GBI Direct (Formerly Hard Assets Alliance) Reviews | Read Customer Reviews of gbidirect.com

GBI Direct (Formerly Hard Assets Alliance)Reviews of gbidirect.com

4.4287 reviews
Investments & Wealth
485 Lexington Avenue, Suite 304, New York, New York

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GBI Direct (Formerly Hard Assets Alliance)

About GBI Direct (Formerly Hard Assets Alliance)

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.

GBI Direct (Formerly Hard Assets Alliance) (gbidirect.com) has 287 customer reviews on Five Star Index, with an average rating of 4.4 out of 5.

Also known as: gbidirect.com
Website: gbidirect.com
Category: Investments & Wealth
Location: New York, New York
Listed on Five Star Index: 2026

About these reviews

Replies: The company replied to 32% of reviews.
Latest: Most recent review: October 2026.
Edits: Reviews are shown as their authors wrote them. The company can reply, but cannot edit them.
Score: This company cannot pay to remove reviews or change its score.

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GBI Direct (Formerly Hard Assets Alliance) reviews

Showing 9 reviews with 2 stars · Clear filters

John C.
Mar 20, 2026
App/password problems
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!!!
Response from GBI Direct (Formerly Hard Assets Alliance)Mar 27, 2026
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.
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Michael Chapman D.
Feb 17, 2026
Placed an order, price dropped before fill. Overcharged?
Placed an order, took my money, took 3 days to fill, in the meantime price dropped 30%. I get it. But it still sucks that I didn't get the price at time of fill.
Response from GBI Direct (Formerly Hard Assets Alliance)Feb 26, 2026
Hi Michael, All prices are locked in from the time that you purchase or sell. The price would not have changed. Please contact [email protected] if further clarification is needed.
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Julian R.
Jan 30, 2026
I don't like how you don't provide cost…
I don't like how you don't provide cost basis and you cannot select which lots you want to sell. Furthermore, your premiums on the buy then sell are egregious. I plan on selling at some point my entire porfolio and going somewhere else. Travis, is great, so this is not an evaluation of him.
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Nancy
Jan 29, 2026
lower the cost to ship to home
lower the cost to ship to home
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Both K.
Jan 20, 2026
I've already addressed the issue.
I've already addressed the issue.
Response from GBI Direct (Formerly Hard Assets Alliance)Jan 21, 2026
Thank you so much for reaching out to our customer service team to address any issues!
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Steven A.
Jan 20, 2026
First time liquidating any product
First time liquidating any product. HAA representative sent dated contact information for my IRA administrator and incorrect information on the process. The HAA rep had no idea what they were doing.
Response from GBI Direct (Formerly Hard Assets Alliance)Jan 21, 2026
Thank you for this feedback, and we apologize for the confusion. Your grandfathered account operates differently from our current IRA system, but our team should have provided accurate information regardless. If you need support with future transactions, please reach out directly - we want to ensure a smooth experience going forward. Customer Success Team Hard Assets Alliance
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Rca S.
Jan 14, 2026
They will make a generous profit on you 🥵 Go to Costco and buy metal!
Profiteers
Response from GBI Direct (Formerly Hard Assets Alliance)Jan 14, 2026
We don’t see an account under this information, but we’d still like to address your comment. Our pricing is competitive within the precious metals market and reflects factors such as secure custody, insurance, liquidity, and buyback support. Unlike big-box retailers, we also provide the ability to sell your metals back directly through us when you choose. If you’d like to discuss pricing or services in more detail, our team is always happy to help.
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Mark B.
Jan 14, 2026
HAA lost a funding wire transfer for…
HAA lost a funding wire transfer for over a week before finally finding my money. Delay cost me entry into silver trade just prior to recent run up. Very frustrating and costly for me . . . Mark
Response from GBI Direct (Formerly Hard Assets Alliance)Jan 14, 2026
Hey Mark, In situations like this, delays can occur when a wire is sent from a bank account under a different name than the precious metals account. Our compliance and verification policies are in place to protect our clients and their funds, and in these cases additional review is required before funds can be credited. We understand how timing can impact trading decisions, and we regret the inconvenience this caused. If you’d like to discuss this further, our Compliance Team is always available to assist.
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