The Brazilian fintech Meliuz, known for its cashback and financial technology services, has announced an innovative investment strategy that aims to make Bitcoin a central asset in its treasury.
With a plan that marks a clear shift towards the integration of the world’s most famous cryptocurrency, the company has proposed to elevate Bitcoin to a main strategic asset, a decision that will be submitted to the shareholders’ evaluation on the upcoming 6th of May.
Bitcoin in the heart of corporate finance: Meliuz embraces the new ideology
According to what was communicated by Meliuz on April 14, the goal is not to modify the core business of the company, but rather to enhance its financial strategy. The plan involves an intensified use of operating cash generation to progressively acquire new reserves in Bitcoin, making it not only the core of the treasury but also a possible vehicle to transfer value to shareholders.
In this perspective, Meliuz intends not only to accumulate Bitcoin but also to promote the “incremental generation of Bitcoin for its shareholders”, through cash flows and strategic financial operations that still need to be detailed.
Shareholders who do not agree with the company’s new strategic direction will still have the opportunity to obtain a refund of their shares, provided they already held the securities before April 14th.
The market approves: surge of the Meliuz stock ($CASH3)
The announcement of the new orientation immediately generated a positive response among investors: the stock Meliuz (CASH3) recorded a jump of over 14% in the following session, rising from 3.28 Brazilian reais (about 0.56 dollars) to 3.76 (0.64 dollars), according to Google Finance data.
Overall, in the last five days, the fintech stock has gained over 27%, reaching 3.85 Brazilian reais (0.65 dollars). An increase that clearly reflects the market’s optimism towards the company’s move towards digital assets.
The first purchase of Bitcoin made by Meliuz
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The turning point for Meliuz does not come suddenly. In March, in fact, the company’s board of directors had already authorized the use of up to 10% of available liquidity for investments in Bitcoin. Following this decision, the company purchased 45 BTC, for a total value of approximately 4.1 million dollars.
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A concrete decision that preceded the official proposal to the shareholders to structure Bitcoin as a long-term strategic asset, marking the company’s entry among the public enterprises that choose to integrate criptovalute into their capital management.
A growing trend among listed companies
The case of Meliuz fits into a broader context: in the first quarter of 2025, the amount of Bitcoin held by publicly traded companies increased by 16.1%, according to data from Bitwise. In just three months, public companies collectively purchased 95,431 Bitcoin, raising the total reserves of Bitcoin in corporate balance sheets to about 688,000 units.
Meliuz is one of the 12 new entities that, in the first quarter, decided to include Bitcoin in their corporate portfolio for the first time. Among these is also Rumble, a well-known video sharing platform.
An example among the pioneers of the sector
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Probably inspired by well-known names like Michael Saylor, who with his company Strategy has continued to purchase Bitcoin as part of its expansion plan in the world of digital assets, Meliuz joins this group of companies convinced that cryptocurrencies can represent a solid store of value.
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Proprio Strategy, last April 14, announced the purchase of 3,459 Bitcoin, for a total investment of 285.5 million dollars, confirming a now established trend among cutting-edge technology companies.
Towards a new financial identity
With this new initiative, Meliuz not only demonstrates its desire to innovate its approach to asset management, but also to be ready to redefine its role in the landscape of fintech internazionali. The introduction of Bitcoin as a fondamento strategico of the treasury signals a radical change, based on the willingness to leverage the long-term potential of cryptocurrencies.
While it remains to be seen if the proposal will gain the approval of the shareholders in the May meeting, the signal sent by Meliuz is strong and clear: Bitcoin is set to play an increasingly central role in the financial future of companies, even outside the United States and the most advanced economies.
A look to the future
In the growing universe of digital currencies, Meliuz now positions itself as one of the players to watch. If the move proves effective, it could pave the way for new strategies of liquidity management for other fintechs in Latin America and beyond.
In a period when cryptocurrencies are consolidating as increasingly considered financial assets even by institutional entities, Meliuz’s decision appears as a clear message to the market: the future of finance is decentralized, digital, and – at least according to this vision – written in Bitcoin.