Asset Strategies International

What Asset Strategies International does

Asset Strategies International (ASI) is a privately held, founder-run precious-metals and rare-coin dealer founded in 1982 by Michael Checkan and the late Glen O. Kirsch, headquartered at 1700 Rockville Pike, Suite 450, Rockville, Maryland. The company sells physical gold, silver, platinum, and palladium bullion (American Eagle, Maple Leaf, Krugerrand, Britannia, Philharmonic, Chinese Panda, plus private-mint bars and rounds), pre-1965 U.S. "junk silver" coinage, and graded pre-1933 U.S. gold numismatics (notably $20 Saint-Gaudens Double Eagles in MS64/MS65/MS66 grades) to individual investors, self-directed IRA holders, numismatic collectors, and wealth-preservation clients across the U.S. and internationally.

The business is delivered through a nopCommerce-powered e-commerce storefront at assetstrategies.com backed by a toll-free phone and email sales desk (1-800-831-0007), with no public API, developer portal, or documented third-party integrations. Layered on top of retail sales are three storage and content services: a Perth Mint Depository Distributor relationship providing government-guaranteed allocated overseas storage, the Perth Mint Certificate Program (PMCP) for certificate-based ownership, and a recurring editorial program — the twice-weekly "Always Something Interesting" newsletter, monthly "Information Line," and "Numismatic Navigator" Spotlight coin series — that functions as the primary customer-acquisition and product-launch channel.

ASI makes money on unit-priced premiums over spot on bullion and fixed prices on graded numismatics (many premium items are "Call for pricing"), with quantity price breaks (e.g., 1 oz Krugerrand: $4,307.84 at 1+, $4,262.36 at 50+) and a ~3.5% credit-card surcharge versus cash/wire pricing. Recurring or relationship-based revenue comes from PMCP storage/certificate distribution and from repeat multi-generational clients. The firm has 1-10 employees, no disclosed funding rounds, no M&A history, and no institutional investors; it has operated continuously for 43 years on a self-funded basis.

Name

Asset Strategies International

Legal name

Asset Strategies International, Inc.

Website

https://assetstrategies.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

11–50 employees

Short description

Asset Strategies International is a Rockville, Maryland-based precious-metals and rare-coin dealer founded in 1982 that sells gold, silver, platinum, and palladium bullion plus graded pre-1933 U.S. gold to individual investors, SDIRA holders, and numismatic collectors via a nopCommerce storefront and phone desk, with Perth Mint depository and certificate-based storage as ancillary services.

Ownership category

akta.pro rank

Product category

Precious Metals and Numismatic Coin Dealing

NAICS

Securities, Commodity Contracts, and Other Financial Investments and Related Activities (523), Portfolio Management and Investment Advice (523940)

SIC

Wholesale-Jewelry, Watches, Precious Stones & Metals (5094), Commodity Contracts Brokers & Dealers (6221)

akta.pro primary industry

Precious Metals Minting & Bullion Products (IMAKAEAJ)

akta.pro secondary industries

Precious Metals & Jewelry Collateral Loans (FSAKALAC), Precious Metals & Bullion Logistics Security (BPAKAIAF)

Keywords

• Precious metals brokerage
• Numismatic coin dealer
• Gold and silver bullion
• Self-directed IRA metals
• Precious metals depository

Headquarters

HQ city

Rockville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Bullion Sales: One-time retail sales of gold, silver, platinum, and palladium bullion coins and bars at premiums over spot price. Includes sovereign coins (American Eagle, Canadian Maple, South African Krugerrand, Austrian Philharmonic, British Britannia, Chinese Panda), private-mint rounds, and bars from mints including Perth Mint, Royal Canadian Mint, Valcambi, PAMP, and US Mint.
2. Numismatic Coin Sales: Sales of pre-1933 U.S. gold coins (e.g., $20 Saint-Gaudens Double Eagles in MS64/MS65/MS66), $2.50 Indian Head gold, Morgan Silver Dollars, Carson City coins, and other graded collectible coins priced at premiums above melt value.
3. Junk Silver Sales: Sales of pre-1965 90% U.S. silver coinage in $100 and $1,000 face value bags (dimes, quarters, halves) at premiums over melt.
4. Depository Storage Referral / PMCP: Distribution of the Perth Mint Certificate Program — government-guaranteed allocated precious metals storage certificates — generating recurring/relationship-based revenue.
5. We Buy Back: Buyback program for customers wishing to liquidate previously purchased metals — generates inventory and reverse-flow transactions.

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels8 records

Core offering

Asset Strategies International is a Rockville, Maryland-based precious metals and rare coin dealer founded in 1982. It sells gold, silver, platinum, and palladium bullion coins and bars, pre-1965 junk silver, and graded pre-1933 U.S. gold numismatic coins via its online storefront and phone desk, and offers allocated Perth Mint Depository storage plus the Perth Mint Certificate Program (PMCP) for government-guaranteed offshore precious metals ownership. The firm also supports self-directed IRA precious metals investing and runs a content-led advisory program via its newsletters.

Product overview

Asset Strategies International (ASI) operates as a single unified precious-metals dealer and wealth-protection storefront rather than a multi-module SaaS platform. Its core offering is the ASI Online Storefront (nopCommerce-powered), which unifies four product categories — Gold Bullion, Silver Bullion, Platinum Bullion, and Palladium Bullium — plus a Junk Silver category of pre-1965 90% U.S. coinage and a Numismatic / Pre-1933 U.S. Gold Coins category for graded collectibles. Beyond retail sale, ASI layers three storage and partnership services on top of the storefront: the Perth Mint Depository Distributor Service for allocated overseas storage, the Perth Mint Certificate Program for certificate-based ownership backed by segregated metals at the Perth Mint, and the ASIPMDIRECT online portal for client account management. The storefront is complemented by free editorial content programs — the twice-weekly "Always Something Interesting" newsletter, the monthly "Information Line" newsletter, and the Numismatic Navigator "Spotlight Coin Program" — which double as customer-acquisition and product-launch channels. ASI does not expose a public API, developer portal, AI features, or software integrations; its value delivery is the integrated catalog-plus-storage-plus-content offering described above.

Differentiator

Problem solved

Functional benefit

Products and services

• ASI Precious Metals Online Storefront

Quantifiable outcome

• 43+ years of continuous operation (founded 1982)
• +2 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

15 partnerships are on record, tiered flagship, core and minor.

• Perth MintflagshipStrategic or Co-development PartnerASI is the Perth Mint Depository Distributor for U.S. customers and offers the Perth Mint Certificate Program (PMCP). Provides government-guaranteed allocated precious metals storage and certificate-based ownership through ASI's online store and dedicated portal (asipmdirect.com / dol.perthmint.com/asi/login.html).
• United States MintcoreChannel Partner/ Reseller/ DistributorAuthorized U.S. Mint dealer — ASI sells U.S. Mint-issued coins including American Eagle gold/silver/platinum, American Buffalo, and other sovereign bullion products.
• Royal Canadian Mint (RCM)coreChannel Partner/ Reseller/ DistributorAuthorized reseller of Royal Canadian Mint products including Silver Maple Leaf coins (1 oz, $59 over spot in promos), Gold Maple Leaf coins, Palladium Maple Leaf coins, and 100 oz RCM silver bars.
• NGC (Numismatic Guaranty Company)coreTechnology or IntegrationThird-party coin grading service used by ASI for authentication and grading of numismatic coins offered for sale (e.g., MS66 Saint-Gaudens Double Eagles). NGC logo displayed on homepage.
• PCGS (Professional Coin Grading Service)coreTechnology or IntegrationThird-party coin grading service used by ASI for authentication and grading of numismatic coins. PCGS logo displayed on homepage; ASI notes that MS64 Saint-Gaudens are "independently inspected and certified by the uncompromising standards of PCGS or NGC."
• World Gold Council (WGC)minorStrategic or Co-development PartnerASI references WGC research and gold demand trend reports in its editorial content and cites the WGC's recommended 8-12% portfolio allocation for gold. WGC logo displayed on homepage.
• Society for Mining, Metallurgy & Exploration (SMI)minorOthersIndustry affiliation evidenced by SMI logo on homepage partner/dealer section.
• American Numismatic Association (ANA)minorOthersIndustry affiliation evidenced by ANA logo on homepage partner/dealer section.
• Baldwin's CoinsminorChannel Partner/ Reseller/ DistributorBritish numismatic dealer partner whose logo is displayed on the ASI homepage in the partner/dealer section.
• Drewetts & Bloomsbury AuctionsminorChannel Partner/ Reseller/ DistributorAuction-house partner whose logo is displayed on the ASI homepage in the partner/dealer section.
• Doug Winter Numismatic AuctionsminorChannel Partner/ Reseller/ DistributorNumismatic auction-house partner whose logo is displayed on the ASI homepage in the partner/dealer section.
• National Coin & Bullion Association (NCBA)minorOthersASI is a member of the National Coin & Bullion Association (4-C Member), with the NCBA logo displayed on the homepage.
• nopCommercecoreTechnology or IntegrationE-commerce platform vendor powering the assetstrategies.com online store. "Powered by nopCommerce" attribution on site footer.
• Stansberry Asset ManagementminorGTM or Marketing PartnerASI founder Rich Checkan conducted a co-marketing webinar with SAM's Deputy CIO Michael Joseph on generational wealth transfer of precious metals; ASI refers clients to Adrian Day's Europac Gold Fund via ASI's introduction.
• Adrian Day / Europac Gold FundminorGTM or Marketing PartnerReferral/marketing arrangement — ASI Information Line publishes Adrian Day's commentary and ASI offers to "make the connection" to Adrian Day's discretionary money management firm and the Europac Gold Fund for clients interested in gold-stock investing.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• APMEX: APMEX is one of the largest U.S. online precious-metals retailers, offering gold, silver, platinum, and palladium bullion and numismatics across a vastly larger catalog than ASI and competing directly for the same retail-investor base. Comparable because both sell sovereign and private-mint bullion to U.S. consumers at premium-over-spot pricing, though APMEX operates at materially greater scale.
• Kitco: Kitco is a long-established precious-metals retailer and market-data platform that sells bullion and numismatics online and operates vault/storage services. Comparable to ASI because both serve retail precious-metals investors with mixed product-plus-content offerings, though Kitco's scale and market-data footprint are far larger.

Emerging players

• GreatCollections: GreatCollections is an online rare-coin auction and certification platform specializing in PCGS- and NGC-graded U.S. coins. It is comparable to ASI's Numismatic Navigator / Spotlight Coin program as another digital channel for sourcing graded pre-1933 U.S. gold and silver coins for collectors.
• BullionVault: BullionVault is an online platform for buying, storing, and selling allocated physical gold, silver, platinum, and palladium in professional vaults. It competes with ASI's Perth Mint Depository service for the same wealth-preservation customer segment that wants allocated overseas storage, but operates a digital-first, fractional-ownership model rather than physical delivery.
• Heritage Auctions: Heritage Auctions is a major U.S. auction house with a significant rare-coin and numismatics business, including graded pre-1933 U.S. gold. It is comparable to ASI on the numismatic side of the business — graded Saint-Gaudens, Indian Head gold, and Carson City coins — competing for the same collector-investor customer.

Direct peers

• GoldSilver (Mike Maloney): GoldSilver is a precious-metals dealer founded by Mike Maloney that sells bullion and uses heavy educational content marketing. Comparable to ASI in combining founder-led thought leadership with bullion retailing, and competing for the same content-influenced retail-investor audience.
• JM Bullion: JM Bullion is a leading U.S. online precious-metals dealer with a similar product mix — gold, silver, platinum, palladium bullion plus numismatics — and a direct-to-consumer e-commerce model that closely mirrors ASI's storefront. It is the most direct head-to-head competitor for ASI's retail bullion buyers.
• SilverTowne: SilverTowne is a long-standing U.S. precious-metals dealer selling bullion and numismatics directly to retail investors via its own online storefront and TV/media marketing. Comparable to ASI as another privately held, multi-decade bullion and rare-coin retailer targeting similar individual-investor customers.
• SD Bullion: SD Bullion is a U.S. online bullion dealer competing on low premiums across gold and silver sovereign coins and bars. Its price-competitive model is the primary benchmark against which ASI's premium-over-spot positioning must justify itself.
• Provident Metals: Provident Metals is an online precious-metals retailer selling gold, silver, platinum, and palladium bullion and numismatics directly to U.S. consumers. It competes with ASI in the same product categories with a similar online-storefront model and premium-over-spot pricing approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/assetstrat
• YouTubeyoutube.com/@AssetStrategiesInternational
• Facebookfacebook.com/AssetStrategiesInternational
• LinkedInlinkedin.com/company/asset-strategies-international-inc.

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Asset Strategies International