Ainslie

What Ainslie does

Ainslie Group is an Australian privately held diversified precious metals and digital asset company operating under multiple wholly-owned subsidiaries: Ainslie Bullion (gold, silver, and platinum dealing since 1974), Ainslie Crypto (cryptocurrency trading and Australia's first OTC crypto-to-bullion swap service, launched 2017), The Gold & Silver Standard (blockchain tokenized bullion — AUS and AGS tokens — backed 100% by audited, insured physical bullion and tradable 24/7 via CoinSpot), Ainslie Wealth (AFSL-regulated wholesale managed funds, including the 2025-launched Ainslie Bitcoin and Bullion Fund), and two secure storage facilities (Reserve Vault in Brisbane, acquired 2012; The Melbourne Vault, opened 2021). The group serves individual retail investors, SMSF trustees, wholesale investors, and cryptocurrency holders seeking diversification, inflation hedging, and tangible-asset exposure.

The business generates revenue primarily through spread-based bullion trading (transaction-fee model with quoted buy/sell spreads on gold, silver, and platinum products), cryptocurrency transaction fees on Ainslie Crypto, token issuance and trading fees on the Gold & Silver Standard, and managed-fund fees on ABBF through the AFSL-regulated Ainslie Wealth entity. Go-to-market combines three physical showrooms (Brisbane headquarters, Melbourne, and Gold Coast), a 24/7 e-commerce platform, toll-free phone ordering, and a digital exchange listing through CoinSpot; storage is monetized separately via Reserve Vault and The Melbourne Vault on quote-based monthly terms. Underlying technology is a blockchain-based tokenization architecture for the AUS/AGS tokens, supported by a dedicated storage portal for vault-held holdings and a real-time charts and pricing tool.

The company is 100% Australian family-owned, founded by Neville Ainslie in Brisbane in 1974, with subsequent ownership transitions through Brian Engeman, Geoff Cumming, Paul Engeman (from 2012), Stephanie Cumming (from 2018), and current CEO Michael Engeman (appointed 2024). Multiple proprietary Australian entities operate under the holding company Encum Pty Ltd. No external institutional investment or private equity backing is evidenced in the available data.

Name

Ainslie

Legal name

Encum Pty Ltd ACN 010 204 645, Ainslie Bullion Melbourne Pty Ltd ACN 646 041 830, Elibert Pty Ltd ACN 625 814 173, Gold Silver Standard Pty Ltd 658 078 712 & Ainslie Wealth Holding Pty Ltd 647 626 784 known as The Ainslie Group

Website

https://ainslie.com.au

Company type

Private

Founded year

1974

Operating status

Operating

Short description

Ainslie Group is a privately held Australian diversified precious metals and digital asset company operating bullion dealing, cryptocurrency trading, blockchain tokenized bullion, AFSL-regulated wholesale wealth management, and secure vault storage through wholly-owned subsidiaries serving retail investors, SMSF trustees, and wholesale clients since 1974.

Ownership category

akta.pro rank

Headquarters

HQ city

Brisbane

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Bullion Trading: Revenue generated from buying and selling gold, silver, and platinum bullion products with spread-based pricing. The company acts as a dealer earning margins on buy/sell transactions.
2. Cryptocurrency Services: Buy, sell, and securely store cryptocurrency, including Australia's first over-the-counter crypto-to-bullion swap service.
3. Tokenised Assets: The Gold & Silver Standard offers blockchain tokens backed 100% by physical bullion, generating revenue through token issuance and trading.
4. Wealth Management: Ainslie Wealth provides wholesale investors access to the Ainslie Bitcoin and Bullion Fund (ABBF), an AFSL-approved wholesale managed fund actively managing bitcoin, gold, and silver allocations.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Ainslie Group buys, sells, and stores physical gold, silver, and platinum bullion through Ainslie Bullion, operates an OTC cryptocurrency trading and crypto-to-bullion swap service through Ainslie Crypto, and issues blockchain-tokenised bullion (The Gold & Silver Standard — AUS and AGS tokens backed by audited physical bullion) tradable 24/7 on CoinSpot. The group also offers wholesale managed fund services via Ainslie Wealth's AFSL-approved Ainslie Bitcoin & Bullion Fund (ABBF), with secure vault storage through wholly-owned Reserve Vault and The Melbourne Vault facilities.

Product overview

Ainslie Group is a diversified precious metals and digital asset company operating multiple distinct brands under a single corporate umbrella. The portfolio includes Ainslie Bullion (core bullion dealing since 1974), Ainslie Crypto (OTC cryptocurrency trading since 2017), The Gold & Silver Standard (blockchain tokenised bullion), Ainslie Wealth (wholesale managed funds), and two secure storage subsidiaries (Reserve Vault and The Melbourne Vault). This is not a unified platform but rather a collection of separate but complementary businesses that together offer buy, sell, storage, and wealth management across physical precious metals and digital assets.

Differentiator

Problem solved

Functional benefit

Brands

• Reserve Vault: Secure precious metals storage facility located in Brisbane
• The Melbourne Vault
• Ainslie Minted Bullion
• Ainslie Saver
• Ainslie Bitcoin and Bullion Fund (ABBF)

Products and services

• Ainslie Bullion Australia's trusted bullion dealer since 1974, offering an extensive range of gold, silver, and platinum products from Ainslie's own brand and world-renowned mints. Customers can buy, sell, and store precious metals through a 24/7 online platform or three physical showrooms in Brisbane, Melbourne, and Gold Coast.
• Ainslie Crypto Cryptocurrency trading platform offering buy, sell, and secure storage of cryptocurrency. Australia's first OTC crypto dealer offering crypto-to-bullion swaps since 2017, enabling investors to convert digital assets into physical bullion.
• The Gold & Silver Standard (AUS & AGS Tokens) Blockchain-tokenised gold and silver platform issuing AUS and AGS tokens that are 100% backed by audited, insured physical bullion securely stored in Australia. Tokens are tradable 24/7 on supported platforms and listed on CoinSpot.
• Ainslie Wealth — Ainslie Bitcoin & Bullion Fund (ABBF) Wholesale wealth management division managing the Ainslie Bitcoin & Bullion Fund (ABBF), an AFSL-approved wholesale managed fund that actively manages bitcoin, gold, and silver allocations for capital preservation and opportunity capture.
• Reserve Vault Secure precious metals storage facility located in Brisbane, providing secure vault storage for bullion holdings with delivery and receipt confirmation services. Wholly-owned by the Ainslie Group since the 2012 acquisition.
• The Melbourne Vault

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered core and major.

• The Melbourne VaultcoreStrategic or Co-development Partner · 1 January 2021Opened in 2021 alongside the Melbourne store, The Melbourne Vault provides secure storage in Melbourne. It operates as part of the Ainslie Group's storage network.
• CoinSpotcoreChannel Partner/ Reseller/ Distributor · 1 January 2019CoinSpot, Australia's largest cryptocurrency exchange, listed The Gold & Silver Standard (AUS & AGS) tokens in 2019, enabling tokenised bullion trading on their platform 24/7.
• Reserve VaultcoreStrategic or Co-development Partner · 1 January 2012Ainslie acquired controlling interest in Reserve Vault in Brisbane in 2012. Reserve Vault provides secure storage facilities for precious metals and operates as part of the Ainslie Group's vertically integrated storage solution.
• Perth MintmajorChannel Partner/ Reseller/ DistributorPerth Mint is a key supplier of gold, silver, and platinum coins and bars to Ainslie Bullion. Products include the Australian Kangaroo, Kookaburra, Koala, and Lunar series coins.

Scale indicators4 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• GoldMoney: Digital precious metals platform offering buy/sell and allocated storage of gold, silver, and platinum with optionality for tokenized holdings. Comparable in combining bullion dealing with secure vaulting and digital-asset-style access for retail and high-net-worth investors.
• BullionVault: Online precious metals marketplace allowing users to buy, sell, and store allocated gold, silver, and platinum in professional vaults globally. Comparable business model combining bullion trading with integrated vault storage for individual investors.
• Perth Mint: Australia's premier precious metals mint and dealer, supplying gold, silver, and platinum coins and bars (including Kangaroo, Kookaburra, Koala, Lunar series) that Ainslie Bullion resells. Overlap is strongest in bullion distribution and branded product lines in the Australian market.
• Paxos (PAXG): Issuer of PAXG, a tokenized gold product backed by physical bullion and traded globally on major crypto exchanges. Closest comparable to The Gold & Silver Standard's AUS/AGS tokens in terms of tokenized bullion product, regulatory framing, and exchange listings.
• Tether (XAUT): Issuer of Tether Gold (XAUT), a tokenized gold asset backed by physical bullion. Competes directly with AUS/AGS in the tokenized precious metals category, with deeper liquidity and broader global exchange listings.
• ABC Bullion: Australian precious metals dealer offering buy/sell of gold, silver, and platinum with vault storage services. Directly comparable product offering (physical bullion + storage) and target customer base (Australian retail and wholesale bullion investors).

Regional players

• CoinSpot: Australia's largest cryptocurrency exchange and Ainslie's distribution partner for The Gold & Silver Standard tokens. Comparable as an Australian crypto trading venue serving retail investors, with overlap on the crypto-to-bullion swap user journey.
• Independent Reserve: Australian cryptocurrency exchange offering OTC trading and SMSF-eligible digital asset investments. Comparable as an Australian-headquartered crypto platform with similar retail/SMSF customer base and overlapping OTC crypto services.
• Silver Bullion Singapore: Singapore-based precious metals dealer and vault operator serving retail and institutional clients across Asia-Pacific. Comparable vertically integrated model (dealing + storage), but primarily competes in regional rather than Australian markets.

Broad incumbents

• APMEX: One of the largest US precious metals retailers offering gold, silver, platinum products with storage and IRA/SMSF-equivalent solutions. Comparable as a broad incumbent bullion dealer with multi-channel retail and storage capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Customer concentration

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

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries6 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 Ainslie