Turtle acquires Lunar Strategy, merging DeFi liquidity routing with crypto PR to connect onchain funding with audience growth now.
Turtle, a protocol that routes liquidity to DeFi projects, has acquired Lunar Strategy, a Lisbon-based marketing agency. The deal brings together Lunar’s reach in crypto public relations, influencer networks, and community building with Turtle’s capital deployment infrastructure.
Lunar Strategy will keep its name, its team, and its existing client roster. The acquisition marks a shift toward combining attention-building services with direct funding for onchain projects.
Both companies announced the deal on X, framing it as a step toward serving founders and allocators through one connected system. Neither side described the move as a rebrand, stressing continuity for existing clients.
How the Turtle and Lunar Strategy Deal Works
Since 2019, Lunar Strategy has helped bring more than 400 projects to market.
The agency has managed over $30 million in campaign spend and built a network topping 1,500 creators. Its client list includes established names such as Polkadot and Cardano.
Under the acquisition, Lunar will continue operating with its current team intact, according to statements posted by both companies on X. Turtle described the move as merging the attention layer with the rails that route capital, aiming to serve both asset issuers seeking demand and allocators seeking deal flow.
Lunar echoed that framing, saying attention and capital would now run through the same protocol. Neither company disclosed the financial terms of the acquisition. Both parties said clients would notice no change in day-to-day service.
Lunar Strategy is now part of @turtledotxyz.
The biggest deal we have ever made, and the one that changes what a growth partner can ever be.
A thread on why ↓ pic.twitter.com/h2SX2GBNOM
— Lunar Strategy (@LunarStrategy) July 22, 2026
Lunar Strategy’s Campaign History and Market Challenges
Lunar Strategy pointed to industry-wide token failures as part of its reasoning for the deal.
The agency stated that more than half of the roughly 25 million tokens launched since mid-2021 are no longer active. It added that a third of those failures happened within 90 days of October’s 19 billion-dollar liquidation cascade.
According to Lunar, communities often scatter once airdrops clear, and order books empty out after marketing pushes end.
The agency also said founders frequently lose momentum once they have to raise funding separately, on a different timeline from their launch. It said many projects fail not from a lack of attention but from having no infrastructure to hold that attention once it arrives.
That gap, Lunar said, is what pushed it toward pairing with a capital-routing protocol instead of staying a standalone marketing firm.
Turtle’s Liquidity Numbers and DeFi Growth Projections
Turtle brings its own track record to the partnership.
The protocol has routed more than 5.5 billion dollars in liquidity and counts over 430,000 registered liquidity providers. It has run more than 100 campaigns, including one that generated 84.5 million dollars for Avalanche.
Turtle has acquired @LunarStrategy
Attention and capital now run through the same protocol. pic.twitter.com/yT9B1uALhW
— Turtle (@turtledotxyz) July 22, 2026
Turtle cited a Standard Chartered projection estimating that DeFi-active assets could grow 37 times over by 2030. The company said its goal is for every asset moving onchain to find both capital and an audience through its platform.
With Lunar Strategy now part of the stack, Turtle said projects launching through its network will carry funding interest from the outset.
Allocators, meanwhile, will see deal flow that already comes with audience demand attached. Turtle framed the combined entity as covering the full path from first narrative to funded launch.
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