Episode 189: Interview With Alex Chiniborch

In an era where money often feels like numbers on a screen, Alex Chiniborch offers a rare blend of old-world wisdom and modern financial insight. Known in elite global circles as “The Gold Guy,” Chiniborch is the Founder and CEO of Alluca Group, a firm at the forefront of ultra-high-value asset logistics and institutional gold allocation. But before he was brokering billion-dollar deals and building global infrastructure for asset protection, Chiniborch was just a hustler with a cassette tape hustle and a relentless drive to make money.

“I was always a bit of a hustler growing up,” he shared during a recent interview. “Back in high school, I used to buy Elvis cassettes, dub them, and sell them to my friends. Making money was part of my DNA”.

That drive carried him through a youthful phase of entrepreneurship, sports, and eventually a hard lesson in the world of real estate investment. He candidly admits that his first foray into financial discipline came with fatherhood. “When my son Luca was born, everything changed,” Chiniborch explained. “The company name, Alluca, is actually a blend of our names — Alex and Luca. That was the beginning of me thinking about legacy. I needed to become responsible, not just for myself, but for his future too”.

Before Alluca, Chiniborch built and lost a substantial real estate portfolio during the 2008 financial crash — a harsh education that eventually led him to the world of banking. He began as a mortgage broker in Canada, then rose through the ranks to the Royal Bank of Canada, ultimately becoming Director of Special Projects. “That’s where I learned what money really is,” he said. “Once you see how financial systems are actually built, you realize they’re extremely fragile if not anchored to something real”.

That “something real” became gold.

“Truthfully, the entire financial system is built on gold,” Chiniborch explained. “Central banks all over the world are stockpiling it because it’s the ultimate store of value. Fiat money is just a promise. But gold? Gold is money”.

He breaks it down simply: while paper and digital currencies can be printed or created endlessly, real gold is finite and immutable. “The U.S. dollar has devalued by 1,000 percent over the last 100 years,” he said. “Gold hasn’t really changed in value — it’s the dollar that’s moved. Every time there’s fear in the market, gold spikes because people trust it. It’s the stabilizing force in global finance”.

Interestingly, Chiniborch’s entrance into the gold trade wasn’t planned. It was during the pandemic, while stuck in lockdown in Canada, that he asked Siri where in the world was still open. The answer: Dubai. “I bought a ticket and left the next day,” he recalled. “I went there just to work — maybe get into banking again. But I ended up doing my first gold verification deal in Africa. That led to three years of traveling, refining, verifying, and building a network that became the backbone of Alluca”.

What makes Alluca unique isn’t just its global network or licenses — it’s Chiniborch’s complete immersion in every layer of the gold value chain. “I’ve been in the mud with miners in Africa. I’ve refined gold. I’ve moved it. I’ve stored it. I’ve protected it. There’s nobody else doing what I’m doing — not with my level of experience, from both a physical and financial standpoint,” he said.

Alluca Group now offers a fully integrated platform for clients seeking to acquire, move, secure, and monetize physical gold. From importing and exporting to custodial storage and offshore structuring, Chiniborch’s operation is designed for clients who don’t just want exposure to gold — they want to own it.

“I don’t believe in ETFs. I don’t believe in paper gold. I believe in owning and holding physical gold — coins, kilo bars, multi-kilo bars — real, tangible assets,” he emphasized.

He also believes in making it accessible. “We’re launching a commercial platform that will allow people to buy gold coins at just a 5% premium,” he said. “That’s unheard of. Most sellers gouge clients with hidden fees. I just want people to own gold. If everything crashes tomorrow, the people holding gold will be the ones in control”.

Beyond gold, Chiniborch sees rising potential in silver. “Silver is like the sneaky little brother of gold. It’s undervalued and it’s going to explode in the next decade,” he said, noting its industrial use and low current market cap as key factors for future growth.

At its core, Alluca is about more than trading metals. It’s a legacy builder. Chiniborch works with high-net-worth clients from Canada, the U.S., and Europe to help them restructure wealth legally and efficiently — often by moving companies to the Middle East, where tax incentives and international protections are more favorable. “My clients are tired of paying insane taxes for nothing in return,” he explained. “They want to protect their assets and leave something meaningful behind for their families”.

And Chiniborch’s vision for gold’s future?

“We’re heading for another reset,” he said confidently. “In three to five years, I see gold at $10,000 an ounce. People think it’s at the ceiling now, but we’re only getting started. The next financial shift will be about who owns the gold. That’s who’s going to win”.

As a man who’s navigated banking, real estate collapse, international lockdowns, and the trenches of gold mines, Alex Chiniborch stands today as one of the most informed, pragmatic voices in asset preservation. He’s not selling hype. He’s building permanence.

“I’m not a conspiracy theorist. I just believe in being prepared,” he said. “Gold is not about fear. It’s about freedom. And it’s about time more people understood that.”

https://www.youtube.com/watch?v=FwLurAyMo-w

🎧 To hear the full conversation with Alex Chiniborch, tune in to his episode on The Savoir Faire Audio Experience, streaming now.