Definitely not the first company that has come up with the idea of asset management using blockchain technology. I think they are trying to do too much might spread themselves too thin. But having said that, if they are able to pull it off, they have a huge market to cater to.
I saw many in asset management but Zichain tries to unite all needed services in one place. That's their advantage. If they deliver this, it will be a big thing. Very excited about this one!