Many current accounts offer perks that directly relate to either your balance or your monthly spending. Eg some give you a cash bonus, interest on your balance or cash back on certain categories of payment.
When combining these offers it can be hard to see which bank account gives the best benefit - 3% cash back on bills is great, but based on your own spending, is it better than 1% interest on your balance? Or is a switching cash bonus better than either?
Given Emma knows all your own finance data and websites like MSE regularly update lists of the current deals, Emma could tell me what I’d gain monthly or yearly on each account based on current or historical data. Aside from being a good feature, banks likely pay referral fees so it acts as revenue generation for Emma.