Martin Lewis has helped a bereavement charity to launch a free grief helpline for kids.
The MoneySavingExpert has donated £86,000 to Grief Encounter, for which he is patron, to fund the brand new helpline which provides instant confidential advice and support for bereaved children and young people.
The subject is close to the 46-year-old's heart after he lost his mother two days before his 12th birthday - an event that he says still scars him to this day.
Speaking about the new initiative on Thursday's Good Morning Britain , an emotional Martin said that he hopes Grief Encounter's helpline will ensure other children can find the support he felt he didn't have.
He said: "If you know anybody or any child who is suffering from grief or will do in the future, there is no cure and we can make it easier.
"When we launched it last week the website crashed on the first day. 300 kids have already spoken. It's making a difference.
"So kids of the future won't necessarily have quite the same scars as I did."
Martin first opened up about his mother's death on GMB last year, in a moment he described as 'powerful' and like 'coming out of the grief closet'. More recently he discussed his grief on Loose Women.
Appearing on the ITV show last Wednesday, March 27, Martin told the panel: "I am still now 35-odd years later deeply scarred by what happened to me.
"It was a defining moment of my life that changed the way I act and behaved, and it was devastating."
According to Grief Encounter, 67 per cent of bereaved children do not talk about their fears and anxieties at home, and 27 per cent do not seek advice or help from friends, peers or teachers.
The Grief Talk service is available on the phone, via online chat and email.
To find out more phone 0808 802 0111 or visit griefencounter.org.uk.
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