The serial entrepreneur said he spent an hour on the phone with the bank to no avail - BBC/PAAmerican Express has allegedly denied billionaire Lord Sugar an increase to his credit limit despite being aware of his financial status. The star of BBC's The Apprentice complained on social media about his experience with the bank, which declined to increase his credit limit despite knowing who he was. I was asking for an increase in my credit limit. When questioned by a fellow X user over why, as a billionaire, he needed additional credit, Lord Sugar responded: "I don't walk around with bags full of cash. But Lord Sugar insisted he was "not moaning" but "exposing what a bunch of idiots Amex are".