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We believe it is important to help people protect their wealth with a financial alternative such as precious metals. Gold and silver have been safe havens for thousands of years during times of financial uncertainty.
That is why we offer precious metals from any amount and in any weight, always at the best price and tailored to the customer’s needs: bars and coins that are safely and securely delivered to your home or stored with us. You can also trade physical precious metals easily via the Holland Gold App.
Our goal is to truly guide people by providing more insight into the financial world more knowledge, more education, and more information. It is our mission to explain the fragile nature of today’s financial system.
We believe that purchasing precious metals is essential. More than a hundred monetary systems have collapsed throughout history and more are likely to follow. A new systemic crisis may be closer than we think.
We are supported, encouraged, and challenged. We feel strengthened by history and by nearly all central banks around the world.
We have grown tremendously and achieved remarkable results.
Read below to discover how it all began:
2010 – Founding of Amsterdam Gold and Aunexum, the credit provider
Amsterdam Gold was founded in 2010 by Willem Middelkoop, who was widely regarded in the Netherlands as the leading gold expert and one of the first to predict the boom in precious metals. In 2024, Amsterdam Gold was acquired and continued under the name Holland Gold.
Aunexum began in 2012. Initially, the company did not focus on trading precious metals but collaborated with Credit Suisse on a product that allowed customers to borrow money at an attractive interest rate using gold as collateral.
2014 – The emergence of the Aunexum precious metals group
In 2014, Aunexum acquired Holland Gold, Goudstandaard and BesteGoudPrijs, forming a single entity: the Aunexum Precious Metals Group. In 2015, Aunexum founded the storage company AunexumSafe, now known as Holland Gold Safe, to offer insured storage for customers of Goudstandaard and Holland Gold.
In 2017, a unique opportunity arose when Dentsply Sirona, the largest dental company in the world, divested its precious metal refinery in Hoorn (NH). This enabled Aunexum to take control of the entire value chain, from raw material to finished products such as bars and coins.
2020 – Strong growth and continuation under one name: Holland Gold
Due to the COVID-19 crisis, Russia’s invasion of Ukraine, rising inflation and turmoil in the banking sector, the company experienced significant growth. Interest in precious metals increased sharply. Holland Gold has grown into the largest online gold dealer in the Netherlands and Belgium.
In addition to our office in Alkmaar, we opened a branch in the Erasmushuis in Rotterdam, which served as the centre of the Dutch gold trade for nearly one hundred years.
To communicate with one clear voice, a ‘total branding’ strategy was introduced. Holland Gold, Goudstandaard and AunexumSafe now continue under the name Holland Gold. Holland Gold provides education, news, engaging interviews on its popular YouTube channel, and organises various events.
2024 – Acquisition of AmsterdamGold
Holland Gold acquired AmsterdamGold, including its storage company AmsterdamSafe, from the investment fund Value8. This acquisition unites the strengths of AmsterdamGold and Holland Gold. By the end of 2024, the AmsterdamGold webshop was fully integrated into that of Holland Gold. Director Paul Buitink stated: “The acquisition aligns with our ambitions. With a larger team and a broader product range, we can serve our customers even better.”
The stake in Elephant Refinery (Refining) has been sold. The business unit BGP Edelmetaal (Recycling) will continue independently from its location in Tilburg.
Holland Gold will henceforth focus entirely on trading precious metals in the form of bars and coins (bullion) and on precious metal storage. In addition, the Holland Gold app is introduced. This app enables users to trade physical precious metals starting from any desired amount or weight, without being tied to specific bar or coin formats. Customers can also easily set up a savings plan through the app.
