This startup wants to pay people for their DNA

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Illumina-backed LunaDNA has asked the U.S. Securities and Exchange Commission to approve its plan to pay customers for sharing their genetic data, according to Bloomberg.

Luna wants to build a DNA marketplace where customers can upload de-identified data from genetic-testing companies like Ancestry or 23andMe in exchange for shares of the company. Researchers would then pay Luna to access its data platform, and Luna would share some of those profits with its shareholders as dividends.

"We're recognizing data donors as having currency to acquire shares in the company,'' Ms. Barry told the publication. "People should be rewarded when value is created from their data. We can't say something has value and then just sort of take it from people.''

Data from genotyping companies like 23andMe would be worth 50 shares, while a whole genome would be 300 shares, according to Luna. The company also plans to collect other types of information, such as data from fitness trackers.

The SEC filing will undergo a minimum 21-day public comment period. If the SEC approves the request, Luna will officially launch its platform.

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