The Trumps aren’t alone in leading World Liberty Financial. They’re joined by crypto veterans Chase Herro and Zak Folkman, as well as Steve Witkoff, a real estate investor and friend of Donald Trump’s. In addition to the platform itself, World Liberty Financial will come with a governance token, WLFI, which will provide owners the right to vote “on matters of the platform.” Approximately 63 percent of the tokens will be sold to the public; 17 percent are set aside for user rewards, and 20 percent will be reserved for World Liberty Financial team compensation. […] World Liberty Financial will face steep competition in a DeFi market already crowded with similar services, among them Aave, Compound, Venus Protocol, and others. “DeFi is pretty mature, especially on the over-collateralized side,” says Zach Hamilton, founder of crypto startup Sarcophagus and venture partner at VC firm Venture51. But the Trumps need not necessarily do anything novel, if they can capitalize on their mammoth public platform to peddle the new venture. “[World Liberty Financial] is launching with the most free marketing that any crypto company could ever get,” says Hamilton. “Trump is the king of living rent free in people’s minds.” “I welcome any effort to bring DeFi into the mainstream,” says Brad Harrison, CEO of Venus Protocol. “But like the autopilot in a Tesla, DeFi may give the appearance of something that’s simple, but the inner workings are complex. Without a solid grasp of its nuances in the hands of seasoned technologists and financial engineers, a new platform risks being more of a branding exercise than a substantive and safe contribution to the space.”
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