Turtle acquires Lunar Strategy, combining capital and attention into one

TL;DR

Chain asset infrastructure platform Turtle has completed the acquisition of Lunar Strategy, one of the longest-running growth institutions in the cryptocurrency space, with the deal being delivered in July this year. This is the first time that a project can build attention around on-chain assets within the same platform and obtain funds to implement that asset. Lunar retains its brand, team and customers and now operates as a distribution arm of the Turtle Group.

Turtle acquired Lunar Strategy, a Web3 growth agency established in 2019, with the transaction completed in July 2026. Lunar has brought more than 400 projects to market, managed more than $30 million in marketing spending, and built a network of more than 1500 creators in the crypto space. The agency will continue to operate under its own brand within the Turtle Group, and its production capabilities are now supported by Turtle's distribution technology stack.

Turtle's business

Turtle is responsible for bringing assets online and presenting them to capital that can take action. At one end are the project parties issuing these assets: they need to allocate incentives to liquidity providers and endorse themselves with due diligence that serious allocators can trust. At the other end is the capital side: banks, institutions, liquidity providers, and high-net-worth allocators, who look for verified transaction flows to appear in a concentrated manner rather than noise scattered among dozens of unverified sources.

The more capital one party gathers, the better it will be for the other party. Newly issued projects can more quickly reach allocators with truly matching conditions, and more of this capital has already completed due diligence and is ready. As a result, distribution is no longer a chaotic competition aligned with all parties, but a direct line directly to committed capital.

Lunar's Contribution

For seven years, Lunar has focused on only one thing: connecting the most ambitious crypto teams to the world. We take over a project, dig deeper into its importance, build the story and influence, so that it can gain the attention and needs of users, the community, and the people they need to succeed. We do this in a variety of market environments and projects-from L1 and DeFi to infrastructure and consumer applications. Seven years of experience teach us what it takes to truly win attention and how to turn attention into real and lasting growth. We have worked with teams such as Aethir, Limitless, Polkadot, Cardano, ICP, Supra, OKX, etc., in addition to more than 400 projects.

However, the attention is only half the amount needed for the project. The momentum accumulated by a successful marketing campaign must point in a certain direction, and for most of the industry's history, there has never been a direct path between the attention a project earns and the capital ready to support it.

Binding of two halves

Combining the two fills this gap. For the first time, attention, demand, and capital have converged under the same technology stack, reinforcing each other rather than one carrying the other. Turtle is responsible for due diligence and structuring every opportunity, while Lunar simultaneously shapes the release strategy so that the project's story is rooted in the facts revealed by due diligence and points to matching investors.

For the founder, the two halves finally arrive at the same time: attention and needs are introduced into the project, and due diligence translates them into signals that touch the capital that is warranted-so the early ones are the ones who should have stayed.

"Finding LP is easy. But finding the right LPs whose activities and capital costs truly match customer products and making them care is the difficulty. By acquiring Lunar, we can finally close the loop and complete this flywheel for the first time." said Essi Lagevardi, CEO of Turtle.

"Turtle has perfected the capital trajectory and built a complete technology stack around it. At Lunar, we spent seven years focusing on one thing: capturing concerns and needs and helping customers capture them. Integrating the two into the same technology stack is a powerful tool for every Turtle and Lunar customer." Tim Haldorsson, founder of Lunar Strategy, said.

Bigger bets

More and more key things are being put on the chain, and the speed of liquidity is accelerating. Standard Chartered Bank predicts that DeFi's active assets may increase 37 times by 2030; Citibank's basic scenario predicts that the tokenized securities market will be close to US$5.5 trillion during the same period; BlackRock's tokenized money market funds have been traded through on-chain venues. Each of these assets-whether it's RWAs, stocks, commodities, private credit vaults or tokenized funds-still needs to find an LP whose on-chain and off-chain activities match the cost of capital. The goal is simple: Any linked asset can be found, connected and streamed to the right audience through Turtle and Lunar Strategy.

What does this mean for you

If you are issuing an on-chain asset, you no longer have to choose between "the attention that allows you to be seen" and "the capital that supports you." Both come from the same team and both have a record of success. Join us and build together.