The money saving expert usually appears on This Morning, helping others by handing out money-saving advice.
However, Martin Lewis appeared on Loose Women today to speak about a devastating life event.
The 46-year-old teared up after he spoke about the tragic, untimely death of his mother when he was just 11 years old.
Ruth Langsford – the panel’s host and This Morning presenter – asked Martin about what had happened and lead with an emotional clip of him on a radio show.
He said: “I got picked up by a stranger from school, and I was told about an accident that had happened this morning.”
“Then I wont say what my dad said to me as that’s too personal, but I was told that my mother had died,” he continued.
On the show the money expert held back tears as he explained how he struggled with the loss.
“One day my mother was there then the next she was gone,” he said.
He added that losing his mum was like he had “a horrible fog of blackness.”
Fellow panelist Janet Street Porter then offered her sympathy, before an emotional Martin felt the need to apologise.
He continued: “Sorry I have to tell you I really don’t want to be here right now.”
Fans of Loose Women were aghast with Martin’s honesty and took to Twitter to share their reactions.
One said: “Cried all through my lunch listening to Martin Lewis. He is doing a marvellous thing opening up and talking as he is doing.”
A second said: “Have tears in my eyes watching Martin Lewis open up about his grief on Loose Women – you can see the pain in his eyes.”
A third tweeted: ”Sitting here in tears watching Martin Lewis on the show today.”
Martin appeared on the show to talk about his helpline, which hopes to give support to children who are going through bereavement.
Loose Women continues tomorrow at 12:30pm on ITV.