The Apprentice reject with ‘no self-belief’ has since founded £16million company


Alex is the founder of an insurance company now worth £16million and appeared on the 2021 Sunday Times Rich List. His insurance start-up Dynamo Cover is set to top sales of £15million this year but he said he won’t rest until he’s built a skyscraper in Cardiff’s city centre, Wales Online reports.

Alex was just 22 when he appeared on the BBC show back in 2013.

He was fired after a disastrous sales pitch for a horror-themed ready meal.

Lord Sugar asked Alex if he was “weak” because he did not stick to his original business idea.

His original idea was a ready meal based off of a cartoon character.


However, he pitched the horror themed idea last minute, which cost him his place in the competition.

On The Apprentice You’re Fired discussion show, Alex spoke about why he changed his idea in the last minute.

He said: “You go full blaze on these things and because I am enthusiastic, I may miss a crucial decision.

“Being fired has taught me two things – that my branding is always right and that [fellow competitor] Myles, the parent of the group is clearly a bad parent.”

Alex explained that it was his fellow team-mate Myles Mourdant who had talked him out of doing his first idea, which now he regrets.

He made it down to the last seven candidates of the reality show before being sacked by Lord Sugar after a task failure.

Before leaving, Lords Sugar said to him: “Alex, I think you’re a young, enthusiastic chap and I want to send you off with a bit of advice.

“Stick at something – you are going to succeed.”

Since hearing those words, Alex hasn’t looked back and now turns over millions every year.

Recently, Alex has said light-heartedly: “I tell you what, he isn’t having half my business for just 250 grand now!”

At first Alex ran a company making gravestones but switched his focus instead to insurance.

That is how he is making his fortunes and be able to make the under-30 rich list.

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