Turtle Acquires Lunar Strategy to Combine Capital and Attention Into One Stack

Getting attention has never guaranteed getting funding. That's the gap Turtle is aiming to close with its acquisition of Lunar Strategy, one of Web3's longest-running growth firms.

The deal brings together an onchain asset distribution platform with a marketing agency that has helped launch more than 400+ crypto projects, creating a single stack designed to help founders build awareness while reaching the investors and liquidity providers positioned to back them.

Founded in 2019, Lunar Strategy has managed more than $30 million in campaign spend and built a network of more than 1,500 creators across the crypto ecosystem. The company will continue operating under its existing brand as the growth arm of the Turtle group, with its campaigns powered by Turtle's distribution infrastructure.

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Connecting Projects With Capital

Turtle is building infrastructure that helps tokenized assets reach institutional capital more efficiently.

Its platform connects founders launching new assets with banks, institutions, liquidity providers and high-net-worth investors looking for vetted opportunities. Rather than navigating fragmented deal flow, investors gain access to projects that have already been structured and reviewed, while founders can target capital partners whose investment mandates better align with their offering.

The result is a more efficient marketplace where projects spend less time searching for funding and investors spend less time filtering opportunities.

Adding the Growth Layer

While Turtle focuses on capital distribution, Lunar Strategy brings the marketing expertise needed to generate awareness before and during a launch.

Since 2019, the agency has worked across Layer 1 ecosystems, DeFi, infrastructure and consumer applications, supporting more than 400 projects including Aethir, Limitless, Polkadot, Cardano, ICP, Supra and OKX.

Together, the companies are combining investor outreach, marketing and community growth into a single launch strategy rather than treating each function separately. For founders, that means campaigns can be designed to build visibility while simultaneously reaching the investors and liquidity providers most likely to participate.

"Finding LPs is easy. Finding the right LPs whose activity and cost of capital genuinely align with what our clients offer, and then making them care, is the hard part. By acquiring Lunar, we can now close that loop and complete the flywheel for the first time," said Essi, CEO of Turtle.

Positioning for the Next Wave of Tokenization

The acquisition comes as tokenization expands beyond cryptocurrencies into real-world assets, private credit and tokenized securities, increasing the need for both efficient capital distribution and investor education.

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"Turtle has perfected the capital rails and built the whole tech stack around them," said Tim Haldorsson, founder of Lunar Strategy.

"On the Lunar side, we've spent seven years focused on one single thing, capturing attention and demand, and helping our clients capture it. Combining those two into one stack is a powerful tool for every Turtle and Lunar client."

The market opportunity continues to grow. Standard Chartered projects DeFi-active assets could increase 37-fold by 2030, while Citigroup estimates tokenized securities could become a $5.5 trillion market over the same period. BlackRock's tokenized money market fund has also demonstrated growing institutional confidence in bringing traditional financial products onchain.

As tokenized stocks, RWAs, commodities, private credit and investment funds continue moving onto blockchain networks, success will depend on more than simply issuing assets. Projects still need to reach the right investors, attract liquidity and build lasting market demand.

Turtle is betting that combining capital distribution with marketing under one roof will give founders a stronger path from launch to long-term adoption.