Ainslie

What Ainslie does

Ainslie Bullion is a privately held Australian precious-metals dealer founded in 1974, operating under multiple legal entities (Encum Pty Ltd, Ainslie Bullion Melbourne Pty Ltd, Ainslie Gold Coast Pty Ltd) trading under the unified Ainslie Bullion brand. The company buys, sells, and stores gold, silver, and platinum bullion products sourced primarily from Perth Mint — where it holds Primary Bullion Distributor status — alongside offerings from six international sovereign and private mints (Royal Canadian Mint, US Mint, The Royal Mint UK, South African Mint, Austrian Mint, Scottsdale Mint). It has also extended into cryptocurrency via the Ainslie Crypto sub-brand.

The business runs an omnichannel distribution model combining a 24/7 e-commerce platform (ainsliebullion.com.au) with three physical showrooms in Brisbane (regional HQ), Melbourne, and Gold Coast, supplemented by telephone sales and direct insured courier delivery. Technology is conventional: an SSL-encrypted storefront, a proprietary Ainslie Storage Portal for managing allocated and unallocated vault accounts, and GreenID-based identity verification for AML/CTF compliance. Storage is delivered through partner vaults (Reserve Vault in Brisbane, Melbourne Vault), and the company offers a proprietary recurring-purchase product called Ainslie Saver (minimum $50/transaction, no ongoing storage fees) and a proprietary minted bullion range.

Ainslie generates revenue primarily from spreads on bullion buy/sell transactions at unit prices tied to spot, with secondary recurring revenue from storage fees and the Ainslie Saver subscription. Pricing is publicly disclosed and volume-tiered (e.g., 1oz Silver Coin Kangaroo at $97.49 single, $96.79 at 250+ units; storage allocated at $10,000+, unallocated at $5,000+). Customers are concentrated in individual retail investors and Australian Self-Managed Super Fund (SMSF) trustees, with a smaller wholesale/trading tier. The company is privately held with no disclosed parent, no VC backing, and a stated headcount of 1-10 employees.

Name

Ainslie

Legal name

Encum Pty Ltd ACN 010 204 645, Ainslie Bullion Melbourne Pty Ltd ACN 646 041 830 & Ainslie Gold Coast Pty Ltd ACN 686 193 224, trading as Ainslie Bullion

Website

https://ainsliebullion.com.au

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

1–10 employees

Short description

Ainslie Bullion is a privately held Australian precious-metals dealer founded in 1974 that buys, sells, and stores gold, silver, and platinum bullion for individual retail investors, SMSF trustees, and wholesale customers across Brisbane, Melbourne, and Gold Coast, with a 24/7 online store and partner-vault storage.

Ownership category

akta.pro rank

Product category

Precious Metals Retail Dealing

SIC

Wholesale-Jewelry, Watches, Precious Stones & Metals (5094)

akta.pro primary industry

Precious Metals Bullion & Concentrates Trading (Gold, Silver, PGM) (IMAKAJAD)

akta.pro secondary industries

Precious Metals Minting & Bullion Products (IMAKAEAJ), Coins, Currency & Bullion Collectibles Retail (Numismatics) (CRALAGAF)

Keywords

• Precious metals trading
• Bullion dealer
• Gold bullion sales
• Silver bullion sales
• Bullion storage services

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Bullion Buy/Sell Transactions: Revenue generated from buying and selling gold, silver, and platinum bullion products. The company makes a spread on buy/sell prices with competitive pricing based on spot prices plus premiums.
2. Bullion Storage Services: Fees charged for allocated and unallocated storage of customer bullion holdings in partner vaults (Reserve Vault, Melbourne Vault).
3. Ainslie Saver Program: Recurring purchase program allowing customers to buy bullion through scheduled bank transfers with no ongoing storage fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Ainslie Bullion buys, sells, and stores physical gold, silver, and platinum bullion products for individual investors, SMSF trustees, and wholesale customers across Australia. The company operates a 24/7 online e-commerce shop alongside three physical showrooms (Brisbane, Melbourne, Gold Coast), distributes Perth Mint and other international mint products, sells its own proprietary Ainslie Minted Bullion brand, and offers allocated/unallocated storage through partner vaults plus a recurring-purchase Ainslie Saver program.

Product overview

Ainslie Bullion is Australia's leading bullion dealer since 1974, offering a comprehensive portfolio of precious metals investment products. The core offering consists of gold, silver, and platinum bullion in coin and bar formats across multiple weight categories (0.05oz to 10kg). Their proprietary Ainslie Minted Bullion brand provides exclusive silver and gold minted products, complementing their distribution of Perth Mint's full range alongside products from Royal Canadian Mint, Austrian Mint, US Mint, Royal Mint, South African Mint, and Scottsdale Mint. Beyond product sales, they provide integrated services including allocated and unallocated storage accounts (via Reserve Vault and Melbourne Vault partner facilities), the Ainslie Saver systematic investment program, and SMSF bullion investment solutions. The business operates as a unified platform combining online 24/7 purchasing with physical showroom locations in Brisbane, Melbourne, and Gold Coast.

Differentiator

Problem solved

Functional benefit

Brands

• Ainslie Minted Bullion: Company's own brand of minted gold and silver bullion products including rounds and bars
• Ainslie Saver
• Ainslie Crypto
• Ainslie Storage Portal

Products and services

• Gold Bullion Investment-grade gold bullion coins and bars in weights from 0.05oz to 1kg, sourced from Perth Mint and other international mints (Royal Canadian Mint, US Mint, Royal Mint UK, Austrian Mint, South African Mint, Scottsdale Mint), sold to individual and SMSF investors.
• Silver Bullion Investment-grade silver bullion coins and bars in weights from 0.1oz to 10kg, sourced from Perth Mint and other international mints, sold to individual and SMSF investors.
• Platinum Bullion Investment-grade platinum bullion coins and bars in various weights, sourced from Perth Mint and other international mints, sold to individual and SMSF investors.
• Ainslie Minted Bullion

Quantifiable outcome

• Large inventory enables immediate delivery and buyback of any size transaction

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Perth MintcoreTechnology or IntegrationAinslie Bullion is a Primary Bullion Distributor for Perth Mint, offering their full range of gold and silver bars and coins. Perth Mint products are LBMA accredited and refined to 99.99% purity for gold and 99.9% for silver.
• Reserve VaultcoreStrategic or Co-development PartnerPartner vault facility in Brisbane for secure storage of customer bullion holdings. Free delivery provided by Ainslie to Reserve Vault.
• Melbourne VaultcoreStrategic or Co-development PartnerPartner vault facility in Melbourne for secure storage of customer bullion holdings. Free delivery provided by Ainslie to Melbourne Vault.
• Royal Canadian MintminorChannel Partner/ Reseller/ DistributorGlobal mint whose products including Maple Leaf coins are sold through Ainslie Bullion.
• The Royal Mint (UK)minorChannel Partner/ Reseller/ DistributorUK Royal Mint whose Britannia coins are sold through Ainslie Bullion.
• US MintminorChannel Partner/ Reseller/ DistributorUS government mint whose American Silver Eagle coins are sold through Ainslie Bullion.
• South African MintminorChannel Partner/ Reseller/ DistributorSouth African mint whose Krugerrand coins are sold through Ainslie Bullion.
• Austrian MintminorChannel Partner/ Reseller/ DistributorAustrian Mint whose Philharmonic coins are sold through Ainslie Bullion.
• Scottsdale MintminorChannel Partner/ Reseller/ DistributorPrivate US mint whose products are sold through Ainslie Bullion.
• Ainslie CryptominorStrategic or Co-development PartnerRelated entity under the Ainslie group providing cryptocurrency services. Personal information may be shared between entities for marketing communications.

Scale indicators3 records

Expansion highlights5 records

Broad incumbents

• Perth Mint: Western Australian government-backed mint that is both Ainslie's core supplier and a direct competitor via its own retail and online sales channels. Overlaps heavily in minted gold and silver bullion, though at much larger scale and as a refiner/issuer rather than a pure dealer.
• APMEX: One of the largest US precious metals retailers, offering a broad catalog of bullion coins and bars from global mints. Comparable to Ainslie in multi-mint product range and retail focus, though far larger and US-centric.
• JM Bullion: Large US-based online precious metals retailer with deep inventory across gold, silver, platinum, and palladium. Comparable in product breadth and direct-to-consumer model, but operates at materially larger scale and primarily serves the North American market.
• Kitco: Canadian precious metals retailer and market data provider with online bullion sales, storage, and pool programs. Comparable to Ainslie in combining buy/sell, storage, and information services for retail and institutional investors.

Emerging players

• BullionVault: Online platform for buying, selling, and storing allocated physical gold, silver, and platinum in professional vaults. Comparable to Ainslie's storage business and competes on cost and accessibility, but uses a low-overhead digital model with no showroom footprint.
• GoldSilver (by Mike Maloney): Global online precious metals dealer and education platform serving retail investors. Comparable to Ainslie in combining content-driven marketing with bullion sales, but focuses on US/global shipping rather than a single-country footprint.
• SD Bullion: US-based online precious metals dealer competing on low premiums and large inventory. Comparable to Ainslie's online-first buy/sell model and emphasis on volume-based discounts for retail and wholesale buyers.

Direct peers

• ABC Bullion: Australia's other large precious metals dealer, operating showrooms, online sales, and storage. Directly comparable to Ainslie in product range, customer segments (individual and SMSF investors), and multi-channel distribution within the Australian market.
• Bullion.com.au: Australian online bullion dealer selling gold, silver, and platinum bars and coins to retail and wholesale customers. Comparable to Ainslie in product mix, pricing model, and target segments, though with a more online-centric go-to-market.

Others

• Royal Canadian Mint: Canadian government mint whose Maple Leaf products Ainslie distributes. Acts primarily as a supplier/partner to Ainslie rather than a direct competitor, but operates its own retail channel for bullion investors in Canada.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ainsliebullion
• Facebookfacebook.com/AinslieBullion
• LinkedInlinkedin.com/company/ainslie-bullion

Revenue estimate

Valuation estimate

Number of profiles

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 Ainslie