Donald Trump officially launched his family's cryptocurrency venture, World Liberty Financial, during an interview on the X social media platform, where he also addressed an apparent assassination attempt against him. Despite the launch, Trump provided minimal details about the business, which aims to serve as a borrowing and lending service for cryptocurrencies. His shift from skepticism to support for cryptocurrencies has raised ethical concerns, as a presidential candidate launching a business could lead to conflicts of interest. Trump's family members, including his sons, promoted the venture, asserting that it would challenge what they describe as a biased banking system. The project plans to sell non-transferrable WLFI governance tokens, limited to accredited investors, amid regulatory uncertainties. Experts have highlighted the potential implications of Trump's business activities on his campaign as he seeks to attract digital asset advocates ahead of the November election.