World Liberty Financial Rebrands to World Trust Liberty as Governance Token Nears Tradeability
Learn more at https://worldtrustliberty.com/
The rebrand comes just weeks after WLC token holders voted overwhelmingly in favor of making the previously non-tradable asset transferable — a move long demanded by early backers and crypto watchdogs.
'This is more than cosmetic,' said CEO Daniel K. Harris in a statement. 'We're making changes that align our brand with what we believe crypto should stand for — trust, transparency, and individual liberty.'
Founded in 2024, World Liberty Financial made headlines for raising more than $550 million through the sale of its governance tokens and USD-backed stablecoin, USD1. The venture is majority-owned by DT Marks DEFI LLC, an entity tied to Donald Trump, with family members including Eric Trump and Donald Trump Jr. involved in its leadership.
While the project described itself as decentralized and democratic, most of the platform's economic and governance power remained concentrated in a small group of insiders. Until July 2025, token holders had no way to trade or liquidate their WLC holdings — a sticking point that drew criticism from the broader crypto community.
The turning point came earlier this month when a community vote passed with over 99.9% approval, unlocking token transferability. Although the token is still not listed on major exchanges, sources close to the project suggest public trading could begin in Q4 2025.
World Trust Liberty has not confirmed a specific listing date, but a revised whitepaper is expected in August. The token is positioned as the centerpiece of the platform's evolving ecosystem, with utility features such as: Access to token-based lending and investment tools
Staking with returns backed by asset portfolios
Participation in future governance proposals
Cross-border payments and stablecoin liquidity support
Rebrand Signals Shift in Tone
The new name, World Trust Liberty, is part of a broader campaign to reframe the company as a credible player in the digital finance space. While the platform remains heavily centralized compared to most DeFi projects, leadership appears eager to distance itself from earlier criticisms and capitalize on growing global interest in U.S. dollar-backed stablecoins.
'We recognize the concerns of our community and the industry at large,' Harris said. 'We're evolving toward a model that prioritizes clarity, security, and long-term utility.'
The company says it is exploring integrations with third-party DeFi protocols and is in talks with U.S.-based custodians to ensure regulatory alignment — a potential nod to pending guidance from the SEC and CFTC.
With the rebrand complete and governance token tradeability approved, World Trust Liberty is entering a pivotal phase. Investor confidence remains mixed, with some early buyers hoping the transition opens the door for market upside — while others remain wary of the project's centralized control and political entanglements.
Whether WLC finds a place in mainstream crypto markets will likely depend on how the project executes its rollout — and how it handles scrutiny from both regulators and the community.
For ongoing updates, visit https://worldtrustliberty.com/
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