In a bold move, former President Donald Trump plans to deliver a high-profile speech next Monday, unveiling World Liberty Financial, a cryptocurrency platform spearheaded by his sons, Donald Jr. and Eric. What’s striking is the timing—just 50 days before Election Day, Trump is using precious campaign moments to promote a family-run business venture.

Trump, never one to shy away from intertwining business with politics, is pushing his latest project on the digital finance frontier, further expanding the legacy of blending personal branding with political ambitions. During his 2024 campaign, he’s already promoted everything from Trump-branded Bibles to sneakers, but now he’s taking it a step further with crypto.

“We’re embracing the future with crypto and leaving behind the slow and outdated big banks,” Trump declared in a video posted on X, teasing his upcoming 8 p.m. EDT address from Mar-a-Lago. The platform promises a full breakdown of the project that aims to redefine how the financial system operates.

Crypto in the Crosshairs of U.S. Politics

What makes this move even more significant is Trump’s ambitious campaign promise to make the U.S. the “crypto capital of the planet.” It’s a signal of his full embrace of cryptocurrency, a remarkable pivot from his previously skeptical stance on digital currencies during his presidency.

Cryptocurrencies, like Bitcoin, have soared in popularity as decentralized forms of money that exist outside traditional banking systems. Without reliance on central banks, digital currencies can be traded globally in online marketplaces, often for fees, and converted into familiar forms like U.S. dollars. This represents a dramatic shift in how financial transactions could be handled in the future.

The timing of Trump’s crypto move, however, raises eyebrows. His renewed passion for digital assets comes amidst growing concerns that, if re-elected, he could potentially wield federal powers to further his own family’s business endeavors. Critics argue that his plan to promote World Liberty Financial during a campaign speech could create conflicts of interest, potentially blending government influence with personal profit.

From Skeptic to Crypto Advocate

Trump’s journey with crypto has been an evolution. Once a vocal critic, warning about the risks and volatility, he has now warmed up to the sector. His current platform touts cryptocurrency as the future of finance, with bold proposals, including the creation of a strategic reserve of Bitcoin for the U.S. government. Additionally, he has promised to block the formation of a Federal Reserve Central Bank Digital Currency (CBDC), a controversial project that would create a digital form of government-backed money. Trump’s opposition to the CBDC stems from his broader distrust of centralized financial control, which he sees as a threat to individual freedom.

As Trump’s crypto ambitions come to light, the balance between political power and personal gain is more delicate than ever. Whether voters will support his vision for a crypto-driven future—or question the ethics of launching a family-run platform so close to the election—remains to be seen.