Case Study

Ancestry is the world’s largest provider of online family history resources and consumer genomics data.

Ancestry has become the world’s largest provider of family history information, consumer genomics data and research tools with over 10 billion historical records and a deeply engaged community of more than 3 million paying subscribers generating, sharing and structuring unique content. Ancestry has sold over 10 million DNA kits to date.

Spectrum has partnered with Ancestry’s management team for more than a decade as the company became the dominant category leader and a recognizable global brand. Over time, Ancestry has evolved its core service to become a truly collaborative platform for users, widening its competitive advantages, expanding its addressable market, and developing best practices in many critical functional areas for growing a global online subscription business.

Senior Management and Board Recruitment

Tim Sullivan originally joined as CEO and later transitioned to Chairman with the addition of current CEO Margo Georgiadis, Howard Hochhauser as CFO, Eric Shoup as SVP of Product and Rob Singer as SVP of Marketing.


Ancestry now has eight international offices and launched the service in 12 foreign languages.


Ancestry has acquired many adjacent companies including Heritage Makers, iArchives, 1000memories, FindAGrave,, and ProGenealogists.

Product Launches

New products launched included AncestryDNA which expanded the available market through self-discovery. AncestryDNA is available in more than 30 international markets.

Pricing Optimization

The company optimized pricing and subscription packages to accelerate customer acquisition and improve retention.

Strategic Partnerships

Ancestry expanded its partnership with FamilySearch to bring an additional 1 billion global records from 67 countries to the platform. In total, Ancestry has genealogical records originating from 80 countries.


Blackstone to Acquire Ancestry®, Leading Online Family History Business, for $4.7 Billion

After a 15+ year partnership with Ancestry, we are pleased to announce the company will be acquired by Blackstone.

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AncestryHealth: Actionable Health Insights for You and Your Family

AncestryHealth is a long-term commitment to making a difference in preventive health through personalized and actionable insights.

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Former Farmers Insurance CMO Starts New Role As CRO For Ancestry

Mike Linton, former CMO at Farmers Insurance, has joined Ancestry as its Chief Revenue Officer. Mike will be responsible for marketing and product to support further company growth.

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Ancestry Surpasses 15 Million Members in its DNA Network

Ancestry continues to lead the industry with world’s largest consumer DNA network, powering unparalleled connections and insights.

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