GeneTree Takes On Genealogy Social Networking, a new online social networking site focused on genealogy, has launched today. The new firm, which was founded by James LeVoy Sorenson, the biotech mogul, and son James Lee Sorenson, is focused on allowing people to share photographs, videos, and collaborate on sharing their family history. The new site goes up against longtime genealogy site, along with startup Geni and other genealogy focused web sites. According to GeneTree, the web site is unique due to its digital media software, and a tie into DNA database run by Sorenson Molecular Genealogy Foundation (SMGF). The site will also offer mitochondrial DNA testing as part of its suite of services. James Sorenson ranks among the Forbes 400 richest Americans, with a fortune worth $4.5B.