With inflation and currency volatility on investors’ minds, more people are turning to tangible assets for diversification. Precious metals, especially gold, continue to be a popular way to preserve purchasing power and reduce portfolio risk.
If you’re exploring Hard Assets Alliance (HAA) as a potential platform, it’s wise to understand how it operates, what it offers, and where it may fall short. Drawing on years of industry experience, I’ve distilled the key points you should know before opening an account.
Below, you’ll find a fresh, detailed look at HAA—its products, storage, fees, IRA options, and more—so you can decide if it aligns with your goals.
Hard Assets Alliance: Company Snapshot
Founded in 2010 in the United States, Hard Assets Alliance is a brokerage that enables users to buy, sell, and manage precious metals through a single online portal. The SmartMetals platform is built to be simple and direct, making transactions straightforward for both first-time buyers and seasoned investors.
HAA lists a range of gold and silver products, with limited platinum choices, and serves investors in the U.S. and abroad. While anyone can create an account, its international shipping is currently available to Australia, the United States, Switzerland, and Singapore.
Two points to note: the company does not publicly share detailed ownership or leadership information, and its vaulting is handled by third-party providers. Neither is inherently negative, but both warrant careful consideration.
With that in mind, let’s break down the service so you can evaluate whether it fits your needs.
best gold ira companies for 2025
Before diving deeper into this review, I recommend scanning my curated list of the best gold IRA companies for 2025 to compare custodians, fees, and service quality—especially if you’re preparing for a rollover.
My current top pick is Augusta Precious Metals, known for its A+ BBB rating, extensive 5-star feedback, and lifetime account support. You can read my in-depth Augusta Precious Metals review or visit the official Augusta website to learn more.
Augusta Precious Metals – WINNER
Augusta stands out for transparent education, strong customer satisfaction, and hands-on guidance with rollovers and account setup. If you’re comparing IRA-focused dealers, Augusta’s support model and reputation make it a compelling first stop.
What Sets Hard Assets Alliance Apart?
When assessing any metals dealer, I look for clarity, breadth of products, storage quality, and IRA execution. Here’s how Hard Assets Alliance measures up in those areas.
Product Lineup
HAA’s SmartMetals interface is user-friendly, with streamlined buying and selling and a clear order flow. Whether you prefer quick purchases or detailed comparison shopping, the platform doesn’t get in your way.
The catalog is reasonably broad for gold and silver, with a smaller selection in platinum. Examples you may encounter include:
Gold
Gold bars and coins are available for purchase worldwide. At the time of review, entry pricing for a 1 oz bar was shown around $2,100. Other common bar sizes on the platform include:
- 400 oz good‑delivery bar
- 1 kilogram bar
- 10 ounce bar
For coins, I saw competitive pricing on the American Eagle (listed near $229 at the time). Popular coin choices include:
- Canadian Maple Leaf coin
- South African Krugerrand coin
- American Buffalo coin
- Austrian Philharmonic coin
Silver
Silver options span bars, rounds, and well-known sovereign mint coins. I observed a 100 oz bar listed around $2,565, with smaller formats for those building positions incrementally.
Coin selections often feature the Canadian Maple Leaf, American Eagle, and Austrian Philharmonic in silver. I also noted a low-cost 1 oz round posted near $2 at the time of review.
While the lineup is clean and easy to browse, collectors who want a very wide selection may find the catalog a bit lean.
Platinum
Platinum coverage is limited. I saw a single option available: a 1 oz bar priced around $1,028 when checked.
Note: Precious metals pricing fluctuates. For up-to-the-minute quotes, create an HAA account and confirm live pricing before you buy.
Storage Vault Options
Secure custody is as critical as the purchase itself. HAA offers vaulted storage through third-party specialists, letting you choose among multiple global locations.
Available cities include:
- New York
- Zurich
- London
- Salt Lake City
- Singapore
HAA partners with reputable vault providers such as Brinks, Loomis, and Malca-Amit—firms known for international security standards and custody expertise.
Stored assets are insured, which adds a critical layer of protection in the event of loss or damage. That assurance contributes to overall peace of mind.
IRA Services
HAA facilitates precious metals IRAs through Equity Trust, a major custodian with extensive experience managing qualified accounts.
Equity Trust acts as the IRA custodian—handling compliant account setup, funding, asset custody, recordkeeping, and distributions when you reach eligibility. Partnering with a seasoned custodian helps streamline the process for retirement investors.
How to Get Started with Hard Assets Alliance
Opening a SmartMetals account is quick. I completed the three-step process in minutes: create an account, fund it, and place your first order.
Step 1: Set Up Your Account
Choose the account type that fits your situation—personal, IRA (tax-advantaged), or trust/company—and submit your details for verification. The onboarding flow is straightforward.
Step 2: Add Funds
Fund via bank wire, check, or cryptocurrency for standard accounts. For IRAs, you can contribute cash or initiate a rollover from an existing retirement account. Rollover timing typically runs about 5–7 business days, depending on your custodian.
Step 3: Buy, Sell, and Manage
Once funded, you can place orders and manage holdings in SmartMetals. Trading is available around the clock, giving you flexibility to transact whenever it suits your schedule.
Hard Assets Alliance Fees
HAA’s pricing is generally transparent, though some investors have reported unexpected charges. Here’s the core fee structure to review before you commit:
- Shipping and insurance: Calculated at checkout based on carrier, weight, and order value.
- Storage: 0.7% per year for gold and platinum; 0.8% per year for silver, billed quarterly.
- Trading account: $5 per month (waived for accounts enabled with MetalStream).
Hard Assets Alliance Ratings from Consumer Sites
| Consumer Protection Agency | Rating | Number of Reviews | Complaints in Past 12 Months |
|---|---|---|---|
| Better Business Bureau (BBB) | D- | 2 | 0 |
| TrustPilot | 4.4/5 | 70 | 9 reviews that are below 4-star |
Pros and Cons
Pros
- 24/7 access to buy and sell through a streamlined online platform
- International shipping available to select countries
- Simple interface for managing purchases, sales, and storage
- Generally competitive pricing on popular bars and coins
- Supports precious metals IRAs via a well-known custodian
- No minimum purchase requirement for most investors; New York residents have a $1,000 minimum
Cons
- Limited public details about ownership and leadership
- Mixed customer feedback, including occasional reports of unexpected fees
Final Thoughts
Hard Assets Alliance delivers a clean buying experience, recognizable vault partners, and IRA compatibility—strengths that will appeal to many precious metals investors.
However, limited transparency around company leadership, a modest platinum selection, and mixed reviews should be factored into your decision. Weigh these considerations against your priorities, compare alternatives, and verify current fees and policies before you fund.
If you’d like more options to compare, take a look at my roundup of the top gold IRA companies in 2025.