A Silicon Valley startup called Helix is betting on the notion that not only do people want to learn more about their DNA, but they'll also pay to keep interacting with it.

Today the company, which was founded in 2015 with $100 million from genomics giant Illumina, is launching its much-anticipated online hub where people can digitally explore their genetic code by downloading different applications on their computers or mobile devices. Think of it as an app store for your genome (see “10 Breakthrough Technologies 2016: DNA App Store”).

Personalized genetic information has become an affordable commodity. The early success of leaders like 23andMe and AncestryDNA, which sell DNA testing kits for $200 or less, has ushered in a wave of new companies offering direct-to-consumer genetic tests for everything from ancestry to the wine you should drink based on your DNA.

Most of these genetic testing kits are one-time deals. You spit in a tube, and your saliva is sent off to a lab to be analyzed. A few weeks later you get a long, detailed report of your genetic makeup. Helix CEO Robin Thurston says all that information can be daunting, and most people don’t come back to the data again and again.

With Helix, people will be able to choose the things about their genome they want to learn about. For an initial $80, Helix sequences the most important part of the genome—about 20,000 genes plus some other bits—called the exome. That information is digitized and stored by Helix, which doles out pieces of the information to companies selling other apps through Helix. “It’s our goal that someone will have a lifelong relationship with their DNA data,” Thurston says.

Other direct-to-consumer testing companies like 23andMe and AncestryDNA use a technology called genotyping to analyze a customer's genes. Helix uses a more detailed method known as DNA sequencing, which yields about 100 times more information. So far, most people who have gotten exome sequencing, which can cost several hundred to more than a thousand dollars elsewhere, have been patients with rare or unknown medical conditions who hope their genes can provide more answers. Exome sequencing for healthy people is a new, untapped market.

From the consumer side, people will have to get their genes sequenced only once, then they can choose from different apps in categories like ancestry, fitness, health, and nutrition and pay as they go. About a dozen companies are debuting apps on Helix today, and each app is designed to tell you something different about your genome. Some are more medically relevant, like those that estimate risk for inherited cholesterol and heart problems, test for food sensitivity, or check to see if you could pass a serious genetic condition on to your child. Only the apps people buy will have access to their personal information.

One company, Exploragen, says it can tell you about your sleep patterns—like whether you’re a morning person or a night owl—just by looking at your DNA (in case you needed help knowing that one). Another company, Dot One, will examine the tiny portion of your genes that makes you different from everyone else and print that unique code onto a customized fabric scarf (because, why not?).