Trump Media & Technology Group Corp. is expanding beyond social media, setting its sights on financial services with a slate of investment products that reflect the priorities of President Donald Trump.
The company, which operates the conservative-leaning Truth Social platform, has applied to trademark six investment vehicles under the Truth.Fi brand, including an energy independence fund, a U.S. manufacturing-focused fund, and a Bitcoin-focused ETF.
According to a statement released Thursday, the products—three ETFs and three separately managed accounts—will be part of Truth.Fi, a new financial platform subject to regulatory approval.
The pivot signals a broader push among conservative businesses and investors to create alternatives to what they see as a finance industry dominated by progressive values.
“We aim to give investors a means to invest in American energy, manufacturing, and other firms that provide a competitive alternative to the woke funds and debanking problems that you find throughout the market,” Trump Media CEO Devin Nunes said in the statement.
Among the planned offerings, the Truth.Fi Bitcoin Plus ETF stands out. If approved, it would mark the first investment vehicle tied to the U.S. president.
Eric Balchunas, a senior ETF analyst at Bloomberg, reacted to the move in a post on X: “Trump is going to launch a Bitcoin Plus ETF. Safe to say first-ever POTUS ETF issuer. What a country.”
He added that despite Trump’s brand, the funds would likely remain “microscopic in asset gathering” compared to industry heavyweights like BlackRock’s iShares Bitcoin Trust (IBIT) or Fidelity’s Wise Origin Bitcoin Trust (FBTC).
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Trump Media’s financial services strategy includes a planned investment of up to $250 million, custodied by Charles Schwab. The company has also partnered with Yorkville Advisors, which will act as the registered investment advisor for the planned funds.
The move comes amid a growing political battle over finance. Environmental, social, and governance (ESG) investing has become a flashpoint for conservative critics who argue that Wall Street is prioritizing political agendas over shareholder value.
Republican-led states have sued major asset managers like BlackRock Inc. and State Street Corp., accusing them of pushing ESG initiatives at the expense of traditional industries like oil and gas. Trump vowed to undo many of these policies if re-elected.
Trump Media’s foray into finance could test the viability of politically charged investment products. The company’s stock has been volatile since going public via a SPAC merger, and its ability to attract significant assets to these funds remains uncertain.
Still, the launch of Truth.Fi reinforces the president’s efforts to shape financial markets around his “America First” agenda—this time, through direct investment vehicles.
The announcement, however, failed to provide a bullish boost to Bitcoin. BTC price slipped from its intraday high of $99,070 to $96,590, according to CoinMarketCap data.
Trump owns a $3.5 billion stake in Trump Media, making up the majority of his net worth, according to the Bloomberg Billionaires Index. The shares are held in a trust overseen by his son, Donald Trump Jr.
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