The challenge:
From day-to-day budgeting, to longterm wealth creation
Emma aggregates bank accounts, credit cards, crypto wallets and more – giving customers a single dashboard for daily spending, budgeting and wealth-building. The platform has grown rapidly, with over 1.3 million customers in the UK by 2023. It saw an opportunity to deepen this engagement and turn everyday money management into an entry point for long-term financial growth.
In order to bring investing into its core experience, Emma knew it needed to deliver something that matched the simplicity, speed and usability customers already expected from the app. It needed to feel fully embedded, sitting alongside spending, saving and budgeting – the challenge was how to do so without adding complexity.
Emma needed a partner that could:
- Provide end-to-end investment infrastructure – including custody, trading, reporting and fully regulated GIA and ISA wrappers
- Integrate seamlessly into its existing product
- Migrate its existing GIA proposition and support the transfers volumes needed to drive asset growth Provide a scalable foundation for future products, including pensions
And do it all at pace.
GIA migration:
ISA delivered in
The solution:
A fast, seamless launch – from market to migration in weeks
Emma selected Seccl as its investment infrastructure partner in late January 2026.
From day one, the focus was on speed – migrating its existing GIA proposition while building a new ISA offering in parallel, without disrupting the customer experience.
The migration began on 27 January, with existing investment accounts successfully transferred onto the Seccl platform by the end of February – leveraging our market-leading transfer capabilities to move assets quickly, accurately and at scale.
At the same time, Emma’s stocks and shares ISA was built and launched – delivered on 20 February, shortly after the partnership began. Within a matter of weeks, Emma had moved from partner selection to a fully operational, Seccl-powered investment proposition.
We now power Emma’s investment offering end-to-end – providing a comprehensive infrastructure including custody, trading, reporting, transfers and payment integrations and wrapper management, all while managing the inbound transfer flows that underpin its continued asset growth.
Delivered through our developer-friendly API, these capabilities are embedded directly into the Emma ecosystem – allowing it to retain full control of the customer experience, with a journey that’s intuitive, deeply integrated and consistent with the rest of the app.
By running migration and build in parallel, Emma was able to: — Strengthen its GIA proposition while launching its ISA — Deliver faster across both without compromise — Build a platform ready to scale
The project shows what’s possible when infrastructure matches ambition – fast to launch, built to scale.
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.
The impact:
Investing at the point of need
Emma’s stocks and shares ISA is a clear example of investing delivered where it matters – embedded into an experience customers already trust to manage their money.
For customers, the transition has been seamless. Existing GIA accounts were migrated smoothly onto the new platform, with transfer speeds that outperform typical market norms. Customers can now also choose to open a stocks and shares ISA directly within the app – investing in 25+ read-made, curated funds from leading global providers. Funding is equally simple – whether through Open Banking or directly from an Emma wallet – keeping the entire journey intuitive and within a familiar experience.
Customers benefit from:
- Accessible, personalised investing
- A simpler entry point
- Greater confidence and financial resilience over time
For Emma, the results are equally significant. Embedding investing into its core product has enabled:
- Deeper engagement across its user base
- A more differentiated position as a broader wealth platform
Savings and investing now sit side by side – creating a natural progression from cash management to wealth building, without requiring customers to change behaviour or leave the app.
This is investing, delivered in context – simple to access, easy to use, and built to grow.
Get in touch
Ready to get started?
If you want to find out more or kick off a conversation, then get in touch – we’d love to chat
When you share your details here, we might contact you by email or phone with relevant insights, updates and information about our services. You can opt-out by clicking "unsubscribe" in any email or by letting us know during a call. Read our Privacy Policy to learn more.