Emma — Emma Seed Deck

Deck context

About this deck

The deck Emma used to raise its $2.5m seed round in 2020, led by Connect Ventures with a group of angels. Co-founder and CEO Edoardo Moreni published it himself, on Emma's own blog and on his own SlideShare account, as part of a stated commitment to post every deck the company raised on. 20 slides covering the problem, the product, retention and NPS traction, the Emma Pro subscription, acquisition channels, the team and an 18-month roadmap. Author edits to note: before releasing the deck publicly the publisher covered several figures with black bars, so the absolute numbers on the daily-opens (slide 10), user-growth (slide 11), Emma Pro subscriber (slide 13), milestone (slide 14) and active-users-target (slide 18) slides are not visible. Everything else, including the 58.8% week-12 retention figure and the NPS story, is intact. This seed presentation from 2020 contains 20 slides and records $2,500,000 in funding. Its sequence moves through cover, problem, solution, market, and later supporting sections. The outline below pairs every slide with its extracted text so researchers can study how the argument develops, not only how the pages look.

Key facts

Presentation structure

Slide-by-slide outline

1. 01

   Emma: the abacus for the modern worldCover

   Emma. The abacus for the modern world.

2. 02

   Personal finance is out of controlProblem

   Personal finance is out of control. Financial Advice: most people don't have access to top experts, and can get lost among thousands of products. Increasing Debt: consumer debt topped $14 trillion in 2019. This is above levels hit during the 2008 financial crisis. Poor Savings: across North America and the UK, there are more than 100 million people who have less than $100 in their bank account.

3. 03

   A financial friend that budgets, tracks and savesSolution

   We are going to fix it. A financial friend that helps people budget, track spending and save money.

4. 04

   Every generation had a tracker; Emma is this generation'sMarket

   Emma will be the tracker for this generation. Every generation had a tracker. Starting from the abacus all the way to the calculator.

5. 05

   Know exactly what you have left to spendProduct

   Know exactly what you have left to spend. This feature increased our NPS by 20 points. Do you know how much you have left to spend until payday? We have the answer. Emma makes this process perfect by predicting all the outgoings within the pay period. Users can also sync their budgets with payday to always be on track.

6. 06

   Keep track of all your subscriptionsProduct

   Keep track of all your subscriptions. Do you really remember all your subscriptions? We do, and have saved up to £200 for first-time users. Emma is able to track all your subscriptions and understand how they vary over time. She also sends notifications when they increase to help you switch to better providers.

7. 07

   Smart insights to reach your goalsProduct

   Smart insights to reach your goals. Emma provides fun and engaging insights to motivate our users to correct their spending behaviours. This is our way to be proactive and have a positive impact on people's lives. These are an incredible acquisition channel, as lots of our users take screenshots and share them on social media.

8. 08

   Net Promoter Score climbed from 16 to 49Traction

   What our users think. Our Net Promoter Score started at 16. It's now at 49 and the best is yet to come. NPS plotted from May 2018 through January 2019 to April 2019, annotated with the Payday, Predictions, Reporting Error, Emma 2.0 and Insights releases.

9. 09

   App store ratings and user reviewsCustomer

   What our users say. 4.7 out of 5 on iOS from 1.5k reviews. 4.5 out of 5 on Android from 753 reviews. App of the Day, Apple. Reviews quoted: "Really great app, useful for keep track of one's budget and the reports are really great. Awesome user experience." "Brilliant app!! Suspect some cool machine learning algorithm is implemented for categorising transactions. Works like a charm!" "Excellent UI, simple application, doesn't try to be too clever. Especially love the weekly reports." "Wouldn't be without Emma! I am very good with my money but I never knew where my money was being spent and how much... now I can see what I spend and set budgets and it's interactive! it makes me want to save money... I love it and so accurate and secure and easy to work"

10. 10

    Users open Emma several times a dayTraction

    People like to open Emma a lot. Average daily app opens per user, plotted monthly from September 2018 to August 2019. Note: the publisher covered the headline figure and part of the chart annotation with black bars before releasing this deck, so some absolute numbers are not visible.

11. 11

    Monthly user growthTraction

    We never stopped growing. Monthly growth in users shown as a rising bar chart. Note: the publisher covered the axis values and the period labels with black bars before releasing this deck, so the absolute numbers are not visible.

12. 12

    Weekly retention flattens at 58.8% by week 12Traction

    We have product-market fit. Weekly retention. All users: 58.8% at week 12. Retention curve plotted from week 0 to week 16, flattening out rather than decaying towards zero.

13. 13

    Emma Pro subscriber growthBusiness model

    Our Pro plan is growing. Active subscribers plotted monthly from January 2019 to August 2019. Note: the publisher covered the headline figure and the axis values with black bars before releasing this deck, so the absolute numbers are not visible.

14. 14

    Switching contracts to save users moneyMilestones

    We are going to make it big. Switching contracts to save money, mapped across Q4 2019, Q1 2020, Q4 2020 and Q1 2021. Note: the publisher covered the individual milestone labels with black bars before releasing this deck.

15. 15

    Acquisition channels today and tomorrowCustomer

    Our acquisition channels. Today: word of mouth, in-app referrals, in-app sharing, App Store relationships, SEO, ASO, press. 100k users. Tomorrow: payments (US/UK) to increase virality; Emma Rewards, giving access to products with increased usage; refer a friend; web dashboard for SEO and low CPA; paid acquisition on Facebook and Apple. A global company.

16. 16

    The founding and engineering teamTeam

    We are the best at what we do. Edoardo Moreni, Co-founder and CEO, MEng at UoM. Antonio Marino, Co-founder and CTO, BSc at UoM, previously Google and Cern. Boldizar Tompe, Backend Engineer, previously Amex and Morgan Stanley. Varadh K, Backend Engineer, previously ViaGogo and Ocado. Joel O'Rourke, User Success, previously Benivo.

17. 17

    What we shipped in the last 12 monthsTraction

    In the last 12 months, we have: tripled our Net Promoter Score; built a product with incredible retention and engagement; created 2 revenue streams (Emma Pro and Rewards); redesigned Emma from scratch, with the goal to become the de facto brand in Finance; brought Crypto next to traditional finance products; launched in US and Canada in less than a month; delivered faster than a team of 50 engineers. No one knows more than us in the banking API space. We have worked with everyone (TrueLayer, Saltedge, FinAPI, Plaid).

18. 18

    18-month goalsMilestones

    18-month goals: win the UK and win North America; build the best product team in the world; expand in every English-speaking country; grow active users. Note: the publisher covered the active-users target with a black bar before releasing this deck.

19. 19

    Product roadmap through Q1 2021Milestones

    A clear roadmap. Q4 2019: bills switching (US/UK), remortgaging (UK), web dashboard, Emma Rewards (US/CA/UK). Q1 2020: credit score (US/UK), Emma Pay (US). Q2 2020: Emma Savings and Investments (US), Emma Pay (UK). Q3 2020: launch in Australia, New Zealand and South Africa. Q4 2020: Emma Gold. Q1 2021: Emma for Biz, launch in South America.

20. 20

    Our missionAsk

    We are on a mission to empower millions of individuals to live a better and more fulfilling financial life. Contact: edoardo@emma-app.com

Research notes

Questions about this deck