Turtle, the infrastructure platform that connects onchain assets with capital providers, has acquired Lunar Strategy, a Web3 growth agency founded in 2019. The deal closed in July 2026. Lunar Strategy will retain its brand, team, and client roster while operating as the distribution arm of the Turtle group, with its production powered by Turtle's distribution stack.

Lunar Strategy has brought more than 400 projects to market, managed over $30 million in campaign spend, and built a network of more than 1,500 creators across the crypto sector. Past and current clients include Aethir, Limitless, Polkadot, Cardano, ICP, Supra, and OKX.

Turtle's Platform

Turtle brings assets onchain and positions them in front of capital that can act on them. On one side are projects issuing assets — they need to deliver incentives to liquidity providers and back their reputation with diligence that serious allocators will trust. On the other side is the capital: banks, institutions, liquidity providers, and high-net-worth allocators seeking vetted deal flow in a single place rather than noise scattered across unverified sources.

As more capital gathers on one side, the system becomes more effective for the other. A new launch reaches allocators whose terms fit sooner, and more of that capital arrives already diligenced and ready to commit. Distribution, in this model, becomes a direct line to committed capital rather than a scramble across unaligned sources.

Lunar Strategy's Track Record

Over seven years, Lunar Strategy has focused on connecting crypto teams with global audiences. The agency has worked across every market condition and project type, from Layer 1 blockchains and DeFi protocols to infrastructure and consumer applications.

However, attention alone addresses only part of what a project needs. The momentum generated by a strong campaign has historically lacked a direct path to the capital ready to back it, especially when liquidity providers, or LPs, need both credible information and terms that match their own capital constraints.

Where the Two Halves Meet

The acquisition closes that gap, placing attention, demand, and capital under a single stack for the first time. Turtle runs diligence and structures each opportunity, while Lunar shapes the launch alongside it, ensuring a project's narrative is grounded in what the diligence reveals and directed toward aligned investors.

"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 Lagevardi, CEO of Turtle.

"Turtle has perfected the capital rails and built the whole tech stack around them. On the Lunar side, we've spent seven years focused on one single thing, capturing attention + demand and helping our clients capture it. Combining those two into one stack is a powerful tool for every Turtle and Lunar client," said Tim Haldorsson, founder of Lunar Strategy.

The operational question now is how that combined stack is applied across existing and new client launches: Lunar is staying intact as a brand and team, while Turtle is adding the capital-facing infrastructure behind its campaigns.

The Bigger Picture

A growing share of financial activity is moving onchain, and the velocity of liquidity is rising with it. Standard Chartered projects that DeFi-active assets could grow 37-fold by 2030. Citigroup's base case puts the tokenized-securities market near $5.5 trillion over the same period. BlackRock's tokenized money-market fund already trades through onchain venues.

Each of those assets — whether an RWA, a stock, a commodity, a private-credit vault, or a tokenized fund — still needs to find liquidity providers whose on- and offchain activity and cost of capital fit what it offers. Through the combined Turtle and Lunar Strategy platform, the stated goal is that any asset coming onchain can find, connect with, and stream yield to the right audience.

For projects launching onchain assets, the combined offering means attention and capital no longer need to be sourced separately. Both services are now provided by one organization with a track record on each side.