Goldline
Goldline is a Los Angeles-based, direct-to-consumer precious metals retailer founded in 1960 that sells physical gold, silver, platinum, and palladium coins, bars, and numismatic products to U.S. individual investors and Self-Directed IRA holders through its website, mobile apps, and concierge phone sales, operating as a wholly-owned subsidiary of Gold.com, Inc.
- Company typePrivate
- Founded1960
- HeadquartersLos Angeles, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Goldline does
Goldline, Inc. is a direct-to-consumer precious metals retailer founded in 1960 and headquartered in Los Angeles, California, that sells physical gold, silver, platinum, and palladium coins, bars, rounds, and numismatic products to individual U.S. investors and Self-Directed IRA holders. The company's technology stack is a standard owned DTC commerce platform: a transactional e-commerce website at goldline.com, native iOS and Android mobile applications, toll-free phone-based concierge sales staffed by dedicated Account Executives, and live chat and email support. Order management and customer service are supported by Adobe Acrobat Sign for account agreement e-signature and standard payment integrations for credit card (Visa, Mastercard, Discover), wire, ACH, personal check, and cashier's check. Underlying analytics are provided by third-party tools including Google Analytics and ContentSquare, with no proprietary trading, blockchain, or AI-native systems disclosed.
Goldline is a wholly-owned subsidiary of Gold.com, Inc., a Fortune 500 NYSE-listed integrated alternative assets platform whose three reporting segments (Wholesale Sales & Ancillary Services, Direct-to-Consumer, and Secured Lending) are operated through Goldline together with sibling subsidiaries JM Bullion and Silver Gold Bull. Goldline operates within the Direct-to-Consumer segment alongside JM Bullion, a complementary bullion retailer, and Silver Gold Bull, which is positioned for international expansion in Canada. The parent relationship confers brand credibility (Fortune 500 backing) and operational scale in purchasing, logistics, and secured storage.
Revenue is generated through three streams: transactional markups over spot on sales of bullion coins, rounds, and bars; recurring fees from high-security storage services; and Precious Metals IRA services sold in partnership with IRA custodian Equity Trust Company. The Accumulation Program, which allows purchases starting at $200 per month, adds a subscription-style layer to a fundamentally transaction-fee-driven model. The company maintains a U.S.-only geographic footprint, holds BBB accreditation in Los Angeles, and carries a 4.3-star Google rating across 176 reviews, with product exclusivity arrangements such as the Royal Canadian Mint 1oz legal tender gold bar card serving as the principal differentiators against other retail precious metals dealers.
Goldline firmographics
Firmographics- Name
- Goldline
- Legal name
- Goldline, Inc.
- Website
- https://goldline.com
- Company type
- Private
- Founded year
- 1960
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Goldline is a Los Angeles-based, direct-to-consumer precious metals retailer founded in 1960 that sells physical gold, silver, platinum, and palladium coins, bars, and numismatic products to U.S. individual investors and Self-Directed IRA holders through its website, mobile apps, and concierge phone sales, operating as a wholly-owned subsidiary of Gold.com, Inc.
- Ownership category
- akta.pro rank
Goldline industry classification
Industry- Product category
- Precious Metals Retail
- NAICS
- Jewelry, Watch, Precious Stone, and Precious Metal Merchant Wholesalers (42394)
- SIC
- Wholesale-Jewelry, Watches, Precious Stones & Metals (5094)
- akta.pro primary industry
- Precious Metals Bullion & Concentrates Trading (Gold, Silver, PGM) (IMAKAJAD)
- akta.pro secondary industry
- Precious Metals Minting & Bullion Products (IMAKAEAJ)
Keywords
Where Goldline is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Goldline business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Precious Metals Sales: Goldline generates revenue primarily through the sale of physical precious metals (gold, silver, platinum, palladium) to retail customers at prices that include a markup over spot market prices. Products include coins, rounds, and bars from government mints and private mints.
- Storage Services: The company offers secure storage solutions for precious metals at their high-security storage facility, generating recurring revenue from storage fees.
- Precious Metals IRA Services: Goldline facilitates the purchase of precious metals for Self-Directed IRAs, partnering with custodians like Equity Trust Company. Revenue is generated through product sales and potentially account servicing fees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Accumulation Program - Monthly investment option starting at $200/month |
| Unit Pricing | Pay-as-you-go | One-time purchases of individual products (coins, bars, rounds) |
| Transaction based/ take rate | Pay-as-you-go | IRA-eligible precious metals purchases |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Goldline product offering
Product offeringCore offering
Goldline is a direct-to-consumer precious metals retailer that sells physical gold, silver, platinum, and palladium coins, rounds, and bars (including government-minted bullion and exclusive Royal Canadian Mint products) at markups over spot prices to individual U.S. investors. It complements product sales with related services: a Self-Directed Precious Metals IRA program in partnership with Equity Trust Company, secure vault storage for customer metals, an Accumulation Program that schedules monthly purchases starting at $200, and a Sell To Us buyback program. All sales are fulfilled either by direct delivery or via Goldline's high-security storage facility.
Product overview
Goldline is a precious metals dealer offering a comprehensive portfolio of physical gold, silver, platinum, and palladium products for investment and retirement purposes. The product offering centers on government-minted bullion coins (American Eagles, Canadian Maple Leafs, Austrian Philharmonic, South African Krugerrand, Chinese Panda, American Buffalo), private mint silver rounds and bars in various sizes, and exclusive commemorative products like the Gold Legal Tender Bar Card and Heroes of Two Nations series. Beyond spot bullion, Goldline offers numismatic/graded coins including pre-1933 U.S. gold coins (Liberty, Indian Head). Services include Precious Metals IRA accounts with Equity Trust Company, secure storage facilities, an Accumulation Program for scheduled purchases starting at $200/month, and a Sell To Us Program. The company positions itself as a full-service precious metals investment platform serving individual investors, collectors, and those seeking retirement diversification.
Differentiator
Problem solved
Functional benefit
Products and services
- Gold Eagle Coins
- Canadian Gold Maple Leaf Coins Royal Canadian Mint gold bullion coins with 99.99% purity, available in multiple sizes from 1oz down to 1/10oz, IRA-eligible, marketed to individual investors seeking high-purity government-minted gold.
- Silver American Eagle Coins Official U.S. Mint 1oz silver bullion coins with 99.9% purity and $1 USD face value, IRA-eligible, sold to U.S. retail investors for silver allocation.
- Canadian Silver Maple Leaf Coins Royal Canadian Mint 99.99% pure silver coins with $5 CAD face value, IRA-eligible, marketed to investors seeking high-purity government-minted silver.
- Silver Bullion Rounds 1oz silver rounds minted by private mints at 99.9% purity, typically sold at lower premiums than government-issued coins, IRA-eligible depending on the mint of origin.
- Silver Bullion Bars Silver bars available in 10oz and 100oz sizes at 99.9% purity, designed for volume purchasing at low premiums, IRA-eligible depending on the mint of origin.
- Gold Legal Tender Bar Card Exclusive Goldline product featuring ten 1/10oz 99.99% pure gold bars secured in a credit-card-sized legal tender case, guaranteed by the Royal Canadian Mint, IRA-eligible, marketed to investors and gift buyers.
- Heroes of Two Nations Bullion Coins Commemorative silver and gold coins issued by the Royal Canadian Mint honoring the Devil's Brigade (1st Special Service Force), 99.99% pure, IRA-eligible, marketed to collectors and historically themed investors.
- Liberty Gold Coins (Pre-1933) Certified pre-1933 U.S. legal tender gold coins containing .2418 troy oz of gold at 90% purity, graded MS-62 by PCGS or NGC, sold to numismatic collectors and investors.
- Indian Head Gold Coins (Pre-1933) Pre-1933 U.S. Half Eagle gold coins designed by Bela Lyon Pratt, 90% purity with 0.2419oz gold content, sold as numismatic collectibles to investors and collectors.
- Platinum and Palladium Bullion Products Platinum and palladium bullion coins, rounds, and bars available to investors seeking to diversify beyond gold and silver, sold through Goldline's direct channels.
- Precious Metals IRA Self-Directed IRA accounts that allow customers to fund a retirement account with physical, IRS-eligible precious metals (American Eagles, Canadian Maple Leafs, etc.), with custody and administration handled by partner custodian Equity Trust Company and an online application wizard for account setup.
- Storage Services High-security vault storage for customers' precious metals at Goldline's facility, offered as an alternative to taking physical delivery, generating recurring storage fees.
- Accumulation Program Subscription-style program that lets customers acquire precious metals for as little as $200/month through scheduled monthly purchases, enabling dollar-cost-averaging into physical metals.
- Sell To Us Program Program that allows customers to sell their precious metals back to Goldline, providing a buyback/liquidity channel for metals originally purchased from Goldline or held in Goldline storage.
- Heroes of Two Nations 3/4oz Silver Coin Limited-production 3/4oz silver bullion coin commemorating the Devil's Brigade, 99.99% pure silver with $2 CAD legal tender, IRA-eligible, sold to collectors of the Heroes of Two Nations series.
Companies that use Goldline
Customer profileSegments3 records
Ideal customer profiles3 records
Goldline technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability1 record
Goldline partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered major and minor.
- Royal Canadian MintmajorGoldline is the exclusive dealer of the 1oz legal tender gold bar card produced by the Royal Canadian Mint. The company also offers a range of Royal Canadian Mint products including Maple Leaf coins (gold and silver) and commemorative coins like the Heroes of Two Nations series. The Royal Canadian Mint guarantees weight and purity for all its products sold through Goldline.
- Equity Trust CompanymajorGoldline partners with Equity Trust Company for the Goldline IRA program, enabling customers to invest in physical precious metals through Self-Directed IRAs. Equity Trust Company provides IRA custody and administration services.
- Silver Gold BullminorSilver Gold Bull is a wholly-owned subsidiary of Gold.com, Inc., alongside Goldline and JM Bullion. The company plans to expand its international footprint particularly in Canada through Silver Gold Bull.
- JM BullionminorJM Bullion is a wholly-owned subsidiary of Gold.com, Inc., alongside Goldline. JM Bullion is one of the largest precious metals retailers in the United States.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Goldline competitors and assessment
Company assessmentDirect peers
- JM Bullion: Sibling subsidiary under Gold.com, Inc.'s Direct-to-Consumer segment and described as 'one of the largest precious metals retailers in the United States.' Sells gold, silver, platinum, and palladium bullion online with overlapping IRA and storage offerings, making it the closest direct competitor to Goldline within the same corporate family.
- APMEX: One of the largest US precious metals retailers, offering gold, silver, platinum, and palladium coins and bars to retail and institutional investors via e-commerce. Directly comparable to Goldline in product breadth, pricing model (markup over spot), IRA services, and target customer (individual investors and collectors).
- SD Bullion: US-based online precious metals dealer selling gold, silver, platinum, and palladium bullion with low-premium positioning. Competes with Goldline on price transparency, IRA services, and direct-to-consumer fulfillment, making it a key digital-native comparable.
- Money Metals Exchange: Online precious metals dealer serving US retail investors with gold, silver, platinum, palladium bullion, and a precious metals IRA program. Comparable to Goldline in target segment (self-directed retail investors) and IRA/storage service stack.
- Silver Gold Bull: Sibling subsidiary under Gold.com, Inc., focused on the Canadian precious metals retail market. Directly comparable in product mix (bullion coins, bars, IRA services) and operates under the same parent, with geographic specialization rather than overlap.
- Provident Metals: US online precious metals retailer offering gold, silver, copper bullion and numismatic products. Targets the same individual-investor segment as Goldline with overlapping IRA and storage service offerings.
- BGASC: Buy Gold and Silver Corp — an online US precious metals dealer selling bullion coins, bars, and rounds to retail investors. Comparable to Goldline in direct-to-consumer model, IRA services, and competitive pricing on government-mint bullion.
- Rosland Capital: US precious metals dealer selling gold, silver, platinum, palladium bullion and numismatic coins directly to retail investors, with established gold and silver IRA programs. Closely mirrors Goldline's positioning around gold IRAs and concierge-style phone sales.
- BullionVault: Online precious metals trading and storage platform enabling retail investors to buy, sell, and store allocated gold, silver, platinum, and palladium. Comparable to Goldline in the storage-as-a-service and direct-investor segments, with a more international footprint.
Broad incumbents
- Kitco: Established North American precious metals retailer and market-data provider with bullion sales, IRA services, and storage. Overlaps with Goldline in retail bullion and IRA channels but extends more broadly into news, charts, and institutional services.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Goldline social profiles
Digital presenceGoldline compliance and trust
Trust signalCompliance1 record
Goldline financial estimates
Financial estimateRevenue estimate
Valuation estimate
Goldline leadership team
Management profileNumber of profiles
Profiles1 record
Goldline funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Goldline M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Goldline
What does Goldline do?
Goldline is a direct-to-consumer precious metals retailer that sells physical gold, silver, platinum, and palladium coins, rounds, and bars (including government-minted bullion and exclusive Royal Canadian Mint products) at markups over spot prices to individual U.S. investors. It complements product sales with related services: a Self-Directed Precious Metals IRA program in partnership with Equity Trust Company, secure vault storage for customer metals, an Accumulation Program that schedules monthly purchases starting at $200, and a Sell To Us buyback program. All sales are fulfilled either by direct delivery or via Goldline's high-security storage facility.
Is Goldline a public or private company?
Goldline is a private company. It is classified as corporate owned and is currently operating.
When was Goldline founded?
Goldline was founded in 1960. It employs 51 to 100 people.
Where is Goldline based?
Goldline is headquartered in Los Angeles, United States, in the North America region.
How does Goldline make money?
Three revenue lines are on record. Precious Metals Sales are the primary driver. The others are storage Services and precious Metals IRA Services.
Who are Goldline's main competitors?
Direct peers on record are JM Bullion, APMEX, SD Bullion, Money Metals Exchange, Silver Gold Bull, Provident Metals, BGASC, Rosland Capital and BullionVault. Kitco is listed as a broad incumbent.
Does Goldline have an API?
No public API is recorded for Goldline.
What industry is Goldline in?
Goldline's product category is Precious Metals Retail. Its primary akta.pro industry code is IMAKAJAD, Precious Metals Bullion & Concentrates Trading (Gold, Silver, PGM), with a secondary code of IMAKAEAJ, Precious Metals Minting & Bullion Products. Its NAICS code is 42394 and its SIC code is 5094.