MicroStrategy Becomes “Strategy” and Doubles Down on Bitcoin!

The American company MicroStrategy, known for its massive commitment to bitcoin, has announced a major rebranding. From now on, it is simply called Strategy, marking a new milestone in its evolution. This rebranding is accompanied by a massive investment in bitcoin, with a purchase of $20.5 billion in BTC during the fourth quarter of 2024.

A strategic rebranding for MicroStrategy, which becomes “Strategy”

As the crypto community was already questioning MicroStrategy, which has stopped its purchases of BTC for more than a week, the company has once again surprised the ecosystem with an unexpected rebranding! Indeed, in an official statement published on February 5, 2025, Michael Saylor, now co-founder and executive chairman of “Strategy”, explained that this name change better reflects the company’s mission:

We are much more than a software company. We are a company focused on strategy and financial innovation, with Bitcoin at the heart of our vision.

In addition to the name change, the company has also adopted the symbolic orange color of bitcoin, as well as the logo of the crypto asset. This rebranding aims to position the company as a key player in the BTC ecosystem and financial technologies. While maintaining its historical activity in developing analytical software, Strategy aims to enhance its influence as a leader in “Bitcoin Treasury”.

A record investment in bitcoin

The other major announcement concerns the acquisition of $20.5 billion in bitcoin during the fourth quarter of 2024, further reinforcing its status as the largest institutional holder of BTC. This massive purchase is part of the company’s long-term strategy, which considers BTC as a store of value superior to fiat currencies.

Since its first investment in 2020, MicroStrategy – now Strategy – has continuously increased its bitcoin portfolio. This latest acquisition brings its total holdings to several hundred thousand BTC, representing a significant share of the circulating supply.

A winning bet on bitcoin in the long term?

Despite the volatility of the crypto market, Strategy remains convinced that bitcoin is the asset of the future. This confidence has allowed it to attract investors and solidify its position in the sector. With this rebranding and its increased commitment to BTC, the company positions itself as a pioneer in the institutional adoption of cryptocurrency.

With its rebranding to Strategy and its record investment in BTC, the company thus asserts its ambition to become an essential player in digital finance. If this bold bet succeeds, it could redefine the role of companies in the institutional adoption of bitcoin and strengthen its legitimacy as a store of value.