Geneto
where genetic science meets technology
Geneto is leading the way in understanding how science can improve our health and achieve our ideal weight, thanks to our innovative diet and fitness app powered by genetic science.
Our values
We at Geneto approach nutrition with the help of science.
We believe that people with even the highest of lifestyle disease risks can keep their health and body weight under control.
We value your privacy and take data protection as our core value.
Mission
Our purpose is to combat preventative lifestyle-related diseases with the help of our innovative diet app and personalized lifestyle recommendations. The biggest modern lifestyle disease – obesity is becoming a pandemic throughout the world. Obesity triggers numerous life-threatening problems such as type 2 diabetes, cardiovascular diseases, joint problems, certain types of cancers, and a shortened life span. Additionally, undetected food tolerance such as lactose and gluten intolerance could have long-lasting effects on your health and wellbeing.
With the goal of fighting obesity and modern lifestyle-related diseases, we have created the world’s most advanced diet and fitness app that gives food-based recommendations based on your genetic profile. Together with leading genetic scientists, we have developed one of the most precise gene tests in the world – scanning more than 700 000 gene markers in order to identify the risk for a potential disease. The results of our gene test are directly sent into the app, in order to give you a personalized food plan and feedback when using the food diary.
Our science
In cooperation with the genetic scientists at the University of Tartu Institute of Genomics, we at Geneto have developed a ground-breaking approach in identifying the individual’s genetic risks. The science is based on the extensive data collected from the Estonian Genome Project, as well as numerous international studies, such as the genome-wide association study (GWAS) and validated by the data of EGC. Our gene test examines the polygenic risk scores (PRS) that analyze more than 700 000 gene markers for a single lifestyle related disease!
As a private company, Geneto holds the exclusive license for the risk scores.
Your Personal Nutritionist Inside Your Pocket
Personalized
Personalized food plan and recommendations based on your genetic test results.
Food diary
Food diary that gives you feedback on your daily calorie intake and macros.
Recipes
Recipes for healthy meals tailored for your whole family.
Barcode reader
Barcode reader for quick and easy use of the food diary.
Database
Large database of recipes, grocery store foods and restaurant menus.
Fitness
Synchronization with the most popular fitness apps that helps to balance your changing calorie needs.
The People Bringing Innovation To Everyday Life
Jaak Sarv
CEO / Co-founder
MSc in Software Engineering
Jaak has 20 years of experience in software development and data science. He founded Geneto as he was finding ways to solve his own personal problem of being overweight. After successfully solving his weight-problem, he now has a goal of helping others in following his steps of scientific weight-loss. Jaak sees a huge potential in how preventing lifestyle diseases could help millions of people around the world and reduce the very costly burden for the medical system. As a data scientist, he envisions how gathering daily lifestyle data together with genetics could lead to new and better scientific discoveries in genetics.
Pille-Riin Meerits
Genetics / Co-founder
MSc in Gene technology / Molecular biology (cum laude) / PhD student in Exercise and Sport Sciences
Pille-Riin has a master’s degree in genetics from the University of Tartu. She is interested in incorporating scientific knowledge into the everyday lives of people. After having children, she has become increasingly concerned about the lifestyle habits that our children inherit from us and the health risks they face. Pille-Riin believes it’s all about setting a positive example for the next generation.
Tiina Üürike
COO
MSc in Business Administration
BSc in Accounting
Tiina is a former CEO of a skin clinic and she brings this experience to run Geneto’s day to day operations.
Tiina believes that heathy life is in everyone’s own hands. You need to get to know yourself to make the best decisions for you.
Rauno Villberg
Mobile developer
Rauno is an experienced mobile app developer and enjoys developing video games in his spare time.
He faced weight problems growing up, but eventually beat them by making consistent healthier lifestyle choices.
Rauno believes that Geneto can help others overcome similar problems with less struggle.
Triin Liiv
CMO
Kätrin Karu-Lavits
Nutritionist
MSc in Food Science
MBA
A nutritionist with a Master’s Degree in bio- and food technology, who has helped to compile our recipe database and has made sure that the recipes are made from fresh and healthy ingredients.
Eliisa Lukk
Nutritionist
MSc in Molecular and Cell Biology
MBA
Nutritional Therapy Practitioner Eliisa Lukk helps to find dietary deficiencies and ways to support unbalanced body functions by recommending the most health-promoting foods to the menu.
Advisors
Priit Salumaa
Startups / Investor / Member of the Board
Priit is one of the founders of Geneto and a startup guru who helps us with product development and financial investments. He is one of the most successful entrepreneurs in Estonia and we are lucky to have him as a mentor.
Andres Salumets
Genetics / Investor
Andres helps us to make the latest scientific discoveries in gene-based health counselling accessible and useful to an average person. Andres works in the University of Tartu as Professor of Reproductive Medicine.
Jaak Mae
Olympic Bronze Medalist / Investor / Member of the Board
Jaak is an entrepreneur and our mentor in sports. He is also our PR specialist in media who helps us to make our service more known.
Kertu Popp
Head of New Services at Elisa Eesti
Kertu has 10 years of fast-paced, ever-changing and highly competitive telco sector hustler experience, topped off with lean & mean innovation management. Kertu leads the new services department and idea validation processes at Elisa Eesti and advises startups in Ajujaht, sTARTUp Day, Startup Week, Starter Tallinn, LapHack & you-name-it-startup-thing.
Partners
Elisa Eesti
Our startegical R&D, sales and marketing partner, Elisa Eesti is a well-recognized IT&Telecommunications company in Estonia. Enjoying the largest marketshare in private customers and owned by the Finnish telecommunications market leader Elisa OYJ. Elisa is the partner operator for Vodafone Group, making it possible to serve customers around the world.
Estonian Genome Center of University of Tartu
Our science and lab partner, with whom we have developed the polygenic risk scores (PRS) that identify the risks of lifestyle-related diseases.
All genetic tests are carried out at the University of Tartu Institute of Genomics lab.
Mobi Lab
Mobi Lab is a mobile design and development agency based in Estonia. Their mission is to create the best mobile and augmented reality products focused on improving experiences for an ever-moving globe. Their services have been instrumental in providing added expertise to Geneto’s team in the areas of business analysis, design, development, and QA testing for our iOS and Android applications.
Mooncascade
Mooncascade is a premium software product design and development company focusing on delivering high-quality digital user experiences. Their main focus is on building next-generation fintech products, but they also have ample experiences in mobility, telecommunications, entertainment and the public sector.
Geneto has its roots in Mooncascade as Geneto was spinned out of the company after the first year of operations. The first versions of the mobile product were implemented with help of Mooncascade.
