Emma

Emma is a UK-based personal finance app launched in 2018 by entrepreneurs Edoardo Moreni and Antonio Marino, who set out to create a smarter, friendlier financial assistant for everyday consumers. Named after the founders’ vision of a caring, helpful companion, Emma was designed to solve the common problem of financial fragmentation—where users have multiple bank accounts, credit cards, and subscriptions, but no clear view of their overall financial health.

Headquartered in London, Emma was one of the early adopters of Open Banking in the UK and quickly positioned itself as a leading fintech player in the personal finance space. The app allows users to link multiple accounts in one place, track spending, monitor subscriptions, set budgets, and identify areas to save money. Its colourful interface, witty tone, and engaging user experience helped it stand out in a market often dominated by serious, finance-heavy tools.

Emma has continued to expand its features over time, adding investment tracking, crypto integration, cashback offers, and a premium tier with deeper insights and customization. The company’s mission is to “build the control centre for your money,” giving users the power to make smarter decisions with minimal effort.

With a growing user base in the UK, U.S., and Canada, Emma represents a new wave of fintech innovation—playful yet powerful, transparent yet secure—making financial planning more accessible to a generation that demands clarity and control.