JM Bullion Name Advantage

Mike Wittmeyer shares how JM Bullion accidentally benefited from name confusion with a major gold refiner.

"We knew so little about this space when we started that we named it JM Bullion using our initials. We had no idea that one of the largest refiners of gold and silver in the world is Johnson Matthey. We actually got a big boost early on because people thought we were their retail arm. It was a nice little accidental win, and we didn't get any cease and desist, so that was nice."