US President Donald Trump’s media company has entered the world of financial technology with a new brand called Truth.Fi. The announcement of the new fintech brand was made by Trump Media and Technology Group (TMTG) on Wednesday.
Trump Media and TMTG also announced that it will invest up to $250 million in various financial assets, including Bitcoin and other cryptocurrencies.
This move is part of a larger plan to diversify the company’s financial holdings, which currently stand at over $700 million in cash and cash-equivalents.
The launch of Truth.Fi signals TMTG’s ambition to expand beyond its social media platform, Truth Social, and into the world of financial services.
The company’s leadership, including CEO and Chairman Devin Nunes, says that Truth.Fi will offer new investment opportunities that give Americans more financial independence. The brand is expected to officially launch in 2025, once necessary approvals are secured.
According to a press release, the company’s board of directors approved a financial services strategy aimed at investing in traditional financial instruments as well as cryptocurrency-related assets.
The plan includes separately managed accounts (SMAs), exchange-traded funds (ETFs), Bitcoin, and other similar digital assets. The company stated:
“To diversify the Company’s cash and cash-equivalent reserves of over $700 million as of December 31, 2024, the board has approved the investment of up to $250 million.”
Truth.Fi’s investment strategy is expected to introduce new financial products that will appeal to investors who want alternatives to traditional banking and finance.
The company also filed a trademark application for the brand back in November 2024, which included plans for a digital wallet service.
The move comes as other major tech figures—including Elon Musk—have started exploring digital payments and fintech services. Musk’s X Money, a payment service for his social media platform X, has yet to launch, but it has generated interest.
While Musk’s venture is not officially involved in cryptocurrency, Trump’s Truth.Fi has made it clear that crypto and decentralised finance (DeFi) will be key areas of focus.
What Truth.Fi plans to offer
TMTG’s CEO, Devin Nunes, called Truth.Fi a “natural expansion” of the company’s vision, saying:
“We started with a free-speech social media platform, added an ultra-fast TV streaming service, and now we’re entering financial services. This is about creating investment options that allow Americans to protect themselves from censorship, debanking, and privacy violations by Big Tech.”
Truth.Fi is expected to launch in 2025, pending regulatory approvals and the finalisation of agreements. The company will partner with major financial firms, including Charles Schwab, which will act as a custodian for the investment funds.
One of the main investment products Truth.Fi plans to offer is separately managed accounts (SMAs). These are professional investment accounts tailored to individual investors, allowing them to access customised investment strategies.
SMAs provide flexibility and security, making them an attractive option for investors looking for a more hands-on approach to managing their wealth.
Another key offering will be exchange-traded funds (ETFs). These investment funds track assets such as Bitcoin and other crypto-related securities, giving investors exposure to digital assets without directly owning them.
ETFs are widely used in traditional finance, and their inclusion in Truth.Fi’s portfolio suggests a focus on bridging traditional and digital investment markets.
Truth.Fi will also invest directly in Bitcoin and other cryptocurrencies. This move aligns with a growing demand for decentralised financial assets, which operate outside of the control of traditional banks and governments.
By offering exposure to cryptocurrencies, Truth.Fi aims to provide investors with more independent and alternative financial solutions.
With its focus on decentralisation and security, Truth.Fi aims to offer an alternative to traditional financial institutions, which some critics argue have become too restrictive.
The brand’s leadership believes that these investment products will provide secure and flexible financial solutions for investors looking to diversify their portfolios away from traditional assets.
Trump’s growing influence in crypto
Trump has been vocal about his support for cryptocurrencies and digital assets. His campaign last year included a proposal for the US to create a strategic Bitcoin reserve.
Additionally, he has been involved in promoting World Liberty Financial, a crypto project that aims to raise $300 million at a $1.5 billion valuation.
World Liberty Financial recently announced that it had sold 20 billion tokens, representing 20% of its total supply, and would soon release another 5 billion tokens for sale.
The project’s success suggests a strong interest in digital asset investment, particularly among Trump’s supporters.
Beyond his personal involvement in crypto projects, Trump’s administration has also taken steps to shape US digital asset policies. Recently, Trump signed an executive order creating a Presidential Working Group on Digital Asset Markets.
This group will be responsible for developing clear cryptocurrency regulations, which are expected to provide greater guidance for investors and businesses operating in the crypto space.
The working group’s responsibilities will include ensuring regulatory clarity, encouraging stablecoin adoption, and developing policies that support innovation in the digital asset industry. It will be led by White House AI and crypto advisor, David Sacks, who stated:
“We’re going to be forming an internal working group to make America the world capital under your leadership.”
The executive order also makes it clear that the US government will not support central bank digital currencies (CBDCs). Instead, Trump’s administration wants to encourage private-sector innovation in the crypto space. Treasury Secretary Scott Bessent, a known critic of CBDCs, stated:
“A CBDC is for countries that have no other investment alternatives. There’s no reason for the United States to have one.”
By focusing on privately issued stablecoins and decentralised finance, Trump’s administration aims to protect the role of the US dollar while supporting crypto innovation.
While Truth.Fi is still in its early stages, its $250 million investment plan signals that TMTG is serious about its expansion into financial services.
The company is expected to spend the coming months finalising agreements with financial partners to ensure that the investment strategy is executed smoothly.
Regulatory approvals will also be a critical step before Truth.Fi can launch its financial products. The company will need to navigate the complex regulatory landscape of cryptocurrency and financial services, particularly in the US, where crypto regulations are still evolving.
If all goes according to plan, Truth.Fi’s first investment products are expected to be available to the public in 2025.
As the crypto industry continues to evolve, TMTG’s involvement could help push digital assets further into the mainstream.
