MicroStrategy rebrands as Strategy, reinventing itself as a Bitcoin treasury company

February 5, 2025 – MicroStrategy Incorporated, a leading business intelligence firm, has announced its rebranding, officially renaming itself Strategy as it pivots to focus on Bitcoin.

The company identifies itself as the world’s first and largest Bitcoin Treasury Company and will continue to accumulate Bitcoin as its primary treasury reserve asset.

Trading under the ticker MSTR on Nasdaq, Strategy aims to provide investors with diverse economic exposure to Bitcoin through a range of securities, including equity and fixed-income instruments.

The company has strategically leveraged proceeds from equity and debt financing, as well as operational cash flows, to amass a substantial Bitcoin reserve.

Alongside its Bitcoin-centered strategy, the firm remains committed to its AI-powered enterprise analytics software, enhancing its “Intelligence Everywhere” vision by integrating digital asset innovations with its business intelligence expertise.

According to Strategy, this transformation positions the company as a leader in both the digital asset sector and enterprise analytics, offering long-term value creation opportunities.

As part of the rebrand, Strategy has introduced a new logo featuring a stylized “B” in the top right-hand corner, symbolizing its deep commitment to Bitcoin. The company has also adopted orange as its primary brand color—representing energy, intelligence, and Bitcoin itself.

With this shift, Strategy is moving beyond its original business intelligence roots.

Currently, Strategy holds 471,107 BTC, valued at about $45.8 billion, making it the largest independent, publicly traded entity holding Bitcoin.

The company’s stock has surged 610% over the past year and 166% in the last six months, reflecting investor confidence in its Bitcoin-centric strategy.

Coinciding with the rebrand, Strategy has launched two new websites:

• strategysoftware.com – dedicated to its AI-driven business intelligence solutions
• store.strategy.com – an online shop for Strategy-branded merchandise

 Michael Saylor⚡️ on X: "New ₿rand, Same Strategy 

Michael Saylor, Founder and Executive Chairman of Strategy, emphasized that the new brand embodies the company’s commitment to perfection and strategic focus on Bitcoin.

With this transformation, Strategy solidifies its role as a dominant force in the Bitcoin ecosystem, championing its adoption as digital capital while continuing to innovate in the business intelligence space.