Dig appoints Ideal World Co-founder Paul Wright to board

Dig has appointed Ideal World co-founder Paul Wright to its executive board, adding a consumer retail entrepreneur to the leadership team of the savings platform.

Wright joined the board this week as Dig looks to expand its presence in consumer technology and financial tools. Founded by entrepreneur Ashley Bailey, the company uses artificial intelligence to help users find lower prices across new and second-hand markets.

He brings a long track record in television retail. As a co-founder of shopping channel Ideal World, Wright helped build the business into a significant player in UK home shopping.

Dig’s model centres on tools designed to help users save money. Dig Alert notifies users when an item reaches a chosen price, while Dig Live tracks live auctions and matches items to wishlists.

The company also offers Dig Routine, which searches for the best available price when a product is reordered, and Returns Drop, which gives Pro members early access to returned retailer stock at reduced prices.

Board move

Wright’s appointment points to a push for board-level support in marketing, customer engagement and commercial expansion as competition intensifies in consumer-facing fintech and comparison tools.

He said his decision to join reflected his view of the business and its prospects.

“Dig represents the future of consumer finance. Ashley and the team have created a platform with enormous potential. I’m thrilled to be joining the board and look forward to helping unlock the next stage of growth,” Wright said.

Bailey founded Dig to help households cut spending through automated product tracking and deal discovery. The business is focused on everyday shopping rather than traditional banking or lending, placing it in a growing area of fintech centred on household budgeting and price comparison.

That segment has attracted more attention as consumers look for ways to manage spending on groceries, household goods and discretionary purchases. Businesses in the space increasingly use automation and personalisation to retain users and encourage repeat use.

Dig’s focus on new and pre-loved markets also reflects a wider retail shift, as second-hand goods and returned stock become more visible parts of the consumer economy. For digital shopping platforms, this broadens the inventory available and creates more opportunities to match demand with lower-priced goods.

Growth plans

Bailey said Wright’s experience building consumer brands would be important as the company enters its next phase.

“Paul has an exceptional ability to turn great ideas into category leading businesses. His deep understanding of consumer behaviour and proven growth expertise make him the perfect fit for where Dig is heading. We’re incredibly excited to have him join us at such a pivotal moment,” Bailey said.

Wright’s arrival also gives Dig a board member with deep experience in direct-to-consumer selling, where customer retention, pricing strategy and product presentation are central. Those skills could prove useful for a platform seeking to make automated tools part of routine purchasing and bargain hunting.

Dig has not disclosed financial details related to the appointment or any funding plans. It has said leadership depth will be part of its push to scale its user base and strengthen its position in the digital savings tools market.