I think the business model is not transparent enough. Wanted to invest some time ago and had problems figuring out, what exactly they do.
Long story short, what they do is, make it easy for you to invest in different assets(cryptos). So instead of opening an account on Poloniex, Kraken and Bittrex, you only have an account with them, and you can invest in the cryptos you would like. They take care of the rest.
There is also an even easier way, where you just invest in a fund, already build with different assets. For example, you invest $100 in a fund, made from 15% bitcoin, 15% iconomi, 10% ark, 10% stratis, 10% neo, ....
The purpose was to make it easier for the majority of population to start investing in digital assets.
