New 11:FS report identifies investing as embedded finance’s next frontier
Financial management app Emma has announced the launch of a stocks and shares ISA, enabling customers to invest tax-efficiently within the same app they already use to budget, save and manage their money. The launch is powered by Seccl, the Octopus-owned embedded investment platform.
The announcement coincides with the publication of a new joint report from Seccl and 11:FS, Taking Advantage of the Embedded Investing Opportunity, which examines how investing is increasingly being embedded into everyday digital products with established distribution and customer trust.
Emma, which serves more than 3 million users, has built its proposition around helping customers to understand and improve their day-to-day finances. The introduction of a stocks and shares ISA extends that journey into long-term wealth-building, allowing customers to move naturally from budgeting and saving into investing tax-efficiently, within a familiar and trusted environment.
Edoardo Moreni, Co-Founder and CEO of Emma, said:
“Helping people manage their money day to day naturally leads to the question of how they can make it work harder over the long term. Launching a stocks and shares ISA allows our users to take that next step within the same app they already rely on, making investing feel like a natural extension of their financial lives.”
According to the Seccl and 11:FS report, this approach reflects a wider market shift. With more than £280bn sitting in UK cash accounts earning little or no interest [1], and a growing cohort of digital-native investors seeking simpler, more guided experiences, embedded investing is emerging as a way to lower barriers and support broader participation in long-term wealth creation.
Benjamin Ensor, Director of Strategy and Research at 11:FS, commented:
“There’s a huge opportunity to help mainstream customers in the UK move money from cash into investments with straightforward, low-fee investment options. Fintech has already improved how people pay and manage their money. Embedding investing into everyday digital experiences could make investing more accessible for millions of people. Emma’s ISA launch shows how that shift is beginning to play out in practice.”
James Holmes, Chief Product Officer at Seccl, added:
“We’re delighted to be working with Emma as it expands its investment proposition. What’s particularly exciting is seeing investing embedded so naturally into an experience people already trust to manage their money day to day. Emma’s stocks and shares ISA is a clear example of investing being delivered at the point of need – built into existing journeys by a brand loved by its customers. It’s a model we expect more and more businesses of all shapes and sizes to follow.”
Emma’s new investment proposition is made possible by Seccl’s software and services, with the fast-growing technology firm providing a comprehensive investment infrastructure – including custody, trading, reporting, wrapper management, transfers and payment integrations. Seccl’s developer-friendly API has enabled Emma to embed these capabilities directly into its existing product experience.
The partnership also provides a foundation for future expansion, with Emma planning to extend its investment proposition to include pensions over time.
The report highlights Emma alongside brands including Monzo, Sidekick, PayPal and Bloom as early examples of how investment journeys are being integrated into existing platforms, turning routine financial activity into opportunities for long-term wealth-building.
The full report, Taking Advantage of the Embedded Investing Opportunity, is available to download now.
Seccl and 11:FS will also host a live webinar on Wednesday 21 January, from 10:00am to 10:45am, to discuss the findings.
[1] Bank of England data, reported by Financial Times