Yes, they are doing KYC "Know our customer" Like most of the exchanges and icos should be doing now for the legal reasons. On KYC you need to send the proof that they'll request.
The fact they ask personal information since they will be KYC complaiant it may look as a hassle but in reality show the committment of the company to follow the lagislation.
Same thing goes for the AML.
In fact it seems this in the future will be a necessary thing to do for everyone, as exchanges are also moving toward listing KYC/AML compliant tokens only.
Good to see UTRUST is on top of things, let's see in a few days when the ico start what kind of investments we will see arriving.
Exactly we are taking all legal precautions in order to be a legitimate business starting now and into the future. Any ICO that isn't following KYC is at a huge risk of fraud.