TL;DR: Almost everything of value is going to move onchain. Starting today, both capital distribution and the demand that precedes it run through the same protocol
Turtle has acquired Lunar Strategy, one of crypto's longest-running growth agencies, in a deal that closed this June. Founded in 2019 by Tim Haldorsson, Lunar has helped bring 400+ of projects to market, managed over $30M in campaign spend, and built a network of 1,000+ creators across the crypto ecosystem.
Lunar will continue operating under its own brand as part of the Turtle umbrella, with its production now powered by Turtle's distribution stack.
This is the first step.
The products that follow will enable projects and allocators to plug into this infrastructure and start compounding from day one.
What Turtle already does
Turtle is the infrastructure that brings assets onchain and puts them in front of the capital that can act on them.
On one side are the projects and protocols issuing those assets. They need a place to distribute incentives to liquidity providers, and they need diligence that makes their name mean something to a serious allocator. On the other side are the capital deployers: banks, institutions, liquidity providers, and high-net-worth allocators. They need vetted deal flow in one place, not noise scattered across a dozen unverified sources.
Then the two sides compound. The more projects distribute through Turtle, the deeper the deal flow, the deeper the deal flow, the more capital it draws, and the more capital that gathers, the more obvious Turtle becomes as the place for the next project to launch.
Each turn of that loop raises the cost of routing liquidity anywhere else.
What Lunar adds
A vetted deal does nothing if no one is looking at it. Sourcing the signal and getting it in front of the right LPs are two different jobs, and the second has historically where the bottleneck has been.
Lunar closes that gap because it is integrated inside the same system that conducts the due diligence and underwrites the opportunity. A launch is built by people who have read why the deal cleared, and aimed at the allocators who deploy capital. The due diligence and underwriting process produces the signal, and Lunar carries it to the people who can act on it, with nothing lost in the handoff between.
The bigger bet
As more assets move onchain and the velocity of liquidity increases over time. Standard Chartered projects DeFi-active assets could grow 37-fold by 2030. Citigroup's base case puts the tokenized securities market near $5.5T over the same period. BlackRock's tokenized money market fund already trades through onchain venues.
Each of those assets, whether a RWA, stock, commodity, private credit vault, or a tokenized money market fund, has to find LPs that have on- and offchain activities and a cost of capital that aligns with their offering. The goal is direct: every asset that moves onchain can search, connect, stream, and distribute yield to a data-driven audience through Turtle and Lunar.
One economic layer
Turtle runs on a single asset, $TURTLE, with no equity sitting above it. The legal form, a Swiss Verein, does not even admit a parallel cap table. Lunar operated as a profitable business, and that revenue now reinvests into the protocol and accrues to the same token. Value created anywhere across the stack lands in one place.
Lunar keeps its brand and its standing client work. Those retainers run on their own track, unaffected by the acquisition.
The stack gets wider.
The instrument stays the same.
What this means for you
If you're launching an onchain asset, you no longer have to choose which half of your launch to get right. They come from one team that has spent years mastering each side.
Build with us. https://www.turtle.xyz/liquidity
