Two prominent players in finance and media — Trump Media and Technology Group in the United States and Bunq in Europe — have unveiled separate but parallel moves into the cryptocurrency space, reflecting a broader shift toward integrating digital assets into everyday digital platforms.
Trump Media announced it is exploring the launch of a utility token and digital wallet for its Truth+ streaming service, while Bunq debuted its new crypto trading feature that enables users in six European countries to invest in over 300 cryptocurrencies directly through its banking app.
Trump Media Eyes Crypto Integration for Truth+ Amid Broader Blockchain Push
Trump Media and Technology Group (TMTG), the media empire founded by President Donald Trump, is reportedly considering the integration of a cryptocurrency token and digital wallet into its subscription-based video streaming platform, Truth+. The move is part of a broader effort to bring blockchain-based payments and rewards into the company’s growing ecosystem of conservative-focused digital services.
In a letter to shareholders dated April 29, TMTG CEO Devin Nunes detailed the company’s exploratory plans to roll out a “utility token” and “Truth digital wallet,” which would initially allow users to pay for Truth+ subscriptions.
The token, Nunes said, could eventually serve broader purposes, including transactions across the Trump Media ecosystem—spanning the flagship social media app Truth Social and the financial services platform Truth.Fi.
"We're exploring the introduction of a utility token within a Truth digital wallet that can initially be used to pay for Truth+ subscription costs, and later be applied to other products and services in the Truth ecosphere," Nunes wrote.
The announcement is the latest in a string of crypto-related developments from the Trump-led media conglomerate. In November 2024, Trump Media filed a trademark application with the US Patent and Trademark Office, covering a range of blockchain services, including software for digital wallets, crypto trading, and payment processing on Truth.Fi.
In January 2025, the company also revealed plans to allocate up to $250 million of its cash reserves into Bitcoin and other digital assets, including crypto-related securities. According to disclosures, the assets would be held in custody by Charles Schwab, marking a notable endorsement of cryptocurrency from a media company so closely associated with a sitting US president.
The firm also signed a partnership with Crypto.com and Yorkville America Digital to launch a suite of exchange-traded funds (ETFs) on Truth.Fi that would blend crypto exposure with “Made in America” equities. These products are aimed at attracting patriotic investors interested in blockchain technology and domestic economic interests.
Truth+ and Political Streaming
Truth+, which launched in October 2024, has positioned itself as a conservative alternative to mainstream streaming platforms. Its programming slate includes films, documentaries, and series designed to appeal to right-leaning audiences, and the potential for crypto integration could enhance its appeal to younger, tech-savvy viewers as well.
The planned token and wallet system would be part of a loyalty and rewards initiative that Trump Media is developing. Though details remain sparse, Nunes emphasized that the rewards program would span the entire suite of Trump Media products.
However, the prospect of launching a Trump-branded crypto token has reignited concerns among lawmakers and ethics experts. Critics argue that Trump’s direct or indirect financial ties to blockchain ventures—particularly those integrated into platforms bearing his name—could represent conflicts of interest as he simultaneously holds the highest office in the nation.
Although Trump formally transferred his 59% stake in Trump Media to a trust in December 2024, skeptics question the independence and effectiveness of that move. A number of senators have voiced apprehensions that Trump's policy decisions could benefit ventures like World Liberty Financial, a crypto company in which the Trump family holds a 60% stake. Trump currently serves as its “Chief Crypto Advocate,” a title that comes with a share of the company’s profits.
A Pattern of Politically Charged Crypto Moves
This is not Trump’s first brush with blockchain controversy. In January, just two days before his return to the White House, he oversaw the launch of the meme coin "Official Trump (TRUMP)," a move that was widely criticized by both political opponents and financial regulators for its timing and ethical implications.
Despite the backlash, the TRUMP meme coin soared in popularity and trading volume following announcements of VIP dinners for top token holders and other exclusive perks—raising further questions about the blending of political influence and digital asset promotion.
As Trump Media gears up for potential crypto integration, industry watchers are closely monitoring the implications not only for the company’s future but also for the broader intersection of politics and cryptocurrency.
With more Americans adopting digital assets and with regulatory frameworks still evolving, Trump’s continued involvement in blockchain initiatives could have a far-reaching impact on both the market and the presidency.
Whether the Truth+ utility token becomes a cornerstone of the TMTG ecosystem or another flashpoint for ethical scrutiny, its development will likely be a key narrative in the ongoing convergence of media, politics, and crypto.
Bunq Launches Crypto Offering Across Europe, Paving Way for Unified Financial Superapp
In other news, Bunq, Europe’s second-largest neobank by valuation, has officially entered the cryptocurrency market, launching a service that allows users to invest in over 300 digital assets, including Bitcoin, Ethereum, and Solana.
The initiative, unveiled on April 29, marks a significant milestone in the bank’s evolution into an all-in-one financial platform — and signals intensifying competition in the digital finance sector.
Branded as Bunq Crypto, the new feature is now available to users in six European countries — the Netherlands, France, Spain, Ireland, Italy, and Belgium. The rollout is part of a larger vision by Bunq to offer fully integrated financial services that seamlessly combine traditional banking, savings, and crypto investing in a single mobile application.
Responding to Soaring Retail Demand
Ali Niknam, Bunq’s founder and CEO, said that the move was primarily motivated by the increasing interest in digital assets among retail investors. “We believe that now many, many people — the large majority — are interested in crypto,” said Niknam. “And we believe they’re interested in buying crypto through an environment they can trust, relate to, and recognize.”
With cryptocurrency adoption expanding beyond early adopters and tech-savvy traders, Bunq sees an opportunity to meet growing demand among mainstream users — especially those who have felt underserved by current crypto platforms that often lack simplicity or perceived safety.
A study commissioned by the bank supports this strategy. Bunq’s research found that 65% of European consumers are actively seeking a unified financial platform that combines banking, savings, and cryptocurrency investing.
Meanwhile, over half of retail investors surveyed reported a strong interest in gaining crypto exposure, but cited complexity and inadequate security on current platforms as barriers.
The launch of Bunq Crypto comes in partnership with Kraken, one of the world’s leading cryptocurrency exchanges, which will provide the backend infrastructure and liquidity for the service. As the 14th-largest centralized exchange globally by volume, Kraken lends technical expertise and regulatory confidence to the endeavor.
Bunq’s leadership emphasized that recent improvements in Europe’s crypto regulatory clarity were critical to moving forward. “For a long time, the future of crypto from a regulatory perspective was a bit unclear,” Niknam said. “But we’ve seen a lot of that change over the past couple of months. As a regulated entity, we now feel sufficiently assured to offer this to the public.”
Indeed, the European Union’s Markets in Crypto-Assets Regulation (MiCA) framework — which begins phasing in this year — has given regulated entities like Bunq the confidence to develop compliant crypto services while providing customers with stronger protections.
Setting the Stage for Global Expansion
Bunq Crypto is just the first phase of the bank’s broader strategy. The company plans to expand its crypto trading capabilities to users across the entire European Economic Area (EEA) in the coming months, with additional plans to launch in the United States and the United Kingdom thereafter.
This global ambition mirrors Bunq’s rapid growth trajectory. The neobank, founded in 2012, reported over 12.5 million users as of June 2024 — a dramatic increase from just 9 million a year earlier. The company’s rise has been fueled by its user-friendly interface, innovative product lineup, and strong brand positioning as a digital-first, socially responsible financial institution.
Bunq’s push into crypto aligns with an emerging global trend: the consolidation of financial services into superapps. These platforms aim to provide users with comprehensive financial management tools under a single digital roof, eliminating the need for multiple accounts across various banks, brokers, and crypto exchanges.
Coinbase CEO Brian Armstrong echoed this sentiment in a February post, saying he believes the financial system of the future will revolve around “a single primary financial account” — an account that will likely include cryptocurrency management as a core feature.
In this context, Bunq’s move is more than just another crypto feature — it’s a step toward redefining what it means to be a bank in the 21st century.
Competition Intensifies in European Fintech
Bunq’s announcement comes months after rival neobank Revolut expanded its own crypto exchange services across 30 EEA countries in November 2024, underscoring the growing race among fintech firms to dominate the retail crypto market.
With a stronger regulatory foundation now in place in Europe, more traditional financial institutions and neobanks are expected to follow suit, integrating digital assets into their service offerings to stay competitive and meet evolving customer expectations.
As Bunq enters the crypto arena, it positions itself not only as a challenger to legacy banks, but as a forward-thinking platform capable of bridging traditional finance and the decentralized digital economy.
