Ancestry.com is a leading online genealogy platform that helps users trace their family history, build family trees, and connect with distant relatives. It o昀昀ers access to a vast collection of historical records, DNA testing services, and a platform for sharing and discovering family stories. STRENGTHS WEAKNESSES • Extensive Database: Ancestry.com boasts • Subscription Costs: Ancestry.com operates on a subscription model, which can be expensive, one of the largest collections of genealogical particularly for users seeking access to premium records, making it a go-to resource for users records and features. interested in tracing their lineage. • DNA Testing: The integration of DNA • Privacy Concerns: DNA data storage and sharing have raised privacy concerns among users, testing with genealogical research o昀昀ers users personalized insights into their ethnic particularly regarding third-party access and data security. background and potential relatives. • User Community: Ancestry.com has a large, • Complex Interface: The vast array of features and data can be overwhelming for new users, making active user base, allowing for collaboration and the platform less accessible for beginners. connection with other family members and researchers. • Family Tree Builder: The platform’s intuitive family tree builder makes it easy for users to document their family history and explore connections. OPPORTUNITIES THREATS • Enhanced Storytelling Features: Expanding • Competition from Other Genealogy Services: beyond genealogy to include more robust tools The emergence of other genealogy platforms and DNA testing services could erode Ancestry.com’s for preserving and sharing family stories could appeal to users interested in more than just market share. records. • Privacy Regulations: Increasing scrutiny and • Integration with Other Legacy Tools: regulation of data privacy, particularly concerning genetic information, could impact the service’s Partnering with platforms that focus on legacy growth. preservation could o昀昀er a more comprehensive service to users.