Turtle acquires Lunar Strategy, merging liquidity routing with crypto PR

The acquisition and partnership strategy

Founded in 2019, Lunar Strategy has guided more than 400 projects to public launch, managing over $30 million in campaign spend and leveraging relationships with a network of more than 1,500 creators. The agency’s clientele includes platforms such as Polkadot and Cardano, both well-known within the blockchain ecosystem.

Through this deal, Lunar Strategy will continue to operate under its original name, keeping both its staff and current client base. Both companies emphasized continuity for users and positioned the move as a way to pair capital routing capabilities with sustained attention and community engagement.

Turtle described the acquisition as creating a unified system where projects launching onchain can access both capital and an expanded audience immediately. No financial details of the transaction have been disclosed at this time.

Turtle stated that combining its capital deployment tools with Lunar Strategy’s reach will allow asset issuers to find market demand and for investors to identify new project flows all in a single framework.

Lunar Strategy echoed the commitment to seamless service, assuring clients of uninterrupted operations despite the acquisition.

Mini dictionary: Turtle is a DeFi protocol focused on optimizing liquidity deployment for onchain crypto projects, offering tools that help new ventures raise and allocate digital assets efficiently.

Addressing project sustainability through integrated services

Lunar Strategy cited widespread challenges in the crypto sector as a critical driver behind the acquisition. The agency noted that more than half of the estimated 25 million tokens launched since mid-2021 are no longer active. Furthermore, about a third of these closures reportedly occurred within 90 days following a significant liquidation event in October.

Agency representatives pointed out that most projects falter when post-launch momentum fades. After initial airdrops and marketing pushes, communities and order books often dissipate, leaving projects without lasting engagement or support.

Lunar also observed that founders face difficulties sustaining growth when fundraising is disconnected from launch activities, leading to waning momentum and eventual collapse. The lack of infrastructure to maintain interest, rather than attention itself, was highlighted as a primary reason for project failures.

This need for an end-to-end solution that keeps community interest and funding cycles synchronized reportedly influenced Lunar’s decision to join a protocol-based capital routing platform.

Turtle’s liquidity milestones and future plans

Turtle reported handling more than $5.5 billion in routed liquidity to date and counts over 430,000 registered liquidity providers on its platform. The protocol has managed more than 100 separate campaigns, including one that raised $84.5 million for Avalanche, a popular smart contracts network.

Mini dictionary: Avalanche is a blockchain platform designed for decentralized finance applications, offering high throughput and low-latency smart contracts, making it attractive for DeFi projects seeking scalable solutions.

Citing a projection from Standard Chartered, Turtle outlined that DeFi-active assets could increase 37-fold by 2030. The protocol aims to support every asset moving onchain with both immediate capital access and built-in audience engagement through its growing platform.

With the integration of Lunar Strategy, Turtle expects new projects to benefit from both investment and promotional support from their first day. Investors and liquidity allocators will now encounter project opportunities that offer established community momentum as well as fundraising channels.

Lunar Strategy described the merger as the biggest deal in its history and a transformative moment in aligning growth partners with capital networks in crypto.