Brazilian fintech company Meliuz has made a bold move by incorporating Bitcoin into its treasury strategy, marking a significant milestone in Latin America’s financial technology sector. The decision to allocate a portion of its cash reserves to Bitcoin signals a new approach to corporate treasury management, positioning Meliuz as an early adopter of cryptocurrencyA cryptocurrency is a digital or virtual form of currency that uses cryptography for security. Unlike traditional currencies issued by central banks, cryptocurrencies operate on de… in the region. This strategic shift has far-reaching implications for corporate finance, investment strategies, and broader economic trends in Brazil and beyond.
Meliuz’s Bitcoin Treasury Initiative
On March 6, 2025, Meliuz formally announced that its board of directors had approved a revised treasury strategy, allowing the company to invest up to 10% of its liquid assets in Bitcoin. The fintech wasted no time in executing this policy, purchasing 45.72 bitcoins for approximately $4.1 million, translating to an average acquisition price of $90,926 per bitcoin. This move reflects Meliuz’s confidence in Bitcoin as a viable long-term asset and a hedge against inflationInflation refers to the rate at which the overall price levels of goods and services increase, gradually reducing purchasing power over time. It is commonly measured using indices … and currency devaluation.
To accommodate this new strategy, Meliuz restructured its internal treasury policies, renaming its former Liquidity Management Policy to the “Financial Applications Policy.” This shift represents more than just a rebranding effort; it underscores a fundamental transformation in how the company views and manages its financial reserves. The adoption of Bitcoin as a reserve asset signals a broader recognition of cryptocurrency’s legitimacy within corporate finance.
Further emphasizing its commitment to this initiative, Meliuz has established a Bitcoin Strategic Committee to oversee the management and expansion of its Bitcoin holdings. This committee is responsible for analyzing market conditions, developing governance structures, and ensuring compliance with regulatory standards. The formation of this dedicated group indicates that the company views Bitcoin as an integral component of its long-term financial strategy rather than a short-term speculative investment.
The Corporate Bitcoin Adoption Trend
Meliuz’s decision mirrors the treasury strategy pioneered by MicroStrategy, a U.S.-based business intelligence firm that has become one of the largest institutional holders of Bitcoin. MicroStrategy’s approach has been widely publicized as a means of preserving corporate wealth in an era of economic uncertainty. By following this model, Meliuz is aligning itself with a growing movement of companies that see Bitcoin as a hedge against inflationInflation refers to the rate at which the overall price levels of goods and services increase, gradually reducing purchasing power over time. It is commonly measured using indices … and an alternative to traditional fiat reserves.
The adoption of Bitcoin for corporate treasuries has gained traction, particularly among companies concerned about currency devaluation. Brazil, with its history of economic volatility and inflationary pressures, presents a compelling case for such a strategy. Bitcoin’s decentralized nature and fixed supply make it an attractive option for companies looking to diversify their asset holdings and mitigate risks associated with traditional financial systems.
As one of the first Latin American fintech companies to embrace Bitcoin at this level, Meliuz is setting a precedent that could influence other firms in the region. If this strategy proves successful, it may encourage additional corporations to explore cryptocurrencyA cryptocurrency is a digital or virtual form of currency that uses cryptography for security. Unlike traditional currencies issued by central banks, cryptocurrencies operate on de… investments, potentially leading to broader acceptance of Bitcoin within corporate finance in Latin America. The move also highlights the evolving perception of Bitcoin from a speculative asset to a legitimate financial instrument used for treasury management.
Meliuz’s Market Influence and Growth Strategy
Meliuz’s position in Brazil’s fintech sector adds another layer of significance to its Bitcoin adoption. Since its founding in 2010, the company has grown into a leading player in Brazil’s digital financial ecosystem, specializing in cashback programs and integrated financial services. With a user base exceeding 30 million, Meliuz has established itself as a trusted financial platform catering to a vast consumer market.
The company’s strategic expansion has been marked by key acquisitions and partnerships, further solidifying its role in Brazil’s financial landscape. In 2021, Meliuz acquired Bankly, a banking-as-a-service (BaaS) provider, to expand its financial service offerings. Bankly’s growth has been substantial, with its networkIn the context of cryptocurrency, a network refers to the interconnected system of computers, nodes, and software that work together to support and maintain the functioning of a sp… now encompassing over 200 B2B partners serving more than 4.5 million customers. This acquisition reflects Meliuz’s ambition to broaden its reach within the financial services industry.
Further underscoring its market influence, Meliuz secured a strategic investment from BV Bank, Brazil’s fifth-largest private bank, in January 2023. BV Bank acquired a 3.85% equity stake in Meliuz and established a commercial agreement that could lead to further collaboration. This investment underscores Meliuz’s growing prominence and its potential to shape financial trends in Brazil.
The Future of Bitcoin in Meliuz’s Treasury Strategy
Looking ahead, Meliuz’s Bitcoin strategy could evolve into a more comprehensive cryptocurrencyA cryptocurrency is a digital or virtual form of currency that uses cryptography for security. Unlike traditional currencies issued by central banks, cryptocurrencies operate on de… initiative. The company has already indicated its intention to assess whether Bitcoin should become its primary treasury asset. If the initial implementation proves successful, Meliuz may increase its Bitcoin holdings, further solidifying its commitment to cryptocurrencyA cryptocurrency is a digital or virtual form of currency that uses cryptography for security. Unlike traditional currencies issued by central banks, cryptocurrencies operate on de….
Additionally, the company is exploring ways to leverage Bitcoin to create additional value for shareholders. While specific details remain unclear, this initiative suggests that Meliuz sees Bitcoin not only as a store of value but as a potential revenue-generating asset. If the company can successfully integrate Bitcoin into its broader financial strategy, it could offer investors a unique value proposition that differentiates it from other fintech firms in the region.
From a market perspective, Meliuz’s Bitcoin adoption is significant not only for the company itself but also for the broader financial ecosystem. Corporate adoption of Bitcoin has historically been more common in North America and Europe, making Meliuz’s move particularly noteworthy within an emerging market context. If other Latin American companies follow suit, the region could become a major player in the global cryptocurrencyA cryptocurrency is a digital or virtual form of currency that uses cryptography for security. Unlike traditional currencies issued by central banks, cryptocurrencies operate on de… landscape.
The timing of Meliuz’s Bitcoin investment is also relevant given the increasing institutional interest in cryptocurrencyA cryptocurrency is a digital or virtual form of currency that uses cryptography for security. Unlike traditional currencies issued by central banks, cryptocurrencies operate on de…. With regulatory clarity improving and financial institutions gradually warming up to Bitcoin, corporate adoption is expected to grow. By taking this step early, Meliuz positions itself as a forward-thinking player in the fintech industry, potentially reaping the benefits of early adoption should Bitcoin continue to gain mainstream acceptance.
Meliuz’s decision to incorporate Bitcoin into its treasury represents a major milestone in the evolution of corporate finance in Latin America. The company’s immediate purchase of over $4 million worth of Bitcoin and the establishment of a dedicated Bitcoin Strategic Committee highlight a structured and well-thought-out approach to cryptocurrencyA cryptocurrency is a digital or virtual form of currency that uses cryptography for security. Unlike traditional currencies issued by central banks, cryptocurrencies operate on de… integration. If successful, this strategy could set a precedent for other firms in the region, encouraging broader acceptance of Bitcoin as a corporate reserve asset.
As one of Brazil’s leading fintech firms, Meliuz’s move has implications beyond its own balance sheetThe balance sheet is a snapshot of a company’s financial position at a specific point in time. It shows the company’s assets, liabilities, and equity.. The company’s strong market presence, strategic partnerships, and innovative approach to financial services make it an important player to watch. Investors seeking exposure to fintech innovation and cryptocurrencyA cryptocurrency is a digital or virtual form of currency that uses cryptography for security. Unlike traditional currencies issued by central banks, cryptocurrencies operate on de… adoption may find Meliuz’s evolving strategy particularly compelling. Whether this initiative proves to be a game-changer for the company remains to be seen, but it undeniably marks a significant step forward in the intersection of fintech and digital assets in Latin America.
Lance Jepsen is the senior personal finance writer for Guerilla Stock Trading who has spent more than 25 years covering the stock market and economics. In addition, Lance has worked as a private stock analyst for a number of high worth individuals.
