The website, www.horse hero.com, provides videos showing how to look after a horse at home and in competition. It also features blogs and interviews.
Price sold her firm in 2004. The firm was set up in 1988 with the aim to make financial advice more accessible to women. She ran the Women’s Financial Adviser Group for five years.
She has stayed involved in financial services as director of communications at Destini and holding a position on the WH Ireland board. She was on the Small Business Council and was a non-executive director at Business Link for London.
She says: “I am passionate about business and horses have always been a serious hobby of mine. There is a lot of money in the equestrian industry, it is worth 4bn, not including racing, and there are more people taking up riding than any other hobby but the standard of websites is very poor, so I decided to capitalise on this.”