Founded by a former American Hartford Gold executive, Thor Metals Group is gaining traction fast. Here's what its BBB record, fees, and reviews actually show.
Thor Metals Group LLC is a precious metals dealer headquartered in El Segundo, California, founded by CEO Brandon Thor after a stint as senior director at American Hartford Gold. Mitch Salchow runs day-to-day operations as President and is the listed contact on the company's BBB profile. The company is incorporated in California under license #202355212322.
Founder background matters more than most marketing pages let on: precious metals dealing has low barriers to entry, and new LLCs appear constantly. What separates a durable operator from a fly-by-night one is often whether the principals have a verifiable track record at an established firm first — which Thor does.
Yes, based on the available evidence. Thor Metals Group is American-owned, sources products from mint-authorized wholesalers including the U.S. Mint, the Perth Mint, and the Royal Canadian Mint, and has held BBB accreditation with an A+ rating since August 2023. ConsumerAffairs' review team independently confirmed it sells investment-grade gold, silver, and platinum meeting 99%+ purity standards. We found no lawsuits or major complaints against the company as of mid-2026.
Thor Metals Group's stated business model is narrower than most competitors by design: it deals almost exclusively in widely recognized, easily verified metals — the American Eagle and standard 1 oz bars — rather than steering clients toward obscure or proprietary coins that are harder to price-check. In an interview with LendEDU, founder Brandon Thor described margins on these recognized products running around 1–3%, a notable departure from the higher markups common on limited-mintage or proprietary coin programs elsewhere in the industry.
The company also offers a free portfolio review and "trouble asset" exchange program — evaluating precious metals holdings purchased elsewhere (even from competitors) and offering to exchange less-liquid proprietary coins for mint-backed, fully liquid alternatives. This is a genuinely useful service if you're sitting on numismatic coins bought at a steep markup from a different dealer.
This is Thor's weakest point in our review: the company does not publish a fee schedule, minimum investment, or buyback policy on its website. You'll need to call and speak with a representative to get specifics on setup costs, storage fees, and custodian relationships. For a company still building a public track record, that's a meaningfully higher trust ask than competitors like Augusta or Allegiance Gold, both of which are more transparent about baseline costs upfront.
Thor Metals Group appears to be a legitimate, narrowly-focused dealer with a credible founder background and a genuinely different pitch — low margins on recognized coins instead of high markups on proprietary ones. The lack of published fees is a real gap, though, and the wider Trustpilot spread suggests it's still early enough in its public track record that we'd recommend getting everything in writing before committing, same as we'd say for any company under three years old in this space.
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