Dr Emma Black

CEO & Co-Founder

Emma is the CEO and Co-Founder of the business, leading its growth and day-to-day operations. She started the company from her kitchen table while at Durham University, driven by a clear goal: to improve poor savings outcomes across the UK and help people earn more from their cash. Emma holds a PhD in Behavioural Finance and M&A from Durham University. She is also a Chartered Fellow of the CISI, a published researcher, and Co-Founder of GB Bank. Alongside her industry work, she has held academic roles as a former Deputy Director of Postgraduate Programmes at Newcastle University, and a lecturer at both Durham University and the University of Leeds. She has been at the forefront of the company's mission to challenge the status quo. In 2024, she led the Get Britain Saving campaign, presenting at Parliament to highlight the need for better outcomes for savers. Today, Emma remains closely involved with clients and partners while continuing to shape the product and remove friction across the industry. Her focus is on making saving simpler, more effective, and more rewarding for everyone.