Turtle Acquires Lunar Strategy to Combine Capital and Attention Into One Stack

TL;DR: Turtle, the distribution protocol for onchain assets, has acquired Lunar Strategy, one of crypto's longest-running growth firms, in a deal that closed this July. For the first time, a project can build the attention around an onchain asset and reach the capital that can act on it in the same place. Lunar keeps its brand, team, and clients, and now operates as the growth arm of the Turtle group.

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

What Turtle does

Turtle brings assets onchain and puts them in front of the capital that can act on them. On one side are the projects issuing those assets: they need to get incentives into the hands of liquidity providers, and to back their name with diligence a serious allocator will trust. On the other side is the capital: banks, institutions, liquidity providers and high-net-worth allocators, looking for vetted deal flow in one place rather than noise scattered across a dozen unverified sources.

The more capital gathers on one side, the better it works for the other. A new launch reaches allocators whose terms actually fit it sooner, and more of that capital arrives already diligenced and ready to commit. Hence, distribution stops being a scramble across unaligned sources and becomes a single, direct line to aligned capital.

What Lunar brings

For seven years, Lunar has focused on one main thing, connecting the most ambitious crypto teams with the world.

We take a project, get to the heart of why it matters, and build the story and the reach that get it the users, the community, and the attention and demand it needs to succeed.

We’ve done this across every kind of market and every kind of project, from L1s and DeFi to infrastructure and consumer apps. Seven years in, we know what actually earns attention and how to turn it into real, lasting growth. We’ve worked with teams like Aethir, Limitless, Polkadot, Cardano, ICP, Supra, and OKX, along with more than 400 others.

Attention, though, is only half of what a project needs. The momentum a strong campaign builds has to lead somewhere, and for most of this industry’s history there was 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, and Lunar shapes the launch alongside it, so a project’s story is grounded in what the diligence shows and pointed at the investors it aligns with.

For a founder, the two halves finally arrive together: attention and demand bring a project in, diligence turns it into a signal, and that signal reaches capital with reason to stay, so the people who show up early are the ones 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 bigger bet

More of what matters 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 $5.5T over the same period, BlackRock’s tokenized money-market fund already trades through onchain venues. 

Every one of those assets, whether an RWA, a stock, a commodity, a private-credit vault, or a tokenized fund, still has to find LPs whose on- and offchain activity and cost of capital fit what it offers. The aim is simple: any asset that comes onchain can find, connect with and stream yield to the right audience through Turtle and Lunar Strategy. 

What this means for you

If you are launching an onchain asset, you no longer have to choose between the attention that gets you seen and the capital that can back you. Both come from one team with a track record on each side.

Come build with us.

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.