Shares of the company in which Trump's son has invested soared 20%. It will sell part of the business

Shares of micro-cap fintech company PSQ Holdings—whose shareholders include Donald Trump Jr., the son of U.S. President Donald Trump— soared 20% on July 28. The company announced that it had found a buyer for part of its business. This process had been underway since last year, when PSQ Holdings announced its intention to focus on fintech and the possible sale of other assets.

PSQ Holdings shares rose 20% on the New York Stock Exchange on July 28, reaching $3.7. This came after the fintech company announced the sale of the EveryLife brand of diapers and baby products to FreeHold Brands, which, among other things, designs and manages third-party brands.

According to the statement, EveryLife is valued at $5.5 million before fees for the transaction. By way of comparison, PSQ Holdings’ total market capitalization at the close of trading on July 28 was $12.4 million.

The parties plan to complete all procedures by September 30, 2026, according to the press release. The press release also notes that the transaction will not have a material impact on the holding company’s business, as it will classify EveryLife’s revenue as income from “discontinued operations” starting in the third quarter of 2025.

In premarket trading on July 29, the company's stock price is down 8%.

The agreement with FreeHold is an important step in PSQ Holdings' plan to focus on the fintech sector, said the holding company's CEO, Dusty Wunderlich (his comments are quoted in the press release).

PSQ Holdings began operations in 2021 with the launch of the PublicSquare marketplace. Its founder, Michael Seifert, wanted to create a “new Amazon” for patriotic Americans. Later, two more divisions were added—EveryLife and a payment system. Among the holding company’s early investors was Donald Trump Jr., the son of the current U.S. president.

In August 2025, the holding company informed investors that it would focus on developing its fintech division, and shortly thereafter announced the possible sale of PubliqSquare and EveryLife. However, after exploring various options, PSQ Holdings decided that selling the marketplace was not viable and simply shut it down on December 31, 2025, the company wrote in its report for the past year.

The changes didn’t end there. In January, the holding company announced the resignation of its founder from the position of CEO and the appointment of Wunderlich to that role. He previously led the fintech company Credova, which PSQ Holdings acquired several years ago and subsequently renamed. It is on the foundation of the former Credova that the company is building its new development strategy.

At the end of the first quarter of 2026, PSQ Holdings’ revenue rose 167% year-over-year to $8.2 million, while its net loss increased 45% to $6.5 million. Upon releasing these results, the holding company announced the closure of its marketplace. PSQ Holdings plans to publish its second-quarter financial results on July 29.

Overall, investors reacted with little enthusiasm to PSQ Holdings’ change in strategy: its stock price has plummeted by nearly 89% over the past year and by 76% since January 1, 2026.

In February, the company received a warning from the New York Stock Exchange regarding non-compliance with listing rules. According to these rules, the company’s shares must not trade below $1 for 30 consecutive trading days. To avoid delisting, PSQ Holdings carried out a reverse stock split, combining 15 shares into one. In addition, the higher share price would attract institutional investors, the company explained at the time.