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Jazz Shaper: Lex Deak

Posted on 22 March 2025

Lex is a serial entrepreneur with extensive experience in crowdfunding, technology, and start-ups. Having successfully pitched on Dragon’s Den, Lex went on to create an investment platform that has facilitated over £250 million in funding for more than 200 companies. At 23, Lex exited his first business, Sell It Shack, and has since raised over £10 million for personal ventures in the FinTech, marketing tech, and retail sectors. 

Lex Deak

Beyond the tech and start-up space, Lex has developed a boutique hotel in Marrakesh and contributed to the entrepreneurial community as an integral member of Helm, the UK’s leading entrepreneurs’ network, and a founding member of Home Grown in Mayfair. Lex’s most recent venture, Basket, acts as a universal wish list for online shopping, automatically saving consumers money and helping them stay organised and in control. With 250,000 users in the UK, Basket has plans for international expansion later this year. 

A father of three, Lex approaches life with a deep curiosity and a passion for innovation that drives him to live and breathe the start-up journey. 

Highlights

It never occurred to me that I wouldn’t be able to do something.

You can either become a victim or think, you know what, I’m going to fix it.

I like being part of lots of different tribes.

It’s okay to just be on an endless exploration.

A no is fine as long as it’s a quick no.

Basket is so multifaceted, I fall more in love with it every week.

I value the importance of candour and the value of time.

This is not about buying more, it’s about buying better.

I’ve wanted to build Basket for a decade or more.

I’ve really valued the importance of candour and the value of time.

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