American Alternative Assets
American Alternative Assets is a privately held U.S. precious metals dealer that sells physical gold, silver, platinum, and palladium directly to individual investors and facilitates self-directed Precious Metals IRA rollovers through partnerships with IRS-approved custodians and depositories.
- Company typePrivate
- Founded2022
- HeadquartersWoodland Hills, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What American Alternative Assets does
American Alternative Assets is a privately held precious metals dealer founded in 2021 and headquartered in Woodland Hills, California, that facilitates self-directed Precious Metals Individual Retirement Accounts (IRAs) holding physical gold, silver, platinum, and palladium. The company sells bullion directly and coordinates IRA rollovers from existing 401(k), TSP, or traditional IRA accounts, routing clients to one of five IRS-approved self-directed IRA custodians (Equity Trust, STRATA Trust, Kingdom Trust, GoldStar Trust, Madison Trust) and storing metals at one of three insured depositories (Delaware Depository, Brink's, IDS of Texas). It operates as a Delaware LLC with a single domestic U.S. presence and no disclosed parent, subsidiary, or institutional investor relationships.
The firm's product portfolio centers on Gold IRAs, Silver IRAs, and multi-metal Precious Metals IRA accounts, supported by an educational content ecosystem that includes the 2026 TSP Diversification Guide, the Precious Metals IRA Account Guide, the Official Consumer Guide, the Bellwether Signal Report, the Wealth Protection Guide, and a suite of interactive financial calculators. Core technology is non-proprietary: there is no custom platform, no app, no disclosed API, and no AI/ML capability, with service delivery relying on a website e-commerce front end, inside-sales phone lines, scheduled strategy consultations, and dedicated Precious Metals Specialists.
Revenue is generated primarily through spreads or commissions on physical precious metals sales priced at prevailing spot rates, supplemented by facilitated annual custodian and storage fees of $220-$850 per account that AAA coordinates but does not directly collect. The go-to-market is sales-led and education-first, targeting retirement-age investors through content marketing, national media appearances by CEO Shanon Davis, and a referral program that accounts for approximately 30% of new client acquisition. The company reports $250 million+ in facilitated transaction volume, a 47% client base expansion during 2025-2026, and a 96% customer satisfaction rating in Q1 2026, with brand credibility supported by BBB A+, Trustpilot 5-star (500+ reviews), and multiple ethics/trust certifications.
American Alternative Assets firmographics
Firmographics- Name
- American Alternative Assets
- Legal name
- American Alternative Assets, LLC
- Website
- https://americanalternativeassets.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- American Alternative Assets is a privately held U.S. precious metals dealer that sells physical gold, silver, platinum, and palladium directly to individual investors and facilitates self-directed Precious Metals IRA rollovers through partnerships with IRS-approved custodians and depositories.
- Ownership category
- akta.pro rank
American Alternative Assets industry classification
Industry- Product category
- Precious Metals IRA Services
- NAICS
- Securities and Commodity Contracts Intermediation and Brokerage (5231)
- SIC
- Wholesale-Jewelry, Watches, Precious Stones & Metals (5094)
- akta.pro primary industry
- Independent Broker-Dealers (Retail Network) (FSAAAAAC)
Keywords
Where American Alternative Assets is headquartered
LocationHeadquarters
- HQ city
- Woodland Hills
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
American Alternative Assets business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Supply Chain, Others
Revenue model
- Precious Metals Sales: Revenue generated from transaction fees on physical precious metals (gold, silver, platinum, palladium) sold to customers. Prices are aligned with current market spot rates with no disclosed markup structure. The company also facilitates direct purchases with transparent competitive pricing.
- IRA Custodian and Storage Fee Facilitation: The company facilitates connections to IRS-approved custodians and depositories. Annual custodian fees typically range from $80-$250 for administration, plus storage fees of $100-$290 annually depending on storage type (commingled vs. segregated). While the company does not act as custodian, they coordinate these services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Annual | IRA Setup & Annual Custodian Fees (Facilitated) |
| Unit Pricing | Pay-as-you-go | Direct Precious Metals Purchase Pricing |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
American Alternative Assets product offering
Product offeringCore offering
American Alternative Assets is a precious metals dealer that helps individual investors purchase physical gold, silver, platinum, and palladium through self-directed Precious Metals IRAs and direct purchases. The company facilitates tax-free rollovers from existing 401(k), TSP, or traditional IRA accounts into IRS-approved bullion stored at insured depositories, coordinating IRA setup and maintenance with multiple third-party custodians. Pricing is aligned with current market spot rates, with transaction fees, IRA setup/admin fees, and shipping fees disclosed transparently.
Product overview
American Alternative Assets operates as a precious metals investment firm offering a unified platform centered on Gold, Silver, and Precious Metals IRA accounts. The core product is the self-directed IRA structure enabling physical gold, silver, platinum, and palladium holdings within tax-advantaged retirement accounts, with metals stored at IRS-approved depositories. Supporting the IRA offering, the company provides complementary services including investment calculators (Gold & Silver Investment Calculator, Hidden Cost Calculator, Required Minimum Distribution Calculator), educational resources (Wealth Protection Guide, Gold IRA Kit), and secure storage coordination through the Delaware Depository. The product ecosystem is tied together through white-glove, relationship-first customer service with personalized account representatives.
Differentiator
Problem solved
Functional benefit
Products and services
- Gold IRA Self-directed individual retirement account holding physical gold bullion (99.5%+ purity), offering tax-advantaged growth with metals stored at IRS-approved depositories. Allows rollover from existing 401(k), TSP, or traditional IRA accounts and is targeted at U.S. individual retirement investors seeking tangible-asset diversification.
- Silver IRA Self-directed IRA holding physical silver bullion (99.9%+ purity), providing tax-advantaged retirement diversification with metals stored at insured IRS-approved facilities and rolled over from existing retirement accounts.
- Precious Metals IRA Accounts (Gold, Silver, Platinum, Palladium) Comprehensive self-directed IRA structure holding physical gold, silver, platinum, or palladium bullion meeting IRS purity standards, stored in IRS-approved depositories with custodian coordination. Allows tax-free, penalty-free rollovers from existing 401(k), TSP, or traditional IRA accounts for U.S. retirement-age investors.
- Direct Precious Metals Purchases Quote-based direct sale of physical gold, silver, platinum, and palladium bullion to individual investors without an IRA wrapper, with real-time spot-aligned pricing, Best Price Assurance, flexible payment options (wire transfer, credit card), and insured shipping to buyers.
Quantifiable outcome
- 96% customer satisfaction rating achieved in Q1 2026
- +3 more outcomes
Companies that use American Alternative Assets
Customer profileNamed customers6 records
Segments2 records
Ideal customer profiles2 records
American Alternative Assets technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
American Alternative Assets partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core.
- Delaware DepositorycoreIRS-approved, fully insured depository facility used for storing physical precious metals held in client IRAs. Provides segregated and commingled storage options with Lloyd's of London insurance coverage. One of the most recognized precious metals depositories in the US.
- Brink'scoreIRS-approved, high-security depository for physical precious metals storage. Brink's provides military-grade vault storage with comprehensive insurance coverage for IRA-held metals.
- IDS of TexascoreIRS-approved depository facility in Texas providing secure storage for precious metals IRAs. Offers an alternative to East Coast storage options.
- Equity TrustcoreIRS-approved self-directed IRA custodian. Setup fee $50, annual admin $225 (asset-based, capped), storage $100-$300. The company facilitates introductions to Equity Trust as part of their service offering.
- STRATA TrustcoreIRS-approved self-directed IRA custodian. Setup fee $50, annual admin $95 plus $100 metals fee, storage $100-$150. Popular choice for cost-effective commingled storage solutions.
- Kingdom TrustcoreIRS-approved self-directed IRA custodian. No setup fee, annual admin $165, storage $125 (commingled) / $290 (segregated). Often preferred for segregated storage requirements.
- GoldStar TrustcoreIRS-approved self-directed IRA custodian. Setup fee $50, approximately 1.25% asset-based annual admin fee with storage included. Alternative custodian option.
- Madison TrustcoreIRS-approved self-directed IRA custodian. Setup fee $50, annual admin $100 (up to $100K) plus $1 per $1K above, $100 minimum storage. Modern technology-focused custodian option.
Scale indicators5 records
Recent moves6 records
Expansion highlights4 records
American Alternative Assets competitors and assessment
Company assessmentBroad incumbents
- JM Bullion: Major online precious metals dealer offering IRA-eligible coins and bars via a low-touch, e-commerce-first model. Comparable in product breadth but with a fundamentally different (self-serve) GTM versus AAA's sales-led approach.
- APMEX (Apmex Inc.): Largest US online precious metals retailer, offering IRA-eligible bullion alongside a much broader catalog. Comparable on product, but operates at significantly greater scale and with a self-serve/e-commerce model rather than AAA's high-touch sales motion.
Direct peers
- Augusta Precious Metals: Gold and silver IRA specialist targeting retirees with a one-on-one education model and conservative, trust-led branding. Closely mirrors AAA's sales-led, education-first positioning.
- Rosland Capital: Retail precious metals dealer offering Gold, Silver, and Precious Metals IRAs via a phone-based sales force. Similar mix of custodian coordination, depository relationships, and education-led positioning.
- Goldline LLC: Long-established retail precious metals dealer offering Gold, Silver, and Precious Metals IRAs with a phone-based, education-led sales model. Most direct head-to-head competitor to AAA in the retirement-focused metals IRA segment.
- Oxford Gold Group: Precious metals IRA specialist serving retirement-age investors with a relationship-based sales model and direct custodian/depository facilitation. Directly comparable offering and target demographic to AAA.
- Lear Capital: One of the largest US retail precious metals IRA dealers, with a high-touch inside-sales approach and strong media presence (Fox Business, Glenn Beck). Directly comparable to AAA in customer profile, product mix, and GTM.
- Birch Gold Group: Retail precious metals dealer specializing in Gold IRAs and rollovers from 401(k)/TSP accounts. Highly comparable on target customer, IRS-approved custodian partnerships, and content-driven acquisition strategy.
Others
- Equity Trust Company: Leading self-directed IRA custodian that actually holds and administers the IRAs AAA facilitates. An upstream ecosystem partner rather than a direct competitor, but central to the value chain AAA depends on.
Emerging players
- Money Metals Exchange: Online precious metals dealer with a self-directed precious metals IRA program, lower price-point positioning, and content/news-driven traffic. Overlaps with AAA on IRA facilitation and bullion, but with a more price-sensitive, less relationship-driven customer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
American Alternative Assets social profiles
Digital presenceAmerican Alternative Assets compliance and trust
Trust signalCompliance3 records
American Alternative Assets financial estimates
Financial estimateRevenue estimate
Valuation estimate
American Alternative Assets leadership team
Management profileNumber of profiles
Profiles1 record
American Alternative Assets funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
American Alternative Assets 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 American Alternative Assets
What does American Alternative Assets do?
American Alternative Assets is a precious metals dealer that helps individual investors purchase physical gold, silver, platinum, and palladium through self-directed Precious Metals IRAs and direct purchases. The company facilitates tax-free rollovers from existing 401(k), TSP, or traditional IRA accounts into IRS-approved bullion stored at insured depositories, coordinating IRA setup and maintenance with multiple third-party custodians. Pricing is aligned with current market spot rates, with transaction fees, IRA setup/admin fees, and shipping fees disclosed transparently.
Is American Alternative Assets a public or private company?
American Alternative Assets is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was American Alternative Assets founded?
American Alternative Assets was founded in 2022. It employs 11 to 50 people.
Where is American Alternative Assets based?
American Alternative Assets is headquartered in Woodland Hills, United States, in the North America region.
How does American Alternative Assets make money?
Two revenue lines are on record. Precious Metals Sales are the primary driver. The others are IRA Custodian and Storage Fee Facilitation.
Who are American Alternative Assets's main competitors?
Broad incumbents on record are JM Bullion and APMEX (Apmex Inc.). Direct peers are Augusta Precious Metals, Rosland Capital, Goldline LLC, Oxford Gold Group, Lear Capital and Birch Gold Group. Equity Trust Company is listed as an others. Money Metals Exchange is listed as an emerging player.
Does American Alternative Assets have an API?
No public API is recorded for American Alternative Assets.
What industry is American Alternative Assets in?
American Alternative Assets's product category is Precious Metals IRA Services. Its primary akta.pro industry code is FSAAAAAC, Independent Broker-Dealers (Retail Network). Its NAICS code is 5231 and its SIC code is 5094.