Apprentice ‘flop’ Alex Mills has £16m empire making him richest contestant ever

Alex Mills appeared on BBC’s The Apprentice back in 2013 appearing on the show at the young age of 22.

The Welsh contestant was fired by Lord Alan Sugar in a memorable moment – but it's not slowed him down whatsoever.

Not wanting to be simply remembered for his short stint on the show, the young entrepreneur began an insurance company which has now made him now the richest contestant to ever appear on the reality show.

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Alex was named on the Sunday Times Rich List of young millionaires with his insurance company, Dynamo, making him one of the most successful stars to come from the show.

The young businessman was labelled a “flop” after his attempts at being Lord Sugar’s new business partner but now sits on an impressive £16 million fortune.

Alex knew insurance was one of the better options when it came to starting up a new business as everyone needs it at some point in their lives.

He wanted to take the industry to a new dimension by offering a different angle to the somewhat constricted ways it had previously been.

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Dubbing himself a “Flamboyant Maverick, who doesn’t fit anywhere” he began revolutionising the insurance world by using technology and IT, he was able to create a smooth and simple customer experience.

The result? More customers, more business and plenty of millions in the bank.

Not bad for a man who failed his GCSEs and worked as a housekeeper earning £4.20 an hour.

His housekeeping days are long behind him now after he recently boasted about his new purchase of a Ferrari 488 GTB.

The key to his business success is customer experience, the mogul admitted.

He is a firm believer that a focus on customer service allows for stronger retention while also offering much needed faith when it comes to purchasing other products and services offered to them.

For those looking for change, success and inspiration, Alex says: “Just do it. Don’t be afraid to start small, have vision and ambition but it’s important to get the fundamental bits right.”

He added: “Don’t sit there and think I can chuck in my job, find a way to test the water. Have a go and if it doesn’t work, just learn from it, dust yourself off and start again.”

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