Each week a millionaire leaves their luxury life behind, takes on a secret identity and lives undercover in a deprived area of the UK or U.S. for a week to ten days. Living on a limited budget with no modern conveniences they must forge their own way in the community – working and volunteering alongside the locals and finding individuals and projects who they think deserve a cut of their fortune. On their final day, the millionaires come clean and reveal their true identity to the people they have chosen, surprising them with overwhelming gifts of thousands of pounds or dollars to improve their lives.
Through this unique experience, extraordinary people and heart-wrenching situations inside deprived communities are revealed. As well as highlighting the positive financial and emotional impact of modern day philanthropy, the program also draws attention to some of Britain's and America's social problems in a touching and personal way. The series has also tackled gritty issues such as gang culture, gun crime, disability, and homelessness in some of the toughest areas.