When the Trump family initiated their cryptocurrency venture in 2024, they faced a challenge in securing credibility within the crypto space. A significant interaction occurred with Nic Carter, a respected voice in the cryptocurrency investment community, who was approached by Steve Witkoff of World Liberty Financial to consider taking on an advisory role. However, Carter's impression left much to be desired, highlighting Witkoff's lack of familiarity with essential concepts surrounding cryptocurrency and decentralized finance.
World Liberty Financial, or WLFI, officially launched in September 2024, branding itself as a decentralized finance platform. Following this, private sales for tokens commenced in October 2024, with initial prices starting as low as $0.015. The governance token, known as $WLFI, began trading publicly on September 1, 2025, after additional rounds of sales at $0.05 per token. The Trump family's investment structure allows them to claim 75% of the net proceeds from these token sales. During periods of peak valuation, their token holdings were estimated at around $5 billion.
In addition to the tokens, WLFI is expanding its ecosystem with the announcement of a USD1 stablecoin that saw reports of circulation topping $3 billion, marking it as a serious contender in the stablecoin market alongside Tether and Circle’s USDC. Plans for a debit card linked to this stablecoin are also set for early 2026.
Carter’s decision to decline the advisory role is particularly noteworthy, especially as he has been publicly supportive of Trump, which adds complexity to his reservations about WLFI. The substantial percentage of net proceeds allocated to the founding family raises questions about the motivation behind aggressive sales strategies, especially if the product fails to achieve its ambitious objectives.
As WLFI moves forward with public trading, it becomes crucial for retail investors who missed the initial buying opportunity to consider the implications of entering at current market prices. The potential longevity and stability of the USD1 stablecoin could provide a strategic avenue for investors, provided its circulation continues to grow. Carter's choice, based on a solitary meeting, illustrates a critical reference point amid the evolving landscape of WLFI and its offerings. Investors should consider how these dynamics may influence their investment strategies moving forward.