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

TL;DR: Turtle, the infrastructure that puts onchain assets in front of the capital ready to back them, has acquired Lunar Strategy, one of crypto’s longest-running growth agencies, in a deal that closed this July. For the first time, a project can build the attention around an onchain asset and secure the capital to act on it in the same place. Lunar keeps its brand, team, and clients, and now operates as the distribution arm of the Turtle group. Turtle has acquired Lunar Strategy, a Web3 growth agency 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 committed 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 & 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.