Planning to protect your savings but not sure where to start? Turning to precious metals can be a steady, lower‑volatility option. Assets like gold, silver and platinum remain among the world’s most traded stores of value. The challenge, of course, is choosing the right provider.
I’ve been there. When I first began investing, I wasn’t certain which company aligned with my basic goals. Two decades on, after navigating the sector through different market cycles, I can help you narrow the field with confidence.
In this guide, I compare two highly regarded dealers: APMEX and JM Bullion. I’ll weigh them up across product range, pricing, service and reliability so you can decide which better fits your strategy.
The Best Gold IRA Companies in 2025
Before we dive into this comparison, I’ve reviewed dozens of precious metal IRA providers over the past two decades and compiled my top five Gold IRA companies for 2025. I suggest reading that guide before you proceed with any rollover or transfer.
My current number‑one pick is Augusta Precious Metals thanks to its A+ Better Business Bureau rating, hundreds of five‑star reviews and lifetime support. You can check out my full Augusta review or visit the official Augusta site for details.
Company Backgrounds
Both APMEX and JM Bullion came to market in different ways. APMEX’s story starts with founder and president Scott Thomas, who inherited his grandparents’ coin collection.
After their passing, Thomas revisited the collection he’d helped build as a kid and realised it was worth around US$100,000. He began selling on eBay, turning a hobby of buying and selling rare coins into a side business.
That side business soon grew. Thomas opened a small shop in an Edmond, Oklahoma strip mall, which evolved into a full coin store. As online demand accelerated, he formally launched APMEX in 2000 to serve precious metals investors.
JM Bullion’s origins are more entrepreneurial from the outset. Founders Michael Wittmeyer and Jonathan Wanchalk saw surging demand for an accessible, trustworthy online marketplace for bullion as investor interest climbed.
They launched JM Bullion in 2011 from a basement in Lancaster, Pennsylvania, with the aim of making it simpler to buy gold, silver and other metals through a clean e‑commerce experience. Streamlined checkout and reliable fulfilment helped them quickly gain traction.
Product Range and Availability
APMEX provides a comprehensive core lineup for investors. In my experience, you’ll find an easy path to gold exposure alongside silver, platinum bullion and collectible coins.
JM Bullion covers those categories and goes further, adding palladium and copper products, plus accessories such as coin capsules, storage tubes, display cases and handling gloves.
I rate JM Bullion’s copper and palladium range as handy for tighter budgets or broader diversification, though the extra choice can feel a touch overwhelming when you’re new.
By contrast, APMEX’s more focused catalogue—centred on the most popular precious metal categories—often suits first‑time buyers who value clarity.
Product Range and Availability – WINNER
JM Bullion edges it on breadth, offering palladium and copper alongside a wide array of accessories for storage and display.
Pricing and Fees
Both dealers are upfront about pricing and shipping. Product prices update live on each website, and orders under US$199 generally incur shipping charges.
On one of my APMEX orders above US$199, shipping was free. A smaller JM Bullion order under that threshold attracted a US$9.95 shipping fee. In both cases, charges were clearly displayed at checkout and depend on basket value.
APMEX’s Pricing Edge
While headline prices are similar, APMEX offers a 4.0% discount on orders paid by bank transfer, cheque or eCheck. Notably, their listed prices already reflect this cash‑type discount.
Pricing and Fees – WINNER
APMEX wins on value for cash/eCheck/bank transfer payments with a built‑in 4% discount.
Customer Service and Support
Support access is similar. APMEX offers email and live chat (Monday to Friday, 9am–6pm EST). JM Bullion provides email and phone (Monday to Friday, 8am–6pm CST), plus a detailed FAQ library.
Neither provides 24/7 support, which is a minor drawback. That said, response times were quick, and both teams handled my questions professionally.
JM Bullion gave thorough, direct answers. APMEX went a step further by offering additional education on market dynamics and metal selection, which helped me decide with more context.
Customer Service and Support – WINNER
Both are strong, but I found APMEX placed greater emphasis on investor education and guidance.
User Experience and Website Navigation
Both sites are quick and functional, but they present information differently.
APMEX has a clean, straightforward layout that’s easy to grasp—ideal if you’re just getting started.
JM Bullion packs in more promotions and service options. It’s powerful for experienced buyers who know exactly what they want.
User Experience – WINNER
The winner depends on your experience level: APMEX for simplicity; JM Bullion for breadth and advanced options.
Security and Reliability
Both brands are well known for quality products, insured shipments and dependable delivery. Here’s a snapshot of third‑party ratings at the time of writing:
| Consumer Protection Agency | Better Business Bureau (BBB) | Business Consumer Alliance (BCA) | TrustPilot | Consumer Affairs |
|---|---|---|---|---|
| APMEX | – A+ rating- 390 reviews- 96 complaints | – BBB rating- 5 reviews- 0 complaints | – 1.8/5 rating- 7,884 reviews- 473 reviews below 4 stars | – 3.5/5 rating- 248 reviews- 90 reviews below 4-stars |
| JM Bullion | – A+ rating – 558 reviews – 45 complaints | – F rating- 1 review- 0 complaints | – 4.0/5 rating- 1,090 reviews- 204 reviews below 4-stars | – 2.5/5 rating- 291 reviews- 98 reviews below 4-stars |
Security and Reliability – WINNER
Overall, APMEX shows a stronger reputation across review sites, though its Trustpilot score is notably low and BBB complaints are not insignificant. If you’d like to compare other providers, see my curated list below.
Special Features and Services
Beyond the basics, each company offers unique tools and programs.
APMEX highlights include:
- Precious Metals IRA: Via partnered custodians, you can open a new IRA or roll over an existing account into IRA‑approved bullion.
- OneGold: A digital platform to own gold, silver and platinum with secure vaulting through providers like Loomis International, the Royal Canadian Mint and APMEX.
- AutoInvest: Schedule recurring purchases weekly, fortnightly, monthly or quarterly to smooth entry points over time.
JM Bullion’s extras include:
- Precious Metals IRA: In‑house specialists guide you through the setup process with a wide selection of IRA‑eligible products.
- AutoBuy: Automatically purchases selected gold and silver items when your target price is hit—handy for short‑term dips.
- Simplified Selling: A self‑serve portal to sell back your metals any time without calling a representative.
- Gold and Silver Loan: Access liquidity using your bullion as collateral without selling your holdings.
Special Features and Services – WINNER
For feature depth, I give the nod to JM Bullion. Explore its tools and services, or read my full review below.
Conclusion
APMEX’s streamlined range and educational approach make it a great fit for beginners. JM Bullion’s broader catalogue and feature set will appeal to seasoned buyers seeking more options.
Match your needs—budget, product preferences and experience level—to what JM Bullion and APMEX provide. Use this comparison as a springboard for your own due diligence.
OVERALL WINNER
APMEX is the better pick for newcomers thanks to its user‑friendly layout and guidance. JM Bullion suits experienced investors who want maximum choice and advanced tools.
Still comparing options? Consider other leaders in my roundup of the top precious metal companies in 2025, including Goldco and Augusta Precious Metals.