Martin Lewis stunned Good Morning Britain viewers by offering almost £100,000 of his own money to a financial advice charity amid the cost of living crisis.
The money-saving expert revealed he would offer 10% of the money that the charity Money Buddies needs so that it can continue assisting people struggling with their bills.
During the chat with Money Buddies deputy chief executive Salam Shafi, Lewis, who guest hosted the show alongside regular host Susanna Reid during a special that deals with the current economic issues, asked him how much money his organisation needed.
Mr Shafi 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.
Lewis declared: "I've given to you before. I'll give ten per cent of that."
Mr Shafi replied: "Thank you, Martin," before host Reid added: "Thank you for generosity. I think we'll all pitch in."
It was then that Lewis also asked GMB viewers to part with their cash, including energy rebates, if they were in a position to, adding: "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 Mr Shafi.
Prime Minister Liz Truss announced last week there would be a cap on energy bills for households at £2,500 a year until 2024 - less than half the cost predicted - to limit soaring costs and inflation.
It's also been reported that inflation has eased slightly to 9.9%, after a monthly fall in petrol and diesel prices.
However, Lewis has cautioned that this may be jumping the gun.
He said: "The real inflation rate figure we're looking for in October is what we're looking for when the energy prices come in.
"We're expecting to see a jump in inflation in October. Today's figure it's predictive.
"We've already felt it in our pockets. This is just a number that clarifies it. It does have an impact. This is where it matters."
