"MicroStrategy Rebrands as 'Strategy', Doubles Down on Bitcoin

MicroStrategy, a leading business intelligence firm and Bitcoin (BTC) treasury company, has rebranded to "Strategy" and adopted a Bitcoin-themed visual marketing scheme. The company, which continues to focus on providing business intelligence software and pursuing its Bitcoin corporate treasury strategy, 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.

Data from SaylorTracker shows that MicroStrategy currently has 471,107 BTC in reserve, valued at over $45.6 billion — making the company the largest corporate holder of BTC in the world. Following the company’s implementation of a Bitcoin treasury strategy and a corresponding increase in share price, other publicly traded companies took a page from MicroStrategy's playbook and diversified their treasury reserves with BTC.

Semler Scientific also established a corporate BTC reserve in May 2024. The company’s shares increased by 30% after the announcement. Speaking at the Bitcoin 2024 conference in Nashville, Tennessee, executives from Semler Scientific and Metaplanet 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 launched in January 2025, directly ahead of the inauguration of President Trump in the United States.

The rebranding of MicroStrategy to "Strategy" underscores its unwavering commitment to Bitcoin as a corporate treasury asset. This move not only highlights MicroStrategy’s deepening association with the cryptocurrency but also signals a trend where companies are reconsidering their treasury management in favor of Bitcoin.

As co-founder Michael Saylor noted, "Our rebrand allows us to reflect our pro-Bit