Turtle has acquired Lunar Strategy, a Web3 growth firm founded in 2019, in a deal that closed in July 2026. Lunar Strategy has brought more than 400 projects to market, managed over $30M in campaign spend, and built a network of 1,500+ creators across the crypto sector. The firm will continue operating under its own brand within the Turtle group, with its production capabilities now powered by Turtle's distribution stack.

The acquisition reflects a broader pattern of consolidation across Web3 infrastructure, where companies that once offered single-point services — distribution, marketing, or capital formation — are assembling end-to-end stacks to capture more of a project's lifecycle from launch to liquidity. As the number of tokenized assets and onchain projects has grown, the cost and complexity of coordinating separate vendors for growth and capital access has become a friction point that vertically integrated platforms aim to eliminate.

Turtle's Role in Onchain Capital Distribution

Turtle brings assets onchain and places them in front of capital that can act on them. On one side are projects issuing assets that need to get incentives into the hands of liquidity providers and to back their name 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 one 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 thereby shifts from a scramble across unaligned sources to a single, direct line to aligned capital.

What Lunar Strategy Contributes

Over seven years, Lunar Strategy has focused on connecting crypto teams with global audiences. The firm takes a project, identifies why it matters, and builds the narrative and reach needed to attract users, community, attention, and demand.

Lunar Strategy has operated across every market condition and project type, from L1s and DeFi to infrastructure and consumer apps. Past and current clients include Aethir, Limitless, Polkadot, Cardano, ICP, Supra, and OKX, along with more than 400 others.

The Web3 growth sector itself has matured considerably since Lunar's founding. What began as a largely influencer-driven, fragmented marketing landscape has professionalized into a discipline involving community strategy, content production, KOL coordination, and campaign analytics. Firms like Lunar represent that shift, and their consolidation into broader infrastructure platforms signals that growth services are increasingly treated as core infrastructure rather than optional add-ons.

Attention alone, however, represents only half of what a project needs. The momentum a strong campaign builds must lead somewhere, and for most of the industry's history there has been no direct path from the attention a project earns to the capital ready to back it.

Where the Two Halves Meet

Bringing the two together closes that gap. Attention, demand, and capital now sit under one stack for the first time, each strengthening the other rather than one carrying the other. Turtle runs the diligence and structures each opportunity, while Lunar shapes the launch alongside it, ensuring a project's story is grounded in what the diligence shows and directed at aligned investors.

For founders, the two halves arrive together: attention and demand bring a project visibility, diligence turns it into a signal, and that signal reaches capital with reason to stay, so early participants are those aligned to remain.

"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, 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 and 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 Broader Market Context

An increasing share of assets is moving onchain, and the velocity of liquidity is rising accordingly. Standard Chartered projects that DeFi-active assets could grow 37-fold by 2030. Citigroup's base case puts the tokenized-securities market near $5.5T over the same period. BlackRock's tokenized money-market fund already trades through onchain venues.

As tokenization moves from proof-of-concept to scaled deployment, the bottleneck is shifting from the technology of bringing assets onchain to the problem of finding the right capital for those assets efficiently. Traditional investment banks and venture networks were built for offchain deal flow, and the infrastructure for connecting onchain assets with institutional capital at scale remains nascent. Combined platforms like Turtle and Lunar's are positioning to fill that gap.

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

About Turtle

Turtle is the infrastructure connecting onchain assets with the capital that can act on them, having routed $5.5B+ across 430K+ registered LPs and 100+ campaigns.

About Lunar Strategy

Founded in 2019 by Tim Haldorsson, Jack Haldorsson, and Shann Holmberg, Lunar Strategy is a full-stack Web3 growth firm that has brought 400+ projects to market and managed $30M+ in campaign spend across a network of 1,500+ creators.