removing barriers to entry
Bitgold solves the typical beginner issues with an extremely user-friendly customer interface, transparent and easy-to-understand pricing, and convenient deposit and redemption options. The partnership with a well known brand like Brinks lowers the perceived risk to the potential customer. Also, I like how with Bitgold customers don't have to be confused by the million different types of coins and bars out there in order to get started, they just know they're buying pure gold by the gram at 1% over spot. Bitgold pretty much checks all the boxes, removes all the potential objections, and makes the process seem fun instead of scary to the average person.