I might be missing something. Why does it look spammy?
All I can see is something that looks like Moz Local but for less?
It looks promising, but it's really not that much cheaper than Moz for what you get. In the US, it's $55 for four aggregators. Looks like only one for $75 in Canada. With Moz, it's $99 for those aggregators plus several more higher authority directories - which (I would think) means faster results overall.
I'm also a little leary of the relationship they actually have with the aggregators. They are an API submission service, which isn't quite the same as being a data partner like Moz or BrightLocal.
I guess the only way to know for sure is to test it. It could be really useful for new businesses just starting out with a new NAP, or for those whose budget really doesn't allow for that extra $40 a year.
Years ago, I hired this company for some editorial link building. I was extremely unimpressed. I'll spare you the details, but let's just say I'd look in another direction before considering this company.
These aggregators look like a great price compared to the bigger names (such as Yext, which now has an option for aggregators). I think price is their thing. If you have budget restrictions, they might be the ones for you. But my clients pay me for a 99%tile level of quality and results. There is no room for experimenting with people who have proven to be unreliable in the past.
I'm pleased with the responsiveness of my rep at Yext. I'm not 100% sure if I'll be using Yext in a year, but for now they seem to be taking their role in my SEO strategy seriously. There are a lot of options out there for citations.
Yext submits to aggregators now? All 4?
So $360 a year, recurring, for aggregators?
Yext's markup is serious. They should be making a ton of money.