Emma is one of the UK's most popular Open Banking finance apps, focused on transaction tracking, subscription detection, and budgeting. Richify is an AI-powered personal finance app focused on education and UK tax planning. Here's how they differ.
| Feature | Richify | Emma |
|---|---|---|
| Primary purpose | AI financial education + planning | Spending tracker + subscription cancellation |
| AI financial coach | Felix + 6 specialist agents | Limited AI insights |
| Free plan | Yes — full access | Free tier with limits |
| Pro/Premium price | Optional specialist AI agents | Emma Pro £9.99/mo · Plus £14.99/mo · Ultimate £24.99/mo |
| Open Banking | Manual (privacy-first) | FCA-regulated Open Banking |
| Subscription tracking | Manual via subscription tool | Auto-detected + cancellation help |
| UK calculators | ISA, SIPP, FIRE, stamp duty, mortgage, pension | Basic budgeting only |
| Investment education | AI agents inspired by Buffett, Dalio, Wood | ✗ |
| Multi-country | 12 countries (US, AU, CA, UK, IN, BR, etc.) | UK + EU + USA |
| Privacy | No bank credentials needed | Required (Open Banking) |
| Net worth tracking | Multi-asset (ISA, SIPP, property, crypto) | Account aggregation |
| Financial education | Built-in AI agents + 50+ guides | Limited to insights |
The Verdict
Emma and Richify cover different layers of personal finance. Emma is an FCA-regulated AISP focused on automatic transaction tracking via Open Banking and subscription detection. Richify is an education and planning app with Felix AI coach, 15+ UK-specific tax/pension calculators (ISA, SIPP, stamp duty, FIRE, pension), and multi-country net worth tracking. Richify follows a privacy-first model with no Open Banking integration. The two products do not overlap functionally.
Track your net worth, run calculators, and get built-in AI insights — all in one app. Start with a free trial.
Try Richify — Free TrialEmma is a UK-founded personal finance app launched in 2018 that focuses on Open Banking-powered transaction tracking, subscription detection, and budgeting. It's regulated by the FCA as an Account Information Service Provider (AISP). Emma has a free tier with limits and three paid tiers: Pro (£9.99/month), Plus (£14.99/month), and Ultimate (£24.99/month) which unlock features like custom categories, advanced budgets, and Stocks & Shares ISA recommendations. Emma has expanded beyond the UK to EU and USA.
Different scope. Emma: FCA-regulated AISP focused on automatic spending tracking via Open Banking, subscription detection, and account aggregation. Free tier with limits + Pro £9.99/mo + Plus £14.99/mo + Ultimate £24.99/mo. Richify: AI financial coaching with Felix, 15+ UK-specific tax/pension calculators (ISA, SIPP, stamp duty, FIRE, pension), investment education from AI agents inspired by Buffett/Dalio/Wood, and multi-country tracking. Richify follows a privacy-first model with no Open Banking integration.
Richify's core features are free: 15+ UK calculators (ISA, SIPP, mortgage, stamp duty, FIRE, pension), Felix AI coach, multi-account tracking, and net worth dashboard. Premium specialist AI agents are an optional paid upgrade. Emma's free tier has limits (transaction history, custom categories, budgets). Most users find they need Emma Pro (£9.99/month = £120/year) to unlock useful features. For free unlimited UK calculators, Richify wins on pricing. For free unlimited Open Banking aggregation, Emma's free tier still works for basic needs.
No — Richify follows a privacy-first model and doesn't request Open Banking credentials. You enter positions manually (account balances, ISA holdings, SIPP, property values, crypto) and Felix helps categorise and analyse. The trade-off: less automation than Emma, but your bank credentials never leave your device. For users who specifically want auto-linked Open Banking, Emma, Snoop, or Cleo are FCA-regulated alternatives. Many UK users layer Richify (planning + AI coaching) on top of one of those (tracking).
Richify, by a wide margin. Richify offers 15+ UK-specific calculators including: ISA contribution tracker (£20k allowance 2026), SIPP calculator (lifetime allowance), Lifetime ISA bonus calculator, Stamp Duty Calculator (England, Scotland LBTT, Wales LTT), Mortgage calculator, FIRE Calculator UK, Pension calculator with State Pension, Compound Interest, Currency Converter. Emma's free and paid tiers focus on transaction tracking — they don't have built-in UK tax calculators. For ISA/SIPP planning, Richify is much more comprehensive.
They cover different functions. Emma's core capability is Open Banking-based subscription detection that scans bank transactions for recurring charges. Richify's core capability is AI conversational coaching (Felix), 15+ UK-specific calculators, and multi-country net worth tracking. Emma does not include UK tax calculators (ISA, SIPP, stamp duty, FIRE). Richify does not connect to UK bank accounts via Open Banking and does not detect subscriptions automatically.