MicroStrategy Rebrands as "Strategy," Doubles Down on Bitcoin

MicroStrategy, the business intelligence firm and Bitcoin (BTC) treasury company, has rebranded to "Strategy" and adopted a Bitcoin-themed visual marketing scheme. The Feb. 5 announcement revealed that the newly rebranded company will continue focusing on providing business intelligence software and pursuing its Bitcoin corporate treasury strategy.

The company has an earnings call scheduled for Feb. 5, where more details about the rebrand will be provided to investors. Michael Saylor, the co-founder of MicroStrategy and a BTC evangelist, popularized the Bitcoin corporate treasury strategy, which continues to attract newfound adopters in the tech industry.

MicroStrategy's year-to-date stock performance puts it in the top 10 of Nasdaq 100 companies. The company currently has 471,107 BTC in reserve, valued at over $45.6 billion, making it the largest corporate holder of BTC in the world. Following MicroStrategy's implementation of a Bitcoin treasury strategy and a corresponding increase in share price, other publicly traded companies have taken a page from its playbook and diversified their treasury reserves with BTC.

Semler Scientific established a corporate BTC reserve in May 2024, and its shares increased by 30% after the announcement. Executives from Semler Scientific and Metaplanet spoke at the Bitcoin 2024 conference in Nashville, Tennessee, and said their firms were zombie companies before adopting Bitcoin. A zombie company is a firm that manages to stay operational and solvent but has no excess capital for growth, a common problem that many firms listed in the S&P 500 index have, according to Michael Saylor.

Rumble, a video streaming platform dedicated to free speech, announced a plan to allocate $20 million to Bitcoin as a hedge against inflation. The video-streaming platform went public in January 2025, directly ahead of the inauguration of President Trump in the United States.