He has built a multimillion pound empire, and is driven to help people attain ‘financial justice’. But in an age of predatory capitalism and rampant inequality, can one man’s modest suggestions really make much difference?
Every Tuesday night, an email newsletter goes out to 13 million subscribers. It’s far more popular than Gwyneth Paltrow’s Goop newsletter, which has 8 million, and the New York Times Morning Briefing, with 1.7 million. Its name, Money Saving Expert’s Money Tips, barely hints at the astounding range of tricks and deals contained within. Recent emails have featured “hacks” for cheaper meals at Nando’s and McDonald’s, deals on broadband and savings accounts, codes giving discounted access to airport lounges and an offer for free radiator heat-reflector pads.
The newsletter looks like a relic from an earlier age of the internet: thousands of words, with no ads and few images. It began as an email that Martin Lewis – the personal finance journalist now better known as the Money Saving Expert – wrote for his friends. Today, it is the work of dozens of people at MoneySavingExpert.com, the website Lewis founded in 2003, which has become one of the 100 most popular sites in the UK, with 16 million visitors a month.
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