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Unleashing money saving opportunities in a cost-of-living crisis

“Working with the xDesign team, it’s apparent that commitment and enthusiasm runs deep within the culture.”

About MoneySavingExpert

Founded by Martin Lewis in 2003, is now the UK's biggest consumer website, with more than 16 million users visiting the site each month. The site is dedicated to cutting its users’ bills and fighting their corner with journalistic research, cutting-edge tools and a massive community – all focused on finding deals, saving cash and campaigning for financial justice.

Martin Lewis


Ranking app Jan/Feb 2023


Apple App Store and Google Play Store

1 million


“It’s been a pleasure to get to know and work alongside the teams, and I’ve been taken aback by what has been achieved in such a short space of time. Everyone involved should feel proud of their contribution and I look forward to our future collaboration.”

The story

MSE’s brief to us was simple. It wanted to elevate the MSE experience by providing its community with hyper-personalised money saving opportunities via a new mobile app. The vision was to better serve its community of users via the app, providing them with more tailored content - including weekly tips, articles and tools - that would reflect their individual financial circumstances, habits, goals and interests.  

As the UK faces an unprecedented cost-of-living crisis, our work with Martin Lewis and the MSE team is having a positive impact on the lives of individuals and families across the UK.

A man and a woman sitting together, holding a smartphone and credit card

What we created



To deliver a flagship product for MSE, we immersed ourselves in its brand values, its ‘whole market’ approach, and made the right connections with key stakeholders - including Martin Lewis. Aligning with its strong and independent editorial team was also vital.



We collaborated with the MSE team to build up a picture of its user community, full solution range, and existing architecture. We also worked to understand its wider digital aspirations - including those of the MoneySuperMarket Group. From this, we synthesised a single vision for what the MSE app should be.

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We utilised Open Banking functionality for MSE and supported it through a provider tendering process. As a result, we were able to drive more bespoke content recommendations and related actions for users through the MyMSE section of the app. Open Banking also allowed us to enhance the tools that MSE members use, making them more powerful, tailored and accurate to their individual circumstances and needs.



Within just six months, we delivered the mobile project end-to-end, helping both the MSE brand and the wider Group reach a number of important firsts. MSE now provides single sign-on capabilities for its flagship services, and with the unlocking of Open Banking functionality, it has also been able to enhance its offering. The launch of the Bill Buster feature in 2023, for example, provides users with more personalised switching alerts to help users save money on core bills.

MSE app

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