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‘Toff entrepreneur’ behind the crisis-hit firm Amigo Loans appeared on The Secret Millionaire

Revealed: ‘Toff entrepreneur’ behind crisis-hit company Amigo Loans appeared on Channel 4’s The Secret Millionaire… bragging ‘I’m not going to give money to people who don’t fucking deserve it’

  • Businessman James Benamor appeared in The Secret Millionaire in 2008
  • His company, Amigo Loans, is in danger of closing over allegations of misselling

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A millionaire whose business is on the brink of collapse appeared in an episode of Channel 4’s The Secret Millionaire in 2008.

James Benamor was worth £77 million when he appeared in the Moss Side episode in Manchester, looking for deserving people to give money to.

He made his fortune with Britain’s largest lender, Amigo Loans, which lends to people with bad credit if they have a friend or relative willing to pay back if they can’t.

The company has since been inundated with complaints about selling unpayable loans and is now on the brink of collapse without the help of further investors.

Amigo has calculated that customer complaints could cost it around £338 million – money it doesn’t have.

James Benamor was worth £77 million when he appeared in the Moss Side episode in Manchester looking for people worth giving money to

At the height of Amigo Loans, staff could stay in a French castle for free as an extra

At the height of Amigo Loans, staff could stay in a French castle for free as an extra

At the height of Amigo Loans, staff could stay in a French castle for free as an extra

In his episode on The Secret Millionaire, Benamor said, “There’s no company we’re competing with and I don’t want it razed to the ground.”

Described as a “cool entrepreneur” and “hard-hitting millionaire,” Benamor ruffled some feathers with his competitive nature and one-liners.

“I’m not going to give money to people who don’t fucking deserve it,” he said in a piece on camera.

“I’ve always wanted to be the best at everything I do…Competition is really the reason I’m still working…because I want to be the best.”

Benamor first launched his business when he was 21 and appeared on the show at the age of 30.

For a week, he drove a battered Nissan Micra through the streets, meeting victims of drug addiction and violence in the neighborhood.  At the end of the program, he revealed his true identity and donated money to local charities and youth projects

For a week, he drove a battered Nissan Micra through the streets, meeting victims of drug addiction and violence in the neighborhood.  At the end of the program, he revealed his true identity and donated money to local charities and youth projects

For a week, he drove a battered Nissan Micra through the streets, meeting victims of drug addiction and violence in the neighborhood. At the end of the program, he revealed his true identity and donated money to local charities and youth projects

Born Rachid James Benamor and educated at Poole Grammar School, the son of Tunisian immigrants claims to have been an unruly teenager who “used a lot of drugs, actually became a petty criminal.”

“I was a nightmare,” he told viewers of The Secret Millionaire. “I was a nightmare for my parents. I was a nightmare to everyone who knew me. There have been several times I could have ended up in prison.’

For a week, he drove a battered Nissan Micra through the streets, meeting victims of drug addiction and violence in the neighborhood.

At the end of the program, he revealed his true identity and donated money to local charities and youth projects.

According to The Times, clients who applied for loans with exorbitant interest rates have been forced to contemplate suicide after being crippled by debt.

The company was reportedly expected to pay out £112 million to customers.

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