The redesign fits the name, but does it fit the product? Without the company's vision/style guide, it's hard to do a redesign. I think it's a great job provided the information gleamed from the current website and the company name.
Just because a little is good, doesn't mean that twice as much is better. I think the name does a great job at subconsciously making people feel a little bit important, but I think having the rest of site designed around exclusivity actually undermines the positioning they are going for. They're targeting young professionals who are willing to spend some extra money if it can make them more productive, not celebutante wannabes.
ie: They could target more than young professionals - what about people who have disabilities? Maybe they can set up a weekly Exec service for groceries for handicapped people. Exec is a startup and they're no doubt iterating their product, and customer discovery and all that jazz. I feel it's unfair to look at a site, then comment on the design, when neither knows Exec's target customers (even when Exec is still discovering themselves).
This thread is a good case study for nerdly misconceptions about marketing. I suspect that to a lot of HN readers, "marketing" means "what feelings you're expected to have while using the product", like, "this is gold and black for the same reason that Github has Star Wars imagery on their 404 page". No. Marketing is first and foremost about subsetting people into groups, predicting what those groups will pay for a good or service, and then picking the group. The "feelings" business serves that goal, not the other way around.
So, first, you'd want to decide "am I going after the same people that Hertz #1 Club Gold is" (ie, the kinds of people who spend 5 figures a month solely on travel expenses) and then say "let's class up the website a bit".
And that - in the right circumstances - can be a very, very good thing. I've seen designers sweat blood to get that kind of feel :-)