If there’s one thing Donald Trump is known for, it’s betting big on himself — and he’s doing it again. From his media business to a number of forays into the crypto space, Trump seems to attach dollars to everything he touches (for better or worse). The lure of quick cash has driven many to dive into the former president’s ventures — and today, he’s testing those waters again… this time, in crypto land.

Trump token: With 50 days left to the election, Trump is expected to unveil his latest corporate endeavor, World Liberty Financial. Teased in recent weeks on platforms like X and Telegram, this new project is aimed at the growing digital assets industry — which has become a major booster for the controversial Republican frontrunner’s efforts to reclaim the White House this November.

• According to a white paper leaked to CoinDesk, World Liberty Financial will feature a “borrowing and lending service” along with its own crypto token,WLFI
  .
• The project will be led by Trump’s sons, who will be working alongside the developers behind Dough Finance — a DeFi platform that was hacked in July.

Going Global

Like many undertakings of the former reality star turned president, this one’s likely to bring some volatility. The prices of assets tied to Trump often swing with the outspoken billionaire politician’s odds at the Oval. Given Trump’s outsized ownership of his projects, crypto maximalists and fans might be cautious about his latest move.

• World Liberty Financial will be majority-owned by its team, with 70% of theWLFI
  tokens reserved for insiders — a larger stake than is typical in crypto projects, where smaller ownership stakes are designed to reduce fears of insider selling.
• At launch, World Liberty is expected to be one of the most-watched DeFi projects, though some supporters, like Nic Carter, are worried about the potential for hacking, which could create a PR disaster.

Dump it? This isn’t the first time Trump and his affiliates have held majority stakes in a project. Trump owns 59% of his communications pursuit, Trump MediaDJT

, giving him significant control. Like his other ventures,WLFI

could be subject to dramatic price swings. Trump Media has seen its stock rise up to 283% from its SPAC price, only to fall more than 25% over the past month since Kamala Harris entered the presidential race. And although Trump has insisted he’s “not selling” his media stock, we all know how quickly things can change.