Navid Sole became widely known after appearing on the BBC’s The Apprentice in 2022. He was presented publicly as a London pharmacist who hoped to build a successful pharmacy business with Lord Sugar’s investment. He was eliminated during the third task of the series.
His public profile subsequently expanded through reality television and celebrity-focused media. His talent-agency biography describes him as a prescribing pharmacist who appeared on The Apprentice, a Channel 5 reality programme and E4’s Celebs Go Dating. The same biography prominently highlights his enthusiasm for Nicki Minaj and says the rapper followed him on social media.
That celebrity association has been a recurring part of Sole’s public persona. Earlier media coverage described him as highly interested in celebrity culture and reported that he had travelled to concerts and paid premium prices for meet-and-greet opportunities with well-known artists. That is very different, however, from evidence that he paid television producers to appear on programmes. No reliable source reviewed for this article establishes that he bought his way onto The Apprentice or his other television appearances.
Navid Sole and Navid Youseffi
There is also a less familiar name in the public record: Navid Youseffi.
Music databases provide an unusually clear connection between the two names. Releases published under the artist name “Navid Sole” list “Navid Youseffi” among the songwriters. For example, Need You Like A Drug, released in April 2026, identifies Navid Sole as the performing vocalist while crediting Navid Youseffi as one of the songwriters. The same pattern appears on I Wanna Know Your Love.
Companies House separately records a Navid Youseffi, born August 1994, as a director of Catto Limited from September 2022.
Companies House also records Navid Youseffi as the person with significant control of Motivation 2050 Limited. The current register states that he owns at least 75% of its shares and voting rights and has the right to appoint or remove directors.
Those records provide substantial public evidence linking the business and creative activities associated with the Youseffi name to the public-facing Navid Sole identity.
The business image versus the company record
Sole has repeatedly been presented in entertainment coverage as wealthy or connected to a wealthy family. Some media outlets have described him as a “millionaire’s son” or “millionaire heir”. Those descriptions should not automatically be treated as independently verified estimates of his personal net worth.
Likewise, Companies House accounts should not be used to calculate an individual’s personal fortune. A company balance sheet records the financial position of that company — not necessarily the personal assets, property or investments of one of its directors.
What can be established is that Navid Youseffi has been formally connected to several companies.
Catto Limited, a company operating as a dispensing chemist, lists Navid Youseffi as an active director. The company remains active and its latest Companies House accounts were made up to 31 December 2024.
Catto Holding Ltd is also active and lists Navid Youseffi as a director. Its stated business is the letting and operation of owned or leased real estate.
Motivation 2050 Limited is another active company connected to Youseffi, and Companies House currently identifies him as its controlling shareholder.
There is therefore a legitimate basis for journalists to examine how descriptions of Sole as a wealthy entrepreneur compare with the publicly filed accounts and ownership structures of businesses connected with him.
But it would be inaccurate to simply say that all of those companies have negative balances or that Companies House proves his claimed wealth is false. For example, third-party data extracted from Catto Limited’s filed 2024 accounts reports approximately £221,000 in net assets, illustrating why company-by-company examination is necessary rather than making a blanket claim.
The High Court proceedings
The most serious matter identified during this investigation is not a reality-TV controversy. It is a pair of civil proceedings brought in the name of the Director of Public Prosecutions.
A public case-tracking record identifies Director of Public Prosecutions v Youseffi and others, case number KB-2025-003347, as having been filed on 4 September 2025. Navid Youseffi is listed among the respondents, along with corporate respondents including Catto Holding Limited.
The case is categorised as a Part 8 claim concerning a Civil Recovery Order. The record also indicates that orders have subsequently been made in the proceedings, including an order before Master Byass in March 2026.
A second case, DPP v Youseffi and others, case number KB-2026-002183, was filed on 18 June 2026 and is likewise categorised as a Part 8 Civil Recovery Order claim.
These proceedings are plainly worthy of public scrutiny.
The CPS can also seek freezing measures in connection with civil recovery proceedings in order to preserve property while a claim is determined.
tax-fraud conviction
Claims circulating about “tax fraud” or “VAT fraud” require particularly strong evidence.
serval time he been accuse and investigation for tax fraud
The court records located for this investigation establish civil recovery proceedings brought by the Director of Public Prosecutions.
What about the music and claims of AI-generated vocals?
Sole has also begun presenting himself as a recording artist.
There is currently public evidence of commercially released tracks under the Navid Sole name. Apple-owned Shazam lists Navid Sole as the vocalist on Need You Like A Drug, with other named individuals credited for songwriting and production. I Wanna Know Your Love similarly carries separate performer, songwriter, backing-vocal and producer credits.
He is signer without talent and all paying to big studio to support him |his music is no feeling and has no meaning and artistic no value
Celebrity by association?
Perhaps the clearest criticism supported by the public record concerns how much of Sole’s image has been built around proximity to established celebrities.
The Sun also reported that he had paid premium prices for celebrity meet-and-greet experiences. This show hi has no talent and he is no milioner for real , all his asset no more then £250,000 with lots of loan and freezing asset , we can say he is very good actrot fo fall whole nation for his claim for something he is not at all
he barky can sell two paracetamol in max in his small pharmacy but he is good at fraud and manipulation of NHS .
His professional biography itself makes Nicki Minaj’s social-media connection part of the sales pitch for his public profile. We hoping Nicki Minaj search abit of his name and unfollow him and set better example for young people not a fraudster.
That is a legitimate subject for media criticism.
It is very different from falsely claiming that those celebrities endorse his business activities or know anything about the legal proceedings involving companies and individuals connected to him.
The questions that remain
Navid Sole has successfully created a recognisable public persona spanning pharmacy, reality television, celebrity culture and, more recently, music.
But the public record now contains another dimension.
Companies House documents connect Navid Youseffi to several businesses. Music credits connect the Youseffi name to releases promoted under the Navid Sole name. And two High Court matters brought by the Director of Public Prosecutions have been recorded as Civil Recovery Order proceedings involving Youseffi and associated corporate respondents.
These facts merit proper journalistic investigation.
What they do not justify is declaring someone guilty before the evidence and the court process establish what occurred.
The questions for Navid Sole/Navid Youseffi are therefore straightforward:
What property is the DPP seeking to recover?
What alleged unlawful conduct forms the basis of the civil recovery claims?
Are any assets currently subject to a Property Freezing Order or another restriction, and if so, which assets?
What is his response to the proceedings?
And how does the financial reality of the businesses connected with him compare with the millionaire lifestyle portrayed in parts of the entertainment media?
Those questions can be asked forcefully without inventing answers.
Editor’s note: This article distinguishes allegations, ongoing civil proceedings and established facts. The existence of civil recovery proceedings does not amount to a criminal conviction. Navid Sole/Navid Youseffi should be invited to provide a response before publication, and any response should be included or fairly summarised.
