The launch comes after partnering with Plaid, the american leader in account aggregation. 350 million people will now be able to have access to Emma and all its unique features.

Emma is a financial friend that helps people budget, track spending and save money. The app was launched in the UK in January 2018 and gained more than 100,000+ downloads in a year without any marketing spend.

Emma’s users open the app five times a week, twice a day, and are using it as a true alternative to traditional banking. The app helps them understand their left to spend till next payday, track and find wasteful subscriptions, avoid overdrafts and see where their money goes.

“Emma was built to empower millions of individuals to live a better and more fulfilling financial life. The UK was the best place to start and iterate in order to build the first finance app in the world.

However, we are now ready to take the company a step further in order to achieve our mission faster. That’s why we are launching Emma in the US and Canada.” - Edoardo Moreni, CEO and Co-founder of Emma.

In the past years, managing money has become extremely difficult. People tend to have multiple accounts, several contracts, different credit cards and the challenges of having everything under control keep growing. Emma wants to put an end to this. Money management should be easy and straightforward. Consumers should be able to access all the information regarding their personal finance from the push of a button.

Emma is here to solve this problem and try to give customers a different banking experience, which puts them first, not their money or background. The company believes anyone should have a financial friend that is able to help in the daily life, no matter who they are and where they come from.

In March 2019, Apple featured Emma as “App of The Day” on the UK App Store, making it the most downloaded finance app of the week.