Turtle acquires Lunar Strategy to integrate mobility routing and encryption PR

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Turtle acquires Lunar Strategy, a fusion of liquidity routing and crypto PR

Turtle, an agreement focused on channelling liquidity to decentralized finance (DeFi) projects, has completed the acquisition of Lisbon-based marketing agency Lunar Strategy, known for crypto PR and community growth impact. The merger aims to bridge the gap between on-chain fundraising and audience building for emerging blockchain projects.

Acquisition & Partner Strategy

Lunar Strategy, founded in 2019, has guided more than 400 public launches, managed more than $30 million in campaign spending, and built partnerships with more than 1500 creators. The agency's clients include platforms such as Polkadot and Cardano, well-known in the blockchain ecosystem.

Through this transaction, Lunar Strategy will continue to operate under its original name, retaining its employees and existing customer base. Both companies emphasize user continuity and position the move as a way to combine capital guidance capabilities with sustained attention and community engagement.

Turtle described the acquisition as establishing a unified system that allows on-chain projects to access both capital and a broader audience. Financial details of the transaction have not been disclosed.

Turtle said combining its capital deployment tools with Lunar Strategy coverage will allow asset issuers to find market demand within a framework while allowing investors to discover new project streams.

Lunar Strategy also echoes its commitment to seamless services, assuring customers that operations will not be disrupted by acquisitions.

Small Dictionary

Turtle is a DeFi protocol that focuses on optimizing the liquidity deployment of on-chain crypto projects, providing tools to help new projects efficiently raise and allocate digital assets.

Addressing project sustainability through integrated services

Lunar Strategy views the wide range of challenges facing the crypto space as a key driver for the acquisition. The agency pointed out that of the approximately 25 million tokens launched since mid-2021, more than half are no longer active. In addition, about one-third of these closed projects reportedly occurred within 90 days of a major liquidation event in October.

Agency representatives pointed out that most projects fail when their momentum fades after launch. After initial airdrops and marketing launches, communities and order books often dissipate, resulting in a lack of lasting participation or support for projects.

Lunar also observed that when fundraising and launch activities are disconnected, founders struggle to maintain growth, causing momentum to weaken and eventually collapse. The lack of infrastructure to maintain interest, rather than attention itself, is cited as the main reason for project failure.

This need for end-to-end solutions-to keep community interest in sync with the funding cycle--allegedly influenced Lunar's decision to join the protocol-based capital routing platform.

Turtle's liquidity milestones and future plans

Turtle reports that it has processed more than $5.5 billion in liquidity routing to date and has more than 430,000 registered liquidity providers on its platform. The agreement has managed more than 100 independent events, including an event that raised $84.5 million for the popular smart contract network Avalanche.

Small Dictionary

Avalanche is a blockchain platform specifically designed for decentralized financial applications that provides smart contracts with high throughput and low latency, making it attractive to DeFi projects seeking scalable solutions.

Based on a forecast from Standard Chartered Bank, Turtle pointed out that DeFi's active assets could grow 37-fold by 2030. The agreement aims to provide instant capital access and built-in audience engagement for every on-chain asset through its evolving platform.

By integrating Lunar Strategy, Turtle expects new projects to benefit from investment and promotion support from day one. Investors and liquidity allocators will now encounter project opportunities that have both mature community momentum and fundraising channels.

Lunar Strategy described the merger as the largest transaction in its history and a transformative moment in the crypto space to align growth partners with the capital network.