Hannah Ingram-Moore, the daughter of national fundraising hero Captain Sir Tom Moore, is reportedly facing financial difficulties, leading her to sell various items on TikTok and struggle to sell her family home. The situation follows a period of intense scrutiny over her management of the Captain Tom Foundation.
Ingram-Moore, 55, has set up a "showcase" on the video-sharing platform TikTok, offering items such as foldable UV heat reflective car sun shades for £8.59, dog sprinkler splash pools from £11.62, and portable mini air pumps for £9.99. These products are sold through a "dedicated tab" on her profile, where she has approximately 20,000 followers. Brand and culture expert Nick Ede suggested that Ingram-Moore is unlikely to be earning significant income from these ventures, estimating potential earnings of a few hundred pounds per month.
This shift to online sales comes after revelations that a £200,000 "office" building constructed on the grounds of the family's seven-bedroom home, where Captain Sir Tom completed his famous fundraising laps, was actually a pool house with changing rooms and a spa. Following neighbor complaints, a planning inspector ruled the structure had to be demolished, and it was subsequently leveled in February 2024.
A Charity Commission inquiry in 2024 concluded that Ingram-Moore and her husband, Colin, had benefited "significantly" from their association with the foundation and were guilty of "serious and repeated" misconduct. The commission criticized a £1.47 million deal with publisher Penguin for three Captain Tom books, from which no funds went to charity as had been assured to the public. Other deals involving Captain Tom-branded gin and rosé were also flagged. As a result, Hannah Ingram-Moore and her husband were disqualified from serving as charity trustees for ten and eight years, respectively.
Despite the Charity Commission's findings, Ingram-Moore has maintained that "nothing dishonest" occurred, attributing their non-contestation of the report to time and cost constraints. She stated they accepted the findings to "get on with our lives."
Adding to her financial challenges, the Ingram-Moores have had difficulty selling their Grade II-listed Bedfordshire property, which includes a coach house. Initially listed for £2.25 million, the asking price has been reduced to £1.95 million. Neighbors have speculated that the couple may be considering renting out the property, or parts of it, as they reportedly seek to leave the village. One neighbor told the Daily Mail that they believe the couple wishes to leave the village quickly and had initially sought cash buyers for a swift departure.
Financially, the Captain Tom Foundation, now renamed The 1189808 Foundation, has ceased accepting donations and reported a gross income of £3,660 against expenditures of £132,000 in its most recent accounts for 2024. The couple's management consultancy company, The Maytrix Group Limited, also reported a loss of £123,000 for the year ending August 31, 2024, with shareholder funds becoming negative. Mrs. Ingram-Moore and her husband were owed £59,323 by the company.
While some villagers have expressed frustration and embarrassment, others have shown sympathy, suggesting Ingram-Moore may have been unfairly scapegoated. She has also reinvented herself as a "resilience leader," mentor, and public speaker, in addition to her online sales and brand promotions.