Genetic test analysis company has cracked the code

Rising demand for clinical genetic testing — brought on by advances in what’s known as precision or personalized medicine, which tailors treatments to suit a person’s unique gene code — has created a niche that St. Petersburg-based InformedDNA is ready to fill.

Founded in 2007 by Tampa clinical geneticist Rebecca Sutphen, the original business model was to be a provider of genetic counseling services to individuals. The firm reinvented its business model in 2013 to focus on working with health insurance companies, which often need outside experts to analyze genetic tests physicians aren’t qualified to examine and interpret for patients.