Decided to take a quick peek at Ancestry.com, as they now offer DNA testing as well.
Founders seem to have some sort of involvement with the LDS church.
Currently owned by Permira (private equity firm) whose portfolio includes TeamViewer, LegalZoom, Metalogix, BakerCorp (kek) and Telepizza (kekkek) to name a few.
Might be worth a deeper dig.