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NPS
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Ancestry
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About Ancestry's Brand
Ancestry is a website enabling users to create their own family tree and help them discover, preserve and share their family history. Among its major competitors, Ancestry is ranked in 2nd place for NPS while MyHeritage is 1st, and 23andMe is 3rd.
Brand at a Glance
82%
Customer Loyalty
3.6/5
Product Quality
3.4/5
Pricing
3.3/5
Customer Service
Ancestry Ranking
- #1 / 4 of its competitors
Ancestry NPS
Ancestry's Net Promoter Score (NPS) is a 14 with 47% Promoters, 20% Passives, and 33% Detractors. Net Promoter Score tracks whether Ancestry's customers would recommend using the product based on a scale of -100 to 100.
Ancestry Overall NPS
| 47% | Promoters |
|---|---|
| 20% | Passives |
| 33% | Detractors |
Ancestry NPS Trend
-100
-50
0
50
100
| Summary | Date | Score |
|---|---|---|
Mar 2024 19 | Mar 2024 | 19 |
Apr 2024 19 | Apr 2024 | 19 |
Jul 2024 17 | Jul 2024 | 17 |
Aug 2024 16 | Aug 2024 | 16 |
Oct 2024 14 | Oct 2024 | 14 |
Jan 2025 14 | Jan 2025 | 14 |
Feb 2025 11 | Feb 2025 | 11 |
Mar 2025 13 | Mar 2025 | 13 |
May 2025 12 | May 2025 | 12 |
Jul 2025 13 | Jul 2025 | 13 |
Nov 2025 12 | Nov 2025 | 12 |
Jan 2026 14 | Jan 2026 | 14 |
How Other Brands Compare
Ancestry is ranked first for NPS among its competitors. 23andMe and Helix come in second and third, with Pathway Genomics coming in at #4.
Ancestry |  23andMe |  Helix |  Pathway Genomics | |
| Global Ranking | #- | #643 | #- | #- |
| NPS | 14 | 12 | -1 | - |
| Social Sentiment Calculated by analyzing social media and other online mentions | - | Neutral | - | - |
| Valuation Updated every 24 hours for public companies | - | $2.50B | $761.11M | $150.00M |
What is NPS
Net Promoter Score (NPS) is a management tool that can be used to gauge the satisfaction of a firm's customer relationships. NPS has been widely adopted as a key metric often linked to the revenue potential of a company’s product or service. The metric is based on customer responses to the question: "On a scale of 0 to 10, how likely are you to recommend the product to a friend?"
Those who respond with a score of 9 to 10 are known as Promoters, and are widely associated with behaviors that create value, including actively encouraging others to use the product or service. Those who respond with a score of 7 or 8 are categorized as Passives, and they are believed to be less likely to exhibit the value-creation traits of Promoters having a largely neutral effect on other consumers. Detractors are those who fall in the score range of 0 to 6 and represent dissatisfied customers of the product sometimes actively recommending against using the product.
Ancestry NPS by Gender
Female customers rated Ancestry's NPS 24 points higher than Male customers.
Male
-6
Ancestry's NPS was rated -6 by Male customers on Comparably.
35%
Promoters
24%
Passives
41%
Detractors
Female
18
Ancestry's NPS was rated 18 by Female customers on Comparably.
50%
Promoters
18%
Passives
32%
Detractors
Ancestry NPS by Ethnicity
Ancestry's NPS was rated the highest by African American/Black customers, and the lowest by Other customers.
-100
-50
0
50
100
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 17 | Caucasian | 17 |
African American/Black 25 | African American/Black | 25 |
Asian or Pacific Islander 0 | Asian or Pacific Islander | 0 |
Other -12 | Other | -12 |
Ancestry NPS by Age
Ancestry's NPS was rated the highest by customers ages 46-50, and the lowest by customers ages 61-65.
Ancestry NPS by Usage
Ancestry's NPS was rated the highest by customers who have used Ancestry's products/services for 5 to 10 Years, and the lowest by customers with Less than 1 Year of usage.
-100
-50
0
50
100
| Summary | Usage | Score |
|---|---|---|
Less than 1 Year -50 | Less than 1 Year | -50 |
1 to 2 Years -25 | 1 to 2 Years | -25 |
2 to 5 Years 9 | 2 to 5 Years | 9 |
5 to 10 Years 43 | 5 to 10 Years | 43 |
Over 10 Years 15 | Over 10 Years | 15 |
Ancestry NPS vs. Competitors
Compared to its competitors, Ancestry's NPS is rated right above 23andMe, and is preceded by MyHeritage.
| COMPANY | NPS Score | |
|---|---|---|
 | MyHeritage | 50 |
| Ancestry | 14 |
| 23andMe | 12 |
| Pathway Genomics | N/A |
 | DNA Script | N/A |
| Helix | -1 |
Ancestry Customer Reviews
Out of the 14 Ancestry customer reviews 10 were positive and 4 were constructive. Ancestry customer reviews reflect that more than half of the customers have a favorable experience using the products/services of the company.
All Reviews
Positive Reviews
Constructive Reviews
Ancestry Customer Loyalty
82%
Customer Loyalty is a strong indicator of whether or not a customer will choose a brand repeatedly over a competitor that offers similar products/services.
82% of Ancestry users/customers answered "Yes" when asked: "Would you consider yourself a loyal user/customer?"
Sign Up to see the full customer demographics data and the people that answered "Yes" when asked "Would you consider yourself a loyal user/customer?"
Ancestry Customer Loyalty Score by Gender
Ancestry's Customer Loyalty score was rated 89 by both Female and Male customers on Comparably.
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Male
89%
Yes
Female
89%
Yes
Ancestry Customer Loyalty Score by Ethnicity
Ancestry's Customer Loyalty score was rated the highest by African American/Black customers, and the lowest by Other customers.
% who answered "Yes"
Sign Up for Brand Profile PRO to get the full Customer Loyalty by Ethnicity data of Ancestry.
97
out of 100
Caucasian
100
out of 100
African American/Black
70
out of 100
Asian or Pacific Islander
70
out of 100
Other
Ancestry Customer Loyalty Score by Age
Ancestry's Customer Loyalty score was rated the highest by customers ages 41-45, and the lowest by customers ages 51-55.
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0
20%
40%
60%
80%
100%
| Summary | Age | Score |
|---|---|---|
18-25 78% | 18-25 | 78% |
36-40 70% | 36-40 | 70% |
41-45 100% | 41-45 | 100% |
46-50 100% | 46-50 | 100% |
51-55 70% | 51-55 | 70% |
56-60 91% | 56-60 | 91% |
61-65 100% | 61-65 | 100% |
66+ 94% | 66+ | 94% |
Ancestry Customer Loyalty Score by Usage
Ancestry's Customer Loyalty score was rated the highest by customers who have used Ancestry's products/services for 5 to 10 Years, and the lowest by customers with Less than 1 Year of usage.
Sign Up for Brand Profile PRO to get the full Customer Loyalty by Usage data and uncover the answer to "Would you consider yourself a loyal user/customer?" by usage.
Ancestry Customer Loyalty Score by Industry
Ancestry's Customer Loyalty score was rated the highest by Education industry customers, and the lowest by Arts and Entertainment industry customers.
Sign Up for Brand Profile PRO to get the full Customer Loyalty by Industry data and uncover the answer to "Would you consider yourself a loyal user/customer?" by industry.
Ancestry Customer Loyalty vs. Competitors
Compared to its competitors, Ancestry's Customer Loyalty score is rated right above 23andMe, and is preceded by MyHeritage.
| COMPANY | Customer Loyalty Score | |
|---|---|---|
| MyHeritage | 100% |
| Ancestry | 82% |
| 23andMe | 65% |
| Helix | 60% |
| Pathway Genomics | N/A |
| DNA Script | N/A |
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Ancestry Product Quality
3.6/5
Ancestry has an overall Product Quality score of 3.6 out of 5 stars rated by its users and customers.
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Ancestry Product Information
Ancestry’s product quality score is a 3.6 out of 5 as rated by its users and customers. Reviewers from the Healthcare, Hospitals and Medicine industry rated Ancestry's product the highest. Reviewers from the Arts and Entertainment industry rated Ancestry the lowest at 3.1.
- Website
- http://ancestry.com
- Company Size
- 1,001-5,000 Employees
Industry
Tech
Consumer Services
Ecommerce and Marketplaces
Small Business Services
Social
Quick Insights into Ancestry Product Quality
Ancestry's Product Quality score was rated highest by customers ages 46-50, and rated lowest by customers ages 61-65.
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Ranked Ancestry Product Quality the Highest
Ranked Ancestry Product Quality the Lowest
Ancestry Product Quality Score by Gender
Female customers rated Ancestry's Product Quality score 0.3 stars higher than Male customers.
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Male
3.2/5
Female
3.5/5
Ancestry Product Quality Score by Ethnicity
Ancestry's Product Quality score was rated the highest by African American/Black customers, and the lowest by Other customers.
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0
1
2
3
4
5
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 3.6 | Caucasian | 3.6 |
African American/Black 4.1 | African American/Black | 4.1 |
Asian or Pacific Islander 3.3 | Asian or Pacific Islander | 3.3 |
Other 2.8 | Other | 2.8 |
Ancestry Product Quality Score by Age
Ancestry's Product Quality score was rated the highest by customers ages 46-50, and the lowest by customers ages 61-65.
Sign Up for Brand Profile PRO to get the full Product Quality by Age data of Ancestry.
0
1
2
3
4
5
| Summary | Age | Score |
|---|---|---|
18-25 4.4 | 18-25 | 4.4 |
36-40 4.6 | 36-40 | 4.6 |
41-45 3.8 | 41-45 | 3.8 |
46-50 5 | 46-50 | 5 |
51-55 2 | 51-55 | 2 |
56-60 3.9 | 56-60 | 3.9 |
61-65 2 | 61-65 | 2 |
66+ 2.7 | 66+ | 2.7 |
Ancestry Product Quality Score by Usage
Ancestry's Product Quality score was rated the highest by customers who have used Ancestry's products/services for 5 to 10 Years, and the lowest by customers with 1 to 2 Years of usage.
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Ancestry Product Quality Score by Industry
Ancestry's Product Quality score was rated the highest by Healthcare, Hospitals and Medicine industry customers, and the lowest by Arts and Entertainment industry customers.
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Ancestry Product Quality vs. Competitors
Compared to its competitors, Ancestry's Product Quality score is rated right above Helix, and is preceded by 23andMe.
| COMPANY | Product Quality Score | |
|---|---|---|
| MyHeritage | 4/5 |
| 23andMe | 3.7/5 |
| Ancestry | 3.6/5 |
| Helix | 3.5/5 |
| Pathway Genomics | N/A |
| DNA Script | N/A |
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Ancestry Pricing
Ancestry ROI & Value For Money
3.4/5
Ancestry has a value for money and ROI score of 3.4 out of 5 stars rated by its users and customers.
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Ancestry Pricing Plans
Not every product or service fits the needs of a certain user or industry. The users that rank the value for money and ROI highest are mainly from Healthcare, Hospitals and Medicine industry. The users from the Arts and Entertainment industry think that they had the lowest ROI from Ancestry.
Quick Insights into Ancestry ROI
Ancestry's ROI score was rated highest by African American/Black customers, and rated lowest by customers ages 51-55.
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Ranked Ancestry ROI the Highest
Ranked Ancestry ROI the Lowest
Ancestry ROI Score by Gender
Male customers rated Ancestry's ROI score 0.1 stars higher than Female customers.
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Male
3.4/5
Female
3.3/5
Ancestry ROI Score by Ethnicity
Ancestry's ROI score was rated the highest by African American/Black customers, and the lowest by Other customers.
Sign Up for Brand Profile PRO to get the full ROI by Ethnicity data of Ancestry.
0
1
2
3
4
5
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 3.4 | Caucasian | 3.4 |
African American/Black 4.9 | African American/Black | 4.9 |
Asian or Pacific Islander 3.1 | Asian or Pacific Islander | 3.1 |
Other 2.5 | Other | 2.5 |
Ancestry ROI Score by Age
Ancestry's ROI score was rated the highest by customers ages 36-40, and the lowest by customers ages 51-55.
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0
1
2
3
4
5
| Summary | Age | Score |
|---|---|---|
18-25 4.1 | 18-25 | 4.1 |
36-40 4.5 | 36-40 | 4.5 |
41-45 4.1 | 41-45 | 4.1 |
46-50 4.5 | 46-50 | 4.5 |
51-55 2 | 51-55 | 2 |
56-60 3.7 | 56-60 | 3.7 |
61-65 3 | 61-65 | 3 |
66+ 2.5 | 66+ | 2.5 |
Ancestry ROI Score by Usage
Ancestry's ROI score was rated the highest by customers who have used Ancestry's products/services for 5 to 10 Years, and the lowest by customers with Less than 1 Year of usage.
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Ancestry ROI Score by Industry
Ancestry's ROI score was rated the highest by Healthcare, Hospitals and Medicine industry customers, and the lowest by Arts and Entertainment industry customers.
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Ancestry Pricing vs. Competitors
Compared to its competitors, Ancestry's ROI score is rated right above 23andMe, and is preceded by Helix.
| COMPANY | Pricing Score | |
|---|---|---|
| MyHeritage | 4.5/5 |
| Helix | 3.5/5 |
| Ancestry | 3.4/5 |
| 23andMe | 3.3/5 |
| Pathway Genomics | N/A |
| DNA Script | N/A |
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Ancestry Customer Satisfaction (CSAT)
Ancestry Customer Satisfaction (CSAT) Score
69 / 100
Ancestry has an overall Customer Satisfaction score of 69 rated by its users and customers.
Sign Up to see the full customer demographics data and the people that answered "How would you rate your overall satisfaction with the service you received?"
Very Satisfied
40%
Satisfied
29%
Neither Satisfied nor Dissatisfied
5%
Dissatisfied
12%
Very Dissatisfied
14%
What is Customer Satisfaction (CSAT) Score
Customer Satisfaction Score (also known as CSAT), is a metric used to quantify how satisfied customers are with a company or brand’s products and services. The Customer Satisfaction Score is based on customers response to the question: “How would you rate your overall satisfaction with the service you received?” The score is calculated using the formula: (The total number answer of “Very Satisfied” and “Satisfied”) ÷ (The total response) x100, and it is generally displayed in percentages. Some of the main benefits of the CSAT for businesses are tracking retention, identifying happy customers and growing relationships, and gaining repeat business to build a sustainable brand.
Quick Insights into Ancestry Customer Satisfaction
Ancestry's Customer Satisfaction score was rated highest by customers from the Education industry, and rated lowest by customers ages 61-65.
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Ranked Ancestry Customer Satisfaction the Highest
Ranked Ancestry Customer Satisfaction the Lowest
Ancestry Customer Satisfaction Score by Gender
Female customers rated Ancestry's Customer Satisfaction score 10 points higher than Male customers.
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62 / 100
MaleVery Satisfied | 54% | |
|---|---|---|
Satisfied | 8% | |
Neither Satisfied nor Dissatisfied | 7% | |
Dissatisfied | 23% | |
Very Dissatisfied | 8% |
72 / 100
FemaleVery Satisfied | 40% | |
|---|---|---|
Satisfied | 32% | |
Neither Satisfied nor Dissatisfied | 0% | |
Dissatisfied | 7% | |
Very Dissatisfied | 21% |
Ancestry Customer Satisfaction Score by Ethnicity
CSAT according to Caucasian
Ancestry's Customer Satisfaction (CSAT) score was rated 71% according to Caucasian users and customers.
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71 / 100
Very Satisfied
41%
Satisfied
30%
Neither Satisfied nor Dissatisfied
0%
Dissatisfied
10%
Very Dissatisfied
19%
CSAT according to African American/Black
Ancestry's Customer Satisfaction (CSAT) score was rated 75% according to African American/Black users and customers.
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75 / 100
Very Satisfied
50%
Satisfied
25%
Neither Satisfied nor Dissatisfied
0%
Dissatisfied
25%
Very Dissatisfied
0%
CSAT according to Other
Ancestry's Customer Satisfaction (CSAT) score was rated 56% according to Other users and customers.
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56 / 100
Very Satisfied
45%
Satisfied
11%
Neither Satisfied nor Dissatisfied
11%
Dissatisfied
11%
Very Dissatisfied
22%
Ancestry Customer Satisfaction Score by Age
Ancestry's Customer Satisfaction score was rated the highest by customers ages 18-25, and the lowest by customers ages 61-65.
Sign Up for Brand Profile PRO to get the full Customer Satisfaction by Age data of Ancestry.
0
20
40
60
80
100
| Breakdown | Age | Score | |||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 18-25 | 75% | |||||||||||||||
| 41-45 | 75% | |||||||||||||||
| 51-55 | 50% | |||||||||||||||
| 56-60 | 72% | |||||||||||||||
| 61-65 | 34% | |||||||||||||||
| 66+ | 58% |
Ancestry Customer Satisfaction Score by Usage
Ancestry's Customer Satisfaction score was rated the highest by customers who have used Ancestry's products/services for 5 to 10 Years, and the lowest by customers with 1 to 2 Years of usage.
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Ancestry Customer Satisfaction Score by Industry
Ancestry's Customer Satisfaction score was rated the highest by Education industry customers, and the lowest by Tech industry customers.
Sign Up for Brand Profile PRO to get the full Customer Satisfaction by Industry data.
{
"title": "Ancestry Customer Satisfaction Score by Industry",
"text": "Ancestry's Customer Satisfaction score was rated the highest by Education industry customers, and the lowest by Tech industry customers.",
"bars": [
{
"label": "Tech",
"groupId": 104,
"score": 67,
"stars": 0,
"csatScore": 67,
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"scoreClassName": "",
"scoreLabel": 67
},
{
"label": "Arts and Entertainment",
"groupId": 499,
"score": 67,
"stars": 0,
"csatScore": 67,
"text": "Ancestry's Customer Satisfaction score is rated by Arts and Entertainment customers on Comparably.",
"scoreClassName": "",
"scoreLabel": 67
},
{
"label": "Education",
"groupId": 515,
"score": 100,
"stars": 0,
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},
{
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"groupId": 522,
"score": 100,
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}Ancestry Customer Satisfaction vs. Competitors
Compared to its competitors, Ancestry's Customer Satisfaction score is rated right above 23andMe, and is preceded by MyHeritage.
| COMPANY | Customer Satisfaction (CSAT) Score | |
|---|---|---|
| MyHeritage | 100% |
| Ancestry | 68% |
| 23andMe | 60% |
| Helix | 55% |
| Pathway Genomics | 0% |
| DNA Script | 0% |
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Ancestry Customer Service
3.3/5
Ancestry has an overall Customer Service score of 3.3 out of 5 stars rated by its users and customers.
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About Ancestry's Customer Service
Address
Provo, UT 84604
Website
http://ancestry.com
Quick Insights into Ancestry Customer Service
Ancestry's Customer Service score was rated highest by customers ages 46-50, and rated lowest by customers ages 51-55.
Sign Up to unlock insights into how customers have ranked Ancestry's Customer Service score.
Ranked Ancestry Customer Service the Highest
Ranked Ancestry Customer Service the Lowest
Ancestry Customer Service Score by Gender
Female customers rated Ancestry's Customer Service score 0.2 stars higher than Male customers.
Sign Up for Brand Profile PRO to get the full Customer Service by Gender data of Ancestry.
Male
3.1/5
Female
3.3/5
Ancestry Customer Service Score by Ethnicity
Ancestry's Customer Service score was rated the highest by African American/Black customers, and the lowest by Other customers.
Sign Up for Brand Profile PRO to get the full Customer Service by Ethnicity data of Ancestry.
0
20
40
60
80
100
| Summary | Ethnicity | Customer Service Score |
|---|---|---|
Caucasian 3.2 | Caucasian | 3.2 |
African American/Black 4.1 | African American/Black | 4.1 |
Asian or Pacific Islander 3.6 | Asian or Pacific Islander | 3.6 |
Other 2.8 | Other | 2.8 |
Ancestry Customer Service Score by Age
Ancestry's Customer Service score was rated the highest by customers ages 46-50, and the lowest by customers ages 51-55.
Sign Up for Brand Profile PRO to get the full Customer Service by Age data of Ancestry.
0
20
40
60
80
100
| Summary | Age | Customer Service Score |
|---|---|---|
18-25 3.7 | 18-25 | 3.7 |
36-40 4.5 | 36-40 | 4.5 |
41-45 4.1 | 41-45 | 4.1 |
46-50 5 | 46-50 | 5 |
51-55 2.1 | 51-55 | 2.1 |
56-60 3.3 | 56-60 | 3.3 |
61-65 2.6 | 61-65 | 2.6 |
66+ 2.5 | 66+ | 2.5 |
Ancestry Customer Service Score by Usage
Ancestry's Customer Service score was rated the highest by customers who have used Ancestry's products/services for 5 to 10 Years, and the lowest by customers with 2 to 5 Years of usage.
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Ancestry Customer Service Score by Industry
Ancestry's Customer Service score was rated the highest by Healthcare, Hospitals and Medicine industry customers, and the lowest by Arts and Entertainment industry customers.
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Ancestry Customer Service vs. Competitors
Compared to its competitors, Ancestry's Customer Service score is rated right above 23andMe, and is preceded by Helix.
| COMPANY | Customer Service Score | |
|---|---|---|
| Helix | 3.9/5 |
| Ancestry | 3.3/5 |
| 23andMe | 3.3/5 |
| MyHeritage | 3/5 |
| Pathway Genomics | N/A |
| DNA Script | N/A |
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Ancestry as an Employer
3.4/5
Ancestry has a 3.4/5 stars for its overall company culture rated by their employees
top
50%
Consumer vs. Employees
Ancestry scored a 14 for Net Promoter Score and a -9 for Employee Net Promoter Score. NPS gauges how likely a customer of Ancestry would recommend the brand to a friend. ENPS measures how likely Ancestry employees would recommend working at Ancestry to a friend.
Net Promoter Score
14
NPS Score
| 47% | Promoters |
|---|---|
| 20% | Passive |
| 33% | Detractors |
Employee Net Promoter Score
-9
eNPS Score
| 35% | Promoters |
|---|---|
| 21% | Passive |
| 44% | Detractors |
