Emma review
7.5/10★★★★★UK budgeting app that tracks spending and subscriptions, with AI-calculated saving
- Best for
- UK users who want a free budgeting app with subscription tracking
- Price
- Freemium · from £4.99/month
Free: Basic: budgeting and account connections - Platforms
- iOS, Android, Web
- Made by
- Emma Technologies Ltd, London, UK
- App store ratings
- iOS 4.7★ (26.8K) · Android 4.3★ (9.6K)
What it is
Emma connects UK bank accounts, cards, investments and crypto wallets in one dashboard, with flexible budgets that follow your pay cycle and alerts for bills and unusual transactions. Its AI Saving option works out how much you can afford to set aside, and Groups lets you split costs with others.
What the AI does
- AI Saving that calculates how much to put aside
- Alerts for unusual transactions and budget limits
- Automatic bill and subscription detection
Pros and cons
- Useful free plan
- Pay-cycle budgets and rent reporting to credit agencies
- Shared expenses with Groups
- Built for the UK; little reason to choose it elsewhere
- AI features are light compared with US leaders
- Also pushes share trading and loan offers in the app
How it scores
A solid UK budgeting app with a free plan, but its AI is limited to saving suggestions and alerts.
Feature checklist · 6 of 9
- Ask an AI assistant questions about your money (no)
- Sorts transactions into categories automatically (no)
- Links to bank and card accounts automatically (yes)
- Finds and tracks subscriptions and recurring bills (yes)
- Cancels subscriptions or negotiates bills for you (no)
- Shared budgets for partners or households (yes)
- Tracks net worth and investment balances (yes)
- Works on the web as well as on your phone (yes)
- Free plan available (yes)
Alternatives
See all Emma alternatives, ranked →
- Monarch 8.4/10Couples and households who want one shared, detailed view of their money
- Rocket Money 8.2/10People who want an assistant that actually cuts recurring costs, not just reports them
- Copilot Money 8.1/10iPhone and Mac users who want the most polished budgeting app
- Origin 7.9/10People who want budgeting, forecasting and planning tools in one subscription