Meliuz, a Brazilian fintech company, has adopted a bold new strategy allowing it to allocate part of its cash reserves into bitcoin, potentially making the cryptocurrency the main asset of its treasury in the future. This announcement has had an immediate impact on the company’s São Paulo-traded shares, which surged more than 25% on Thursday.
In a securities filing, Meliuz revealed that it aims to capture long-term returns from its bitcoin investments, drawing inspiration from prominent firms like U.S.-based MicroStrategy and Japan’s Metaplanet, both of which have significant bitcoin holdings. The company has committed to allocating up to 10% of its cash reserves into bitcoin, having already purchased 45.72 bitcoins for around $4.1 million.
Founded in 2011, Meliuz initially started as a cashback service for online purchases, later expanding into physical retail, app usage, and offering free digital accounts and credit cards. Although the company went public in late 2020, its stock had faced difficulties, mainly due to Brazil’s high interest rates. Despite this, Meliuz currently has over 240 million reais ($41.72 million) in net cash.
Chairman Israel Salmen explained that while allocating capital to fixed-income investments might seem prudent, Meliuz believes this strategy represents a significant opportunity cost. He emphasized that the bitcoin reserve strategy would not only strengthen the company’s financial position but also help it lead in a global financial transformation already underway.
Meliuz will further analyze the potential of adopting bitcoin as its main strategic asset. UBS BB analysts noted that while the approach is new for Brazilian companies, it aligns with a growing global trend seeking alternative stores of value. They added that, if successful, Meliuz’s strategy could attract crypto-focused investors, though it may also bring increased volatility to the company’s results.