The Trump family is about to launch the crypto ETF Truth.Fi.

The family of President Donald Trump is currently expanding into the investment management sector after Trump Media and Technology (TMTG) announced on Tuesday the launch of a series of ETF funds and separate managed accounts (SMA) through the FinTech brand "Truth.Fi."

TMTG operates several companies owned by the Trump family besides Truth.Fi, and is the parent company of the social media platform Truth Social and the video streaming website Truth+. The mission of TMTG, according to the company's press release, is "to end the assault by Big Tech companies on free speech by expanding the Internet and giving a voice back to the people."

This new project will be carried out in collaboration with the exchange Crypto.com and the Florida-based asset manager, Yorkville America Digital, and will be implemented after receiving approval from the regulatory agency, which TMTG hopes to receive "by the end of this year."

Although the press release was issued on Tuesday, Newsweek previously reported on the upcoming launch, stating that the Trump family's investment products would be branded as "non-woke." The current version of the release describes these products as "Made in America."

"The ETFs, offered through the brokerage firm of Crypto.com, Foris Capital U.S. LLC, are expected to include digital assets as well as securities focused on products 'Made in America', covering various industries such as energy," the statement said.

* The "non-woke" movement is a backlash against the "woke" wave, a term originally used to refer to social awareness of injustices related to race, gender, and the environment. However, over time, the term "woke" has gradually taken on a negative connotation in the eyes of a segment of the public — particularly among conservatives — as it is seen as representative of excessive political correctness, cultural censorship, and extreme social policies.

In this context, "non-woke" has become a label to assert a conservative, traditional stance, opposing political correctness and supporting free speech, especially on media platforms and technology products. Trump is a representative of the non-woke ideology.

Thach Sanh