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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.”


Ranking app Jan/Feb 2023


Apple App Store and Google Play Store




Monthly active users

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

“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

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In creating MSE's flagship product, we dove deep into its brand ethos, embraced its broad market strategy, and forged crucial partnerships - notably with Martin Lewis. In 2023, we facilitated its transition to an app-centric model, setting KPIs to boost downloads and engagement. Tactics included web banners redirecting users to the app store and optimising search results. Additionally, we implemented deep linking and compelling push notifications to boost monthly active users.



We enhanced the MSE app with streamlined integrations for a faster and easier user experience. This included implementing Single Sign-On and Credit Club, which allows users to access their credit reports and scores without managing multiple logins across MSE's products. We also embraced Open Banking and collaborated with third-party suppliers to introduce features that significantly improve user engagement and service efficiency. Most recently, we launched the Martin Lewis Live feature, which includes interactive live streaming sessions within the app. Its Q&A-style functionality allows direct engagement with hosts like Martin Lewis to further drive user acquisition and engagement.



In 2023, we introduced a state-of-the-art AI-driven chatbot to the MSE app, powered by ChatGPT technology, to provide rapid and customised support. The chatbot scours the entire MSE website to offer thorough answers when users inquire about money-saving methods. Users can further refine their queries and participate in follow-up conversations for personalised insights. This feedback helps the chatbot continuously improve. The rapid deployment of this feature was carefully managed to mitigate any reputational risks associated with implementing such advanced technology.

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In six months, we completed the mobile project, achieving significant milestones for both MSE and the broader Group. MSE now offers single sign-on, ensuring a seamless user experience across its range of services. In a bid to increase personalisation within the app, we then introduced the Bill Buster feature, providing users with personalised, time-driven switching alerts to help them save on essential bills. Additionally, we implemented a search history feature to allow for quicker and more seamless access to important topics.

MSE app

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