This is a service to generate your personal head related transfer function. Normally this would require you in an anechoic room with a sphere consisting of many loudspeakers around your head, in-ear microphones in your ears and a lot of time.
Genelec will offer to do this by simulations, with so called BEM software (Boundary Element Method. That's similar to the Finite Element Method with which I'm working myself professionally in automotive engineering. BEM is more useful and more often used for acoustic calculations).
There is a finnish software company that develops such software:
http://www.kuava.fi/software-solutions/waveller-fbem/ (scroll down a bit and you can see a video with a head-model for HRTF generation by simulation.
I would not be surprised if Genelec, which is also a finnish company, is working with this software and/or company. I also found some papers on this topic and on the Waveller software by finnish universities.
The somewhat new and special thing about the Genelec service is that they will generate a 3D model of your head and ears that will be used for the simulation only by using a video of your head and ears that you can take yourself with your smartphone for example.
I've been talking to a guy from Genelec at the recent High End show here in Munich. He said that in June there will be more info on this service online on their web-pages, and that the HRTF generation should cost "only" 500 euros. If this is correct (no guarantee!) it would be not much for this kind of service. (Since I'm working myself in simulation I can roghly guess how much work and cpu time this needs).
You already can find prices online for such a service, also at a finnish company (coincidence...? I doubt it):
https://holvi.com/shop/waveller-hrtf-service/
And this is without the 3D modelling of your head and ears.
What you finally get is a file in the so called SOFA-format:
https://www.sofaconventions.org/mediawiki/index.php/SOFA_(Spatially_Oriented_Format_for_Acoustics)
This is used mainly by professional software and the service is mainly aimed at professionals.
Therefore you can at least hope that the whole process is accurate enough compared to a real HRTF generation in an anechoic room.
Compared to processes like the Smyth Realiser for example (I own the A8 and wait for the A16), the SOFA file contains no information about room and loudspeakers, so also no reverb at all.
Listening to music with this would sound very very dry and lifeless (just like in an anechoic room). At least I think so, I can only speculate because I have no experience with these SOFA files.
For stereo or immersive movie sounds the software has to add some sort of reverb/room impuls response I think.