Editor’s Note
This profile explores how Kettner Edelmetalle, a family-run business from Germany’s Swabia region, is transforming the traditional precious metals market through a focus on transparency and direct client relationships.
Jürgen and Dominik Kettner are the visionaries behind Kettner Edelmetalle.
While investor demand for physical gold is rising, family businesses are reclaiming a market long dominated by anonymous wholesalers. Global gold demand reached a record of nearly 5,000 tonnes in 2024, with investment demand rising 25 percent to almost 1,200 tonnes.
What began as an experiment in the family basement evolved into a counter-model for an entire industry. Kettner Edelmetalle’s first customers were advised at the kitchen table, with every question answered in detail.
Her son Dominik recognized the potential of this philosophy early on:
His response to intransparent market practices was radically simple – explain everything, hide nothing. The result exceeded all expectations: Today, over four hundred thousand people follow his daily YouTube videos, which are professionally researched by the in-house editorial team. The current managing director and co-author of the book “Masterplan Edelmetalle” and author of the No. 1 Spiegel bestseller “Der digitale Euro” learned early:
The popularity of gold as an investment form is impressively confirmed by a 2024 “World Gold Council” survey. German investors particularly value gold as a long-term store of value and inflation hedge. In the second quarter of 2025, European net investment in bars and coins doubled to 28 tonnes, while gold ETFs worldwide recorded inflows of 170 tonnes.
This familial approach fundamentally distinguishes Kettner Edelmetalle from the competition. Nearly four thousand customer reviews with an average of 4.9 stars speak a clear language.
This philosophy proved itself particularly during the Corona crisis in 2020: While competitors had delivery problems, Kettner fulfilled all orders on time.
This crisis resilience paid off: The company grew from 100,000 to over 200,000 customers today – proof that gold is valued as a reliable store of value in uncertain times.
The constellation is unique in the financial industry: Visionary Jürgen A. Kettner brings over thirty-five years of financial expertise – an authority reflected in every asset class analysis. He previously built a financial company with over four hundred employees and was included in the “Who is Who” of the Federal Republic in 2013. Son Dominik Kettner revolutionizes digital communication with over four thousand five hundred educational videos. And mother Gertrud ensures that the human component is not lost despite all growth.
As the official German partner of the South African Mint and with direct relationships to premium manufacturers worldwide, the company has established the highest quality standards.
The paradox of success: The larger Kettner became, the more personal the service. Even in the highly modern 2022 logistics center with 24/7 security systems, Gertrud Kettner’s ironclad rule applies:
This care pays off measurably: Over two hundred thousand customers now trust the family business.
More than 90 employees are treated like family members – a rarity in this fast-paced world. The product portfolio includes over five thousand items, from classic investment coins to limited collector’s items. “Safe values for uncertain times” – this guiding principle shapes every aspect of the company and is reflected in the high-security storage facilities and fully insured logistics.
The webinars and Gold Night events with top experts attract thousands of participants monthly. Over four thousand five hundred educational videos have made the company the leading knowledge provider in the industry.
This is especially relevant against the backdrop of central banks worldwide continuously expanding their gold reserves. In our view, however, owning physical precious metals is the safest option, not a promise of delivery that could be worthless in a crisis.
