Emma, a London-based startup firm specializing in money management services, has launched cryptocurrency exchange integration for its new app. The platform, which the company describes as a kind of “financial advocate” service, is designed to help millennials gain a better understanding of their finances.
New ‘Emerging Asset Class’
Emma has integrated several cryptocurrency exchanges into the app, including Coinbase, Bittrex, Binance, Bitstamp, Kraken and Bitfinex. With its latest development, users can view all of their cryptocurrency investments from multiple exchanges in real time using a single interface. The free app also allows U.K. consumers to look at aggregated information from their credit cards and bank statements, in addition to the cryptocurrencies and tokens they hold.
“Emma was built to empower millions of individuals to live a better and more fulfilling financial life. Cryptocurrency is the next emerging asset class and we are thrilled to welcome it as part of our family of integrations. Our users can now manage and track their crypto holdings alongside more traditional finances to make wiser and more transparent decisions,” said Emma CEO Edoardo Moreni. “For Emma, this is one of the first steps toward a world where account aggregation doesn’t just refer to banking products, but opens the doors to several financial services.”
Consumer-Focused Banking Experience
Emma launched in January of this year, backed by a team of finance and technology experts. In July, the company raised £500,000 in a seed round led by Kima Ventures, one of the first investors in Transferwise. Aglaé Ventures — the early stage program of French investment firm Groupe Arnault, which has previously invested in Netflix and Airbnb — also participated in the seed round.
Emma is registered with the Financial Conduct Authority in the U.K. under the Payment Services Regulations 2017. With its new app, the company aims to build a mobile-only banking solution (iOS and Android) to help young consumers avoid overdrafts, cancel subscriptions, track their debts and save money. It said it is trying to provide a more consumer-focused banking experience that will improve the financial lives of its users, by serving as a sort of one-stop shop for all of their financial information.