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Roy Sebag and Josh Crumb started their business with one simple guiding principle.

“We wanted to be able to go into Tim Hortons and buy a coffee with gold, with our credit card or debit card,” Sebag said in an interview.

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“It went from being a hobby of how to do that to this whole company.”

Investors will start to get a better look at their vision on Wednesday, as shares of BitGold Inc. begin trading on the TSX Venture Exchange. It is the culmination of several years of hard work by the founders, and is being backed by George Soros, Sprott Inc. and other big-name financiers. The company has a valuation of more than $30 million.

BitGold is the first serious financial services platform ever built around gold. The online service allows users to buy gold, store gold, and pay for goods and services around the world using gold as the currency. The service has been active for less than a week, but has already signed up thousands of users.