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Gold hasn’t just shined in 2025, it has left the competition scrambling for sunglasses. This year, gold surged as much as 30 percent, even reaching $3,500 on the main December contract in April and stealing the spotlight from stocks, bonds, and bitcoin. Banking giants are feeling bullish, with some whispering about $4,000 per ounce on the horizon. Perhaps gold is the one asset that knows how to stage a true comeback performance in the modern age.

Investors are not simply sitting on the sidelines. The proportion of high-net-worth individuals holding gold jumped from 20 percent to 38 percent over the last fifteen months, while their portfolio allocations climbed from 14 percent to 21 percent. Millennials are the real trendsetters in this market, with 61 percent including gold in their holdings and an average allocation of 29 percent. It is clear that gold is no longer just something you find in antique lockets. (Source: ssga)

So why has gold been drawing this much attention and affection? Central banks have been indulging in a buying spree, gobbling up nearly 900 tonnes this year. Meanwhile, ongoing economic uncertainty and unpredictable policy decisions have pushed investors to seek out assets that simply refuse to go out of style. In this new climate, financial advisors are also singing gold’s praises, with 41 percent always recommending gold to their clients, and most suggesting that at least a tenth of any portfolio should be devoted to this classic commodity. Its identity as a safe haven and inflation hedge remains firmly in place for both investors and advisors.

Modern gold products have done much to sweep away traditional worries, making investing simpler and more cost-effective. Storage fees, insurance hassles, and fear of illiquidity now have practical solutions, meaning it has never been easier to add a little shine to one’s portfolio.

Hard numbers help make the case: More than half of surveyed investors expect to further increase their gold positions in the coming months. Among those seeking financial guidance, 91 percent reported discussing the benefits of gold with their advisor, and 88 percent learned about its versatile roles in investment. Gold is valued for its ability to preserve wealth, provide diversification, and deliver returns over the long term. At the same time, many recognize that products backed by physical gold give that extra peace of mind about price accuracy and security. (Source: ssga)

For RIAs and for individual investors looking to mix timeless beauty with practical performance, gold’s growing popularity and strong results are tough to top. As banking heavyweights turn even more bullish and millennials reshape the investment landscape, gold’s staying power looks as dazzling as ever. After all, sometimes you just have to give the crowd what it wants, and this year, that means a golden encore.

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