Cryptocurrency exchange HTX has joined forces with World Liberty Financial to launch the USD1 Points Program, a loyalty initiative aimed at increasing adoption of the controversial USD1 stablecoin. Announced on August 7, the move is being framed as an effort to rebrand USD1 as a utility-driven asset rather than a politically charged token.
HTX
The USD1 Points Program is described as the first global loyalty system built specifically for stablecoin users. Through HTX, users can now earn rewards for holding, trading, and staking USD1. The program promises extra incentives via partner integrations and World Liberty Financial’s mobile app. While additional platforms are expected to join, HTX is currently among the first major exchanges backing the initiative.
“We’re proud to support this loyalty program as a way to drive adoption through forward-thinking initiatives,” said HTX advisor Justin Sun.
A Stablecoin With a PR Problem
Launched in April, USD1 quickly drew attention for its ties to the Trump family. Despite being fully backed by U.S. Treasuries and marketed as a patriotic alternative to traditional stablecoins, the asset has struggled to gain traction. As of now, USD1’s market cap is around $601 million, significantly trailing USDT and USDC, which command over $167 billion and $64 billion, respectively, according to CoinMarketCap.
Analysts say the stablecoin’s slow adoption stems from a combination of limited utility, lack of institutional support, and an overtly political brand image.
“Most stablecoins that succeed do so with a mixture of utility, visibility, and incentives,” a Kaito researcher told CNBC. “Until now, USD1 had none of those.”
MacKenzie Sigalos
The rewards program appears to be a direct response to this criticism, aiming to reframe USD1 as a practical, incentive-driven asset in an increasingly competitive stablecoin market.
Still, Political Baggage Lingers
Efforts to distance USD1 from partisan politics face significant headwinds. The Trump family plays an active advisory role in World Liberty Financial, and 75% of profits reportedly flow to Trump-linked entities. Public skepticism only intensified after the launch of the TRUMP token, which controversially offered a dinner with the former president to its top holders.
Senator Elizabeth Warren condemned the campaign as “an orgy of corruption,” raising ethical concerns about the intersection of political influence and crypto promotion.
Adding to the controversy, analytics firm Inca Digital reported that over $5.2 billion in profits from USD1 and TRUMP tokens were concentrated in a handful of wallets, while more than half a million users collectively lost $3.9 billion.
