Sprott Money Brand Guidelines: A Toronto Bullion Dealer Since 2008 & the Sprott Name

A dealer named after a resource investor.

Sprott Money is a Toronto-based precious-metals dealer that sells gold, silver and platinum coins, wafers and bars online and over the phone. The company says it has served individual investors, wholesalers and corporate and institutional buyers since 2008, and “Since 2008” appears in the footer of its site.

The name comes from Eric Sprott. English Wikipedia says he founded the Toronto brokerage Sprott Securities in 1981, sold it to its employees in a deal completed in 2002, after which it was renamed Cormark Securities, and kept the asset-management business that later became Sprott Inc., a listed manager focused on precious metals and natural resources. English Wikipedia also says he chaired Sprott Inc. from 2010 to May 2017. Sprott Money’s own pages describe Eric Sprott as chairman of Sprott Money Ltd.

His public profile is part of the brand’s backdrop. English Wikipedia says Eric Sprott is a Member of the Order of Canada, has been inducted into the Investment Industry Hall of Fame and the Canadian Mining Hall of Fame, and that Carleton University in Ottawa renamed its business faculty the Sprott School of Business in 2001 after a gift from him.

The day-to-day leadership has been stable. The company says Larisa Sprott joined in 2009 as president, after working at Cormark Securities and at Sprott Asset Management, and its team page now lists her as chief executive officer. The Investing News Network introduced her as “Larisa Sprott of Sprott Money and Argo” in a May 2025 interview about the gold and silver markets. The company says its staff grew from two people to more than twenty during her time in charge.

Sprott Money presents itself as part of a wider family name in precious metals. Its site has a page headed “The Sprott Family Legacy,” and its commentary section mixes its own writers with contributors from Sprott Global, Sprott Asset Management and Sprott Inc., according to its home page.

Other mints’ coins, its own round and five vault cities.

Most of the range is other makers’ bullion. Sprott Money’s menus sort gold and silver by mint, including the Royal Canadian Mint, the Royal Mint, the Perth Mint, the United States Mint and PAMP Suisse, and its pages carry the line “Partnered with the Royal Canadian Mint.” Alongside Maple Leaf and American Eagle coins, the home page lists a piece carrying the company name, a one-ounce gold Spirit Bear Sprott Round. Accessories such as velour bags, coin capsules and coin flips sit in the same menus.

Storage is a large part of the offer. The company says clients can keep metal in insured facilities in Toronto, Vancouver, Delaware, Singapore and Switzerland, segregated from metal belonging to other clients, and that it can place investment-grade metal in self-directed registered accounts such as RRSPs, TFSAs and US IRAs. The company says there is no minimum order, that deliveries across North America are insured, and that its website takes orders around the clock. It also buys back metal that was bought from it, and runs a wholesale trading desk and referral and affiliate programmes.

The company is careful about what it is not. Its site says Sprott Money Ltd. is not a registered securities or investment dealer, that it offers no financial or investment advice, and that its products are not insured by the Canada Deposit Insurance Corporation or any other government insurer. Its frequently asked questions say the administrative office in Toronto takes no walk-in customers and holds no metal on site.

The shop is split by country. Sprott Money runs separate Canadian and US storefronts, and its site warns shoppers that orders on each must ship to an address in that country or to a Sprott Money storage facility, and that carts do not carry across. The company lists its business hours and a toll-free sales line, its menus link to customer reviews, and its footer shows a Better Business Bureau rating.

Much of the brand’s reach comes through publishing. Sprott Money runs a news and commentary section with named writers, an “Ask The Expert” podcast, monthly precious-metals projections and a “Monthly Wrap Up,” and it offers price charts and price alerts alongside the shop.

Bullion, custody and the screen.

Bullion dealers, refiners and mints sell goods that are deliberately standardised: a one-ounce coin or a kilo bar is defined by its metal, weight and purity before any design choice is made. So their identities live in a narrow set of places — the way products are photographed, the marks struck into the metal, the shop interface and the pages that explain who owns whom.

Product photography in this category is usually plain and repetitive by design. Companies tend to show each coin or bar on its own against a light or neutral background, often obverse and reverse side by side, sometimes still in a sealed card or capsule, so that the buyer can read the design, the weight and the fineness at a glance. Special editions are told apart by small details, such as the privy marks that mints add to coins for a particular dealer or occasion.

On the metal itself, the hallmark does the branding. A refiner’s bar typically carries its maker’s mark, its weight, its fineness and a serial number, and minted bars are often sold in an assay card that repeats those details. Accreditation is part of the same language: English Wikipedia, for example, lists the Swiss refiner MKS PAMP on the London Bullion Market Association and London Platinum and Palladium Market Good Delivery lists.

Online, the price chart sits close to the logo. Gold.com, the owner of JM Bullion, runs a strip of gold, silver, platinum and palladium prices across the top of its corporate site, and JM Bullion has kept separate sites named for gold and silver prices. Corporate pages carry the rest of the story: Gold.com publishes a year-by-year timeline of its acquisitions, and Bullion International Group, the owner of APMEX, signs its site “An MKS PAMP GROUP Company,” linking a retail name to a refinery.

A surname, a storefront and a newsroom.

For a designer, Sprott Money is a retail brand built on a surname. The family name appears in the company name, on a branded round and on the “Sprott Family Legacy” page, and the about page opens with the line “Trust is the most precious commodity of all.”

Its storefront follows the conventions of online bullion shops: links to price charts and price alerts in the header, product cards sorted by metal, weight and mint, and service pages for storage, registered accounts and selling back. Editorial content sits beside commerce, with named writers and podcast episodes promoted on the home page next to the product spotlight. The home page lists dated articles and podcast episodes by named contributors such as Craig Hemke, and invites readers to sign up for a weekly newsletter of market insights and promotions.

For a design guide, Sprott Money shows how a dealer can pair a familiar name with a dense, practical catalogue and a steady flow of market commentary. Compare Kitco and Goldmoney in the same series. For this guide we use forest green, warm gold, silver grey and paper white with a sans, an unofficial interpretation; no product or logo is reproduced.

Keep Sprott Money’s identity on hand — save it to a board in the Made Good inspiration library.