The free tier, and why we made the choices we made

The free tier exists because someone needs to understand the basic product before deciding whether more depth is useful to them. A pricing page cannot demonstrate how a connected transaction appears, whether a category makes sense or whether the interface fits into ordinary life.

At the same time, connected budgeting is not free to operate. Bank-data infrastructure, databases, monitoring, customer support, security work and regulatory oversight continue after an app is downloaded. The product therefore needs a boundary between core access and paid features that can be explained without tricks.

What free means

Free means the core budgeting entry point has no charge. It is not a timed trial and does not convert automatically into a paid plan. A person does not need to enter a card simply to use that tier.

The current pricing structure also includes optional Plus and Pro plans. Their prices and included features are shown on the pricing page and in the app before purchase. Subscriptions are handled through Apple, and the paid entitlement is separate from the free account.

The point of the free tier is not to hide every useful screen behind a payment prompt. It needs to contain enough of the central experience to stand on its own: a straightforward way to build and view a working budget at the level described in the current product listing.

Why not make every feature free

Every connected account, data refresh and stored record has an operating cost. So do incident response, accessibility work, support and maintenance. Those costs are less visible than a new screen, but they are part of the service.

A product funded only by outside capital or unrelated data use would introduce different incentives. We chose a direct model in which optional paid plans fund broader functionality and continued operation. JEMA Software Ltd does not sell personal data to make the free tier appear costless.

That does not mean every expensive feature automatically belongs in the highest plan. Cost is one input. The product also considers whether a feature is central, how frequently it is used and whether the plan boundary can be understood before purchase.

Why the boundary must be clear

A confusing plan table creates support problems and poor expectations. If a feature is limited by account count, history, frequency or depth, that limit needs to be visible. A user should not have to reconstruct the boundary from an error message after setup.

The same applies when features change. A new capability can be added to a plan, but existing copy, in-app purchase information and entitlement logic all need to agree. A mismatch between the website and the app is not solved by saying that one of them was only marketing.

We avoid crossed-out invented prices and permanent countdown offers. They create pressure without explaining the service. The published monthly and annual options stand on their own.

Why there are two paid levels

The product has people who want different amounts of detail. Some want core budgeting. Some want broader planning and tracking. Others want the complete set of supported budgeting and spending-insight tools.

Plus and Pro give the company room to place more resource-intensive or advanced features without turning the free tier into a temporary demo. The exact feature list is kept on the pricing surface so it can remain consistent with the app at the point of purchase.

Two paid levels also create a risk of artificial separation. A feature should not be split merely to make the higher plan look longer. The distinction needs to reflect a real difference in scope or use.

What the free tier is not

It is not financial advice, and paying does not turn the product into an adviser. Every tier provides software that organises information and displays budgeting views. A paid plan does not guarantee a result from using those tools.

Free is also not a promise that every existing capability will remain unchanged forever. Bank coverage, provider costs and product scope can change. Material plan changes need clear notice and accurate purchase information rather than vague small print.

The tier is not funded by selling connected transaction histories. The Privacy Policy describes the service providers and purposes involved in operating the account.

How we evaluate a feature boundary

When a feature is considered for a plan, we look at several questions. Is it part of the basic reason the product exists? Does it create material infrastructure or support cost? Does it depend on another paid capability? Can the limitation be explained in a short sentence? Will the app and purchase screen enforce the same rule?

These questions do not produce a perfect answer. Pricing is a product decision and will be reviewed as real usage becomes available. The important part is that a person can see the current terms before choosing a paid plan and can continue using the free tier without an automatic conversion.

The free tier is therefore both an access decision and a discipline. It requires the central budgeting experience to remain coherent on its own, while paid plans have to justify their existence through clearly described additional scope. That is the model we chose, and the public pricing page is where its current details live.

For current service details, read the company's open banking explanation and Privacy Policy.