World Liberty Financial (WLF) has been making waves with its recent aggressive investments in cryptocurrency. In December, the company acquired over 4,000 AAVE tokens. Then, on Jan. 20, it made another major move, purchasing over $90 million worth of wrapped Ether and Bitcoin. Just last Thursday, the company spent upwards of $400,000 on digital assets issued by Ondo, a leading provider of U.S. tokenized Treasury bonds.
Chase Herro, a co-founder of WLF, stressed that the investments were more than just speculative wagers during a Manhattan conference organized by Ondo. Herro also announced plans for a strategic reserve. “We’ve pooled a significant amount of capital,” Herro explained. “The goal is to keep this on-chain and demonstrate our commitment to the industry that has given us so much.”
However, how exactly this reserve will support the broader crypto ecosystem remains unclear. Arkham data indicated that WLF held just $35 million in crypto assets as of Friday, having liquidated the bulk of its $400 million holdings earlier in the week.
Despite its relatively recent launch—just four months ago—WLF has already garnered attention due to its high-profile backer: President Donald Trump. The company describes itself as a force for financial disruption, aiming to dismantle the dominance of traditional banking institutions. Its website outlines plans to introduce a stablecoin and simplify access to decentralized finance (DeFi) platforms like Aave.
Trump, once skeptical of cryptocurrencies, first engaged with the sector in 2022 when he launched a collection of non-fungible tokens (NFTs) depicting himself in superhero and action-themed imagery. By September, he had gone all-in, as his sons, Donald Trump Jr. and Eric Trump, unveiled WLF.
The company’s token, WLFI, faced initial setbacks but has since gained traction, raising approximately $385 million. During the recent conference, Herro was joined onstage by Donald Trump Jr., who explained how his family’s experience with traditional banks influenced their embrace of crypto.
“We struggled to get a loan,” Trump Jr. recalled. “That’s when we realized just how rigged the system is.”
The Ondo Conference was promoted as a gathering of major players in both blockchain and traditional finance. High-profile speakers included executives from Fidelity Investments, Bank of New York Mellon, and BlackRock.
Despite its criticisms of legacy finance, WLF’s leadership envisions the company as a bridge between decentralized and traditional finance. Co-founder Zak Folkman emphasized that average consumers shouldn’t have to struggle with the complexities of crypto transactions.
The exact structure of WLF’s offerings remains unclear. While a potential Aave integration has been hinted at, the company’s main financial products have yet to launch. However, Folkman made it clear that WLF is not catering to speculative traders chasing high-risk crypto gains.
“We’re not here for the hype-driven gamblers who ride on altcoin peaks and lows,” he stated. “Instead, imagine a checking account earning 7, 8, even 10% interest—backed by Aave, linked to a debit card, and designed for everyday users. It’s the same familiar experience but with real financial rewards.”
It remains to be seen whether what WLF is planning will materialize, and how it will benefit other industry actors like HIVE Blockchain Technologies Ltd. (NASDAQ: HIVE) (TSX.V: HIVE).
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