Turtle Acquires Lunar Strategy, Combining Capital and Attention into One Stack

by
Gregory Pudovsky

Posted: July 24, 2026 9:08 AM Updated: July 24, 2026 9:08 AM

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Turtle acquired Lunar Strategy, a Web3 growth company founded in 2019, in a transaction that closed in July 2026. Lunar has brought over 400 projects to market, managed over $30 million in campaign spend, and built a network of over 1,500 creators across cryptocurrencies. It will continue to operate as its own brand within the Turtle group, with production now taking place through Turtle’s distribution stack.

What turtles do

Turtle brings assets on-chain and places them in front of the capital that can execute them. On one side are the projects issuing these assets. It puts incentives in the hands of liquidity providers and requires serious allocators to back their names with trustworthy diligence. On the other side is capital. Banks, institutions, liquidity providers and high-cap asset allocators find verified trade flow in one place instead of noise scattered across a dozen unverified sources.

The more capital pooled on one side, the better it works on the other side. New launches actually reach qualified allocators faster, and a larger portion of that capital arrives already ready to be diligently deployed. Distribution is therefore no longer a scramble between unaligned sources, but becomes a single, direct line to aligned capital.

what month gets

For seven years, Lunar has focused on one important thing: Connecting the world’s most ambitious cryptocurrency teams.

We take a project forward, get to the heart of why it’s important, and build the story and reach that gets you the users, community, attention, and needs you need to succeed.

We’ve been doing this across all kinds of markets and all kinds of projects, from L1 and DeFi to infrastructure and consumer apps. Now, seven years later, we know what’s really gaining traction and how to translate that into real, sustained growth. We have worked with over 400 teams including Aethir, Limitless, Polkadot, Cardano, ICP, Supra, and OKX.

But interest is only half of what a project needs. The momentum a strong campaign builds has to go somewhere, and for most of the history of this industry there has been no direct path from the attention a project garners to the capital ready to back it.

Where two halves meet

If you combine the two, the gap narrows.

Interest, demand and capital are now placed on a stack for the first time, each reinforcing the other rather than one supporting the other. Turtle executes Diligence and structures each opportunity, and Lunar shapes the launch along with it, so the story of the project is based on what Diligence shows and points to the investors it matches.

For the founder, the two parts finally arrive together. Interest and demand bring projects, hard work turns them into signals, and those signals reach capital with a reason to stay, so those who show up early line up to stay.

“Finding LPs is easy. Finding the right LPs whose capital costs and activities truly match what our customers offer, and then getting them interested is the hard part. With the acquisition of Lunar, we can now close the loop and complete the flywheel for the first time.” said Essi, CEO of Turtle.

“Turtle has perfected its capital rails and built an entire technology stack around it. On the Lunar side, we’ve spent seven years doing one thing: capturing interest and demand and helping our customers capture it. Combining the two into one stack is a powerful tool for all Turtle and Lunar customers.” Tim Haldorsson, founder of Lunar Strategy, said:

bigger bet

More importantly, it is moving on-chain and the velocity of liquidity is rising accordingly. Standard Chartered predicts DeFi active assets could grow 37x by 2030, Citigroup’s base case suggests the market for tokenized securities will be worth around $5.5 trillion over the same period, and BlackRock’s tokenized money market fund is already trading via on-chain venues.

Every asset, whether RWA, stocks, commodities, private credit vaults or tokenized funds, will still need to find LPs that match the level of on-chain and off-chain activity and cost of capital afforded to them. The goal is simple. Any asset offered on-chain can find and connect with the right audience and stream profits through Turtle and Lunar Strategy.

What this means to you

When launching an on-chain asset, you no longer have to choose between notable attention and capital to back it up. Both come from one team and each team has a track record.

Build it with us.

Turtle introduction

Turtle is an infrastructure that connects on-chain assets and matching capital, and has delivered over $5.5 billion through over 430,000 registered LPs and over 100 campaigns.

moon strategy information

Founded in 2019 by Tim Haldorsson, Jack Haldorsson, and Shann Holmberg, Lunar Strategy is a full-stack Web3 growth company that has launched over 400 projects and managed over $30 million in campaign spend across a network of over 1,500 creators.

About the author

Gregory, a digital nomad from Poland, is not only a financial analyst but also a valuable contributor to various online magazines. With extensive experience in the financial industry, his insights and expertise have been recognized in numerous publications. Making good use of his free time, Gregory is currently focusing on writing books on cryptocurrency and blockchain.

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