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Review summary

Created with AI, based on recent reviews

Considering 191 reviews, most reviewers were somewhat happy with their experience overall. Many consumers find the app user-friendly and effective for tracking spending, managing budgets, and consolidating financial information. They appreciate features that help them understand their finances, get out of debt, and save money, often describing the app as intuitive and well-designed. However, some people were dissatisfied with payment and subscription issues, reporting unexpected charges after free trials and difficulties in canceling subscriptions. There are also mixed opinions regarding customer service, with some reviewers praising prompt and helpful responses, while others experienced unresponsiveness and challenges in resolving issues.

What people talk about most

Application

Reviewers mention ambiguous feedback about the app. Many customers praise the app as genuinely useful for... See more

Customer service

Consumers find customer service experiences to be ambiguous. Many reviewers praise the support, highlighting... See more

User experience

Customers consistently note positive experiences with user experience, finding the app genuinely useful for... See more

Payment

Clients express negative opinions on payment, with many reviewers reporting unexpected charges or billing... See more

Subscription

People report negative experiences with subscription. Many consumers express dissatisfaction, citing hidden... See more

Reviews shaping this summary

Rated 4 out of 5 stars

Emma allows you to connect to any bank account you have an app for on your device, She 😁 tracks you receipts and spending Spending categories allow you to group payments by type and sub type, IE... See more

Rated 4 out of 5 stars

I thought that, with the name “Emma” and the teddy bear icon, the app would be lightweight and superficial. I used Moneydance for 12 years but they didn’t enbrace open banking and their IoS apps were... See more

Company replied

Rated 4 out of 5 stars

I have ADHD and needed to get a grasp on what was actually going out of my accounts each month. The Emma App allowed me to easily connect to my bank, pull the details together and present exactly... See more

Rated 3 out of 5 stars

I really want to recommend Emma, but as a long time - and indeed paid up customer - they’ve neglected the basics. Month after month still have to recategorise regular transactions or relabel them, app... See more

Company replied


Company details

  1. Money & Insurance

Information provided by various external sources

Emma helps people manage their money, pay off debt, avoid overdrafts and track subscriptions. An AI financial assistant made by humans for humans.


Contact info

3.5

Average

TrustScore 3.5 out of 5

511 reviews

5-star
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1-star

Replied to 37% of negative reviews

Typically replies within 1 week

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Rated 5 out of 5 stars

Slick UI

Slick UI, solid features including some auto transfer features to savings / investments. Nailed the categorisations when I first connected accounts which saved a lot of phaff.

November 8, 2025
Unprompted review
Rated 1 out of 5 stars

Not worth the time just get plum

I closed my Emma account because frankly Plum is better and although the account is deleted tha the direct debit has been cancelled with my bank £50 was still withdrawn by Emma and since I no longer have an account trying to get through to actually speak to a person about getting the money returned has been nothing short of absolute nonsense

October 31, 2025
Unprompted review
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Rated 1 out of 5 stars

Aggressive, overly complex and charge through the nose

I got caught last year by their annual subscription fee after not being super impressed by the app but forgetting to cancel my free trial in time.

Emailed customer support to cancel and request a refund and stated explicitly that I didnt want to be locked into a yearly subscription for an app I wasnt planning to use. Izzie was reasonable and agreed to cancel and give a partial refund.

1 year later and I get charged ANOTHER EIGHTY QUID and when emailing Izzie back to ask wtf?, apparently the only way to actually cancel is to reinstall the app I havent used in a year, struggle my way to navigating to the right page then jump past pop up after pop up asking "Am I really really super duper sure I want to cancel?🥺" to still not be able to delete my account and only be moved to a (free *for now) "Basic plan".

Additionally, apparently because they didnt cancel the autorenewal as originally requested, it's too bad so sad I can't get a refund for the latest unconsented to charge.
Luckily my bank are aware and confused at what theyre playing at because honestly, what the heck?!

Absolutely livid.

October 28, 2025
Unprompted review
Rated 5 out of 5 stars

Access an savings pot issues.

Had issues to access an savings pot and withdraw funds and contact there customers service and they helped me out and give me some information regarding there timelines on payments and delays regarding the mass outage from the other day there. Highly recommend these guys for any financial services

October 23, 2025
Unprompted review
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Rated 1 out of 5 stars

False promises and fraudulent behaviour

I took out a free trial of the app, based upon the advertisement EXPLICITLY stating that it would send me a cancellation reminder two days before I was charged. I have complex mental health issues and would NOT have taken out the trial without that promise.
No such email arrived (I have searched my spam folder) and I have just been charged £83 for an annual subscription (I was also under the impression the subscription renewed monthly)
When I go to the help section, Emma claims it doesn’t “guarantee” a reminder email. This is fraudulent behaviour. Utterly unacceptable.

October 25, 2025
Unprompted review
Rated 1 out of 5 stars

Very Difficult To Use

This app in an attempt to over simplify has done exactly the opposite. The interface is more like a child's saving app than a serious financial app.
After organising transactions into categories and tags within categories, I have spent the last 30 minutes trying to see spend in categories.
Time to forget about this I think.

October 22, 2025
Unprompted review
Rated 5 out of 5 stars

Wow amazing customer service!

Wow, it was so refreshing to come across a really supportive and helpful customer service who went above and beyond. I was actually emailing for a refund and Kevin explained why the payment had happened, how to prevent it next time and ensured I’d correctly followed the process to receive a full refund. Highly recommend

October 17, 2025
Unprompted review
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Rated 5 out of 5 stars

Excellent app for personal finance…

Excellent app for personal finance management. Provides clear transparency across all accounts and cards, making it very easy to stay on top of expenses and monitor your monthly budget.

October 14, 2025
Unprompted review
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Rated 1 out of 5 stars

So I've had Emma for 3 months now

So I've had Emma for 3 months now, paid account.
During the 3 months I've found that I've not used the app at all! One of my reasons? The passive aggressive, cheeky messages. I think they are trying to be informal but all it done was irritate me to the point I didn't want to log in and see anything.
I'm aware I can turn off notifications but then what's the point? I know I probably seem like a Karen but at the end of the day this is a service I'm paying for, to improve my finances. Not to be berated every day by an auto generated notification. Also, finances especially in this day and age aren't something to joke about.
Either way I find the app annoying and rude, when I went to cancel there I was met by 5 separate and a little desperate pop ups asking me to stay and giving me offers etc ... I think it's just a bit of a useless app for me and my friend that tried it was the same.
I've found that quite a few of the subscriptions I pay don't appear on it, also that the time between payments been taken/wages in and the Emma app notification can be anything up to 24 hrs and for me that's just not useful.

October 9, 2025
Unprompted review

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