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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
4-star
3-star
2-star
1-star

Replied to 37% of negative reviews

Typically replies within 1 week

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Rated 1 out of 5 stars

Ripped off by Emma App

I installed Emma, saw the prices it wanted, closed my account, deleted off my phone but hadn't realised I had started a subscription plan. A week later I had a surprise debit of £83.99. I feel that this is a non transparent fee, no reminder until they take that amount.

February 27, 2026
Unprompted review
Emma logo

Reply from Emma

Hello,

Thanks for your review and I’m sorry for the experience. Our subscription plans are billed directly in the app. If you start a free trial, it automatically converts to a paid plan after 7 days unless cancelled. Deleting the app from your phone does not cancel the subscription or close your Emma account.

If you’re within 14 days of the charge, we can issue a refund. Please get in touch with us via live chat in the app or at support@emma-app.com and we’ll sort this for you.

Rated 5 out of 5 stars

Great

I’ve really enjoyed using Emma. It has helped me plan my finances and keep track of them.

February 23, 2026
Unprompted review
Rated 1 out of 5 stars

I tried the trial plan and cancelled…

I tried the trial plan and cancelled and per date but Emma app literally has taken the payment when I don’t want to or have on my subscription list to appear. To try something and then taking some one’s money is different to a try and not wanting to pay b’cos it’s to expensive, worst of all trying looking some sort of contact number is not available. I don’t want the app and want my £83.99 returned please

February 19, 2026
Unprompted review
Emma logo

Reply from Emma

Hi Chris,

If you cancel directly in the app, the refund is processed automatically.

Alternatively, you can contact us via live chat or email us at support@emma-app.com and we’ll take care of it for you without any issue.

Best,
Edoardo

Rated 1 out of 5 stars

This app should be completely avoided

This app should be completely avoided.Once you sign on to the plus plan and use it for a month they randomly block the most basic features ( break up of expenses) without any explanation and ask you to upgrade to the pro plan to access them.They claim it was a trial period even after you have paid for it. There is a complete lack of transparency and basically there is pressure to upgrade as they render the plus plan which costs £4.99 a month useless. The customer service is totally unresponsive and unapologetic.

February 16, 2026
Unprompted review
Emma logo

Reply from Emma

Hi Anushree,

Thank you for your feedback, and I’m sorry to hear about your experience.

I can see that you were previously on an Emma Pro plan and have now downgraded to Emma Plus. Emma Plus includes a more limited set of features, which is why some of the benefits available on Pro are no longer accessible.

If you’d like to regain access to those features, you can upgrade back to Emma Pro at any time from the app.

If there’s anything specific you’re trying to use and can’t find, please let us know and we’ll be happy to help.

Best,
Edoardo

Rated 1 out of 5 stars

Not a review about fees

Not a review about fees! I am currently using the app to save. I deposited £50 into the app 6 days ago… and this money had vanished. It’s been 36 hrs and still no response from the customer service team. Really want to like this app but I feel frauded

February 16, 2026
Unprompted review
Emma logo

Reply from Emma

Hi Katie,

We’re really sorry to hear this. I completely understand how worrying it must feel when a deposit isn’t showing.

Please rest assured that money does not disappear. In some cases, deposits can take a few working days to fully process depending on the payment method and banking timelines.

Our support team works Monday to Friday, 9:30am to 6:30pm, and we’re currently working through the weekend backlog. We’ll respond to you as soon as possible to look into your specific transfer and get this resolved.

Thank you for your patience. We’ll make sure this is sorted for you.

Rated 5 out of 5 stars

Absolutely amazing app, super helpful!

Quite frankly an amazing app that is so easy to use and easy to understand. I was using the Pro version, and it helped me quite a lot with budgeting and reporting my rent to improve my credit score.

Unfortunately, I shall be leaving the country and have cancelled my subscription as of 12:10AM today and was unable to cite this reason. Wish I could continue using it since it helped me get my finances on track and learn more about investing and improving my credit score.

Overall, a great app with a great interface; kudos to the creators! Would absolutely recommend buying the pro version of this app.

February 11, 2026
Unprompted review
Rated 1 out of 5 stars

Advocate who Emma have burned!

I was a big fan of Emma over several years. However, they've just blown that out of the water with VERY shoddy behavior. They are changing their third party provider for share dealing and as a result of that insisting I sell shares held within a very short time period, not offering in specie transfers and thereby forcing me to crystallize losses. I will based on today's trading prices lose several hundred pounds because of this. If you want an app to view accounts on one place the app works but I'd strongly advise against taking any other service from them

FOLLOWING EMMAS RESPONSE: Share trading is frequently a long term investment strategy over years. Forcing customers to sell shares with one months notice IS extremely short notice and offers no alternative but for me to crystallize losses based on Emma's decisions. If EMMA does not realize this fundamental nature of share dealing they shouldn't be in the business of providing financial services.

February 4, 2026
Unprompted review
Emma logo

Reply from Emma

Hi Sarah,

We’re really sorry to read this. We completely understand how frustrating it can feel to be asked to sell investments.

To clarify, customers were given over a month’s notice about the change in provider, not 24 hours. We communicated this by email and in-app to ensure there was sufficient time to make a decision.

The outgoing broker only supports in-specie transfers in very limited circumstances. Because our product includes fractional shares, an in-specie transfer was not available in practice for most customers. As a result, positions needed to be sold before the migration.

We appreciate that market movements during any transition can be difficult. The change was made to move to a more robust long-term setup for our customers.

We’re genuinely sorry this experience has felt disappointing, especially as a long-standing customer.

— Emma Team

Rated 1 out of 5 stars

Do not use this app!

Do not use this app!! £89 taken from my current account without consent. Membership should be &9.99 monthly so no reason to take a large sum of money. Have tried to get in touch with The app provider directly with no response. They talk a good game in their advertising however the lack of assistance when it comes to queries is poor. Be cautious!

January 31, 2026
Unprompted review
Emma logo

Reply from Emma

Hi Natalie,

our support is Monday to Friday 9.30-6.30pm. The team should be able to get in touch with you as soon as possible. :)

Rated 5 out of 5 stars

I really love this app

I really love this app. All your back accounts in one place with your subscriptions clearly listed. It even shows my business accounts. Being able to clearly label and subdivide all your purchases is not only strangely addictive (probably just me on that one) but also highly useful to keep all your spending on track. It’s a must for anyone taking their financials seriously. I got the paid version and I would urge others to do so. You’ll almost certainly save money by doing so and have it pay for itself very quickly.

January 27, 2026
Unprompted review
Rated 1 out of 5 stars

Do not go anywhere near this app

Do not go anywhere near this app! Downloaded the free trial and cancelled via the App Store as I didn’t find it that helpful. This was the way you cancel all other app subscriptions. Despite this they charged me over £80 for a year’s subscription. There is no way to cancel this and I’m not sure whether they will take it next year. Not sure how a company registered by the FCA is allowed to operate in such an underhand way. Have made a complaint but not heard back.

January 24, 2026
Unprompted review
Emma logo

Reply from Emma

Hi Kelly,

Sorry for the frustration — we’d like to help clarify and resolve this.

Emma subscriptions are billed directly by us, not via Apple, and can be cancelled at any time directly in the app in just a few taps. Once cancelled, the subscription will not renew. We also offer a 14-day refund window from the start of the subscription.

We’d really like to review what happened in your case. Please contact us at support@emma-app.com from the email linked to your account and we’ll look into the charge and make sure everything is sorted.

Our support team is available Monday–Friday, 9:30am–6:30pm (UK time).

— The Emma Team

Rated 1 out of 5 stars

Do not download

Do not download - I cancelled months ago and they’ve just taken £83.99 from my account. Totally unacceptable and no way to tell them to stop.

January 19, 2026
Unprompted review
Emma logo

Reply from Emma

Hi,

Sorry to hear about this — we understand how frustrating unexpected charges can be.

We’re not able to investigate or stop subscriptions from here, but our support team can look into what’s happened and help resolve it.

Please contact us via the in-app chat or email support@emma-app.com with the email linked to your account.

We’ll be happy to check the cancellation and assist further.

Rated 1 out of 5 stars

Avoid at all costs

I had seen an advertisement online and as I am trying to build my credit rating, I thought I’d give the app a go. I subscribed to the free trial and straight away that same day deleted it from continuing the subscription after the free trial ended as otherwise I forget to do it.
Today the free trial ended and straight away, the company tried to withdraw £83 from my back account for a Pro subscription that I did NOT want, ask for or consent to. As requested I did not want to continue the subscription after???? I can not now did the life of me get hold of anybody to help cancel the subscription I didn’t ask for. I have had to block the company through my bank. All day and I have still had no response. U can’t delete the app without first stopping the subscription but there is no option to cancel?? Joke!! Do not trust …

January 15, 2026
Unprompted review
Emma logo

Reply from Emma

Hi,
Sorry to hear about this — we understand how frustrating unexpected charges can be.

Subscriptions are managed directly through your Emma account, and cancellations take effect when completed before the end of the trial or billing period.

We’re not able to review account-specific details from a public review, but our support team can look into exactly what happened and help resolve this.

Please contact us via the in-app chat or email support@emma-app.com and we’ll assist.

Rated 5 out of 5 stars

Helps me keep track of my money!

This app has helped me keep track of my spending each month, and make more of an active effort to save. The team are really helpful when you contact them as well which is nice to see. Looking forward to seeing what I can save in 2026!

January 8, 2026
Unprompted review
Rated 1 out of 5 stars

I agree with other reviewers, charges without notice

I agree with other reviewers. The app tries to charge without any notice. There is no way to get in touch other than an AI manned messaging service who only gives one reply and then leave you hanging. Not worth the money!

January 5, 2026
Unprompted review
Emma logo

Reply from Emma

Hi,

We’re sorry to hear this and appreciate you sharing your feedback.
We don’t charge without notice — trial end dates and renewal details are shown clearly before sign-up, and subscriptions can be managed and cancelled directly in-app.

Our in-app chat connects you to our support team (not just automated replies), but we’re unable to discuss account-specific details in public reviews.

Please contact us via the app or at support@emma-app.com and we’ll be happy to help.

Rated 1 out of 5 stars

We bought a mattress from Emma in Nov…

We bought a mattress from Emma in Nov 2023, just over two years ago. We have just relocated back to the UK to discover the mattresses are not the same size as the UK. We love our Emma mattress and truly believe it's the best mattress we've ever slept on, but at a price. We were keen to exchange/buy a UK size Emma mattress but found there is no discount or support offered as Emma Asia is apparently a different company, which operates "different sizes and quality" according to the call centre. The only advice offered was to call Emma SG and no support could be offered to exchange our relatively new mattress. I find this incredibly frustrating and disappointing given the investment and will be inclined to chose other mattress companies who have a stronger longer term customer view in the future.

December 31, 2025
Unprompted review
Emma logo

Reply from Emma

Hi,

Thanks for taking the time to share your experience.

Just to clarify, this review appears to be for a different company. Emma is a money management app, and we’re not connected to Emma mattresses or any bedding business.

We recommend contacting the mattress retailer directly so they can assist you further.

Rated 1 out of 5 stars

This app is very difficult to use

This app is very difficult to use. Having set up categories to monitor finances it’s almost impossible to see the information you have allocated to these categories.
Maybe useful as a children’s app but useless for anyone with a few accounts to track.

December 1, 2025
Unprompted review

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