Banner for GBI Direct (Formerly Hard Assets Alliance)

GBI Direct (Formerly Hard Assets Alliance) Reviews 364

TrustScore 4.5 out of 5

4.3

While we don't verify specific claims because reviewers' opinions are their own, we may label reviews as "Verified" when we can confirm a business interaction took place. Read more

To protect platform integrity, every review on our platform—verified or not—is screened by our 24/7 automated software. This technology is designed to identify and remove content that breaches our guidelines, including reviews that are not based on a genuine experience. We recognise we may not catch everything, and you can flag anything you think we may have missed. Read more

Review summary

Created with AI, based on recent reviews

Reviewers overwhelmingly had a great experience with this company. Customers consistently praise the staff for their knowledge, helpfulness, and the time they dedicate to assisting with inquiries. The overall service is frequently described as excellent, with many appreciating the simplicity and efficiency of processes like purchasing and selling. Reviewers also highlight the positive user experience, noting the ease of navigating the website and managing accounts. However, some customers expressed dissatisfaction with aspects of the payment process. A few people mentioned issues with funds not being applied immediately or experiencing delays in transfers, leading to frustration. There were also occasional concerns about the waiting period for funds to clear.

What people talk about most

User experience

Consumers find the user experience to be positive, highlighting the platform's ease of use and intuitive... See more

Staff

Customers consistently note positive experiences with staff, highlighting their courtesy, knowledge, and... See more

Service

Users describe positive interactions with service, highlighting its ease of use and efficiency. Many... See more

Customer service

Clients share positive opinions on customer service, frequently highlighting the professionalism, efficiency,... See more

Payment

Customers had ambiguous experiences with payment. While some reviewers found transactions simple,... See more

Reviews shaping this summary

Rated 4 out of 5 stars

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

Rated 5 out of 5 stars

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

Rated 5 out of 5 stars

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

Rated 5 out of 5 stars

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

  1. Gold and Silver Trading Company

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

4.3

Excellent

TrustScore 4.5 out of 5

364 reviews

5-star
4-star
3-star
2-star
1-star

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.

Companies on Trustpilot aren't allowed to offer incentives or pay to hide reviews. Reviews are the opinions of individual users and not of Trustpilot. Read more

Rated 5 out of 5 stars

Plaudit: Samantha A Gold Asset in A Woldclass Company

Samantha's product knowlege added a lot of value to the Hard Assets Alliance services I currently use. Notably, she proceeded with measured efficiency to resolve my issues, clarify my concerns, and simplify my website interaction. All of this delivered with much appreciated interest and empathy. What I appreciate most about Hard Assets Alliance is the streamlined website (no marketing impositions) with a winning commitment to improve both services and customer care.

September 3, 2025
Unprompted review
GBI Direct (Formerly Hard Assets Alliance) logo

Reply from GBI Direct (Formerly Hard Assets Alliance)

Thank you Francis!

Rated 5 out of 5 stars

Lindsey is awesome!

Ooooh my goodness, Lindsey was fantastic!!

Knowledgeable, intelligent, quick, fun, fast and made my father and me so comfortable!!!

She helped us so much and we would ask for her every time!!!

Don’t lose her because you’ll be making a big mistake!!!! She is absolutely amazing!!!!

Btw, I don’t remember the date we talked to her but it was last week….so I just put last Friday.

July 31, 2025
Unprompted review
Rated 5 out of 5 stars

Hard Assets - a great resource

Lindsey was knowledgable and courteous, a perfect representative for a company concerned about public relations. She dealt with my weak hearing and my lack of knowledge about procedures with patience and understanding, never giving the impression that I was an impediment to her day. She helped me to sell and place an order and split the proceeds so that I understood the requirements for the different parts.
Hard Assets is a prime resource for metals investment, because the company is staffed with people like Lindsey who know the business and have great understanding of the people they deal with.

May 27, 2025
Unprompted review
Rated 2 out of 5 stars

Easy to enter, difficult to leave.

Easy to enter. Difficult to leave. Cheaper storage available at competition. They claim "on-demand delivery" but it's not a simple process, nor do they provide good service re transfering out your holdings.

April 15, 2025
Unprompted review
GBI Direct (Formerly Hard Assets Alliance) logo

Reply from GBI Direct (Formerly Hard Assets Alliance)

Thank you for your feedback — we're genuinely sorry to hear you had a frustrating experience Gary!

Our goal is to make storing and accessing your holdings as seamless as possible. To clarify, on-demand delivery is designed to be straightforward: fees are deducted from your balance, shipments are signature required and fully insured, and we aim for prompt turnaround.

Where we have seen some delays is with international deliveries, which are currently being affected by customs and tariff regulations — unfortunately outside of our control.

We’d really appreciate the chance to speak with you directly and see how we can make this right. Please don’t hesitate to reach out to our support team so we can help resolve any outstanding concerns.

Rated 3 out of 5 stars

Easy to enter, difficult/expensive to get out.

Easy to enter. difficult to leave.

Getting my money out is difficult. (the account I funded account with was closed many years ago--they would not send to new bank account without additional documentation--but they had accepted additional money from new bank account recently!)

and there is a substantial 10% sales commission.

March 3, 2025
Unprompted review
GBI Direct (Formerly Hard Assets Alliance) logo

Reply from GBI Direct (Formerly Hard Assets Alliance)

We really appreciate you sharing your feedback.

When it comes to fund withdrawals, our priority is security — for that reason, if the original funding account is no longer active, we may require additional documentation to confirm identity and ensure compliance with anti-money laundering (AML) regulations. While we know this can be frustrating, these safeguards are in place to protect both our clients and the integrity of the process.

We also understand there may be questions around our pricing structure. The buy and sell prices are based on the supply and demand in the wholesale market, and we always strive to remain competitive and fully transparent.

If you'd be open to a conversation, we’d love the chance to speak with you directly and help resolve any outstanding concerns. Please reach out to our support team — we’re here to help.

Rated 5 out of 5 stars

Very helpful Customer Service

Jennelle was very professional, courteous and very knowledgeable about the company and extremely helpful in assisting me learn about my new account, even guiding me through establishing another account.This is what customer service is supposed to be!

November 20, 2024
Unprompted review
Rated 1 out of 5 stars

Missing one ounce gold bar purchased from Hard Assets.

I bought a 1ounce gold bar from them. It was sent by FedEx. It never arrived. FedEx produced a so called “proof of delivery” which had a poorly printed “signature” which was clearly not mine.
Hard Assets told me that their insurance company would not process my claim! They have refused to send me a copy of the insurance company report.
I am thus in the situation where my gold bar is not in my possession. It was presumably stolen.
Any advice?
I have still not received a copy of the insurance claim. What is the problem?
I used Hard Assets Alliance in good faith. They have been paid. Yet I still do not have my gold bar as of September 17th 2024.
Dr. Brian R Briggs.
Still no response re insurance. Hard Assets Alliance is not to be trusted.

September 16, 2023
Unprompted review
GBI Direct (Formerly Hard Assets Alliance) logo

Reply from GBI Direct (Formerly Hard Assets Alliance)

Hello Brian, I personally assisted in this investigation following up regularly requesting more information from you.

FedEx completed an investigation. It was deemed by FedEx and Brinks, that the package was delivered. Since it was confirmed as delivered, a claim cannot be submitted/approved for a replacement. Here is the response from our records.

FedEx has concluded its investigation and found the below. If the customer has any additional information or evidence of non-receipt, they can provide it to refute their findings.

If they found any evidence during the investigation that it was not delivered, that is when a claim is initiated on your behalf Mr. Briggs. They were not able to proceed with putting in a claim since there was no alternative proof that it was not delivered.

We recommend taking this matter up with the police, as they have more privileges and resources when it comes to interacting with FedEx and investigating potential theft or delivery mishaps. They may be able to access additional information and pursue the matter more effectively.

We did everything in our power and more to try to keep the investigation open, but with no proof that it was taken on your side, and the timing that you contacted us (over a month after delivery), the internal investigation dubbed this as received since we had signature and confirmation it went to the correct address, a claim could not be processed. Cooperation is needed in order to process a claim.

Rated 5 out of 5 stars

My Switzerland stamped gold ounce

I have been buying gold and silver each month with Hard Assets Alliance now for quite some time. I noticed that I accumulated over an ounce of gold that has been stored safety with the company. I emailed Ryan from HAA with a request to deliver one ounce of gold to my residence. That’s when I was put in touch with Samantha the Customer Success Director. Not only did she deliver my gold, but she went above and beyond to make sure I was delivered an ounce stamped to my liking. I emailed her that the Swiss Alps held a special place in my heart. Samantha promptly sent me an email with the tracking information, so I knew when my precious cargo would arrive. One week later I received my Switzerland stamped 1 ounce of fine gold. The gold arrived well packaged and in its own numbered casing that matched the etching in the metal. I’m pleased with the excellent customer service as well as the presentation of the product. I’m keeping this gold with me for years to come, but as for the rest of my metals, I feel that they are safely stored with Hard Assets Alliance.

February 20, 2024
Unprompted review
Rated 5 out of 5 stars

Very professional!

Janelle was very helpful she was very knowledgeable on educating me on the metalstream program and she put to rest any concerns I had. I look forward to opening an account very soon!

July 31, 2024
Unprompted review

The Trustpilot Experience

Anyone can write a Trustpilot review. People who write reviews have ownership to edit or delete them at any time, and they’ll be displayed as long as an account is active.

Companies can ask for reviews via automatic invitations. Labeled Verified, they’re about genuine experiences.

Learn more about other kinds of reviews.

We use dedicated people and clever technology to safeguard our platform. Find out how we combat fake reviews.

Learn about Trustpilot’s review process.

Here are 8 tips for writing great reviews.

Verification can help ensure real people are writing the reviews you read on Trustpilot.

Offering incentives for reviews or asking for them selectively can bias the TrustScore, which goes against our guidelines.

Take a closer look