As the NHS faces unprecedented pressure, the conversation around personalised prevention is intensifying.
Health providers and policymakers alike are looking to genomics as a potential turning point—not just in treating disease, but in preventing it.
Private sector initiatives, such as Bupa’s My Genomic Health programme and the government-backed Our Future Health study, show that demand for early, individualised insights is growing.
Amid this shift, Jeen, a UK-based healthtech company, is offering a new model for how genetic testing in the UK can be delivered: simple, clinical, and at home.
Jeen combines at-home genetic testing kits with expert clinical support, helping individuals understand their inherited risk for cancer, inherited conditions, and more.
The company is part of a growing movement to make genetic testing and genetic screening proactive, not just reactive.
“The earlier you do genetic testing, the more prepared you are to make important lifestyle and healthcare decisions,” says Tom Ushakov, founder of Jeen.
Genetics Beyond the Clinic
With NHS waiting lists growing and traditional pathways under strain, more people are seeking private genetic testing in the UK.
Jeen offers a digital-first model that removes barriers without compromising on medical rigour.
Its services include:
- Hereditary cancer risk testing (screening 50 genes linked to cancers such as breast, ovarian, prostate, and colorectal)
- Carrier screening (testing nearly 800 genes relevant to family planning)
- Non-invasive prenatal testing (NIPT)
Each journey begins with a consultation with a genetic counsellor, who helps design a tailored test based on personal and family history.
Testing is done via an at-home cheek swab, with results returned in under four weeks and followed by personalised counselling.
Genetic Counselling at the Core
While some direct-to-consumer tests focus on volume or entertainment, Jeen’s focus is clinical clarity.
Every test is guided by a qualified genetic counsellor, who builds a family history pedigree, explains the test’s scope, and prepares the individual for possible outcomes.
This is especially important in interpreting variants of uncertain significance (VUS) or determining what a positive result means for family members.
Counsellors support patients in understanding risk—not just probability, but what steps they can take next.
This model supports more meaningful genetic risk assessment for cancer in the UK, especially in individuals who may not qualify for NHS testing but have a family history of early or multiple cancers.
A Growing Role in Personalised Prevention
Jeen’s approach aligns with the wider movement toward personalised prevention in UK health policy.
While public sector programmes such as My Genomic Health and Our Future Health are making headlines for their large-scale ambitions and research, Jeen is quietly providing access to genetic screening today—for individuals ready to take action on their health.
As personalised prevention strategies mature, the role of companies like Jeen will become even more central.
With over 300 health policy references to genomics and polygenic risk scores published between 2013 and 2023, the UK is clearly betting on personalised prevention to shift the burden away from acute treatment.
But achieving this vision requires more than new tests—it requires infrastructure, counselling, public trust, and equitable access.
Jeen is helping build that infrastructure today.
A Clinical Team for the Future
Jeen’s medical leadership includes:
- Clinical geneticists with expertise in hereditary cancers and prenatal genomics
- Counsellors trained in patient education, adult and paediatric genetics
- A gynaecological oncologist and maternal-fetal medicine consultant
This team underpins Jeen’s commitment to responsible and ethical testing. In contrast to broader consumer-facing models, Jeen prioritises care quality and clarity.
Bridging the Gap Between Policy and Action
As the NHS begins piloting polygenic risk scoring tools and evaluating AI in disease prediction, private models like Jeen provide a glimpse of what accessible, personalised prevention can look like today.
Importantly, Jeen does not overpromise.
Its results are medically grounded, its services are supported by evidence, and it focuses on conditions where preventive action can be taken—a key principle echoed in the design of Bupa and NHS genomic pilots.
With the rise of personalised data, it’s becoming clear that knowing your risk is only the beginning.
Acting on it—early, confidently, and with the right support—makes all the difference.
