Money management app Emma, which bills itself as customers’ “best financial friend,” is on the hunt for U.S. customers. The app, which was developed by a startup team of 12 people based out of London, launched in the U.S. last week, and its approach for now is through word-of-mouth referrals, according to co-founder Edoardo Moreni.

“For now, we’re just locked in our office coding and working on the app,” Moreni said, noting that its focus is on improving the user experience.  The company doesn’t rule out paid social campaigns in the future, however, but Moreno would not elaborate on the evolution of those plans.

Moreni’s target demographic for the app is millennials between 25 and 35 years of age. Emma allows users to link their banks accounts, credit cards and investment accounts all in one place. Reminiscent of personal finance apps like Digit, Qapital, Tally and mobile-banking savings apps like RBC’s NOMI, users add details on their subscriptions and budgeting goals, and Emma can keep track of how much money they have left. Emma provides weekly reports on spending, allows users to set short-term savings goals and even does money trivia quizzes. It uses machine learning to categorize transactions. The app launched in the U.K. in January 2018 and gained more than 100,000 downloads without spending money on marketing, Moreni noted.

Unlike in the U.K., U.S. regulations doesn’t require banks to comply with third-party data sharing through open banking. This means apps like Emma must work out agreements with individual banks or screen scrape from banks that don’t comply, which could be a source of friction for customers. 

Emma connects with banks through a partnership with Plaid, which has tie-ups with more than 11,000 banks in the U.S. and Canada. Although Moreni couldn’t disclose the exact number of total users or downloads per month, he did say Emma had “tens of thousands” of users in total. 

Moreno said he hopes 90% of Emma’s customers will be in the U.S. in the next six months. By early next year, he added that the company plans to launch in Australia, South Africa and New Zealand.