Joined Monday by his two adult sons and others involved in the fledgling business, including billionaire donor Steve Witkoff, Trump declared in a livestream on X that "crypto is one of those things we have to do," and suggested that he would work to limit regulation of the industry if elected.
"Right now, you have a very hostile [Security and Exchange Commission] ... they've been very hostile toward crypto," Trump said. "My attitude is different."
Details about the venture, including Trump's role and potential compensation, remain unclear. The company's website, which bears an image of a backlit Trump speaking at a podium, suggests the platform will have its own crypto token, called $WL, and aspires to "empower our users to operate their finances ... with no direct oversight of any government agencies or officials."
Industry experts said the website provides few details about the company -- including what it will offer, who will have access to its profits, and how the Trump family stands to make money from it. James Butterfill, the head of research at CoinShares, a digital asset management firm, told ABC News that the website contains little more than "buzzwords."
Government ethics watchdogs consulted by ABC News were quick to point out potential conflicts of interest posed by a candidate for president launching or becoming otherwise involved with a new business within weeks of Election Day -- particularly in an industry as polarizing and unregulated as crypto, in which users directly exchange digital currencies without the oversight of banks or the government.
Jordan Libowitz, a spokesperson for Citizens for Responsibility and Ethics in Washington, or CREW, said a future Trump administration would have wide latitude to impact crypto policy -- and Trump's own personal stake in the industry could potentially rub up against the best interests of the country.
"We're still in the Wild West with crypto. It's clear there is going to be some kind of regulation, but to what extent and how friendly they are to the industry, we don't yet know," Libowitz said. "The president obviously appoints the people in charge of that."
Steven Cheung, a spokesperson for the Trump campaign, rejected any suggestion that Trump's role in World Liberty Financial could pose an ethical dilemma if he's reelected, calling Trump "the most ethical president in American history."
"When President Trump first ran for office, he stepped away from his very successful and lucrative businesses because the job of saving America was the most important job he'd ever have," Cheung said in a statement to ABC News. "Before he entered the White House, he ensured everything was done within the ethics guidelines set forth."
In addition to Trump's adult sons Donald Trump Jr. and Eric Trump, who have for months been promoting World Liberty Financial on social media, a so-called "white paper" first reported by CoinBase indicated that Trump's youngest son, Barron, 18, would also play a role in the firm.
Witkoff, who appeared Monday on the X livestream, said he introduced the Trumps to two other partners in the venture, Zak Folkman and Chase Herro, both of whom have a colorful business history.
Herro, who previously called himself a "dirtbag of the internet" at a crypto conference in 2018, has said he has made millions from an ecommerce business after spending three years in jail for selling drugs when he was in high school. Folkman, who first joined forces with Herro in the ecommerce business more than a decade ago, has reportedly previously taught classes on "how to date hotter girls."
On ABC's "Good Morning America" on Tuesday, Witkoff -- a longtime friend to Trump and one of his campaign's biggest financial supporters -- downplayed any potential conflict posed by Trump's foray into crypto.
"If the president is elected, which I expect him to be, then everything that he -- all of his of his ownership, his businesses, will be put in some sort of a trust." Witkoff said. "His children, I would assume, will be involved in running it. And I doubt that, therefore, that there is any conflict."
But Danielle Brian, the executive director of the Project On Government Oversight, said that would be nothing more than "window dressing."
"A trust managed by family members will not eliminate the conflict of interest created by a sitting president owning any business," Brian said.
Trump's announcement on Monday marked his transition from a vocal skeptic of digital currencies to one of the industry's most enthusiastic proponents. As president, he complained on Twitter that crypto markets were "highly volatile and based on thin air." In 2021, shortly after leaving the White House, Trump called cryptocurrencies a "scam."
But during his 2024 bid for the White House, Trump has cozied up to crypto interests.
In May, his campaign said it would begin accepting contributions in cryptocurrency. Trump has regularly hosted industry enthusiasts at his properties and, in July, at the annual Bitcoin Conference, he pledged to make the U.S. the "crypto super-power" of the world.