a product based on your idea, developed and manufactured by Novogenia
Who orders	your clients, directly in your shop	you or your clients, through your own channels	you, for your own sales
How you earn	a commission on every order	through your own selling price	through your own selling price
Novogenia’s visibility	analysis and delivery come from Novogenia	not visible	by agreement
Your effort	low, no setup fees	medium: brand, design, your own communication	higher: concept, coordination, marketing
A good fit if …	you want to start without investing	you already have a brand and many clients	you have a clear product concept of your own

The routes are not mutually exclusive. You can start simple and expand later. An overview of the offer for your profession is on DNA analysis and supplements for nutritionists.

Model 1: the partner shop – you counsel, the lab does the rest

The partner shop is the simplest way in. You don’t sell anything yourself. You recommend – and your clients order the way they are used to: online. This is how it works:

Register: you sign up as a Novogenia partner and complete the onboarding.
Your own shop: you receive your own branded online shop, ready to use.
Clients order: your clients order their analysis directly in your shop.
Novogenia delivers: Novogenia ships the saliva collection kit, analyzes the sample and delivers the report and, where applicable, the products.
You earn: you receive a commission on every single order.

What it takes off your plate: setup fees, inventory, shipping and billing with the lab. Your time goes into counseling.

Where the limit is: you don’t build a product brand of your own. If that is your goal, choose white label.

For many solo practices, the partner shop is a sensible start. Without any investment, you find out how your clients respond to the offer. Read more on Become a partner.

Model 2: white label – your brand from saliva sample to report

With white label, you offer genetic analyses under your own name. Novogenia works in the background and does not appear to your clients. The offer includes:

Analyses from Novogenia’s laboratory, under your name.
Reports in your brand’s design, delivered digitally via a secure portal and printed on request.
Saliva collection kits with your branding – from the very first contact, your clients see only your brand.
Personalized supplements under your brand, in daily sachets; one delivery lasts 90 days.

White label is worthwhile if you already have an established brand – for example, as a larger practice, a group of practices, a provider of online programs or a company with its own health offering.

Keep in mind: if you sell under your own name, you are also responsible for your own communication. That applies above all to marketing claims (see Advertising genetic tests) and to handling genetic data (see Genetic data and the GDPR). The full scope of services is on White-label genetic analyses.

Model 3: your own product idea – from concept to finished product

Some practitioners have a clear concept of their own – for example, a food supplement that matches exactly what they focus on in counseling. Novogenia develops and produces such products in-house. This ranges from one fixed formula for everyone to an individual formula for each person, calculated from genetic, blood and questionnaire data.

This route needs more planning than the other two. You need a concept, a target group and an idea of how you will sell. And as the brand, you are responsible for labeling and marketing.

How such a project runs is explained in our contract manufacturing guide – especially the chapters White label, private label or custom formula? and Manufacturing personalized supplements.

Four questions for your decision

Question	Leaning toward the partner shop	Leaning toward white label or your own product
How well known is your own brand?	You are just starting out or work under your own name.	You have an established brand you want to strengthen.
How many clients do you expect for genetic analyses?	You want to find that out first.	You have a stable, larger client base.
How much time do you want to spend on organization?	As little as possible – counseling comes first.	You want to actively build a brand and sales.
Do you want to sell analyses and products yourself?	No – your clients order directly in the shop.	Yes, as part of your own offer and pricing.

Not sure? Then start with the partner shop. It costs you no setup fee, and you learn how your clients respond to genetic analyses before you invest in a brand of your own.

Value first, then price: building genetic analyses into your offer

A genetic analysis is not a product that stands on its own. It gets its value in your counseling – where you interpret the results and connect them with the food diary, body measurements, goals and, where available, blood values. Three formats work well:

As an add-on module: the analysis is an option within your existing counseling package, with a dedicated appointment to discuss the report.
As a package of its own: you bundle a preliminary consultation, the analysis, a detailed report session and one or two follow-up appointments into one program.
In the supplement rhythm: one delivery of personalized supplements lasts 90 days and is then reordered. This rhythm fits well with regular follow-up appointments in which you review progress and goals.

Pricing logic without numbers: don’t price the analysis on its own; price your entire service. That includes:

the cost of the analysis – with the partner shop, your client pays it directly; with white label, you factor it in yourself;
your time for the preliminary consultation, the report session and follow-up care;
your preparation.

Show your clients openly which part is the lab service and which part is your counseling. Tax questions – for example, sales tax or VAT on counseling and product sales – are best clarified with your tax advisor.

Two principles protect your offer. First: never make the genetic analysis mandatory – good nutrition counseling also works without it. Second: offer it honestly. A genetic analysis provides stable additional information, but no guarantee of any outcome. How to get this across in conversation is shown in Adding nutrigenetics to your practice.

By the way: whether you see your clients’ reports yourself is your decision. Clarify it with your clients in advance.

Genes at work: what the employer sees – and what not

If you work with companies, genetic analyses can be part of a workplace health program – for example, a talk on nutrition and genes, followed by voluntary analyses and individual sessions. Protecting employees is what matters most here:

With lifestyle analyses, the employer gets no insight into the genetic results.
Medical analyses are only possible with a company physician – and only that physician sees the results.
Participation should be voluntary for everyone, and the company should say so clearly.

Which rules apply to genetic data is explained in Genetic data and the GDPR. What you may offer as a practitioner in the first place is covered in Who may offer genetic tests?

Checklist for your start

You know which analyses fit your focus: nutrition, weight, sports and performance, stress or skin.
You stick to lifestyle analyses. You leave medical analyses to physicians wherever the law requires it.
You have chosen a model – if in doubt, the partner shop first.
You know how the analysis fits into your counseling offer and which appointments belong to it.
Your prices clearly separate the lab service from your counseling service.
You have decided whether you want to see your clients’ reports, and you have told your clients.
Your marketing copy promises no cure, no prevention and no guaranteed outcome.
You have enough background knowledge to explain reports confidently – for example, from the free NOVO Academy.

How we do it at Novogenia

The facts about working with Novogenia:

Partners only: Novogenia sells exclusively through partners, with active resellers in 69 countries.
Partner shop: your own branded online shop, no setup fees. Novogenia ships the kit, runs the analysis and delivers – you earn a commission on every order.
White label: analyses, reports, saliva collection kits and personalized supplements under your brand; Novogenia stays invisible to your clients.
Your own product idea: developed and manufactured in-house by Novogenia.
For your clients: saliva sample at home or in your practice, analysis in 4 days, reports in up to 18 languages.
Personalized supplements: daily sachets; one delivery lasts 90 days and can be reordered.
First questions: the AI assistant on our website answers them around the clock (chat button, bottom right).

Frequently asked questions

Do I need my own lab or a special license?

You don’t need your own lab – the analysis runs in Novogenia’s laboratory. Lifestyle analyses on nutrition, weight, sports, stress or skin can be offered by nutrition professionals and coaches. Medical analyses are reserved for physicians where national law requires it, for example in Austria, Germany, Switzerland and the USA.

Are there setup fees?

Not for the partner shop. For white label and for your own product idea, the effort depends on the scope you want – for example, branding reports, kits and packaging. You agree on the terms in a conversation with Novogenia.

How much commission does the partner shop pay?

You earn a commission on every order placed through your shop. Novogenia does not publish standard rates – you receive them in a personal conversation, tailored to your business model.

Will my clients know that Novogenia is the laboratory?

That depends on the model. With the partner shop, your clients order in your branded shop, and the analysis and delivery come from Novogenia. With white label, analyses, reports, kits and supplements carry your brand, and Novogenia does not appear to your clients at all.

Can I combine several models?

Yes. You can, for example, start with the partner shop and later add your own brand or your own product. You don’t have to decide everything on day one – you grow with your practice.

Want to offer nutrigenetics in your practice?

Tell us about your practice and your clients – we will show you which partner model fits.

Become a partner →Offer for nutrition professionals

Note: This guide is general information for professionals and does not replace medical or legal advice. The genetic traits determined in a genetic analysis are well documented (each gene included is backed by at least three independent studies); recommendations on nutrition, micronutrients and lifestyle derived from them are logical conclusions, not scientifically proven. Regulations can change; errors and changes excepted.