MicroStrategy rebrands to 'Strategy' with a Bitcoin-themed visual identity.

This change, while primarily cosmetic, reflects the company’s deep commitment to Bitcoin and aligns its corporate identity with its pro-Bitcoin ethos. Along with the rebranding, the company has introduced a Bitcoin-themed visual marketing scheme, reinforcing its focus on the cryptocurrency.

Despite the new name and branding, the company’s fundamental operations remain unchanged. Strategy will continue to provide business intelligence software solutions while actively managing its Bitcoin corporate treasury strategy. 

The rebrand was officially announced on Feb. 5, with additional details expected to be shared during the company’s earnings call on the same day.

Michael Saylor, co-founder and executive chairman of the company, has been one of Bitcoin’s most vocal advocates in the corporate sector. Under his leadership, the company pioneered the concept of holding Bitcoin as a treasury asset, a move that has since inspired multiple other firms to follow suit. 

Data from SaylorTracker indicates that Strategy currently holds 471,107 BTC, valued at over $45.6 billion, making it the largest corporate holder of Bitcoin worldwide.

MicroStrategy’s implementation of a Bitcoin treasury strategy has had a profound impact on the corporate world. The company’s success in integrating Bitcoin into its financial strategy—and the corresponding rise in its stock price—has motivated other publicly traded firms to consider Bitcoin as a hedge against inflation and economic uncertainty.

One such company is Metaplanet, a Japanese investment firm specializing in Web3 initiatives. In April 2024, Metaplanet adopted a Bitcoin treasury reserve strategy, recognizing Bitcoin’s role as a superior store of value compared to traditional fiat currencies. In January 2025, 

Metaplanet’s CEO, Simon Gerovich, announced that the company aims to increase its Bitcoin holdings to 10,000 BTC by the end of the year.

Similarly, Semler Scientific, a medical technology company, integrated Bitcoin into its corporate treasury in May 2024, a decision that led to a 30% surge in its share price following the announcement. 

At the Bitcoin 2024 conference in Nashville, Tennessee, executives from both Semler Scientific and Metaplanet revealed that their firms were struggling before adopting Bitcoin.

Michael Saylor referred to such struggling firms as "zombie companies"—businesses that remain solvent but lack the excess capital needed for growth. He further noted that many firms listed in the S&P 500 index face similar financial constraints and could potentially benefit from integrating Bitcoin into their financial strategies.

Another company embracing Bitcoin is Rumble, a video streaming platform known for its commitment to free speech and alternative media. In a bold move, Rumble announced plans to allocate $20 million to Bitcoin, viewing the cryptocurrency as a hedge against inflation. 

The company made its first Bitcoin purchase in January 2025, just ahead of the inauguration of U.S. President Donald Trump.

As Bitcoin adoption continues to expand within corporate finance, the growing trend of businesses allocating significant portions of their treasury reserves to BTC signals a broader shift in how companies approach wealth preservation, financial stability, and inflation hedging. 

Strategy’s rebranding marks yet another milestone in the increasing integration of Bitcoin into mainstream corporate financial strategies.