Financial Guidance Without the Sales Pitch: Why Munny Group’s eM Won a 2026 MAIA
Munny Group has won the 2026 MAIA for Best Fintech/AI by a For-Profit Organisation for eM, an AI-powered money coach that delivers private, independent financial guidance to employees across the UK.
Financial stress affects people at every income level, yet many employees remain under-served by traditional financial support that is generic, reactive or tied to product sales. Those most in need of help are often the least likely to engage with formal advice or scheduled sessions. eM was built for exactly that gap: a personal pocket expert offering confidential money guidance whenever and wherever it’s needed, on any device.
Independence by design
What sets eM apart is its unwavering commitment to independence. Unlike much of the financial guidance market, eM never promotes products and is not a lead generator. There is no advertising, no recommendations and no selling. Munny Group is built on one simple principle: financial education should exist to empower people, not sell to them.
That independence is backed by safeguards. Every interaction is governed by PromptGuard, Munny’s proprietary safeguarding system, which monitors all inputs and outputs to keep guidance ethical, compliant and non-transactional. Guidance is aligned with UK regulations, FCA Consumer Duty principles and ethical standards, preventing high-risk behaviour, inappropriate content and regulated advice.
Built for everyone
Accessibility runs through eM’s design. Responses adapt to each user’s financial context and preferred information style, whether concise bullet points or thorough explanations. The platform includes a neurodiverse mode and dyslexia-friendly font options, and delivers guidance in 14 languages. Content is written in plain English, grounded in real-life context, and available privately, 24 hours a day.
Beyond education, eM encourages practical action. Its Creditor Liaison Tool helps users draft clear communications to creditors, aligning with FCA Consumer Duty and Treating Customers Fairly principles, particularly valuable for people navigating debt who might otherwise avoid difficult conversations.
The platform also gives employers something new: anonymised, aggregated insight reporting, including a Financial Confidence Score that offers a measurable view of workforce financial confidence over time. Organisations can track changes, identify pressure points and assess interventions without ever accessing individual data.
Scaling fast
Employees using eM report improved understanding of core financial concepts, increased confidence and greater willingness to engage proactively with their finances. Tangible outcomes include increased regular saving, more considered spending and earlier intervention in debt-related issues before they escalate.
Reach is set to expand dramatically. In 2026, eM goes live with Perkbox, covering 4.5 million employees, and with NASMA to support 3 million university students. Long-term partner Health Assured is assessing eM for its 13 million individuals. From 2027, Munny plans to take eM international, adapting content for Canada, the USA, Australia and beyond.
The platform has earned some notable endorsements along the way. “In eM they have a brilliant tool that helps people take away the external pressures of asking questions about things we simply don’t learn about, but impact our lives in such a fundamental way,” says Rachel Corsie, Aston Villa and Scotland captain.
Recognition of impact, not just technology
“Winning a MAIA Award is incredibly meaningful because it recognises the impact we’re trying to create, not just the technology we’ve built,” says Andy Lang, Founder and Managing Director of Munny Group.
“Our mission is to make financial education and guidance accessible to everyone, regardless of their background or circumstances. To be recognised on a global stage by an organisation dedicated to improving financial literacy and inclusion is a huge honour for our team, and reinforces our belief that technology can play a powerful role in helping people make better financial decisions and improve their financial wellbeing.”
Find out more about Munny Group and eM at munnygroup.com.