ITV is making a bold gamble by handing the reins of its brand new daytime quiz show to a complete novice in the genre. Sara Davies, the savvy entrepreneur best known for her role on BBC's Dragons' Den, will debut as the host of Time is Money, which launches today at 3pm.
From Dragon to Quizmaster: A Surprising Career Move
The 41-year-old businesswoman, famed for her calm demeanour and encouraging advice on Dragons' Den, admitted the offer from ITV came "out of the left field." She confessed that presenting a quiz was never on her "big life agenda," but her love for television work over the past five years made the opportunity irresistible.
"I felt so humbled and honoured that they were prepared to take a chance on me," Davies told The Mirror. "That's a big risk for them, which just drove me even more because I don't do anything half-heartedly."
Mastering the Mechanics and the Mindset
Davies, a mother-of-two to sons Oliver, 12, and Charlie, nine, threw herself into the role with characteristic determination. She revealed a significant challenge was her distinctive north-east accent, particularly when pronouncing complex words like Shakespearean characters or European footballers' names.
"I used to come in at silly o'clock in the morning and spend hours just practicing the pronunciation," she laughed, determined not to let anyone down on set.
She credits her experience on Strictly Come Dancing in 2021 for teaching her to compartmentalise her famously packed schedule. Davies filmed the entire series in just eight days, applying the same focused intensity she used for dance rehearsals. "I give 100% of me in the moment," she explained.
The Winning Formula: Warmth and Empathy
ITV producers specifically sought Davies for her natural warmth and empathy, qualities they believed would put contestants at ease during the high-pressure game. The format of Time is Money is particularly tense: contestants start with their prize money already on the table and must beat the clock to keep it. A wrong answer sees their cash slip away instantly.
"I realised quite early on that if I could make them feel relaxed then they enjoy the process more," Davies said. "I tried to forge a genuine connection really quickly... and I felt like I was rooting for them."
Joining ITV's Daytime Quiz Dynasty
The new show joins ITV's formidable daytime lineup, which includes established hits like The Chase, Tipping Point, Deal or No Deal, and Lingo. For Davies, the goal was always to serve the show, not herself.
"They wanted my personality, but it wasn't about me. It was about delivering the show really well," she stated. By the time she recorded the 25th episode, she felt like a "quizzing expert," having pushed herself far outside her comfort zone.
Time is Money airs daily on ITV and ITVX from 3pm from Monday, 5th January 2026.
