Making a Precious Metals Investing Accessible & Transparent.
Hard Asset Alliance (HAA) is a consortium of trusted financial firms offering clients direct access to physical precious metals. Their mission is to provide a secure, transparent, and accessible way to invest in assets that preserve wealth. HAA needed a platform capable of handling complex transactions with the usability expected of modern fintech.
The Challenge
Precious metals are one of the oldest asset classes, yet modern investors have struggled with accessibility with a suboptimal 20% onboarding conversion rate. Traditional systems for purchasing and storing assets were often opaque, slow, and inaccessible to everyday investors. Hard Asset Alliance wanted to modernize this experience, offering the credibility of physical assets with the usability of a modern investment app.
The challenge was to design and build a platform that balanced security and compliance with an approachable interface for users. Transactions involving precious metals involve large sums and complex regulations, meaning the product had to earn trust at every touchpoint while still being easy to navigate.
Our Approach
We worked closely with HAA to create a platform that simplified precious metals investing without sacrificing rigor or compliance. The engagement began with a deep discovery phase mapping the entire user journey—from initial account creation to executing transactions and monitoring holdings. Through user interviews and surveys, we identified motivations, fears, and the critical trust triggers that matter most to conservative investors. Ten rounds of usability testing revealed friction points in onboarding across different investment profiles, while competitive analysis helped us benchmark UX patterns from best-in-class fintech products. These insights guided the design of wireframes and prototypes that supported multiple account variations and reduced unnecessary complexity.
With clarity and transparency as the foundation, our team built secure, scalable infrastructure paired with a polished UI/UX system that instilled confidence in every user action. The final platform minimized friction, surfaced essential information clearly, and aligned seamlessly with the regulatory demands of the precious metals and financial services space. By combining fintech best practices with custom development, we delivered a robust investment experience that balanced compliance, usability, and the high expectations of a cautious investor audience.
- Conducted financial sector research and compliance reviews
- Designed intuitive dashboards for portfolio tracking
- Developed secure custom web app infrastructure with scalability and redundancy
- Built clear reporting tools to promote trust and transparency
The Impact
The platform launched as a modernized entry point into the precious metals market, giving everyday investors access to tools and transparency once reserved for high-net-worth clients. Early adoption rates demonstrated strong demand from users who valued both accessibility and security, particularly among a cautious, low-tech audience that traditionally faced barriers when engaging with alternative investments. The redesign led to a 40% lift in onboarding completion rates, with a significantly simplified account setup flow across individual, joint, corporate, and IRA accounts. Investors gained real-time access to asset data and the ability to transact with clarity, building trust and confidence throughout their financial journey.
This momentum positioned Hard Asset Alliance as a leader in bridging traditional wealth-preservation practices with modern digital tools. User satisfaction and adoption exceeded expectations, validating the platform’s ability to meet the needs of conservative investors while appealing to a broader customer base. The improved product experience also set the stage for HAA’s next phase of growth, strengthening its reputation in the industry and helping the company secure broader institutional partnership opportunities.
- Expanded access to precious metals investing for new audiences
- Increased investor trust with transparent reporting and security features
- Reduced transaction friction with simplified user flows
- Strengthened HAA’s role as a trusted name in alternative assets
Project Review
Alex Daley
CEO Hard Assets Alliance
“Goji was very professional. I never came to a meeting doubting whether or not they would be prepared for it. I would recommend them to anyone looking to build a great product.”
