No. Why?

1. It’s not direct to consumer (DTC), it’s through physicians.
2. It’s a service business, not a product business. (Helix Health’s Services page)

Helix’s non-classification as a competitor isn’t a slight, it merely does not compare well with Navigenics, 23andMe, and deCODEme because it sells services (time), not product.

unit profit by size of business

consulting begins profitable, but becomes unwieldy at scale
products require significant capital to develop, but yields huge returns (scale * profit) if it can scale

Services business begin profitable at full capacity (because people do not work at a loss) but do not scale well because experts have limited time to sell. So consulting businesses like Helix Health may achieve consistent, moderate returns, but they don’t have the potential for monopolistic growth that leads to huge exits. Thus, consulting businesses rarely raise venture capital funding which depend on a few huge exits before their fund’s horizon for profitability.

So deCODEme, Navigenics, and 23andMe are “all or nothing” fence-swingers, while Helix Health is not. So the “crossing the chasm” argument applies less to Helix because its survival doesn’t depend on reaching a general market.

Bottom line: if every American ordered a 23andMe test, 23andMe would be Google. If every American tried to schedule an appointment at Helix Health, there would be a very long line.