Trump Family’s New Crypto Venture
The Trump family business, World Liberty Financial, is reportedly preparing to introduce the Crypto Treasury Company. This comes from information shared by three investors familiar with part of the deal. The venture seems to hinge on attracting investors and involves public companies that are connected to a unique token known as WLFI, alongside a monetary aspect tied to World Freedom.
Part of the proposal includes Eric Trump and Donald Trump Jr. taking roles on the board as they aim to secure $1.5 billion to jumpstart the new company.
If everything falls into place, this could mark another chapter in the Trump family’s growing interest in the cryptocurrency sector. They first launched the World Liberty Crypto Project last year, which featured WLFI tokens and garnered around $550 million in sales as well as the creation of a stablecoin, USD1.
A representative from World Freedom chose not to comment on the proposal. Meanwhile, no responses were received from spokespeople for Eric Trump and Donald Trump Jr. regarding this initiative.
This push for financing options is emerging amidst a surge in what’s referred to as “digital asset financing companies” — public firms that hold significant amounts of cryptocurrency. According to insights shared with investors, the proposed financing company for World Liberty’s Token is set to be a shell company that has already made its way onto NASDAQ.
The concept of Crypto Treasury Companies was originally introduced by billionaire Michael Saylor, who redefined their IT strategy around 2020. Traders soon came to see this approach as a leading force in the world of cryptocurrency, especially as Bitcoin prices saw an increase.
This strategy proved remarkably effective, with the company amassing over $72 billion in cryptocurrencies and reaching a market cap of approximately $113 billion, despite reporting only a modest revenue in the second quarter of 2025.
The excitement around this financial model attracted a variety of early adopters, including a Japanese budget hotel chain that began integrating Bitcoin into its operations in 2024, followed by others who joined in later that year.
Yet, this practice has noticeably accelerated this year. Presently, several finance companies are dealing with Ethereum, which holds the position of the second-largest cryptocurrency globally. Notably, Trump Media has made headlines recently for acquiring $2 billion in Bitcoin for its treasury plans.
Supporters of these finance companies argue that they provide traditional investors with new avenues to engage with digital assets, especially through platforms like Vanguard that facilitate trading.
However, some investors voice concerns that this trend might not be sustainable, suggesting that many of these companies could face challenges as the current highs in the cryptocurrency market settle down.
Additionally, President Donald Trump and First Lady Melania Trump have ventured into their own cryptocurrency offerings, separate from World Liberty Financial. They have committed to launching several decentralized financial applications based around tokens and stablecoins. Both Eric and Donald Jr. are also heavily engaged in the blockchain sector, even backing Bitcoin mining initiatives.
