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Holland Gold is a Netherlands-based provider of physical precious metals. We were founded with one clear mission: to help people protect their wealth against inflation, economic uncertainty, and financial instability through gold, silver, platinum, and palladium.
A financial alternative such as physical precious metals should be accessible to anyone looking to protect their wealth and preserve value for the long term. Gold and silver have proven themselves as reliable stores of value for thousands of years. That is why we make investing in gold, silver, platinum, and palladium accessible to both first-time and experienced investors.
At Holland Gold, true ownership is at the core of everything we do. The precious metals you purchase remain fully your property at all times. No paper structures or complex financial products, but tangible precious metals that you genuinely own. You decide what to do with your metals and where to store them. Do you choose insured storage or self-custody? With us, both options are possible, and you have the flexibility to change your preference at any time.
We serve both private investors and business clients looking to strengthen their portfolios with physical precious metals. By combining the security of tangible assets with accessibility, transparency, and personal service, we make investing in precious metals straightforward and reliable.
Holland Gold is the only provider in the Netherlands where you can both invest digitally in physical precious metals and buy or sell physical bars and coins. You can start investing in physical precious metals from as little as €10. Everything is possible: at your pace, in your way, and always fully owned by you.
Looking for an easy way to invest in physical precious metals? Through the Holland Gold App or the client portal, you can invest directly in gold, silver, platinum, or palladium. Fast, simple, and starting from just €10.
You immediately become a (co-)owner of a physical bar, which is then securely stored and fully insured. At any time, you can convert your position into physical bars or coins and have them delivered directly to your home.
Would you like to own physical precious metals directly? Choose your preferred bar or coin and select the desired weight. You then decide how you want to store your precious metals: securely stored in one of our vaults or under your own custody. If you choose self-custody, you can collect your metals at one of our offices or have them insured and discreetly delivered to your home.
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.
