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MicroStrategy Rebrands as "Strategy," Doubles Down on Bitcoin

Coin WorldWednesday, Feb 5, 2025 5:52 pm ET

1min read

MicroStrategy, a leading business intelligence firm and Bitcoin (BTC) treasury company, has announced a rebranding to "Strategy," reflecting its commitment to becoming a Bitcoin-focused company while continuing to provide business intelligence software. The rebranding comes with a new logo featuring a stylized "B" and a primary color change to orange, both nods to the company's Bitcoin strategy and position within the crypto market.

Michael Saylor, executive chairman of Strategy, stated that the rebranding is a simplification of the company's brand to more clearly align with its core mission. He quoted Antoine de Saint-Exupéry, saying, "Perfection is achieved, not when there is nothing more to add, but when there is nothing left to take away." Phong Le, president and CEO of Strategy, emphasized the company's role in advancing Bitcoin and artificial intelligence, highlighting the firm's global appeal and value to shareholders, customers, partners, and employees.

Strategy's shares are already seen by investors as a proxy for Bitcoin exposure, with the stock price surging 422% last year to reach a new all-time high of $421.88, nearly 25 years after the "dotcom bubble."

On Jan. 27, Strategy announced an additional fundraising effort to expand its Bitcoin holdings through a public offering of Strike Preferred Stock (STRK). Starting Mar. 31, 2025, each STRK share will carry a $100 liquidation preference, accruing fixed-rate dividends paid quarterly in cash, Class A common stock, or a combination of both. The company aims to issue 2.5 million shares of STRK, subject to regulatory approval and prevailing market conditions.

On Jan. 31, Strategy secured over $563 million to invest in Bitcoin through STRK offerings. As of Feb. 5, the company holds 471,107 BTC, worth over $46 billion, with an acquisition cost of $30.3 billion. This results in a net profit of nearly $16 billion for the company.

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