MicroStrategy Becomes Strategy, Invests $20B in Bitcoin Amid Rebrand

MicroStrategy has rebranded to Strategy , integrating the Bitcoin symbol into its logo to highlight its commitment to BTC. The firm reported a 74.3% BTC yield in 2024 , despite a decline in overall revenue. In Q4 2024, it invested over $20 billion in Bitcoin , marking its biggest-ever BTC purchase. Michael Saylor, the company’s co-founder, announced the rebrand, emphasizing that “Strategy” represents the company’s focus. He described it as a simplified yet powerful name that aligns with the firm’s long-term goals. Company executives will further discuss this change during an upcoming earnings call. This announcement follows Strategy’s decision to halt a 12-week streak of Bitcoin acquisitions that began in October. The firm had been steadily accumulating BTC , gaining momentum again in January. However, this period also saw Strategy dealing with a billion-dollar tax issue while Bitcoin’s price faced fluctuations. The new branding makes it clear that Strategy is doubling down on Bitcoin. Its Q4 2024 financial report revealed that it acquired $20 billion worth of BTC , setting a new company record. Looking ahead, Strategy aims for an annual BTC gain of $10 billion in 2025 under its new identity. Despite this impressive BTC yield, the company’s total revenue dropped 3% year-over-year , mainly due to a sharp 693.2% rise in business expenses . Still, Strategy remains committed to Bitcoin. Saylor has personally backed BTC and pushed for pro-crypto political reforms, such as establishing a US Bitcoin Reserve . However, Bitcoin’s recent price corrections have affected the company’s stock. Over the past month, MSTR stock has fallen 11% , though it remains up 580% over the year . Some analysts believe the rebrand is a publicity stunt aimed at boosting the company’s image amid stock volatility. While it’s uncertain how this change will impact the firm’s operations, Strategy’s focus on Bitcoin is stronger than ever. The rebrand signals a deepened commitment to BTC, even as the company navigates market challenges.