Turning Precious Metals Investing into a Scalable Digital Growth Engine
GoldRepublic is a Dutch-regulated precious metals platform enabling investors to buy, sell and store allocated physical gold, silver and platinum. They needed to scale paid acquisition across Europe while reducing cost per funded account. We run their full growth stack spanning paid search, social, programmatic, creator-led content and Klaviyo lifecycle programmes.
Bullion Without the Barriers and the Growth Challenge That Came With It
GoldRepublic was founded in 2010 by Marleen Evertsz, a former Optiver US operations head, and CTO Alex Butter, previously at Staalbankiers, to remove the barriers that kept retail investors from owning physical precious metals. The Amsterdam-based platform, regulated by the Dutch Authority for the Financial Markets, lets clients buy, sell and store allocated gold, silver and platinum in LBMA-certified vaults across Switzerland, Germany and the Netherlands. Each investor receives specific bar serial numbers, eliminating counterparty risk and the paper-claim model used by competitors like BullionVault and Kitco.
With 300 million euros in assets under management and over 100,000 clients, GoldRepublic had proven product-market fit. But scaling acquisition across the Netherlands, Germany, Switzerland, the UK and US English-language sites required performance marketing expertise that a 35-person team could not build in-house. They briefed us to run their full paid growth stack, build a creator-led content engine and implement lifecycle automation, all within strict AFM compliance guardrails and six-figure monthly budgets.
Six-Figure Social Budgets Allocated by Market and Spot Price Signal
We run GoldRepublic's paid social across Meta, YouTube and LinkedIn, allocating six-figure monthly budgets by market and funnel stage. Prospecting campaigns on Meta use lookalike audiences seeded from funded account data, layered with interest signals around inflation protection and portfolio diversification. LinkedIn targets high-net-worth professionals in the Netherlands, Germany and Switzerland with allocation-focused messaging. Budget shifts weekly based on spot price movements and conversion data fed from our live dashboards, concentrating spend on search and retargeting during gold rallies when buyer intent peaks and CPMs across social inflate.
Creator Clips That React to Gold Rallies Within Hours
GoldRepublic's creative engine runs on a rapid production loop. We brief creator partners and in-house specialists like Bart Brands to record market commentary responding to gold price triggers, then repurpose footage into vertical short-form clips, carousel explainers and static trust-signal ads within hours. Testing runs on a hook taxonomy we developed for regulated finance: allocation proof hooks outperform generic 'invest in gold' messaging by 3X on click-through rate. Every variant cycles through a fatigue management protocol, rotating creative weekly across Meta and programmatic placements to maintain performance above benchmark CPAs.
Klaviyo Flows Timed to Spot Price Dips and Portfolio Milestones
We built GoldRepublic's lifecycle programme on Klaviyo, segmenting investors by metal preference, portfolio size and purchase frequency. The onboarding flow guides new sign-ups from KYC completion to first buy with a sequence timed to spot price dips, triggering purchase prompts when gold or silver enters a buyer-friendly window. Winback flows target dormant accounts with personalised portfolio updates showing unrealised gains. For the 40% of clients making monthly recurring purchases, we run retention sequences highlighting new vault options and the Genera blockchain verification feature, reinforcing the allocated ownership advantage that differentiates GoldRepublic from paper-claim alternatives.
Building Compliant Campaign Architecture Around AFM Restrictions and Gold Price Volatility
Financial services advertising on Meta and Google carries platform-specific restrictions that multiply when the product involves physical commodities. We architect GoldRepublic's campaigns in three layers. The prospecting layer uses broad and interest-based audiences on Meta, targeting 25-to-55-year-old professionals with signals around inflation hedging, portfolio diversification and de-dollarisation sentiment, while Google Search captures high-intent queries around allocated gold investment, physical bullion storage and gold IRA alternatives. Programmatic display through contextual targeting on financial news and macro commentary sites reaches readers during gold price surges above $2,500 per ounce, when conversion propensity peaks.
The mid-funnel retargeting layer segments visitors by engagement depth, separating price-page viewers from KYC dropoffs and serving each cohort tailored creative sequences. Bid strategies shift dynamically with spot price volatility: when gold rallies, we increase budget allocation to search and retargeting where intent concentrates, pulling back prospecting spend that faces inflated CPMs. Every campaign routes through compliance review templates we built to satisfy AFM disclosure requirements without throttling creative velocity.
Gold's Surge Created Demand but Smarter Funnels Captured It
Since launching the engagement, we have lifted GoldRepublic's funded account rate by 34%, compressed the KYC-to-first-buy journey to a quarter of its original duration and reduced cost per acquired investor by 22%. These gains come from treating acquisition and activation as a single system rather than separate funnels. Creator-led UGC from market commentators like Bart Brands, repurposed into short-form clips within hours of recording, gives us a content engine that responds to gold price movements in near real time rather than on a monthly editorial calendar.
The precious metals space is entering a structural shift. Gold surging 25% year-over-year, central bank purchases exceeding 1,000 tonnes annually and silver's projected 1.2-billion-ounce deficit in 2026 are driving unprecedented retail demand. GoldRepublic's Genera platform, which integrates blockchain verification for granular ownership proofs, positions it at the intersection of fintech and physical assets. We are now building campaigns specifically targeting the 45% of new precious metals buyers who are millennials and Gen Z, entering via mobile with starting positions as low as 100 euros.
