In a powerful move signaling growing confidence in digital assets, Brazilian fintech firm Meliuz has announced plans to adopt Bitcoin as a core strategic treasury asset—a significant pivot that reflects the rising trend of corporate Bitcoin adoption in 2025.

As traditional finance grapples with inflation and currency volatility, Meliuz is betting big on BTC, positioning itself among forward-thinking companies integrating crypto into their financial infrastructure.

The proposal will be presented to shareholders on May 6, marking a potential turning point for the firm and its long-term treasury management strategy.

Meliuz—renowned for its cashback programs and financial technology services—clarified that while its core operations will remain unchanged, it sees Bitcoin (BTC) as a long-term store of value. The firm emphasized that cash flow from operations will play a key role in enabling the incremental accumulation of Bitcoin over time.

Should shareholders approve the initiative, Bitcoin will officially become the primary strategic reserve asset on Meliuz’s balance sheet. The company also hinted at future initiatives aimed at enhancing shareholder value by increasing its Bitcoin exposure, either through operating profits or targeted financial and strategic transactions.

To maintain shareholder rights, those who disagree with the proposed shift—and held their shares prior to April 14—will be eligible to request reimbursement.

Meliuz Stock Surges on Bitcoin-Driven Sentiment

Investors responded positively to the announcement. Meliuz shares (CASH3) jumped over 14% following the release, climbing from 3.28 BRL to 3.76 BRL on the Brazilian Stock Exchange. Over the past five days, the stock has surged more than 27%, signaling strong market support for the company's Bitcoin treasury strategy.

Meliuz made its first Bitcoin acquisition in March, when the firm purchased 45 BTC worth $4.1 million, after its board greenlit allocating up to 10% of its cash reserves to Bitcoin.

Bitcoin Continues to Dominate Corporate Balance Sheets in 2025

Meliuz joins the ranks of companies embracing Bitcoin as a treasury reserve asset. According to Bitwise, public companies acquired 95,431 BTC in Q1 2025, increasing the total held across corporate balance sheets to approximately 688,000 BTC—a 16.1% quarterly gain.

Meliuz was one of 12 public firms to add Bitcoin to their treasuries for the first time in Q1, alongside companies like video-sharing platform Rumble. Meanwhile, MicroStrategy, led by Bitcoin advocate Michael Saylor, continues to expand its holdings with a fresh 3,459 BTC purchase worth $285.5 million on April 14.

As more enterprises seek financial resilience and long-term value through crypto, Meliuz’s pivot could mark a key milestone in Latin America’s corporate crypto adoption narrative.