Today we’d like to introduce you to Brandon Thor
Hi Brandon, we’d love for you to start by introducing yourself.
I’m Brandon Thor, the founder and CEO of Thor Metals Group, a global provider of precious metals products and services. With over 14 years of experience in the gold industry, I’ve established myself as a thought leader and industry innovator.
My entrepreneurial journey started in childhood, where I began various ventures, including a neighborhood newspaper and a trash collection service. These early experiences ignited my passion for business and set the stage for what would become a rewarding career.
I pursued higher education at the University of Southern California, where I earned both a Juris Doctor (JD) and a Master of Business Administration (MBA). These qualifications gave me a solid legal and financial foundation, which I’ve applied throughout my career.
Before founding Thor Metals Group, I held significant roles in the financial sector. I served as Senior Director at American Hartford Gold, where I led the company’s expansion strategy. I also worked as Senior Vice President at Advantage Gold, where I managed a portfolio of over $200 million in assets.
At Thor Metals Group, I’m committed to promoting financial inclusion and educating the public on the benefits of investing in precious metals. My mission is to provide accessible information and resources to help individuals make informed investment decisions.
I also make regular media appearances, sharing insights on the gold market and related financial topics, including on platforms like WABC New York, Sid Rosenberg Show, CBS NOW and USA today.
Through my leadership and expertise, I strive to continue influencing the precious metals industry by advocating for transparency, education, and ethical practices.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Starting this company was anything but smooth sailing. From day one, we faced intense legal challenges, corporate sabotage, and industry resistance that tested my leadership and crisis management skills in ways I never could have imagined.
One of the biggest breakthroughs early on was introducing swaps—a strategy that allowed investors to pivot from highly illiquid, proprietary coins into more liquid, universally recognized assets. This approach was a game-changer for clients, helping them move into stronger positions while staying invested in precious metals. But its success also made us a target.
The industry, particularly larger metals dealers and custodians who profited from keeping clients locked into bad investments, saw us as a threat. What followed was a coordinated effort to take us down—lawsuits, collusion with custodians, and attempts to cut off critical business relationships. It was a wake-up call to just how cutthroat disrupting a multibillion-dollar industry can be.
I won’t lie—there were moments when it felt like we might not make it. But I believed in what we were doing. I knew that if we could just stay in the game long enough, land a few key deals, and prove our value, we could survive. And that’s exactly what happened. A few major wins gave us the momentum we needed to turn the tide, and now, we’ve carved out a place in the industry.
Looking back, those challenges were a crash course in resilience. Entrepreneurship is never a straight path—there are always obstacles, doubters, and setbacks. The key is knowing when to pivot, when to push forward, and most importantly, never losing sight of the vision that got you started in the first place.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
First and foremost, I am the founder and CEO of Thor Metals Group. What I am most proud of is this company and the family dynamic I have created within our team. I would say I am not in this business for the monetary gains but rather to educate our clients. I have a passion for both selling and educating, which this position allows me to do both.
Gold is an investment but more importantly it is a wealth storage mechanism and time-tested form of currency. It is extremely conservative, so much so that if one looks at the last half century, he/she will discover gold has never had a year where losses exceeded even 15%. Of course, it has had quite a few years with significant positive gains. In fact, since the year 2000 gold has produced a positive return 21 of the past 25 years. 2000-2011 had gold producing returns between 20-33% every year without exception. The 4 years that gold did not produce positive returns can be logically explained as 2 of those years occurred during quantitative easing/fed backed stock market where the government was basically guaranteeing the success of equities through the use of every mechanism at its disposal from lowering interest rates to 0% to printing money to stimulate the market after the 08 crash. This lured investors out of their protective postures (gold, CDs, etc) and back into the market and gold of course dipped as a result. The other two years gold was down a negligible 2% and 1%. Consequently, since the turn of the century gold has returned over 1000% and has beaten both the S and P and Dow.
If you are either questioning the veracity of the above facts or are wondering why you never knew how effective growth-based investment gold has been in the last quarter century that answer is also very logical. No one wants you to invest in gold. The trillion dollar banking system wants you to hand your wealth over to them so they can lend it out and invest it using substantial leverage, the trillion dollar financial advisory industry wants you to hand your wealth over to them so they can buy and sell equities, mutual funds, and bonds without incurring any risk as they collect fees whether your account is up or down, and finally the United States government does not want the demand for gold to increase as that would be a referendum on the 25 years of reckless money printing and debt accumulation that has ravaged the value of the dollar, the consequence of these actions yet to be fully seen (although we are starting to see the cracks in our currency system as inflation has slowly started to seep into our economy with such staples as eggs costing more than double what they cost just 5 years prior).
Given that two multi-trillion-dollar industries and the most powerful government in the world do not want you to acquire physical gold, there has been a deafening silence when it comes to talk of precious metals in the media or in any respected financial news source. Consequently, an asset that has been around for 5000 years and has served as a measuring stick of value and/or currency since prehistoric economies is what I refer to as “the secret investment hiding in plain sight”. Everyone knows gold cannot be printed, cannot go bankrupt, and will never not be worth anything yet less than 1% or the investing public actually owns investment grade gold. This begs the question, “Where is the disconnect?”
The answer is a lack of readily available education. Because of the incredibly strong forces all having a vested interest in dissuading you from acquiring physical gold, people simply do not possess the knowledge as to how the investment works. Furthermore, it is never mentioned or recommended by any banker or financial advisor, so it is out of sight and out of mind. For those who despite all of these headwinds preventing access to education on precious metals still express an interest in learning about gold, they are relegated to the hokey used car salesmen sales tactics of the brokers that unfortunately all too often inhabit my industry.
The result of all this is that gold is something completely new to 99.9% of the population and something that is completely up to the investor’s self-driven motivation to understand the investment There is a level of comfort/confidence necessary to make any decision no matter how advantageous that decision appears. Gold is no different. Therefore, I thought I would write out some nuts-and-bolts education that would hopefully serve to clarify the investment.
We all have a different way of looking at and defining success. How do you define success?
By having a sense of purpose and pride in you what you do.
Contact Info:
- Website: https://thormetalsgroup.com
- Instagram: thorworld
- Facebook: thor metals group
- LinkedIn: https://www.linkedin.com/in/brandonthor
- Twitter: @thormetalsgroup
- Youtube: thormetalsgroup
- Yelp: n.a
- Soundcloud: n.a
- Other: https://thormetalsgroup.com/
