Martin Lewis left Good Morning Britain viewers in shock on by revealing on air that he would donate £100,000 of his own cash to a financial advice charity.
The Money Saving Expert, who guest hosted the show to help guide its viewers through the cost of living crisis, said he would offer 10per cent of the money charity Money Buddies needs to continue offering financial advice to those struggling with their energy bills.
Along with donating his own money, Martin also encouraged any viewers that were in a privileged position to viewers to help if they were able to spare any cash.
This comes after Prime Minister Liz Truss announced last week there would be a cap on energy bills to limit soaring costs and inflation.
Discussing how much money Money Buddies would need to help people in an interview with its deputy chief executive Salam Shafi, he said: "It's interesting. I had a meeting yesterday and I think £975,000 would make a big difference to our charity in terms of how many people we can help."
Martin then immediately replied: "I've given to you before. I'll give ten per cent of that."
Salam responded "Thank you, Martin."
His shocked co-host Susanna Reid added: "Thank you for generosity. I think we'll all pitch in."
Martin then continued: "If anybody else can help, if you can afford it and have the money to give away…
"If you're going to get that £400 [energy rebate] and you don't need it…" before pointing towards Salam.
Fans took to Twitter to show their shock and amazement at the money saving experts generosity.
One user wrote: "Remarkable moment on #GMB just now where host Martin Lewis just immediately pledged to donate £90,000 to a debt advice charity and you could see him then writing the note down to remind him about it."
Martin then confirmed he had donated the money pledged. He tweeted: "For the sake of transparency, I have just actioned the donation I promised to @LeedsMoneyBuddy on @Gmb this morning. Financial/debt crisis counselling charities are a lifeline for millions right now, we must protect them and ensure adequate funding."
Money Buddies themselves thanked Martin for his huge donation: "THANK YOU @MartinSLewis on @GMB
for donating to our Charity. Your donation will make a big difference to us. It will allow us to reach more people. 98% of our clients are new clients, who never sought advice before. Your donation helps keep us going…"
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