Trump Media & Technology Group, the social-media company affiliated with former U.S. President Donald Trump, is expanding its reach into the financial sector with plans to launch a series of exchange-traded funds (ETFs) and managed accounts.
The company announced on Thursday that it has applied for trademarks on investment products branded under names such as “Made in America” and “Energy Independence.” These financial offerings are expected to debut later this year, signaling a strategic pivot beyond its current digital platform, Truth Social.
This move places the Trump brand within mainstream finance, targeting retail investors through ETFs—investment portfolios that trade like individual stocks and typically offer lower fees and tax advantages over traditional mutual funds.
“The ETF wrapper has been the most successful financial product in history,” said Dave Nadig, a veteran in the financial sector. “If you’re going to try to get money from the public into something you can charge fees on, an ETF is an incredibly good way to do that if you’ve got a brand.”
With Truth Social facing challenges in generating revenue, the company’s expansion into financial services, including potential cryptocurrency investments, could provide a new source of capital. Trump Media’s stock, trading under the ticker DJT, has seen volatility similar to the Trump-branded cryptocurrency token, which briefly soared to a market valuation of nearly $15 billion before retreating.
Despite the high-profile nature of the initiative, Trump Media has yet to disclose specifics about the investment strategies behind its funds or the fees it will charge investors. The firm has also not filed applications with the U.S. Securities and Exchange Commission (SEC) for regulatory approval.
“I’ve never seen an instance like this,” said Max Schatzow, a legal expert specializing in fund launches. “It is clearly pushing the limits of the Securities Act.”
Trump Media has defended its approach, stating that it is adhering to all legal and regulatory requirements.
“We aim to give investors a means to invest in American energy, manufacturing, and other firms that provide a competitive alternative to the woke funds and debanking problems that you find throughout the market,” said Trump Media CEO Devin Nunes. “We’re exploring a range of ways to differentiate our products, including strategies related to bitcoin.”
The ETF market is dominated by major asset managers such as Vanguard and BlackRock, which oversee portfolios worth hundreds of billions. However, niche ETFs have also gained traction, tapping into specific investor interests. The iShares U.S. Manufacturing ETF, launched by BlackRock in July, has accumulated $12 million in assets.
Trump Media has enlisted Yorkville Advisors, a New Jersey-based hedge fund, to act as the registered investment adviser for its new funds. According to the company, Yorkville will oversee the funds’ development and regulatory approval process.
The new investment products are expected to launch under the “Truth.Fi” brand, a financial offshoot of Trump Media. The company is seeking trademarks for the Truth.Fi Made in America ETF, Truth.Fi Energy Independence ETF, and Truth.Fi Bitcoin Plus ETF, along with managed account versions of each.
Trump Media’s expansion into finance follows a recent reorganization of its ownership structure. According to a December filing, Trump owns approximately 53% of the company. After securing the Republican nomination for president, he transferred his shares into a trust controlled by his son, Donald Trump Jr.
As Trump Media moves forward with its financial venture, industry analysts and regulators will be closely watching how the company navigates the complexities of launching investment funds amid ongoing scrutiny.
