Imitation is supposedly the greatest form of flattery, so I would say that this startup is really absolutely praising the design of Auth0's Lock[1].
Indeed this seems to offer a subset of Auth0's identity and authentication services with the addition of payment and membership. From the landing page, the scope and ease of use of the latter isn't very clear.
Integrating payment and membership into an identity service seems like a valuable addition but I wouldn't trade that for a fully extensible authentication pipeline[2] and a proven track record.