GOLD. CHOOSE YOUR OWN PATH

Explore the potential benefits and ease of investing in gold

Man standing beneath a giant bar of gold floating above his head

Gold. It’s famous for being a ‘safe haven’ investment thanks to years of strong performance in both good and bad economic times.

Discover how investing in gold today could be the first step on your financial journey.

Discover more of gold’s potential benefitsLearn about gold's qualities

HOW TO OWN GOLD ONLINE

HOW TO OWN GOLD ONLINE

Gold can be digitally bought, stored and sold

LEARN MORE

CONFIDENCE IN GOLD

CONFIDENCE IN GOLD

Principles and guidance for trust and safety when investing in gold

LEARN MORE

GOLD OVER THE LONG AND SHORT TERM

GOLD OVER THE LONG AND SHORT TERM

Easily bought today, investing in gold could help you in the future

LEARN MORE

HOW TO BUY GOLD FOR THE FIRST TIME

HOW TO BUY GOLD FOR THE FIRST TIME

Investing in gold can be easy and affordable

LEARN MORE

GOLD’S ROLE IN A PORTFOLIO, AND SOCIETY

GOLD’S ROLE IN A PORTFOLIO, AND SOCIETY

Dig deeper on gold's role

LEARN MORE

HOW GOLD IS DIFFERENT

HOW GOLD IS DIFFERENT

An investment in gold is one of the most unique assets you can own

LEARN MORE

ReturnsA proven asset with competitive returns

Since 1971, gold’s return has been similar to equities and outperformed bonds. [1]

In the last 20 years, gold outperformed most major asset classes (see chart). [2]

In the last 20 years, gold’s global investment demand increased by an average of 10% per year. [3]

Through its dual nature as a consumer good and investment, gold has historically preserved its value. Unlike fiat currencies, gold can’t be printed, only mined — this explains in good part why it has consistently outperformed all major fiat currencies. [4]

This graph compares the average returns for some of the major asset classes, here are the definitions of the less well-known terms.

REITs - Real Estate Investment Trusts

EM - Equities Emerging Market Equities

Consider gold’s potential benefits

Gold is used in everything from electronics to jewellery, but you can also invest in it. The unique nature of gold could help in times of economic turmoil, and growth. Find out how.

The Case for Gold

Get the guide for investing in gold

Investing in gold can be simple and safe — provided you ask the right questions. Find out more with our 5-step guide to buying gold safely.

Simple, straightforward investing

History shows that people turn to gold as an investment because of its unique qualities.

If you're looking for a safer way to grow what you have and protect it, gold could be the investment for you.

Offering the potential for competitive returns and the ability to buy and sell online, gold could help you navigate your future.

Choose your own path, with gold.

Get weekly insights on gold’s performanceStay up to date

When it comes to meeting the challenges of today’s fast-changing economy, gold’s unique characteristics make it a highly relevant asset. Follow gold’s performance with weekly updates delivered directly to your inbox.

Get the latest insights from the World Gold CouncilExplore the home of gold research

Whether you’re interested in deepening your understanding of gold or sharing what you’ve learned with your financial advisor, get the latest data and insights on gold at Goldhub.