Applicant Lab is a great resource for Structuring the application process after you are done with your GMAT ( or you can also start early).So it is more like a automated tool that helps you groom yourself , in a self-paced model. It sets the context by helping you to identify your short and long term goals and thereby a story that then goes through a series of refinement until it reflects in your Essays in the most effective manner.

It is more like a structured guidance tool like Turbo Tax that helps you file your Tax return at the end of the year.

There are custom tailored videos for each application Essays for most of the IVY schools and loads of videos for the interview preparation that holistically covers most of the behavioral interviews and all of this comes at such a reasonable price that is currently unmatched in the Application counselling segment. It helped me crack Booth Evening and Kellogg Evening (the only 2 schools that I applied) with a below Average GMAT score of 660 and I think it was because of my overall grooming with the tool.

All the best!