The Trump family has launched a new cryptocurrency venture, World Liberty Financial (WLFI), framing it as a necessary alternative to a traditional banking system they label a "Ponzi scheme." The announcement, made by Donald Trump Jr. at the World Liberty Forum in March 2025, was coupled with a massive $5 billion lawsuit filed by former President Donald Trump against JPMorgan Chase, alleging politically motivated account closures in 2021.
Donald Trump Jr. told CNBC the family entered the crypto space "out of necessity," not as innovators, due to perceived systemic exclusion. He criticized the fractional-reserve banking model, calling it inherently unstable and akin to a fraud. This rhetoric taps into longstanding critiques of modern finance but repackages them through a high-profile political lens.
The launch of WLFI was immediately followed by a high-stakes crypto forum at the family-owned Mar-a-Lago resort. The event attracted major figures from both traditional finance and crypto, including Coinbase CEO Brian Armstrong, Binance co-founder Changpeng Zhao (who was pardoned by Donald Trump), Goldman Sachs CEO David Solomon, and heads of the Nasdaq and NYSE. Notably, Solomon, a former skeptic, revealed he now owns "a little Bitcoin."
Regulatory figures were also present, including Commodity Futures Trading Commission (CFTC) chair Mike Selig and Republican senators. Eric Trump highlighted the "irony" of former adversaries now engaging with the family's crypto venture.
In a significant business development, WLFI announced a partnership with tokenization firm Securitize. The collaboration aims to tokenize loan revenue interests from an upcoming Trump-branded luxury resort in the Maldives, set for completion in 2030. This offering, available only to accredited U.S. investors, promises a fixed yield and exposure to future profits from the resort's sale.
Analysts note the event signifies a potential shift, with traditional finance giants openly engaging with crypto. However, the Trump family's approach—merging political grievance with financial technology—risks further politicizing cryptocurrency. This could complicate regulatory efforts while simultaneously attracting users disillusioned with traditional banks. The success of WLFI will likely depend on its ability to deliver secure, compliant services beyond its provocative founding narrative.
