Méliuz Launches Bitcoin Treasury Strategy Amid Business Overhaul

Méliuz, a fintech company based in Brazil, secured shareholder approval on May 15 to restructure itself as the world’s first publicly traded Bitcoin Treasury Company.

This strategic realignment is driven by a desire to make Bitcoin the foundation of the company’s updated business model. Executive Chairman Israel Salmen underscored that the company will focus on maximizing the amount of Bitcoin per share — not just using BTC as an inflationary hedge or protection against weakening fiat currencies.

He explained that the process of accumulating Bitcoin would be methodical, combining direct purchases with other financial instruments available to the firm. This makes Méliuz one of the first companies in Latin America to take such a comprehensive approach. The company backed this direction in an official announcement:

A Bitcoin Treasury Company's main mission is to accumulate Bitcoin in an accretive way for shareholders, using its cash generation and corporate and capital market structures to increase exposure to the asset over time.

Alongside this shift, Méliuz has acquired 274.5 BTC — a position worth $28.5 million. Its Bitcoin activity began in March 2025, when it made an initial investment of 45.73 BTC (around $4.7 million).

To put this in context: Mercado Libre, the region’s top corporate holder, owns 570 BTC valued at $59.2 million. Méliuz now ranks second in Latin America by corporate Bitcoin holdings. With its treasury model in place, the company aims to strengthen capital access and enhance liquidity options moving forward.

Markets took notice fast. Méliuz stock has more than doubled since its first Bitcoin buy, according to Google Finance. Its market cap? Now pushing 728 million BRL — that’s around $128 million.

Сheck this out: Strategy Ramps Up Bitcoin Holdings with $1.34B Purchase

As BTC holdings grow, the company gains strategic flexibility — from issuing new financial products to developing derivatives and institutional-facing services. But this deeper Bitcoin pivot also brings inherent risk. Market volatility and shifting regulatory frameworks remain major variables. It’s a path that even Strategy in the U.S. is navigating with caution.

Read on: Crypto Whale Activity: What It Means for Your Investment Portfolio

Analysts emphasize that sustainable performance under a Bitcoin treasury model will require effective risk management. At the same time, the race for dominance in digital assets is heating up. Many companies are actively integrating Bitcoin into their treasury frameworks as a hedge and a long-term store of value. Beyond Strategy, another notable player is Japan’s Metaplanet, which holds 6,796 BTC — valued at around $703 million.