
I’m so old I remember when a president’s son trading on his father’s name to make money for the family was a scandal of such epic proportions that it led to congressional and DOJ investigations for years and calls for impeachment. But that was a different time. You know, a year ago.
The names lining up behind Elon Musk read like a who’s who of big money: BlackRock, Fidelity, venture-capital giant Sequoia.
And then there’s 1789 Capital.
The upstart investment firm scored a hot ticket recently with Musk, Donald Trump’s wealthiest backer: a rare chance to invest directly in his AI venture, xAI, and his roughly $350 billion startup, SpaceX.
Turns out, 1789 has a big attraction: Donald Trump Jr. — son of the US president, crown prince of MAGA and now frontman for what fans hail as a “parallel” US economy aimed at the Trump faithful.
Trump Jr. is clear: At 1789, his role is not to crunch the numbers or kick the tires the way most investors do. Instead, he’s looking to make the firm money by tapping into the MAGA ecosystem and its network of profit-minded believers like Musk.
Few have arrived at this moment with a better sense for President Trump — and where his second administration might take the nation and the world — than his eldest son. Only now, Trump Jr. is trading Washington to focus on a new mission: monetizing his father’s vision for America.
At a time when businesses big and small are trying to navigate all things Trump, Trump Jr.’s stamp of approval can mean the difference between access to lucrative opportunities – such as an in at Musk’s xAI and SpaceX — or a cold shoulder. Like his father and brother Eric, who runs the Trump real estate business, Trump Jr. has brushed aside concerns about the seemingly unprecedented number of conflicts the first family is facing.
They are building what they like to call “the parallel economy” which is essentially a right-wing only commerce venture under the assumption that they can make billions catering to “the movement.” The article points out that this isn’t the first time right wingers have attempted to monetize their “movement” and they have often crashed and burned in the past.
But barely two months into the second Trump administration, 1789 Capital is in a position like few others. Based in Palm Beach, two miles from Mar-a-Lago, the firm today sits near the epicenter of Trumpworld with ties both broad and deep.
They’re practically doing it out of the White House.
Trump Jr., 47, formally signed on in November, less than a week after his father won the White House again. The move took many in Washington by surprise: Beltway insiders had expected him to stay close to the administration given his role in championing Vance for vice president. He says he hasn’t been to the White House since the inauguration…
Trump Jr.’s role at 1789 will be a sort of MAGA magnet, sourcing deals as well as investors into the firm.
Gee, I can’t imagine how he would do that, can you? It’s not as if he has a line to Trump and Musk. After all, he hasn’t been to the White House since the inauguration.
They liken the potential of MAGA-style investing “to the late boom in the environmental, social and governance space, which conservatives deride as part of a “woke” liberal agenda that threatens American capitalism.”
For instance, they’ve “poured more than $50 million directly across Musk’s xAI and SpaceX, opportunities.” I sure hope they’re doing better than his flagship Tesla stock. It’s lost 15% just today.

It’s down over 37% over the last month. Also, his rockets are blowing up.
Other recent investments include a stake in Happy Dad hard seltzer, founded by right-wing YouTubers the Nelk Boys (they packaged their drink to look like a beer because “we are tired of the skinny can bullsh*t”) and the Enhanced Games, a startup looking to host an Olympics-style competition where athletes are allowed to take performance-enhancing drugs; and Polymarket, the crypto-based prediction site that gained widespread attention during the 2024 presidential campaign.
Winners all, no doubt about it.
Trump Jr., for his part, has plenty of balls in the air. In addition to his role at 1789, he’s an adviser to Kalshi, another prediction market, and to Unusual Machines, a manufacturer of drones and related components. He and his brother Eric are also personal investors in biotech-startup-turned fintech Dominari Holdings Inc. (news in February that the Trumps were joining the company’s advisory board sent the stock soaring). On top of that, he maintains his title of executive vice president at the Trump Organization.
He isn’t on the board of an obscure foreign energy company so there’s no reason to suspect corruption. The Trumps are as honest as the day is long.