PSQ Holdings, with Trump son as an investor, jumps 20% on sale of part of business

Shares of micro-cap fintech PSQ Holdings, whose shareholders include Donald Trump Jr., the son of the U.S. president, surged 20% on Tuesday after the company announced that it had found a buyer for part of its business. The process had been underway since last year, when PSQ Holdings said it would focus on fintech and could sell other assets.

PSQ Holdings shares jumped 20% on the New York Stock Exchange on Tuesday to $3.70 apiece. The rally followed the fintech company’s announcement that it would sell EveryLife, its diaper and baby products brand, to FreeHold Brands, which, among other things, designs and manages third-party brands.

The deal values EveryLife at $5.5 million before transaction fees. By comparison, PSQ Holdings as a whole had a market capitalization of $12.4 million at the close of trading on Tuesday.

The parties plan to close the transaction by September 30, according to the press release. The deal was said to have no impact on the holding company’s continuing operations because EveryLife has been accounted for as “discontinued operations” since the third quarter of 2025.

The company’s shares were down 8% in premarket trading on Wednesday as of this writing.

“The signing of this agreement marks an important step in our plan to keep our focus on the core fintech business while monetizing an asset that is no longer central to our long-term goals,” PSQ Holdings CEO Dusty Wunderlich was quoted as saying in the announcement.

PSQ Holdings began in 2021 with the launch of the PublicSquare marketplace. Its founder, Michael Seifert, wanted to create a "patriotic Amazon.” The company later added two more businesses, EveryLife and a payments system. Donald Trump Jr. was among the holding company’s early investors.

In August 2025, the holding company told investors that it would concentrate on developing its fintech business. Shortly afterward, it disclosed that it could sell PublicSquare and EveryLife. After considering various alternatives, however, PSQ Holdings decided that selling the marketplace would not be an efficient use of resources and simply shut it down as of December 31, 2025, the company said in its full-year earnings for last year.

The changes did not end there. In January, the holding company announced that its founder would step down as CEO and that Wunderlich would take over. Wunderlich previously headed fintech Credova, which PSQ Holdings acquired several years ago and later renamed. The company is building its new growth strategy around the former Credova business.

PSQ Holdings’ revenue rose 167% year over year to $8.2 million in the first quarter of this year, while the net loss widened 45% to $6.5 million. When it released those results, the holding company also announced the closure of the marketplace. PSQ Holdings plans to report its second-quarter results on Wednesday.

Overall, investors have responded without enthusiasm to PSQ Holdings’ strategic shift. Its shares have plunged around 89% over the last 12 months and 76% year to date.

In February, the company received a warning from the NYSE that it was not in compliance with continued listing standards, specifically a company’s average closing share price must not remain below $1 for 30 consecutive trading days. To avoid delisting, PSQ Holdings conducted a reverse stock split, combining every 15 shares into one. The company also said the resulting higher share price could help attract institutional investors.