Brandon Aversano, a former management consultant and CEO of JPMorgan Chase, has launched a gold-buying company, Alloy, which buys gold jewelry and other precious metals directly from consumers online. The company combines its tech-enabled platform with customer support and upfront pricing, offering an alternative to "Cash for Gold" signs. The firm's model involves making the process easier to understand and using X-ray fluorescence technology to analyze each item's composition, certified scales and real-time pricing data. Revenues more than doubled after the first full year in business, and are expected to double this year to over $20 million earned. The next phase of the company is expanding into a broader marketplace, where users can both sell and buy jewelry through resale programs.