most of the ICO's are scam and have no real business plan to provide! One need to be careful with what you invest your hard earned money into!
I have not the answer for this company beside their heavy advertising campaign!
you need to have staff in place in order to run such a business! It's complicated and really expensive to get started! Whitelabel is a great start but still it will require you to know something about this business.
You seem to be correct.. I'm in the process to setup such an exchange business without license. Most people (agency services) I have asked tell me I don't need a license to trade crypto, but I need a license if I do exchange from crypto to fiat! Who is going to note what I'm doing actually?