In 2018, the National Institutes of Health (NIH) launched its ALL OF US Research Program, designed to increase the diversity of participants in biomedical research and health programs. Their goal is two-fold: to enroll at least 1 million people of racial and ethnic diversity, and to collect their DNA. NIH refers to this as a precision medicine initiative with the idea of personalizing healthcare and targeting health recommendations. And now that they have 175,000 people enrolled, they have awarded $4.6 million to a health tech company from California, Color, to build a genetic counseling service. The press release can be found here.