Honest comparison

Financial IQ vs Emma

Emma is a good product. Here is where each of us is genuinely better, including the parts where that is not us.

Choose Emma if

Its subscription audit is best in class. It finds the recurring payments you forgot and makes flagging them for cancellation one tap.

Account coverage is broad, and it reaches further into crypto and investment accounts than we do.

It is a fast, polished, genuinely pleasant app to open, which is not a small thing for something you check weekly.

Choose Financial IQ if

You run a limited company as well as a household.

You want tax modelled across salary, dividends and rent together.

You want the reason a number changed, not just the number.

Feature by feature

Capability

Financial IQ

Emma

Budgeting methodology

Financial IQ: Multiple methods: 50/30/20, zero-based, envelope, and custom

Emma: Automated tracking and spending insights

Debt management tools

Financial IQ: Snowball vs avalanche comparison with payoff timelines

Emma: Basic debt tracking within account overview

Tax provisioning

Financial IQ: Built-in tax set-aside tools for self-employed and directors

Emma: Not a core feature

Financial education

Financial IQ: UK-focused articles, creator programmes, and guided learning

Emma: In-app tips and spending summaries

Business finance integration

Financial IQ: FIQ Business sync for business owners

Emma: Personal finance focus only

From publicly published feature lists, last checked 2 September 2026. Competitors ship; recheck quarterly.

Already on Emma?

The switching cost is the real objection, not the feature list. Tell us what you are on and we will tell you honestly what moving involves.