Utrust

UTRUST might be able to bring value to their token by distributing it through their dispute resolution process, successful disputes would refund the buyer with UTRUST tokens instead of their original payment method. It may seem like a convoluted process for the buyer, but this as actually a key part of the business plan to ensure the coin holds value. Coupled with their plan to allocate transaction fees to buy back UTRUST tokens will be effective in keeping the token value from hitting rock bottom.

The major flag that will be hard to deflect in this analysis regards UTRUST's heavy marketing tactics. The indiscreet, in your face, high price marketing attracts investors that tend to dump their holdings at the most opportune moment. As we have stated before, coins that follow this path usually end up dwindling in value once it appears on an exchange.

Opportunities:
Cryptocurrency payment has not been catching on because of the rising Bitcoin transaction fees. However, with the growing popularity and much lower transaction cost of Ethereum, especially after the Byzantium upgrade, we believe the time has come where Ether can become a viable cryptocurrency for online payments.
The online payments market is large with huge potential. If UTRUST can be successful, they have the potential to process billions of dollar of transactions a year.

Concerns:
There are other competitors in the cryptocurrency payment solutions space, such as Monetha, Request, Coinify, CoinPayments, BlockPay, Cryptonator, and BitPay. UTRUST may not be the winner in this industry.
UTRUST has no merchant support so far, which is lagging other competitors.
Other blockchain projects working on merchant payments such as Monetha and Request are trading at a sub-$35 million valuation, which makes it hard for UTRUST to obtain a high valuation.
The gap between pre-ICO (August) and ICO (November) should give the developers more time to come up with a minimal viable product. However, this is not the case. There is no proof-of-concept developed despite the team claiming that they are ahead of schedule in terms of development.
The platform is not going to launch until Q4 2018, which 1 year after the end of ICO. In the meantime, there would not be much catalyst for token prices.

Conclusion:
Overall, we are negative about this ICO’s short-term potential and neutral about its long-term potential. Our thoughts of the tokens for short term and long term are as follows:
For ​short-term holding
Negative. As mentioned above, $3.5 million was already raised at over 50% discount. Also, the high hard cap of $49 million will back fire, especially in this market environment, causing even less participants to contribute. We believe tokens can be bought at lower than the ICO price after trading.
For long-term holding
Neutral. We are not sure if UTRUST will win among the competition. In terms of getting merchants aboard for accepting cryptocurrency, UTRUST is falling behind Monetha (which secured multiple partnerships with large merchants) and Request (which can tap into the massive YCombinator network).
UTRUST is more competitive in terms of fees but it is not the only factor – Paypal is notorious about their high fees but they are still the market leader.