James Benamor

Benamor became one of the wealthiest young people in the United Kingdom after starting his loan brokerage company, the Richmond Group, in 1999 at the age of 21. Unable to afford advertising at the time he printed leaflets and delivered them on foot, walking 300 km and delivering 30,000 leaflets in the first month.

In 2005 he founded Amigo Holdings, a guarantor loans lender.

Benamor quit the board of Amigo Holdings in March 2020, The Richmond Group did own 61% of the company. until April 2020.

In April 2020, Benamor demanded a meeting with the board to replace the current bosses of the company. when this failed the Richmond group sold all of its holdings.

Benamor has been criticised by the Daily Mirror and the BBC for the Richmond Group's ownership of Advantage Loans, a credit broker which ceased trading in 2008. He charged applicants a £50 fee but not all of them received a loan. Customers had to struggle to get their money back.