With Helix, Illumina Goes Consumer – Again

After failing to tap into the consumer market six years ago with a health-information-oriented Personal Genomics Service, Illumina is taking a new tack in trying to leverage the value of its industry-leading gene sequencing platform – in this case setting its sights well beyond medicine and even wellness. Its new $100 million venture, Helix, also backed by two large investors, intends to become a massive “app store,” with partners creating content derived from consumers’ genomic information.