Strive Presses Intuit to Reevaluate Crypto Policy and Adopt Bitcoin Reserve
Strive slammed Intuit’s crypto account bans and called on the fintech giant to build a bitcoin reserve as a safety net for the digital age.
Strive CEO Matt Cole is urging Intuit to abandon what he sees as an outdated and restrictive crypto policy. He’s also advocating for the fintech firm to adopt a bitcoin reserve to position itself more strategically in a transforming financial landscape.
The demand follows user account suspensions on Mailchimp, the marketing platform owned by Intuit, for including references to cryptocurrencies. One specific case involved the Trojan Bitcoin Club at the University of Southern California, which had its Mailchimp account blocked after it mentioned Bitcoin in a campus-wide newsletter.
The reversal came only after public backlash—but the bigger issue hasn’t gone away. Mailchimp has seen multiple instances of crypto-related censorship.
Matt Cole believes Intuit’s approach isn’t just overreaching—it’s risky. He argues it threatens the company’s reputation and could depress long-term shareholder value. Worse, it might land Intuit on the radar of regulators, including the FTC.
Cole didn’t stop there. He criticized the platform’s alleged role in promoting political ideologies, calling it a breach of duty to shareholders and the wider user base Intuit claims to serve.
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Strive contends that restoring access to deplatformed users and pivoting from its current path would represent a foundational move toward “apolitical excellence” in corporate stewardship.
It’s important to clarify: Strive is not an investor in Intuit. Instead, it acts as an external policy advocate supporting bitcoin and pushing for improved corporate governance standards.
Bitcoin Reserves as a Corporate Hedge? Strive Thinks So
Strive’s push goes beyond criticizing Intuit’s crypto stance. The firm is actively urging the company to adopt a bitcoin reserve as a hedge against long-term disruption. With artificial intelligence and automation evolving at breakneck speed, Strive sees direct vulnerability in legacy products like TurboTax—and believes bitcoin could provide structural resilience.
Previously, GameStop took a major step at Cole’s urging—redirecting $1.5 billion in liquidity and debt exposure toward bitcoin acquisition.
With a fixed and verifiable supply cap of only 21 million coins, in an era of unchecked monetary expansion, we believe Bitcoin is poised to continue appreciating in value over time. Because of its decentralized nature, unmatched security and high liquidity compared to other long-term investments, Bitcoin is an ideal asset for corporate treasuries,
according to documentation released by Strive.
Cole is confident that this move would help the company mitigate future risks tied to automation while demonstrating Intuit's leadership strength in making bold and forward-looking decisions. A methodical approach could become a key asset, ensuring the company’s resilience as it confronts the challenges of the digital world.
Viewed in full, Strive’s open letter represents more than a critique of specific internal operations; it’s a push for a strategic reassessment at scale. Cole maintains that Intuit has a unique opportunity to assert forward-looking leadership by stepping beyond legacy business models and shaping the next evolution of industry standards.
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