The health tech startup that keeps reinventing itself — from genetic testing to COVID testing to AI cancer screening. Color has pivoted more than a basketball player, but each pivot has been toward a bigger opportunity. The current bet — using AI to catch cancer early at population scale — is genuinely important. If they can prove that AI-driven screening catches cancers earlier and saves money, every health system will want it. The challenge: health tech companies have been promising AI-powered breakthroughs for a decade. Color needs results, not just demos.
Founded
2015
HQ
Burlingame, CA
Total Raised
$278 million
Founder
Othman Laraki
Status
Private — valued at $1.5 billion (2021)
Website
www.color.comTHE ORIGIN STORY
Othman Laraki was VP of Product at Twitter when he became interested in how genomics could transform healthcare. He co-founded Color to make genetic testing accessible — starting with hereditary cancer risk testing (BRCA1/BRCA2) at $249, a fraction of the $4,000 cost through traditional labs.
The thesis: if you can identify cancer risk early, you can save lives and reduce healthcare costs.
WHAT THEY ACTUALLY DO
B2B2C — sells to employers, health systems, and government agencies. Per-test or per-member pricing for genetic testing, cancer screening, and COVID testing.
Revenue from test processing fees and platform licensing. Pivoting to AI-powered cancer screening at scale.
THE PRODUCTS
Genetic Testing (hereditary cancer risk, pharmacogenomics), Cancer Screening Programs (employer and health system), Population Health Platform, AI Risk Assessment, COVID Testing (during pandemic).
HOW THEY GREW
AI-powered cancer screening at population scale. Color is using AI to analyze medical records, family history, and genetic data to identify individuals at high risk for cancer — then connecting them to screenings covered by insurance.
The bet: early detection saves lives AND money. Partnering with health systems and employers.
THE HARD PART
Finding a sustainable business model. Color pivoted multiple times — from consumer genetic testing to employer health programs to COVID testing (they processed millions of COVID tests during the pandemic) and now to AI-powered cancer screening.
Each pivot was rational but the identity changes confused the market.
WHO BACKED THEM
General Catalyst, Initialized Capital, Viking Global Investors, T. Rowe Price, Khosla Ventures
Related Profiles
Head-to-Head
Compare Color Health vs another company.