Trump Media & Technology Group, the company behind Truth Social, is shaking things up again—this time by stepping into the world of finance. On Wednesday, the company shared its plans to expand into financial services, with a possible dive into bitcoin and other cryptocurrencies.

The announcement sent shares of Trump Media (DJT) up by 8%, signaling investor excitement. The company’s new fintech brand, Truth.Fi, will focus on investment products tied to American growth, manufacturing, energy, and what it calls the “Patriot Economy.” This move follows a trademark application filed back in November, hinting at the company’s financial ambitions.

Trump Media’s CEO, Devin Nunes, explained the strategy: “We started with a free-speech social media platform, added a fast TV streaming service, and now we’re stepping into investment products and decentralized finance.” The company is also teaming up with Charles Schwab to develop customized investment funds.

But the expansion isn’t without controversy. Ethics experts are raising red flags about potential conflicts of interest, especially since President Donald Trump, who founded the company, is overseeing federal regulations in finance and crypto. “This creates more opportunities for conflicts,” said an ethics director from the Campaign Legal Center.

Adding fuel to the fire, the company revealed it’s diversifying its cash holdings into ETFs, bitcoin, and other crypto-related assets. While Trump transferred his shares to a trust managed by his son, critics argue this does little to ease concerns about his influence on the industry. Some even worry that Trump’s investments could artificially inflate crypto markets, posing risks to the economy.

Trump Media expects to roll out its Truth.Fi products later this year, pending regulatory approvals. Whether this move will strengthen the company or stir up more debates, it’s clear that Trump Media isn’t slowing down.