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Emma 2.0, the start of a new journey

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FEATURED ARTICLE

Emma 2.0, the start of a new journey

Profile image of blog author: Edoardo Moreni

Edoardo Moreni

October 2, 2018 •2 min read

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."

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© 2026 Emma Technologies Ltd. All Rights Reserved.

Emma is registered and incorporated in England and Wales.

Emma Technologies Ltd (Company Registration Number 10578464). Registered office: Verse Building, 1st Floor, 18 Brunswick Place, London, N1 6DZ, United Kingdom.

Emma Technologies Ltd is registered with the Financial Conduct Authority under the Payment Services Regulations 2017 (FRN 794952). Emma Technologies Ltd is authorised and regulated by the Financial Conduct Authority (FRN 1042167) for investment services and consumer credit activities, including credit broking and credit information services. Emma Technologies Ltd acts as a credit broker, not a lender, and may receive a commission from lenders for introducing you to them.

Payment and e-money services (Non MIFID related products) are provided by The Currency Cloud Limited. Registered in England No. 06323311. Registered Office: 1 Sheldon Square, London, W2 6TT, United Kingdom. The Currency Cloud Limited is authorised by the Financial Conduct Authority under the Electronic Money Regulations 2011 for the issuing of electronic money (FRN: 900199).

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