They were financed by Google - just think what the value of having millions of people’s DNA in the Google database-of-everything. You apply for a job, someone runs a search cross referencing characteristics of your DNA with those of people who have been successful in that kind of job and you get an offer - or not. They don’t need customers except to feed their database.
The CEO is Sergey Brin’s ex wife.
Insurance companies place a value in not insuring people with a pre-disposition toward certain diseases. I suppose this data would be helpful for them. Go figure.