BullionByPost
BullionByPost is a UK-based direct-to-consumer online bullion dealer founded in 2008, selling gold, silver, platinum, and palladium bars and coins from LBMA-approved refiners to retail investors, with recurring revenue from Brink's vault storage, VAT-free Swiss silver storage, and SIPP/SSAS gold pension services.
- Company typePrivate
- Founded2008
- HeadquartersBirmingham, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What BullionByPost does
BullionByPost (legal entity Jewellery Quarter Bullion Ltd.) is a UK-based direct-to-consumer online dealer of physical precious metals, founded in 2008 and headquartered in Birmingham. The company sells gold, silver, platinum, and palladium bars and coins sourced from LBMA-approved refiners (Heraeus, PAMP, Metalor, Royal Mint), and holds both LBMA membership and Royal Mint authorised-distributor status. Self-claimed UK No.1 online bullion dealer by Ahrefs organic traffic share, with 58,208+ Trustpilot reviews at 4.9/5.
The commercial model is a live spot-price e-commerce platform operating 24/7, supplemented by a Birmingham trade counter, telephone sales for larger transactions (typically £50,000+), and country-specific storefronts across 10 jurisdictions (UK, Ireland, France, EU, USA, Spain, Italy, Greece, Netherlands, Portugal). Core technology consists of real-time pricing integration with LBMA reference prices, online account management, a storage-fee calculator, an investment calculator, email price alerts, and Mitek-powered identity verification. Beyond product sales, the company operates three ancillary service lines that convert transactional revenue into recurring revenue: allocated vault storage with Brink's in London (0.65% p.a. plus VAT), VAT-free silver storage in Zurich, and physical gold holdings inside SIPP/SSAS pension wrappers. Mobile apps are published on iOS and Google Play for price-chart tracking.
Revenue is generated through a spread between spot price and retail price on bullion products, supplemented by monthly vault-storage fees and pension-administration revenue. Pricing is unit-based with no platform subscription, though storage fees are recurring with a £10/month minimum. Distribution is entirely consumer-focused with no B2B or institutional channel disclosed; the company is privately held with no disclosed funding, parent company, or management-team bios in the source material.
BullionByPost firmographics
Firmographics- Name
- BullionByPost
- Legal name
- Jewellery Quarter Bullion Ltd.
- Website
- https://bullionbypost.co.uk
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- BullionByPost is a UK-based direct-to-consumer online bullion dealer founded in 2008, selling gold, silver, platinum, and palladium bars and coins from LBMA-approved refiners to retail investors, with recurring revenue from Brink's vault storage, VAT-free Swiss silver storage, and SIPP/SSAS gold pension services.
- Ownership category
- akta.pro rank
BullionByPost industry classification
Industry- Product category
- Precious Metals Retail
- NAICS
- General Warehousing and Storage (49311)
- 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 BullionByPost is headquartered
LocationHeadquarters
- HQ city
- Birmingham
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
BullionByPost business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Bullion Product Sales: BullionByPost generates revenue primarily through the margin between the spot price of precious metals and the retail price at which they sell bars and coins. All bars are supplied brand new direct from LBMA approved refiners. Premiums above spot price vary by product size and type, with smaller bars carrying higher premiums relative to spot price.
- Vault Storage Fees: Monthly storage fees charged for securely vaulted precious metals held at Brink's facilities. Standard rate is 0.65% per annum plus VAT for holdings under £2,500. First-time storage orders over £2,500 receive 6 months free storage. Minimum monthly charge of £10.00 including VAT.
- VAT-Free Silver Storage: Customers can purchase selected silver products VAT-free by storing in Zurich, Switzerland. VAT becomes payable only if delivery is requested. Revenue includes the premium above spot price on these products.
- Gold Pension (SIPP) Sales: Physical gold can be held in a pension via Self-Invested Personal Pension (SIPP) or Small Self-Administered Scheme (SSAS). HMRC requires gold to remain securely vaulted, held in bar form with purity not less than 995.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Best Value Bullion - Lowest premium products |
| Subscription | Monthly | Allocated Storage Fees |
| Unit Pricing | Pay-as-you-go | Delivery Charges |
| Other | Pay-as-you-go | Payment Processing |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
BullionByPost product offering
Product offeringCore offering
BullionByPost is a UK-based online retailer that buys and sells physical precious metals (gold, silver, platinum and palladium) in bar and coin form, sourced from LBMA-approved refiners and major international mints, and offered to individual investors at low premiums above the global spot price with free insured next-day delivery. Optional add-on services include allocated vault storage with Brink's in London, VAT-free silver storage in Zurich, and physical gold held within SIPP/SSAS pension wrappers.
Product overview
BullionByPost is a UK-based online precious metals dealer offering a comprehensive platform for buying and selling gold, silver, platinum, and palladium bullion. The core product portfolio consists of bullion bars and coins from LBMA-approved international refiners and mints, supplemented by value-focused 'Best Value' ranges. The company operates a modular service model combining physical product sales with optional add-on services including allocated vault storage (with Brink's in London), VAT-free storage (Zurich), gold pension/SIPP integration, investment calculator tools, and price alert functionality. Additional offerings include proof and collectible coins, accessories, and dedicated mobile applications for iOS and Android. The platform emphasizes live spot-based pricing, free insured next-day delivery, and CGT-exempt UK legal tender coins as differentiators.
Differentiator
Problem solved
Functional benefit
Products and services
- Gold Bars Pure 24-carat gold bullion bars from 0.5g up to 12.5kg (London Good Delivery), sourced brand new from LBMA-approved refiners including Heraeus, PAMP, Metalor, and Royal Mint. Sold to individual UK investors at low premiums above the global spot price with free insured next-day delivery.
- Gold Coins Gold coins from major international mints including Gold Sovereigns, Britannias, Krugerrands, Maple Leafs, Philharmonics, American Eagles, Pandas, Kangaroos, and Royal Mint commemoratives. Gold Britannia and Sovereign coins are exempt from Capital Gains Tax as UK legal tender.
- Silver Bars Silver bullion bars from LBMA-approved refiners such as Metalor, Umicore, and PAMP, available in sizes from 2.5g to 5kg. UK silver is subject to 20% VAT unless stored VAT-free in Zurich.
- Silver Coins Silver coins including Silver Britannia, Canadian Maple, Austrian Philharmonic, American Eagle, and themed collectible series (Star Wars, Marvel, DC Comics, Tudor Beasts, Queen's Beasts).
- Platinum Bars & Coins Platinum bullion including bars (1g to 100g) and coins such as Platinum Britannia, Maple, Eagle, and Philharmonic.
- Palladium Bars Palladium bullion bars available in sizes from 1g to 100g.
- Best Value Bullion Budget-focused bullion range where BullionByPost selects the brand or year based on vault availability, offering the same metal, purity and weight at lower premiums above spot.
- Allocated Storage High-security allocated vault storage in partnership with Brink's in London. Fully insured under Brink's policy, independently audited by Rödl & Partner. First-time storage orders over £2,500 receive 6 months free; standard rate is 0.65% per annum + VAT with a £10/month minimum.
- VAT-Free Silver Storage Silver bullion stored with Brink's in Zurich, Switzerland, allowing UK investors to acquire silver without paying the 20% UK VAT (VAT becomes payable only if delivery is requested). Available for 1kg silver bars and 1oz Silver Britannia coins; free 6 months storage on orders over £2,500.
- Gold Pensions (SIPP/SSAS) Physical gold held within a Self-Invested Personal Pension (SIPP) or Small Self-Administered Scheme (SSAS). Gold is supplied at 9999 purity (exceeding the HMRC 995 minimum), in bar form, and vaulted with Brink's to satisfy HMRC custody rules.
- Proof Coins & Sets Premium-quality proof coins and proof sets including Proof Britannia, Proof Sovereigns, Royal Mint Proof Collections, Krugerrand Proof Coins, and platinum/silver proof sets aimed at collectors.
- Collectable Coins Historic and numismatic coins including British Monarch coins, collectible gold Sovereigns from multiple mints (London, Sydney, Melbourne, Perth, South Africa, Canada, India), graded coins, and ancient hammered coins.
- Bullion Accessories Protective packaging for bullion, including gift boxes, coin capsules, and coin tubes for storage and presentation of purchased bullion.
- BullionGrams Micro-investment product allowing customers to purchase smaller quantities of gold bullion at lower entry points.
Quantifiable outcome
- Free insured next day delivery on all orders
- +3 more outcomes
Companies that use BullionByPost
Customer profileSegments4 records
Ideal customer profiles4 records
BullionByPost technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
BullionByPost partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and supporting.
- Brink'scoreBrink's is the vault storage partner for BullionByPost's allocated storage services. Founded in 1859, Brink's is the premier provider of secure logistics and security solutions operating in more than 100 countries. Goods purchased through BullionByPost are stored with Brink's in high security vaults in London, UK (for standard allocated storage) and Zurich, Switzerland (for VAT-free silver storage). All stored goods are fully insured under Brink's insurance policy against physical loss, damage, or theft.
- Rödl & PartnersupportingIndependent auditing firm that conducts regular audits of BullionByPost's vault storage holdings to provide customers with additional peace of mind regarding the security and accuracy of their stored precious metals.
- London Bullion Market Association (LBMA)coreLBMA is the independent authority for the global over-the-counter market for gold and silver. BullionByPost sources all bars from LBMA approved refiners and uses LBMA prices for larger transactions (typically £50,000 or higher). LBMA membership demonstrates compliance with industry standards.
- Royal MintcoreBullionByPost is a Royal Mint authorised distributor, offering Royal Mint gold bars and coins including Britannia coins, Sovereigns, and commemorative proof coins. This partnership provides access to official UK mint products.
- MiteksupportingIdentity verification system used by BullionByPost for processing customer ID documents during account setup and verification processes. Customers upload ID documents through Mitek's secure platform for compliance with anti-money laundering regulations.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
BullionByPost competitors and assessment
Company assessmentDirect peers
- BullionVault: BullionVault is the UK's largest online bullion trading and vaulting platform, allowing private investors to buy, sell, and store allocated gold, silver, platinum, and palladium. It is the most direct competitor to BullionByPost's online bullion + vault storage model, with overlapping customers and a similar asset-light, fee-based structure.
- Chard (1968) Ltd: Chard is a long-established UK precious metals dealer (since 1968) offering gold, silver, and platinum bullion alongside numismatic coins. Like BullionByPost, it operates both online and from a physical trade counter, serving UK retail investors with overlapping product categories.
- GoldCore: GoldCore is an Ireland- and UK-based precious metals dealer offering allocated gold, silver, platinum, and palladium to retail and high-net-worth investors, with vaulting in Zurich, London, and Singapore. It is a direct peer in the UK/European allocated bullion and offshore storage market.
- Sharps Pixley: Sharps Pixley is a London-based precious metals dealer offering physical gold and silver bars and coins, including the UK-only "Pixley" branded bars. It competes directly with BullionByPost in premium UK gold bar and coin sales, particularly for higher-ticket customers.
- Atkinsons Bullion: Atkinsons Bullion is a UK online and Birmingham-based precious metals dealer offering gold, silver, and platinum bars and coins. As a fellow UK-focused, mid-sized competitor with comparable product mix and BullionByPost's home city, it is a direct peer in the marketing and pricing war for UK retail bullion.
Broad incumbents
- APMEX: APMEX is a large US-based precious metals e-commerce platform and one of the largest online bullion dealers globally. While primarily US-focused, it sets the benchmark for premium online bullion retail UX and competes with BullionByPost's US site (bullionbypost.com) for US retail demand.
- Royal Mint: The Royal Mint is the UK's official issuer of legal tender bullion coins (Britannia, Sovereign) and operates its own direct-to-consumer precious metals platform, Royal Mint Bullion. As the upstream supplier/partner of BullionByPost and a direct competitor for retail bullion sales, it competes particularly in CGT-exempt British coins.
Regional players
- JM Bullion: JM Bullion is one of the largest US online precious metals retailers, offering gold, silver, platinum, and palladium bars and coins. While it does not serve UK customers directly, it competes for the same global online bullion demand and offers a comparable e-commerce model.
- Royal Mint Bullion: Royal Mint's own direct bullion platform is a comparable peer to BullionByPost's UK online store, offering the same Britannia, Sovereign, and minted bars directly to UK consumers. It is a regional player in the sense that it is the issuer and competes through its own D2C channel, bypassing dealers like BullionByPost for some sales.
Others
- Brink's: Brink's is BullionByPost's vault storage partner and a global leader in secure logistics and valuables storage. As an ecosystem enabler rather than a competitor, it is comparable because it provides the underlying infrastructure that makes BullionByPost's recurring storage revenue stream possible.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
BullionByPost social profiles
Digital presenceBullionByPost financial estimates
Financial estimateRevenue estimate
Valuation estimate
BullionByPost leadership team
Management profileNumber of profiles
BullionByPost funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BullionByPost 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 BullionByPost
What does BullionByPost do?
BullionByPost is a UK-based online retailer that buys and sells physical precious metals (gold, silver, platinum and palladium) in bar and coin form, sourced from LBMA-approved refiners and major international mints, and offered to individual investors at low premiums above the global spot price with free insured next-day delivery. Optional add-on services include allocated vault storage with Brink's in London, VAT-free silver storage in Zurich, and physical gold held within SIPP/SSAS pension wrappers.
Is BullionByPost a public or private company?
BullionByPost is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was BullionByPost founded?
BullionByPost was founded in 2008. It employs 11 to 50 people.
Where is BullionByPost based?
BullionByPost is headquartered in Birmingham, United Kingdom, in the Europe region.
How does BullionByPost make money?
Four revenue lines are on record. Bullion Product Sales are the primary driver. The others are vault Storage Fees, VAT-Free Silver Storage and gold Pension (SIPP) Sales.
Who are BullionByPost's main competitors?
Direct peers on record are BullionVault, Chard (1968) Ltd, GoldCore, Sharps Pixley and Atkinsons Bullion. Broad incumbents are APMEX and Royal Mint. Regional players are JM Bullion and Royal Mint Bullion. Brink's is listed as an others.
Does BullionByPost have an API?
No public API is recorded for BullionByPost.
What industry is BullionByPost in?
BullionByPost'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 49311 and its SIC code is 5094.