Looking for an Emma alternative?

Emma's marketing says "we never sell your data." But Section 4.2 of their Terms and Conditions states: "Our Trusted Partners and us may also use, sell, license, reproduce, distribute and disclose aggregate, non-personally identifiable information." Users on Emma's own community forum have flagged this discrepancy. The CEO promised a revision; the clause remains.

Beyond that, Emma acts as a credit broker earning commissions from lenders, charges AUM fees on investments (0.10% to 0.60%), takes margins on savings interest rates, and runs cashback deals funded by affiliate partnerships. That is a lot of ways to monetise beyond a subscription.

Endute has one revenue source: your subscription. We are hosted in the EU (Germany), do not serve ads, do not broker financial products, and do not license data to third parties. Our Terms of Use reflect that.

Emma lets you buy 25+ ETFs and funds through the app. That is a genuine feature if you want a simple way to start investing. But Emma does not tell you how those investments are performing. There is no Time-Weighted Return, no Money-Weighted Return, no benchmark comparison, and no way to see whether your portfolio is beating or trailing a market index.

Endute takes the opposite approach. It does not sell you investments. Instead, it allows you to track your investments and gives you proper portfolio analytics: TWR, MWR, benchmark comparison, multi-currency valuations, dividend tracking, and a full transaction history per security. If you already invest through a platform you trust, Endute shows you how it is actually going.

In April 2024, Emma moved budgeting, recurring payment tracking, net worth, and transaction history beyond two months out of the free tier. Today, even basic budgeting requires Emma Plus at £4.99/month. Net worth tracking requires Pro at £9.99/month. The web app requires a paid plan. Every feature sits behind a tier gate.

Endute has one plan. Budgeting, net worth, investments, FIRE planning, reports, scheduled transactions, web app, multi-currency, insights: all included, for every user. During launch pricing, that is £4.99/month. The same price as Emma's cheapest paid tier, which does not include net worth, does not include FIRE planning, and does not include most reports.

Emma works in GBP if you are in the UK, USD in the US, or CAD in Canada. But it does not handle accounts in multiple currencies simultaneously. If you have a sterling current account and a euro savings account, or hold investments denominated in dollars, Emma cannot show you a unified picture.

Endute supports 150+ currencies with automatic daily FX conversion. All accounts, investments, and assets are converted to your chosen reporting currency for net worth, budgets, and every report. If your financial life crosses borders, that is not a nice-to-have. It is a requirement.