Board Software
For utilities, ASRock has kept it very minimal. There is App Shop, which offers a wide range of software, as well as a Live Update feature for drivers.
Also included are the "Restart to UEFI" applet, which is very handy for booting straight into the BIOS, and ASRock Polychrome RGB, which is a pretty thorough RGB control app.
Last and maybe most relevant is Phantom Gaming Tuning: ASRock's in-OS overclocking and hardware monitoring app. Phantom Gaming Tuning also has fan-control options.