Brazil’s Méliuz Adopts Bitcoin as Treasury Asset to Counter Inflation and Attract Investors

Brazilian fintech Méliuz (CASH3) has taken a bold step to address its falling market valuation by adopting Bitcoin as a key treasury asset.

The company, known for its cashback and digital financial services, announced on March 6 that it had invested 10% of its cash reserves—$4.1 million (R$24.6 million)—to purchase 45.72 BTC at an average price of $90,296 per coin.

This move mirrors the strategy of Michael Saylor, co-founder of Strategy (formerly MicroStrategy), who famously allocated billions to Bitcoin during a market downturn.

Saylor’s approach transformed his company’s valuation from $500 million to $77 billion, with Strategy now holding nearly 500,000 BTC worth approximately $45 billion. Méliuz aims to replicate this success by focusing on long-term Bitcoin accumulation rather than short-term trading gains.

Méliuz Shifts to Bitcoin as Treasury Asset

Méliuz’s decision comes as its stock has lost more than half its value since its IPO, partly due to Brazil’s high interest rates and inflationary pressures. CEO Israel Salmen highlighted Bitcoin’s appeal as a hedge against inflation and monetary policy risks.

He contrasted it with fixed-income investments that face diminishing returns due to high taxation. He also pointed to Bitcoin’s scarcity and historical annual appreciation of 77% in dollar terms over the past decade as factors supporting the move.

The company plans to make Bitcoin a primary treasury asset and has formed a strategic committee to evaluate further investments. It also aims to attract institutional investors seeking regulated exposure to cryptocurrency.

The company leverages its listing on Brazil’s Novo Mercado segment, which enforces strict corporate governance standards. The market reacted positively, with Méliuz shares rising 16% to R$3.85.

While the strategy carries risks tied to Bitcoin’s volatility and regulatory uncertainties, it reflects a growing trend among companies in Latin America exploring cryptocurrency as a tool for financial resilience and growth.

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