GOLD. CHOOSE YOUR OWN PATH
Explore the potential benefits and ease of investing in gold
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 benefits
Learn about gold's qualities
HOW TO BUY GOLD FOR THE FIRST TIME
HOW TO OWN GOLD ONLINE
GOLD’S ROLE IN A PORTFOLIO, AND SOCIETY
HOW GOLD IS DIFFERENT
Gold can be digitally
bought, stored and sold
Principles and guidance for trust and safety when investing in gold
Investing in gold can be easy and affordable
An investment in gold is one of the most unique assets you can own
Principles and guidance for trust and safety when investing in gold
Easily bought today, investing in gold could help you in the future
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.
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.