- Emma is a personal finance app that helps users budget, track spending, and save money to gain better control over their finances. - The app provides insights to motivate better spending behaviors and has increased its Net Promoter Score by 20 points since launching new features. - Emma has strong retention and engagement among its growing number of active subscribers and aims to become a global financial platform through expanding its features and geographic reach over the next 18 months.

1. The abacus for the modern world.

2. Financial Advice
Most people don’t have access to
top experts, and can get lost
among thousands of products.
Increasing Debt
Consumer debt topped $14 trillion
in 2019. This is above levels hit
during the 2008 financial crisis.
Poor Savings
Across North America and the UK,
there are more than 100 million
people who have less than $100 in
their bank account.
Personal finance is out of control

3. We are going to fix it
A financial friend that helps people budget, track spending and save money.

4. Emma will be the tracker for this generation.
Every generation had a tracker.
Starting from the abacus all
the way to the calculator.

5. This feature increased our NPS by 20 points.
• Do you know how much you have left to spend
until payday? We have the answer.
• Emma makes this process perfect by predicting
all the outgoings within the pay period.
• Users can also sync their budgets with payday to
always be on track.
Know exactly what you have left to spend

6. • Do you really remember all your subscriptions? We
do, and have saved up to £200 for first-time users.
• Emma is able to track all your subscriptions and
understand how they vary over time.
• She also sends notifications when they increase to
help you switch to better providers.
Keep track of all your subscriptions

7. • Emma provides fun and engaging insights to
motivate our users to correct their spending
behaviours.
• This is our way to be proactive and have a positive
impact on people’s lives.
• These are an incredible acquisition channel, as lots
of our users take screenshots and share them on
social media.
Smart insights to reach your goals

8. 45
40
35
30
25
20
15
10
Insights
Emma 2.0
Reporting Error
Predictions
Payday
NPS
May 2018 Jan 2019 April 2019
What our users think
Our Net promoter Score started at 16. It’s now at 49 and the best is yet to come.

9. 4.7 out of 5 iOS 1.5k Reviews
4.5 out of 5 Android 753 Reviews
App of
the Day
Apple
“Really great app, useful for keep track of
one's budget and the reports are really great.
Awesome user experience.”
5.0
“Brilliant app!! Suspect some cool machine
learning algorithm is implemented for
categorising transactions. Works like a
charm!”
5.0
“Excellent UI, simple application, doesn't try
to be too clever. Especially love the weekly
reports.”
5.0
“Wouldn't be without Emma! I am very good
with my money but I never knew where my
money was being spent and how much...
now I can see what I spend and set budgets
and it's interactive! it makes me want to save
money... I love it and so accurate and secure
and easy to work”
5.0
What our users say

10. 6
5
4
3
2
1
0
Sep ‘18 Oct ‘18 Nov ‘18 Dec ‘18 Jan ‘19 Feb ‘19 Mar ‘19 Apr ‘19 May ‘19 Jun ‘19 Jul ‘19 Aug ‘19
People like to open Emma a lot

11. We never stopped growing

12. 100%
80%
60%
40%
20%
0%
Week 12
All Users: 58.8%
Week 0 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16
We have product-market fit
Weekly Retention

13. Active Subscribers
Mar ‘19 Apr ‘19 May ‘19
Jan ‘19 Feb ‘19 Jun ‘19 Jul ‘19 Aug ‘19
Our Pro plan is growing

14. Switching contracts to
save money
We are going to make it big
Q4 ‘19
Q1 ‘20
Q4 ‘20
Q1 ‘21

15. Word of mouth
In-App referrals
In-App sharing
App Store relationships
SEO
ASO
Press
Payments (US/UK) - to increase virality
Emma Rewards - get access to products with
increased usage
Refer a friend
Web Dashboard - SEO & Low CPA
Paid acquisition - Facebook & Apple
100k users
Today Tomorrow
A Global Company
Our acquisition channels

16. Edoardo Moreni
Co-founder, CEO
MENg@UoM
Antonio Marino
Co-founder, CTO
BSc@UoM, Google, Cern
Boldizar Tompe
Backend Engineer
Amex, Morgan Stanley
Varadh K
Backend Engineer
ViaGogo, Ocado
Joel O’Rourke
User Success
Benivo
We are the best at what we do

17. Tripled our Net Promoter Score.
Built a product with incredible retention and engagement.
Created 2 revenue streams (Emma Pro & Rewards).
Redesigned Emma from scratch - with the goal to become the de facto
brand in Finance.
Brought Crypto next to traditional finance products.
Launched in US and Canada - in less than a month.
Delivered faster than a team of 50 engineers.
No one knows more than us in the banking API space. We have worked with
everyone (TrueLayer, Saltedge, FinAPI, Plaid).
In the last 12 months, we have

18. Win UK
Win North
America
Build the best
product team
in the world.
Expand in every
English-speaking
country.
Active Users
18-month goals

19. Product
Q4 ‘19
Bills Switching
(US / UK)
Remortgaging
(UK)
Web Dashboard.
Emma Rewards
(US / CA / UK)
Q1 ‘20
Credit Score
(US / UK)
Emma Pay (US)
Q2 ‘20
Emma Savings/
Investments
(US)
Emma Pay (UK)
Q3 ‘20
Launch in
Australia, New
Zealand and
South Africa.
Q4 ‘20
Emma Gold.
Q1 ‘21
Emma for Biz.
Launch in South
America.
A clear roadmap

20. We are on a mission to empower
millions of individuals to live a better
and more fulfilling financial life.
edoardo@emma-app.com