Méliuz Invests $4.1 Million in Bitcoin, Embracing Cryptocurrency as Treasury Asset

Brazilian cashback company Méliuz has made a bold move by investing $4.1 million in Bitcoin (BTC), allocating 10% of its cash reserves to the world’s leading cryptocurrency. This decision makes Méliuz the first publicly traded company in Brazil to incorporate Bitcoin into its treasury strategy, reflecting a broader global trend where corporations seek alternative assets to hedge against inflation and economic instability.

The company’s board approved the strategic shift, leading to the acquisition of approximately 45.72 BTC at an average price of $90,200 per coin. Méliuz’s approach mirrors that of U.S.-based MicroStrategy, which has aggressively accumulated Bitcoin as a way to enhance shareholder value and protect against fiat currency depreciation. By following a similar path, Méliuz signals its confidence in Bitcoin as a long-term store of value and an asset with significant growth potential.

One of the key motivations behind this move is the persistent economic challenges in Brazil, including inflation and currency depreciation, which have historically eroded the value of cash reserves. By incorporating Bitcoin into its treasury, Méliuz aims to diversify its financial holdings and mitigate risks associated with traditional fiat-based reserves. Chairman Israel Salmen emphasized Bitcoin’s scarcity and deflationary nature as key factors in the company’s decision, noting that the asset could serve as a hedge against macroeconomic uncertainties.

Beyond strengthening its financial position, Méliuz’s investment in Bitcoin may also enhance its appeal to investors looking for exposure to digital assets without direct market participation. As institutional and corporate adoption of cryptocurrencies accelerates worldwide, Méliuz is positioning itself at the forefront of this shift, potentially inspiring other Brazilian and Latin American companies to explore similar treasury strategies. With governments and businesses increasingly recognizing Bitcoin’s role in modern finance, this move by Méliuz could be a catalyst for further corporate adoption in the region.