After sealing its lead on stablecoins, Tether, issuer of the world’s largest on-chain dollar, USDT, is now betting on similar success through tokenized gold.
The firm recently announced a $150 million investment in Gold.com, a well-known platform for the physical retail gold and precious metals market. This highlighted Tether’s broader strategy to scale and replicate its stablecoin-like moat in the physical gold sector.
The deal will let Tether own 3.37 million common shares of Gold.com, or about 12% of the total shares. The deal will also grant it the right to elect a board member on the platform.
According to a statement, the investment will help Gold.com lease some of Tether’s gold facilities.
In return, the platform will invest $20 million in Tether’s tokenized gold, XAUT, and promote its dollar-based stablecoin offerings (USDT and USAT).
“The collaboration is expected to enhance the credibility and distribution of Tether’s gold-backed XAU₮ stablecoin, expand Gold.com’s retail and digital offerings, introduce gold leasing solutions, and drive increased consumer and institutional engagement across both platforms.”
Tether’s bet on digital gold rush
For the unfamiliar, a similar distribution-led strategy was used by the firm to scale USDT into a global dominant player in the USD-denominated stablecoin market.
USDT began on the Bitfinex exchange, which is owned by the same parent firm as Tether. Soon, USDT was listed on Binance, Kraken, Coinbase, and others, eventually becoming the foundation of global crypto liquidity.
Tether is using this tested plan for XAUT, its tokenized gold. In June 2025, the firm invested $100 million in Elemental Altus Royalties, a Canadian-based outlet focusing on gold-linked royalties.
Similarly, in October 2025, it poured $200 million into Antalpha, a financial services platform, to advance custody, lending, and infrastructure for tokenised gold.
To cap it all off, Tether has become the top private gold buyer in 2025, acquiring 27 tons of physical gold in Q4 alone. Interestingly, the firm has also been investing in gold-related media houses, according to a research firm.
All roads lead to XAUT for now. Reacting to the Gold.com investment, Juan Sartori, Head of Special Projects at Tether, said,
“We are strengthening XAU₮’s transparency, scalability, and its ability to move seamlessly between physical and digital markets.”
In fact, even the firm’s CEO, Paolo Ardoino, hasn’t shied away from their aggressive gold strategy. He recently told Bloomberg,
“We are soon becoming basically one of the biggest, let’s say, gold central banks in the world.”
Ardoino framed the move as long-term positioning amid weakening trust in the fiat-based monetary system.
Tokenized gold wars – Will Tether lose to Paxos?
XAUT’s market cap rose sharply in late 2025 and early 2026 as gold printed new highs.
However, the gold market’s recent cool-off dragged it below $3 billion and Paxos’s PAX Gold [PAXG] has been aggressively pushing to become a dominant player. At press time, it had a 42% market share compared to Tether’s 47%.
Final Thoughts
- Tether’s $150 million investment and recent gold bets mirror early USDT’s scaling strategy.
- Paxos Gold’s market share has surged though, threatening to dethrone Tether in the tokenized gold market.
