The tool looks pretty neat, but I don't think for average users they are able to "self-direct"; also, the ETF, many of the brokers, offers little to zero fee.
That's not a bad option if you just want some diversity with minimal thought + effort. I think this tool offers a different option. With a little bit of thought and effort, you can save on the fees and customize the risk/return profile.
Some of the "no fee" ETFs are also not that great ... such as https://www.marketwatch.com/story/these-hidden-etf-fees-are-...