Martin Lewis is to join Susanna Reid as a presenter on Good Morning Britain for three days this month.
The Money Saving Expert founder, a guest contributor to the ITV show for many years, is vowing to hold “power to account” during his stint in the hotseat from June 28 to June 30.
And if all goes well, it is thought that ITV bosses may offer him a longer run fronting the show after the departure of Piers Morgan, The Mirror reports.
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Talking about his new role, Lewis said: “For 15 years I loved answering questions on Good Morning Britain.
“Now I’m stoked about getting the chance to ask them. While I hope to set the agenda on key consumer issues like scams and the financially excluded, I’m also up for the challenge of spreading my wings on all subjects.
“And when it comes to holding power to account, I always play fair with a straight bat, but that doesn’t stop me swinging it hard.”
Lewis, 48, founded his financial advice website in 2003 and sold it nine years later for £87million.
He fought successful campaigns including against bank charges and PPI and is worth an estimated £125m.
GMB Editor Neil Thompson said he was a “journalist and broadcaster at the top of his game” and a perfect fit for the show.
“Trust has been and continues to be hugely important throughout the pandemic,” he said.
“And I can’t think of many people more trustworthy than Martin Lewis.”
Despite losing Morgan, GMB is seeing its highest share of viewing in a decade, alongside ITV’s other flagship daytime shows Lorraine and This Morning.
Stand-in hosts have included former BBC Breakfast star Bill Turnbull and ex-Labour spin king Alastair Campbell.