Interview with Elementum: The precious metal strategists

We would like to thank Mr. Holger Köppl, Managing Director of Elementum Deutschland GmbH and Elementum Gold GmbH, and Mr. Friedrich Wanschka from WMD Brokerchannel for the insightful and exciting interview.

The insights into Elementum Deutschland’s strategies and future prospects provide valuable impetus for the precious metals market.

In an exclusive interview, Holger Köppl, Managing Director of Elementum Deutschland GmbH, talks about his move from the traditional banking sector to precious metals trading.

He explains the strategic considerations behind this decision, the opportunities offered by the precious metals market in uncertain economic times, and Elementum’s innovative business models.

Köppl places particular emphasis on joint precious metal purchases, tax advantages, and highly secure storage solutions for customers. He also provides insights into future growth strategies, including digitalization, the expansion of strategic partnerships, and innovative product offerings such as the multi-generation family treasure.

Elementum does not see itself as a traditional precious metals dealer, but rather as a provider of precious metal strategies with a clear goal: Sustainable growth and a stronger position in the market.

The full interview from wmd-brokerchannel.de:

Elementum: The precious metal strategists

Mr. Köppl: As a long-time banker, what prompted you to join Elementum Deutschland?

This change was a very conscious decision to take on new challenges (as trite as it may sound) – even at my advanced age – and to realign my personal and professional priorities.

The following considerations were decisive for me:

Is the traditional business model of cooperative banks and savings banks still strategically viable, and if so, for how long? And: Where are we currently in the economic cycle?

This contrasts with the current attractiveness of the precious metals market, which offers sustainable growth opportunities. Especially in times of economic uncertainty and rising inflation, the precious metals market responds with high demand, which ultimately provides a stable business environment. Historically, precious metals such as gold and silver have always played a key role as stores of value, and I am very optimistic that this will be the case again in the future. Furthermore, the move from the banking industry to a specialized field such as precious metals trading has enabled me to work in a future-proof and diversified market.

Of course, there were other fundamental criteria that influenced my decision. These include the opportunity to take on strategic and entrepreneurial leadership of the company (unlike in an overregulated and rigid banking structure).

Elementum Deutschland’s current focus on innovative models, such as joint precious metal purchases and tax-free benefits in kind, also offers the opportunity to introduce, implement, and further develop new business ideas. As we are certainly a niche provider in a specialized market, we always have the opportunity to tap into new target groups and position the company accordingly in a dynamic environment.

Of course, I also took a very close look at the business model of Elementum Deutschland before making the move.

Elementum, known as “The Precious Metal Strategists,” distinguishes itself from traditional precious metal dealers through its innovative concepts. This unique position can be further developed thanks to my many years of experience in the financial sector. Furthermore, we work exclusively with renowned manufacturers such as Umicore and Heraeus.

With our storage facilities in high-security duty-free vaulting facilities in Switzerland, we offer tax advantages when purchasing silver and a reputable and customer-oriented business model.

What would you like to implement first at Elementum Germany?

Elementum is still a traditional family-owned company with locations in Germany, Switzerland, Slovenia, Croatia, and Portugal.

My first task is, of course, to conduct a detailed analysis of the company. We need to ensure that operational processes are efficient and aligned with business objectives. Accounting and finance are already reported on a very timely basis. We should gradually identify further potential for cost savings or growth.

A customer satisfaction analysis should also be carried out again in the future. This can help us identify weaknesses in service and processes and implement improvements.

Elementum’s unique selling points must also be clearly identified and brought into focus.

As a reliable provider of precious metal strategies, we want to expand our market position in the long term with new, innovative products and services. A clear strategy for the future is essential in order to convince and retain both employees and customers in the long term.

Of course, the topic of digitalization/AI is also very important to us. We are currently in the process of redesigning our website and the academy for our brokers, among other things.

In addition, we would like to implement a new CRM system to strengthen customer loyalty and achieve efficiency gains.

Our primary goal for the 2025 financial year is to continue investing heavily in customer acquisition. We will try to attract more good, active brokers through data-driven marketing and targeted campaigns. Strategic partnerships with manufacturers such as Umicore and Heraeus will be further intensified, also with a view to expanding our product range.

Last but not least, we must do everything we can to further increase brand awareness both nationally and internationally.

We are also keen to invest in the training and motivation of our employees. To this end, we have entered into partnerships with renowned agencies such as the Jürgen Höller Academy. Employees should be encouraged to contribute new ideas to help the company move forward.

Where do you currently see the highlights in Elementum Deutschland’s offering?

Elementum Deutschland offers a range of products and services in the field of precious metal investments. However, we do not see ourselves primarily as a precious metal dealer, but rather as a service provider that can offer customers the best possible asset accumulation through precious metal strategies.

Our business model is based on the “Elementum 7-Star Strategy”. It enables customers to get more precious metals for their money.

Our no-surcharge repurchase offer for existing customers runs until the end of March – which, in my opinion, makes us the only precious metal dealer in Europe to offer its customers something like this.

In addition, our “multi-generation family treasure” is also enjoying increasing popularity. This is a special offer aimed at building up assets for children in the form of precious metals. This instrument can therefore represent a long-term investment for the next generation.

We also offer our “classics”:

Argentum Premium

This product allows people to invest in fractions of 15 kg silver bars. Larger bars mean lower costs for our customers. Storage takes place in private high-security vaults with the highest security rating in Europe.

Aurora Gold

Of course, customers can also purchase physical gold from us and store it in a high-security vaults in Switzerland.

Duty-free warehouse in Switzerland (via Elementum International AG)

As Elementum International AG specializes exclusively in the storage of precious metals in Switzerland, no precious metal trading is carried out there per se. In the event of the company’s insolvency, the stored customer holdings do not form part of the insolvency estate, meaning that the customer always remains the owner of their precious metals.

What growth opportunities do you see for Elementum in the current market environment?

Of course, our company has a number of growth opportunities in the current market environment, driven by macroeconomic, geopolitical, and technological developments, among other things. I would like to outline what I consider to be the most important ones:

1. Inflation and economic uncertainty

• Inflation protection: Precious metals such as gold and silver are traditionally considered a hedge against inflation. In an environment of rising prices, investors are increasingly looking for stable stores of value, which increases demand for precious metals.
• Recession fears: In times of economic uncertainty, investors tend to seek out “safe havens” such as gold, which also benefits our sales.
• Geopolitical tensions
• Demand driven by crises: Political instability or regional conflicts historically increase demand for physical precious metals.
• Central bank purchases: Many central banks are currently increasing their gold reserves to hedge against currency risks. This is also driving demand for physical gold.

2. Technological innovations

• Digitalization of trading: Platforms for online trading in precious metals open up new opportunities to reach customers worldwide. However, our business model remains the sale of precious metals and the provision of expert support by our brokers.
• Blockchain and tokenization: Blockchain technology makes it possible to tokenize precious metals. This could facilitate access to gold and silver for small investors and further increase market liquidity.
• Automation and AI: We have also already looked into the use of artificial intelligence for market analysis, customer service, and logistics, and are currently planning to implement it in the short term, at least in customer service.

3. Growing markets

• Asia and emerging markets: Demand for gold and silver remains extremely strong in emerging markets and growing industrialized nations such as India and China.
• Investments in silver and platinum: In addition to gold, other precious metals such as silver (through industrial use) and platinum (primarily in the automotive industry) are also gaining in importance. This should also be reflected in prices (at least in the medium term).

4. Diversification of the product range

• Coins and bars: Private investors are increasingly demanding smaller units such as coins and bars. For us as dealers, it is becoming increasingly important to be able to address and satisfy different target groups with a wide range of products.
• Purchase of precious metals: The so-called “secondary market” could also become interesting or gain in importance in the long term. Many customers want to part with their treasures (for fear of crime), which they may have stored in their own homes until now.

5. Regulatory advantages

• Tax advantages: In some countries, investments in precious metals are tax-privileged or even tax-free. This can be used in customer communications, among other things, to further increase sales.

7. Challenges as growth opportunities

• Volatility of raw material prices: Precious metal prices are naturally volatile. We try to counteract this with our average price strategy for monthly standing orders.
• Noticeable competitive pressure: Differentiation through service, transparency, and pricing is becoming increasingly important. Dealers who are innovative and provide excellent customer service can gain market share. Cost comparisons are also becoming increasingly important for end customers.

How does Elementum’s business model differ from other providers in the precious metals sector?

As already mentioned, we do not see ourselves as a traditional precious metals dealer, but rather as a seller of precious metal strategies. This also sets us apart from other providers on the market.

1. Joint purchase of precious metals: With its Argentum Premium offering, Elementum enables investors to jointly purchase fractions of a 15 kg silver bar. This allows investors, for example, to buy at very low costs, which is normally reserved for institutional buyers. This approach allows customers to benefit from more favorable terms and conditions and to enter the precious metals market even with smaller amounts.
2. High-security storage with the highest security standards: Elementum stores its customers’ precious metals in private high-security vaults in Switzerland. These storage facilities have the highest security ratings in Europe. This ensures not only physical protection but also the security of the entire investment in times of political and economic uncertainty.
3. Direct online access and high availability: Customers receive personal online access, which gives them a complete overview of their holdings 24/7. In addition, the investment is available at any time: By appointment, customers can pick up their precious metals in person, have them delivered, or have the equivalent value paid out in the currency of their choice. Holdings are audited annually by Switzerland’s second-largest auditing firm to ensure accuracy.
4. Tax advantages: Investments in physical silver are tax-free after a holding period of 12 months [in Germany]. This is a huge advantage when compared to stocks and other forms of investment.
5. Partnerships with renowned manufacturers: Elementum cooperates in the precious metals trade with recognized partners and market leaders such as Umicore and Heraeus, which speaks for the sustainable quality and authenticity of the precious metals offered.

Mr. Köppl, thank you very much for talking to us!

Responsible for content: Elementum Deutschland GmbH, Poststraße 7, 71063 Sindelfingen, Germany, phone +49-(0)7031-70213-0, info@Elementum.de, www.Elementum.de