Vaulted:
shifting Gold FROM DOOMSDAY TO CULTURAL CACHET
Gold investment app launch | Head of Strategy, Fire Kite
THE CHALLENGE
McAlvany built Vaulted so everyday investors could buy real, physical gold at the touch of a button. Early growth came from existing advisor clients and paid influencers. Then signups plateaued. The marketing was generic, inconsistent and pieced together without a real brand to hold it.
THE INSIGHT
Every gold company sells fear: inflation, recession, devaluation, crisis. That pushes gold into a doomsday corner most investors don’t live in. But gold has thousands of years of cultural cachet. Nobody in the category was using it.
THE WORK
We reframed gold from a fear-based hedge to a culturally resonant investment that keeps portfolios golden. A King Tut spokesperson gave Vaulted a face no competitor could copy and made every message stickier. The integrated campaign (branded video, retargeting ads, landing page, social media and optimized email marketing) built trust faster.
Vaulted King Tut “Because Gold” ad
THE RESULTS
Site visits
700K+
New account signups (doubling in less than a year).
2X
Significantly lower customer acquisition costs (CAC)
Assets Under Management (AUM) rose significantly
More account holders signed up for recurring investments, significantly increasing customer lifetime value.
100%
“Tim brought powerful questions to our discussions which created clarity and focus in our strategic brand repositioning. Epiphanies we came to in an instant were only possible with his decades of refined experience.”
— David McAlvany, CEO, McAlvany Financial Group
“Tim understood what made us different, where the category had fallen into sameness, and where the real opportunity was. He helped us land on a clearer and bolder strategic direction, while also bringing us modern tools and ideas that could work within a range of budgets.”
— Chase Orrick, Director of Marketing, McAlvany Financial Group