GOLD IS EVERYONE’S ASSET

Explore the potential benefits and ease of investing in gold

Gold. It’s famous for being a ‘safe haven’ investment. But gold can offer other potential benefits — meaning it could meet anyone’s investment needs.

Discover why gold is everyone’s asset. Even yours.

Whether you’re looking for ease, affordability, diversification, responsibility or returns, gold offers unique short-term and long-term benefits.

Discover the potential benefits of goldMeet the Auburns

HOW TO OWN GOLD ONLINE

HOW TO OWN GOLD ONLINE

Gold can be digitally bought, stored and sold

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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

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HOW GOLD IS DIFFERENT

HOW GOLD IS DIFFERENT

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

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HOW TO BUY GOLD FOR THE FIRST TIME

HOW TO BUY GOLD FOR THE FIRST TIME

Investing in gold can be easy and affordable

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CONFIDENCE IN GOLD

CONFIDENCE IN GOLD

Principles and guidance for trust and safety when investing in gold

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GOLD’S ROLE IN A PORTFOLIO, AND SOCIETY

GOLD’S ROLE IN A PORTFOLIO, AND SOCIETY

Dig deeper on gold's role

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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 15% 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

MSCI US Morgan Stanley Capital International’s US index — an index being a measurement of performance.

EM Bonds Emerging Market Bonds 

BBG commodities Bloomberg’s commodity index



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.

Gold is everyone’s asset

Investing in gold presents a uniquely versatile proposition: a proven protector that’s bought and sold worldwide, which could also provide competitive returns.

Whatever your investment goals, gold could offer something to everyone’s portfolio thanks to its wide range of benefits.

What will it bring to yours?

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.