Trump is launching a new cryptocurrency business full of potential risks and conflicts if he wins

 Donald Trump on Monday will unveil a new cryptocurrency business during an evening address from his Mar-a-Lago estate, the latest venture that stands to benefit the former president as he seeks another four years in the Oval Office.

Details on the new business, which will be called World Liberty Financial, are limited, but Trump’s sons have spent weeks promoting it. The GOP nominee himself has teased the latest expansion of his family’s business empire from the same social media account that carries his political messaging.

No major party nominee has ever leveraged their candidacy for personal profit quite like Trump has during his third White House bid. Since entering the race nearly two years ago, Trump has netted millions of dollars selling new items featuring moments from his political life while also generating billions of dollars in wealth through a social media site where he speaks directly to supporters.

His fans can buy coffee table books featuring pictures and letters from his presidency or, if they prefer, a Trump-themed Bible. He has sold $399 golden sneakers and recently advertised to supporters “fifty all new stunning digital trading cards” for purchase at a cost of $99 each. Buy 75 and get access to a dinner gala with Trump, plus pieces of a suit he wore in his debate against President Joe Biden.

But this latest enterprise, taking off just 50 days before the election, comes with a hornets nest of ethical conflicts should Trump win in November. On the campaign trail, the former president has promised to usher in a wave of policies favorable to digital currencies as he courted the votes and financial support of the bitcoin community. Now, a company he is helping to get off the ground could stand to benefit from the actions he takes in the Oval Office.