Navigating the site is easy. Idid have a problem in that I had funds available that were not used to pay my storage fees. I was informed my fees were unpaid so I quickly had funds transferred to my ac... See more
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Review summary
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Prices on silver coins are consistently cheaper than other large dealers like APMEX or JM Buillon. Usually $1-2.5 cheaper retail price even when these dealer offer lower prices when one is buying larg... See more
Company replied
Samantha was fantastic and furthered my education on what the words on line during market closed hours really mean regarding what can reasonably be expected for the price when markets open. I Greatly... See more
Samantha was incredible today. She not only answered all my questions on how storage fees are billed and calculated but she also educated me on related topics such as options for taking any RMDs from... See more
Company details
About GBI Direct (Formerly Hard Assets Alliance)
Written by the company
GBI Direct, formerly Hard Assets Alliance – Precious Metals Investing Made Simple
Whether your goal is to preserve wealth, protect against currency risk, or build long-term stability, GBI Direct delivers a secure and convenient way to invest in physical metals—backed by technology, transparency, and a customer-first approach. Our leading online platform is used by some of the world's largest financial institutions and is available to individual investors aiming to diversify their portfolios with tangible assets like gold, silver, platinum, and palladium.
We understand the critical role that precious metals play in investment strategies as a hedge against inflation and economic uncertainty. That's why our platform allows investors to easily browse, compare, and purchase a wide selection of bullion products from reputable global dealers who bid against each other to give you the best price.
Through our trusted vaulting partners, we offer secure storage options in multiple international locations, giving you peace of mind that your assets are safe.
Transparency and trust are at the core of everything we do. With real-time pricing and a straightforward fee structure, investors can make informed decisions without worrying about hidden costs or surprises.
GBI Direct is committed to educating and empowering investors through expert research, market insights, and in-depth educational content. Our team regularly publishes articles, guides, and reports to help you navigate the precious metals market with confidence.
We strive to make your precious metals investing experience the best it can be and welcome your feedback—leave a review at GBIDirect.com and let us know about your experience.
Contact info
485 Lexington Avenue, Suite 304, 10017, New York, United States
- 877-727-7387
- Support@gbidirect.com
- gbidirect.com
4.3
Excellent
364 reviews
Replied to 66% of negative reviews
Typically replies within 1 week
How this company uses Trustpilot
See how their reviews and ratings are sourced, scored, and moderated.
I would like GBI to explain how account…
I would like GBI to explain how account valuation works. More specifically…….. every time I check account value, it is always lower than yesterday. Even if gold is up $100 today, my account is valued lower than yesterday. Why is this ?
25 March 2026
Unprompted review
Reply from GBI Direct (Formerly Hard Assets Alliance)
Hi Jack, happy to explain. You may be looking at the historic graph rather than the live pricing. The graph on your portfolio will show the valuation according to the close of the live market price yesterday. When you click into your holdings you can view the actual sell price according to the live market today.
when I joined I made a mistake in the…
when I joined I made a mistake in the customer/password section. I sent an email or filled out a form asking for the account to be cancelled and all info deleted. Once that was done I would resign up. Got no response and account is still there. It took a lot of work to rectify the situation with other companies sign ins. Since then I have been forced to use other companies for the services was going to use from you. Don't know what the date was.
4 April 2025
Unprompted review
Reply from GBI Direct (Formerly Hard Assets Alliance)
Rick thank you so much for allowing our team to speak with you regarding this case from years prior. We were so grateful you allowed us clear things up.
Samantha
Easy website to work with.
17 March 2026
Unprompted review
Very easy to fund my account
20 March 2026
Unprompted review
Keeps me informed of issues related to…
Keeps me informed of issues related to my metal investments
21 March 2026
Unprompted review
I just added funds to my account
I just added funds to my account. All my banking information was already in place, so the process was easy.
12 March 2026
Unprompted review
Reply from GBI Direct (Formerly Hard Assets Alliance)
Great to hear Brian! Our team is here aid in setting up your accounts for success!
My biggest complaint are your fees
My biggest complaint are your fees, they are quite extraordinary and make buying metals from you quite costly.
20 March 2026
Unprompted review
Reply from GBI Direct (Formerly Hard Assets Alliance)
Hi Paul,
We understand that cost is a crucial part of your decision and we’re committed to full transparency, which means all fees are clearly outlined upfront so you always know exactly what to expect—no hidden costs. You have the flexibility to choose what works best for you: store your metals in our fully insured facility (covered up to full replacement value), or have them shipped directly to your door.
For deliveries, we simply pass through the exact cost from FedEx, with all shipments fully insured and signature required for security—we don’t add any markup. Withdrawals via check are free, with a $25 fee only if you choose an expedited wire transfer.
Metal pricing is based on the wholesale market and adjusts with supply and demand, and our GBI Direct platform allows you to trade 24/7.
We’re always here to help answer questions and ensure you feel confident in every part of your experience.
App/password problems
I don't check my account that often, but when I try to use your Android app, I try the fingerprint access and your site never authorizes my ID (I have no problem with any of my other financial institutions). Then I try my password in memory and I never have the password memorized because I use a Google-generated password. So I try until l am locked out, then I call. Your reps are very courteous, but I don't want to know them personally...very frustrating!!!
20 February 2026
Unprompted review
Reply from GBI Direct (Formerly Hard Assets Alliance)
Thanks for your feedback—we’re sorry for the frustration. Fingerprint login issues can sometimes be resolved by updating the Android app and checking your device settings. A link to the newest version is located on our site.
Biometric access depends on your device’s security features, but we’re here to help troubleshoot and have reported this to our team to improve the experience.
Please reach out to us at Support@gbidirect.com and we’ll help get this working smoothly for you.
Trading cash for small amounts of precious metals
Trading cash for small amounts of silver and gold. So far I been consistent doing this. I received the information about it from Jim Rickards Strategic Intelligence. I did not have much in savings. I don’t have a broker and I don’t know how to obtain one. I still receive update info from Jim Rickards Strategic Intelligence Pro, but have not acted on anything.
20 March 2026
Unprompted review
Very professional and polite
2 March 2026
Unprompted review
Easy to order and extremely fast…
Easy to order and extremely fast shipping!
19 March 2026
Unprompted review
Reply from GBI Direct (Formerly Hard Assets Alliance)
We appreciate that Dean, all shipments are sent signature required and fully insured. If there is ever a complication with your delivery our service team is here to help.
Reply from GBI Direct (Formerly Hard Assets Alliance)
Thank you!
Disappointed in the huge spread in sell…
Disappointed in the huge spread in sell orders, way below spot on coins, after paying premiums and monthly storage. Should have just taken delivery.
11 March 2026
Unprompted review
Reply from GBI Direct (Formerly Hard Assets Alliance)
Thank you for sharing your feedback Rob.
One of the things that makes GBI Direct unique is the transparency of our live pricing. Unlike many competitors who require clients to call for a quote when selling, our buy and sell prices are visible in real time so clients can see the exact market spread at any moment.
The spread itself is driven by the broader precious metals market and the liquidity of the specific products rather than by us individually. That said, we always want clients to feel informed and confident about their options, whether holding, taking delivery, or selling.
We appreciate your feedback and your business, and we’re always happy to discuss strategies that may help reduce costs depending on your investment goals.
Good pricing and customer service
11 March 2026
Unprompted review
Reply from GBI Direct (Formerly Hard Assets Alliance)
Thank you David. Always a pleasure to speak with you.
I have listed my experiences for contacts with customer service.
I have listed my experiences for the last two contacts with customer service as "average", because they were simply "matter of fact" responses.
One question was "Can HAA accept metals for storage in my account that have been purchased elsewhere?" and "Can HAA accept cash deposits to my account made through my brokerage Cash Management Account?"
The answer to both of these questions was "No".
This of course led me to alternative storage facilities.
For those who read this review, competitors such as Money Metals, Texas Bullion Depository, Wyoming Reserve, and SD Bullion do offer the vault storage of metals purchased elsewhere.
29 April 2025
Unprompted review
Reply from GBI Direct (Formerly Hard Assets Alliance)
Thank you for sharing your feedback. We appreciate you taking the time to describe your experience.
Our support team provided direct answers to your questions, and while they may have seemed brief, they were intended to clearly explain our current offerings. At this time, accounts are designed specifically for metals purchased through our platform, which is why we’re unable to accept metals bought elsewhere BUT this is changing in the near future!
This structure helped us maintain chain-of-custody integrity and streamlined account administration within our vaulting program.
We understand that different providers offer different storage models, and we respect that some clients may choose alternatives that better fit their specific needs. Your feedback is valuable, and we appreciate you considering our services.
Brokerage accounts are welcome as long as your name is on the account. We wouldnt be able to accept payment from a bank in someone else's name or issue payment to a bank not in your name.
Great customer service regardless of…
Great customer service regardless of account size. One of the best ways available to accumulate a gold or silver stake a little at a time. Using dollar-cost-averaging is the best way to invest.
Highly recommend.
11 March 2026
Unprompted review
Rude
If I could, I’d give them a zero. Received a cold call from marketing and the caller was so rude. Would NEVER recommend this company. Beware!!
4 March 2026
Unprompted review
Reply from GBI Direct (Formerly Hard Assets Alliance)
Hello Kim, thank you for your comment. I can confirm that we do not cold call anyone, and we take pride in that. We may reach out contact clients who have signed up to be contacted about their account.
Please contact support@gbidirect.com so our team can investigate this further for you.
Quickly fixed
Found what I needed quickly and was able to fix my sign in due to a new computer.
22 February 2026
Unprompted review
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