Emma 2.0, the start of a new journey

You might have already noticed there is something different in this post! A new journey is yet to begin and we are thrilled to share it with you!

We have spent the past few weeks crafting the most beautiful finance app the world has ever seen and also revisited our brand. The changes we have made are pretty incredible and hope you’ll love them as much as we do. 😍

Our new logo 🙌

If there is something that Emma has always been missing is a symbol, something to stand for. When we launched we opted for a simple and pure label; but we have soon realised the importance of having a true logo and what this means to our brand.

In the past two months, we have been searching for the right identity, scanning through 20 different variations, and have finally settled on one. Emma has now a new face, the Bear. 🐻

According to Celtic tradition, the Bear is a symbol of power and strength, the same we are looking for to guide us into our financial journeys.

At the same time, this is the symbol of one of Europe’s most vibrant cities, Berlin. 🇩🇪 This is where the first few lines of Emma where written, so for us it’s a tribute to where everything was started.

If you love it as much as we do, let us know on Twitter! We want to see thousands of gummy bears shining on your phones. We are tweeting at #ILOVEEMMA! 🙌

A full redesign 👩‍🎨

This new redesign focuses on two main themes: playground and progress. 🚀

Playground is the first word we have used. We believe finance apps are boring, complicated and have never been able to build a true consumer experience. That’s why we have worked to make the new Emma colorful and interactive, just like a playground. Finance apps don’t have to be boring again.

Progress is the second key word. Our goal is to build a product that helps people improve their financial life. This means Emma needs to be able to bring real improvement in our life, but also show it.

For this reason, we have worked to help you better track payday cycles, monthly expenses and balances. The new Emma comes with beautiful graphs and interactive tools to better understand how your finances are evolving.

What’s next? 🧙‍♂️

Our commitment to you is to build the most engaging and interactive personal finance experience the world has ever seen. This is a first step into this direction and we are just getting started. 😉

In the next few weeks, we are going to release:

  • Predictions and committed spending in Analytics.
  • Integrations with Capital One, MBNA, Tesco and Virgin.
  • Support for multiple paydays, because you deserve better.
  • Custom categories + exporting of data.
  • Ability to upload receipts.
  • Full search functionality.

With one goal and only:

“Empowering people to live a better and more fulfilling financial life.”

Edoardo Moreni

I am the co-founder of Emma. I was born and raised in Rome, but went to Uni of Manchester, where I got my MEng in Computer Science. As a true Italian I love sushi and ramen. ;)