United Financial's Money Maxx account

An old colleague of mine hit me up yesterday to pitch the Money Maxx account.

It seems similar to CMG’s Home Ownership Accelerator, which I used to sell.

But there seem to be a few new things that weren’t clear to me.

Can you please help me understand:

1. Is the “engine” that makes this work a piece of software that continually calculates EPR and recommends money moves that the customer does manually? Or is the engine an automated sweep account tying a checking/savings account to either a 1st position Heloc or IUL?
   2. Who is the target clientele for this? The info on their site is a pretty clumsy attempt at B2C, but it doesn’t really explain anything, so I’m not sure if this is for low-moderate income with cash flow challenges or high income with strong assets and cashflow.
   3. If this is run by an IUL, how does it work with mortgage/insurance licensing and with partnering with an advisor to do these together? (Is this generally a financial advisor product or a mortgage advisor product?)

Thanks in advance!