SHARE dealers aren't known for their kind hearts. They've learned to grant few favours in the fight to make more money in the cut-throat world of the big city.
That's what you'd expect. But, Sharecrazy.com, the cut price share dealing website, based in Tenby, is proving that traders have been moved by the plight of a desperately ill schoolgirl.
Sharecrazy is run by Malcolm Stacey, a former BBC Radio Four presenter, from his living room in Crackwell Street. He has also written a book called 'For the Love of Alice'.
It tells the amazing story of 11-year-old Alice Maddocks, from Dewsbury in West Yorkshire - and the mission of the Prime Minister to try to save her from a fatal bone marrow disease. Tony Blair wrote a foreword to the book during the pressures of the Iraq war.
Malcolm is promoting the book on the Sharecrazy website, with all the commission going directly to Alice's special trust which helps her family and other sick children.
"Many traders are ordering the book and some are even sending donations directly to Alice," said Malcolm.
"Most of the talk on the site is about making more and more money. But the plight of this valiant little girl has touched everyone's heart.
"While ordinary investors come on to trade their shares and swap share tips, they still take time out to buy the book and send other money to this marvellous cause. Some are buying many copies to give as Christmas presents. I am proud of them."
You can log onto Sharecrazy.com to get 'For the Love of Alice'. But, the Tenby Bookshop in Tudor Square also stocks a large number of copies at an even bigger discount and is helping to give royalties to Alice's trust.