GBI Direct, formerly Hard Assets Alliance – Precious Metals Investing Made SimpleWhether 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.
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Is GBI Direct (Formerly Hard Assets Alliance) legit?
GBI Direct (Formerly Hard Assets Alliance) (gbidirect.com) has a 4.4 out of 5 rating on OK.one, based on 104 user reviews collected here. It is listed under Money & Insurance and its reputation is good. 83% of reviews are 4 stars or higher and 6% are 1 star; The business has replied to 100% of negative reviews; Reviews mostly discuss User experience, Customer service, Price. Last updated 2026-09-06.
What reviewers say
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Reviewers overwhelmingly had a great experience with this company, expressing deep satisfaction with the overall services provided. Customers frequently highlight that navigating the website is exceptionally simple and intuitive, allowing everyone to easily manage their physical asset investments online with complete clarity. People regularly praise the customer support team for being extremely knowledgeable, patient, and polite during phone conversations to resolve questions.
Some reviewers were not happy with certain costs, mentioning that administrative charges or shipping fees can sometimes feel a bit high for everyday users. A few consumers also noted occasional frustrations regarding specific policy limitations or unnecessary delays when handling distribution requests.
Auto-generated from all reviews of this business. For reference only.
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!!!
Reply from GBI Direct (Formerly Hard Assets Alliance)2026-03-27
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 [email protected] and we’ll help get this working smoothly for you.
Disappointed in the huge spread in sell orders, way below spot on coins, after paying premiums and monthly storage. Should have just taken delivery.
Reply from GBI Direct (Formerly Hard Assets Alliance)2026-03-12
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.
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.
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.
Reply from GBI Direct (Formerly Hard Assets Alliance)2026-03-12
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.
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!!
Reply from GBI Direct (Formerly Hard Assets Alliance)2026-03-05
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 [email protected] so our team can investigate this further for you.
Your client representative helped me to purchase a series of gold items during trading hours with funds that I had transferred in and she was quite patient, knowledgeable.
I have been using Hard Assets for many years...excellent service!
I have been using Hard Assets for several years and thier service has and continues to been excellent. I highly recommend Hard Assets for your investment needs.
Reply from GBI Direct (Formerly Hard Assets Alliance)2026-02-26
I sent in my compliments because I had the name of the clerk(s) who patiently assisted me with a wire transfer to the finish. They were helpful and all is well.
Reply from GBI Direct (Formerly Hard Assets Alliance)2026-02-26
Happy to assist with any and all questions Gloria. Thank you for this review!
I am happy with Hard Assets Alliance it is relatively easy to invest in coins and have them stored. I recently sold some coins and it seemed to take a relatively long time to get a check but otherwise great
A couple of months ago, I was thinking of consolidating my storages in several locations into one company. Hard Assets Alliance was very slow in response and treating us as illegal activity.
No problems have been encountered for all the years I have had my account with HAA.
But with the soaring prices of gold and silver, it would be appreciated if the management could shave the quarterly account costs somewhat.
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