In-depth review
GBI Direct / Hard Assets Alliance Review (2026)
Hard Assets Alliance, now operating as GBI Direct, is best for digitally oriented investors who want allocated precious metals, 24/7 trading and a choice of global vaults, but its percentage-based storage costs and current F BBB rating require careful consideration.
3.8
Our score / 5
Founded
2012
Metals offered
Gold, Silver, Platinum, and Palladium
Storage
Brink’s, Loomis and Malca-Amit Vault
BBB rating
F
The quick verdict
Is Hard Assets Alliance worth it?
Hard Assets Alliance is worth considering for investors who want to buy, sell and store allocated physical metals through an online platform instead of relying on telephone quotes. Its transparent storage tiers, multiple vault jurisdictions and integrated Equity Trust IRA are genuine strengths, but smaller accounts face a $15 quarterly storage minimum and the company’s current F BBB rating reflects two unanswered complaints.
Bottom line
Best for technology-comfortable investors seeking allocated metals and flexible vault locations. Consider alternatives if low flat-rate storage, extensive live adviser support or a strong BBB record matters more.
What we like
Watch out for
Best for
Not ideal for
Costs
Fees, pricing & minimums
Hard Assets Alliance, now doing business as GBI Direct, does not set a minimum amount to fund a standard account and does not impose a minimum quantity on standard buy or sell orders. MetalStream automatic investments require at least $25 per month. Precious-metals IRAs also have no minimum imposed by HAA, although Equity Trust may apply its own requirements.
The displayed purchase or sale price includes a transaction fee that varies with the monetary value of the order. Storage is charged against the account’s daily resale value and billed quarterly. For accounts up to $100,000, the annual rate is 0.70% for gold, platinum and palladium and 0.80% for silver.
Rates decline by 0.05 percentage points at each published tier, reaching 0.50% and 0.60%, respectively, for balances above $1 million. A $15 quarterly minimum applies per account to assets not enrolled in MetalStream. Equity Trust charges an additional $125 annual IRA administration fee, payable at opening and at the start of each calendar year. Promotions, including free-storage offers, are time-sensitive.
Security
Storage & custody
Hard Assets Alliance stores fully allocated metals through Brink’s Global Services, Loomis and Malca-Amit. Current support materials list vault locations in New York, Salt Lake City, Zurich, London and Singapore. Metals are held in the customer’s name, monitored around the clock and subject to independent inspection. HAA states that vault contents are insured for full replacement value, while its disclosure agreement notes policy exclusions such as force-majeure events.
Default allocated storage is distinct from the optional Reserved storage upgrade, which provides additional identification or reservation features. New IRA accounts are integrated with Equity Trust; legacy accounts may remain with Entrust or Millennium Trust. IRA metal must stay under the custodian’s control at an eligible facility. A request for personal delivery from an IRA must be processed as a distribution and can create tax and penalty consequences; casual home storage is not permitted.
Products
Metals & product selection
The platform supports physical gold, silver, platinum and palladium products that meet stated purity standards from sovereign mints or recognized refiners. Customers can purchase standard coins and bars and select a vault jurisdiction at the time of trade. Product availability and premiums change with inventory and market conditions, and the platform’s competitive dealer network is intended to improve price discovery.
IRA investors can access qualifying sovereign coins and approved bars, but each item must satisfy federal rules and Equity Trust’s acceptance requirements. The platform is designed primarily around investment-grade metal rather than a large catalog of numismatic rarities. Non-IRA customers may request physical delivery, subject to fabrication, handling, shipping and insurance charges. IRA holders can take an in-kind distribution only after custodian approval and applicable tax reporting.
Trust
Reputation & track record
The Hard Assets Alliance platform was developed around 2012, while the current New York limited liability company was incorporated in 2018 and now does business as GBI Direct. Its legal agreement, fee disclosures and support center provide more operational detail than many telephone-based precious-metals dealers. The company also serves advisers, wealth managers, businesses and individual investors.
The BBB currently gives Hard Assets Alliance an F rating and states that it is not accredited. BBB attributes the rating to two complaints and the company’s failure to respond to both. This is an important negative signal even though the complaint count is small and a BBB grade is not a regulatory determination. Trustpilot now lists the profile under GBI Direct, formerly Hard Assets Alliance, and public feedback includes both praise for platform access and criticism involving fees or service. Investors should review recent feedback under both names.
Scorecard
How we scored Hard Assets Alliance
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See how it stacks up against every provider we rate.
Editorial
How we review gold IRA companies
We evaluate the full cost of acquiring and holding metals, including transaction spreads, custodian charges, storage rates, minimum fees and delivery costs. We also assess product breadth, IRA eligibility, legal title, vault operators, insurance disclosures, digital and human support and public reputation. Category scores are weighted consistently, with particular attention to whether fees and custody arrangements can be verified before an investor commits funds.
FAQ
Common questions about Hard Assets Alliance
What is Hard Assets Alliance’s minimum investment?
There is no minimum amount to fund a standard HAA or GBI Direct account and no minimum quantity for standard trades. MetalStream requires at least $25 per month. HAA does not impose an IRA contribution minimum, but Equity Trust may have its own account requirements. The $15 minimum quarterly storage charge can make very small balances uneconomical.
Is Hard Assets Alliance a legitimate, safe choice?
Hard Assets Alliance is an operating New York LLC doing business as GBI Direct, with detailed legal agreements, named vault operators and allocated, insured storage. These are meaningful safeguards, but they do not eliminate price, operational or counterparty risks. Investors should also weigh the current F BBB rating, two unanswered complaints and the percentage-based fee structure before deciding.
Can I roll over a 401(k) into a gold IRA with them?
Eligible workplace-plan assets may be moved into an HAA precious-metals IRA administered by Equity Trust, depending on the plan’s distribution rules. A properly completed direct trustee-to-trustee rollover generally avoids current tax and mandatory withholding. The investor should confirm eligibility with the existing plan administrator and have funds sent directly to Equity Trust rather than taking personal receipt.
Where will my metals be stored?
Customers can select among supported vaults in New York, Salt Lake City, Zurich, London and Singapore, operated by Brink’s, Loomis or Malca-Amit. IRA metals remain under Equity Trust’s custodial arrangement at an eligible facility. Home storage is not permitted for IRA holdings; physical receipt must be processed as a reportable distribution.
Final verdict
Should you choose Hard Assets Alliance?
Hard Assets Alliance is a compelling option for investors who prioritize online trading, allocated ownership, strong vault operators and geographic storage choice. Its no-minimum account access and published fees are positives, but storage can be costly for small or very large balances, and the F BBB rating prevents a stronger recommendation. Compare its total annual cost with flat-fee IRA providers and review recent service feedback under both Hard Assets Alliance and GBI Direct before opening an account.
Affiliate disclosure: We may earn a commission if you open an account through our links, at no extra cost to you. This can influence which companies we feature. We only cover providers we believe offer genuine value.
Not financial advice: Informational only. Precious-metals investing carries risk, including loss of principal. Consult a licensed advisor before investing.
