25 SIR KEITH MILLS

Essex Life - - RICHEST 50 -

Loy­alty cards 2018: £160m 2017: £160m (23rd=)

Born in Brent­wood, Mills made his money from loy­alty cards – first Air Miles, taken over by BA in 1994 and later the Nec­tar card, which he sold in 2007 net­ting £160m. But sport is his pas­sion. He was a lead­ing backer of Sir Ben Ainslie’s un­suc­cess­ful Amer­ica’s Cup sail­ing cam­paign last year. This was the loy­alty scheme en­tre­pre­neur’s lat­est ven­ture in the sport­ing arena, hav­ing pre­vi­ously or­gan­ised the In­vic­tus Games. He was also deputy chair­man of the or­gan­is­ing com­mit­tee for the Lon­don Olympics. His other as­sets in­clude around £2m of com­pany as­sets and a re­cent £2.5m in­vest­ment in video messaging app Wordeo. He set­tled a claim against Coutts Bank where he had £73m of his wealth tied up in AIG Bonds, and had been seek­ing £8m in dam­ages. So we still value Mills at £160m for now.

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