Finhabits Launches Emma: The First AI-Powered Bilingual Financial Planner for First-Time Investors

Finhabits, the leading bilingual consumer fintech platform in the U.S., launches Emma, an AI-driven financial planner designed to empower investors with 24/7, bi-lingual and culturally-nuanced financial guidance. Built on eight years of proprietary data, Emma is designed to help investors develop better financial habits and long-term wealth.

Addressing a Real Need
Emma arrives at a moment when 36% of Americans can’t cover a $400 emergency expense¹ and 34% live paycheck to paycheck.² With 39% of U.S. adults seeking financial advice from non-traditional sources,³ Emma fills a critical gap in the market.

AI with Purpose

Emma is more than a chatbot—it’s a bilingual financial planner that helps users manage paychecks, reduce debt, and invest with confidence. It also powers the Finhabits Financial Well-Being Score, based on CFPB standards, enabling Finhabits to build one of the largest datasets on financial wellness in underserved communities.

Emma will also support Finhabits’ expansion into insurance and loans, using scalable AI to guide users across key financial decisions.

Consumers Want Smarter, Relevant AI
Consumer behavior is shifting. A recent Adobe report revealed a 1,200% increase in generative AI-driven traffic to U.S. banking sites since July 2024, with 27% of Americans already using AI for financial tasks like budgeting and investment planning.⁴ Emma meets this demand by combining intelligent insights with cultural and linguistic relevance—turning curiosity into action and fostering long-term financial behavior change.

Supporting a National Movement
Emma launches during National Financial Literacy Month, reinforcing efforts to help Americans invest wisely and build financial resilience. As the SEC notes,⁵ financial literacy fuels both personal stability and broader economic strength.

“Emma is the convergence of AI innovation and our deep understanding of the U.S. financial landscape,” said Carlos Garcia, CEO of Finhabits. “We’re not just providing financial guidance; we’re leveraging AI to enable anyone to build wealth in America.”