Hard Assets Alliance
Hard Assets Alliance (d/b/a GBI Direct) operates a digital platform that enables retail and institutional investors to buy, sell, and store physical gold, silver, platinum, and palladium 24/7 through a global non-bank vault network managed by Brink's, Loomis, and Malca-Amit.
- Company typePrivate
- Founded2012
- HeadquartersNew York, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Hard Assets Alliance does
Hard Assets Alliance, operating through its consumer-facing brand GBI Direct, is a US-based digital precious metals platform headquartered in New York. The company enables retail and institutional investors to buy and sell physical gold, silver, platinum, and palladium with 24/7 liquidity and secure storage in non-bank vaults operated by Brink's, Loomis, and Malca-Amit across New York, Salt Lake City, London, Zurich, and Singapore. Its product suite includes spot precious-metals trading, the MetalStream auto-investing feature (minimum $25/month), a 2% cash match incentive, and a paid referral program; native iOS and Android apps extend the platform beyond the web. The company is led by President Alex Daley.
The business model is primarily transaction-fee driven: Hard Assets Alliance earns revenue on the spread between buy and sell prices on physical metals, with secondary income from subscription-based MetalStream contributions and ancillary services. Distribution follows a hybrid go-to-market motion, combining a dedicated in-house sales team reachable by phone, email, and scheduled meetings with a 24/7 self-serve digital platform. Reported operational scale includes $8.6B+ in assets on the platform, $2B+/year in trading volume, 200K customer accounts, 10+ institutional customers (including 4 of the 6 largest US financial institutions), and 10+ metals providers.
The company is structured as a privately held LLC (no public listing, no disclosed funding rounds, no parent company), suggesting it has been built with operating cash flow rather than external venture capital. Customer segments are split horizontally between individual long-term investors (the primary segment) and institutional buyers needing compliant, liquid physical-metals exposure, with the same underlying infrastructure and vault network serving both.
Hard Assets Alliance firmographics
Firmographics- Name
- Hard Assets Alliance
- Legal name
- Hard Assets Alliance, LLC
- Website
- https://hardassetsalliance.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Hard Assets Alliance (d/b/a GBI Direct) operates a digital platform that enables retail and institutional investors to buy, sell, and store physical gold, silver, platinum, and palladium 24/7 through a global non-bank vault network managed by Brink's, Loomis, and Malca-Amit.
- Ownership category
- akta.pro rank
Hard Assets Alliance industry classification
Industry- Product category
- Precious Metals Investment Platform
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Security & Commodity Brokers, Dealers, Exchanges & Services (6200), Commodity Contracts Brokers & Dealers (6221)
- akta.pro primary industry
- Execution-Only / Self-Directed Investing Platforms (FSAAAAAI)
Keywords
Where Hard Assets Alliance is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Hard Assets Alliance business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Precious Metals Trading: Revenue generated through market-driven pricing with transparent markups on buy/sell transactions of gold, silver, platinum, and palladium. Customers can buy and sell 24/7 through the platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | MetalStream Automated Investment |
| Unit Pricing | Pay-as-you-go | Spot Trading (Gold, Silver, Platinum, Palladium) |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Hard Assets Alliance product offering
Product offeringCore offering
Hard Assets Alliance operates GBI Direct, a digital platform that enables investors to buy and sell physical gold, silver, platinum, and palladium 24/7 at market-driven transparent prices, with secure storage in non-bank vaults managed by Brink's, Loomis, and Malca-Amit across global financial centers. The platform serves both individual investors (with features such as MetalStream automated monthly gold investing starting at $25) and institutional customers, combining self-serve digital trading with a dedicated sales support team.
Product overview
Hard Assets Alliance operates GBI Direct as its primary platform—a unified digital precious metals investment service that enables retail investors to access institutional-grade gold, silver, platinum, and palladium purchasing with global secure vault storage. The platform is offered alongside complementary modules including MetalStream for automated monthly accumulation, Gold That Pays You Back (2% cash match incentive), and a Referral Program. The ecosystem includes a mobile application for iOS and Android, real-time pricing tools, and dedicated sales support.
Differentiator
Problem solved
Functional benefit
Products and services
- GBI Direct Precious Metals Trading Platform Institutional-grade digital platform enabling investors to buy and sell physical gold, silver, platinum, and palladium through vetted dealers with secure storage in non-bank vaults managed by Brink's, Loomis, and Malca-Amit across global financial centers. Designed for individual investors and institutional customers seeking transparent market-driven pricing and 24/7 liquidity.
- MetalStream Automated Investing Automated monthly investment product enabling customers to accumulate physical gold through scheduled recurring purchases starting at $25 per month, with the ability to start, stop, or pause contributions at any time and no hidden charges. Targeted at long-term individual investors building gold positions through dollar-cost averaging.
Quantifiable outcome
- $8.6B+ in assets managed on platform
- +2 more outcomes
Companies that use Hard Assets Alliance
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Hard Assets Alliance technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Hard Assets Alliance partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- Brink'scoreSecure vault storage provider managing physical precious metals storage facilities as part of GBI Direct's global storage network. Brink's is a globally recognized secure logistics and cash management company.
- LoomiscoreSecure vault storage provider managing physical precious metals storage facilities as part of GBI Direct's global storage network. Loomis provides international secure transport and storage services.
- Malca-AmitcoreSecure vault storage provider managing physical precious metals storage facilities as part of GBI Direct's global storage network. Malca-Amit is a specialist in precious metals storage and logistics.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Hard Assets Alliance competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Hard Assets Alliance social profiles
Digital presenceHard Assets Alliance financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hard Assets Alliance leadership team
Management profileNumber of profiles
Profiles1 record
Hard Assets Alliance funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hard Assets Alliance 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 Hard Assets Alliance
What does Hard Assets Alliance do?
Hard Assets Alliance operates GBI Direct, a digital platform that enables investors to buy and sell physical gold, silver, platinum, and palladium 24/7 at market-driven transparent prices, with secure storage in non-bank vaults managed by Brink's, Loomis, and Malca-Amit across global financial centers. The platform serves both individual investors (with features such as MetalStream automated monthly gold investing starting at $25) and institutional customers, combining self-serve digital trading with a dedicated sales support team.
Is Hard Assets Alliance a public or private company?
Hard Assets Alliance is a private company. It is classified as unknown and is currently operating.
When was Hard Assets Alliance founded?
Hard Assets Alliance was founded in 2012. It employs 101 to 250 people.
Where is Hard Assets Alliance based?
Hard Assets Alliance is headquartered in New York, United States, in the North America region.
How does Hard Assets Alliance make money?
One revenue line is on record: precious Metals Trading.
Does Hard Assets Alliance have an API?
No public API is recorded for Hard Assets Alliance.
What industry is Hard Assets Alliance in?
Hard Assets Alliance's product category is Precious Metals Investment Platform. Its primary akta.pro industry code is FSAAAAAI, Execution-Only / Self-Directed Investing Platforms. Its NAICS code is 523940 and its SIC code is 6200.