First they've developed a new drilling rig to try and drop the drilling time, cost and mess by 10x. Call the drilling traditionally 50% of the cost. This is for doing vertical bore holes, instead of horizontal trenches.
Second, they're targeting/marketing directly to home owners in cold regions who use heating oil for heating. The data collection/marketing is ground breaking for residential HVAC, but I would guess probably nothing too amazing compared to any modern web company.
Third, they're bringing modern financing to the ground source heat pump space. Similar to solar leases/PPA's is my understanding.