MicroStrategy rebrands to ‘Strategy’ and adopts Bitcoin logo

The company's core business operations remain unchanged following the cosmetic rebrand to reflect the firm's pro-Bitcoin ethos.

MicroStrategy — a business intelligence firm and Bitcoin treasury company — has rebranded to “Strategy” and adopted a Bitcoin-themed visual marketing scheme.

According to the Feb. 5 announcement, 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.

Other companies follow MicroStrategy's lead

Data from SaylorTracker shows that MicroStrategy currently has 471,107 BTC in reserve, valued at over $45.6 billion — making the company the world’s largest corporate holder of BTC.

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.

Metaplanet — a Japanese investment firm focused on Web3 initiatives — announced the adoption of a Bitcoin treasury reserve strategy in April 2024.

In January, Metaplanet CEO Simon Gerovich said the company’s goal is to increase its treasury holdings to 10,000 BTC in 2025.

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 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 Bitcoinas a hedge against inflation.

The video-streaming platform purchased its first Bitcoin in January 2025, directly ahead of the inauguration of President Donald Trump in the United States.