The main tagline from the website is:
A platform for Trusted Lending Circles, powered by people and blockchain.

The slightly longer explanation from the whitepaper is:
WeTrust is a collaborative savings, lending and insurance platform that is autonomous, agnostic, frictionless, and decentralized. WeTrust utilizes the Ethereum blockchain to create a full-stack alternative financial system that leverages existing social capital and trust networks, eliminating the need for a “trusted third party”, allowing for lower fees, improved incentive structures, decentralized risks, allowing a greater amount of capital to reside among the participants, and ultimately improving financial inclusion on a global scale.

Personally I find the concept very interesting. The goal is to build a platform with increasingly complex alternative financial and insurance products. The first product being developed is an application for Trusted Lending Circles (aka Rotating and Saving Credit Association/ROSCA).

They have a website at www.wetrust.io, a blog at medium.com/wetrust-blog and there is a proof-of-concept available on rosca.wetrust.io. To hear the Founder's talk more about the project in their own words, watch the CoinFund's Hangout or listen to the Blockchannel's podcast with them.