MicroStrategy, the business intelligence company and the largest corporate holder of bitcoin, has officially changed its name to Strategy and made some changes to its logo. The company made the announcement ahead of its Q4 earnings report, showing a major and irreversible pivot toward bitcoin.
Michael Saylor, co-founder and executive chairman of Strategy highlighted that simplifying the company’s name was a “natural evolution”.
He said, “Strategy is one of the most powerful and positive words in the human language. It also represents a simplification of our company name to its most important, strategic core.”
Phong Le, President and CEO of Strategy, added:
“Our new name powerfully and simply conveys the universal and global appeal of our company, and the value we bring to the strategies of our shareholders, customers, partners, and employees”.
Along with the name change, the company launched a new logo featuring a stylized “₿” for Bitcoin, so now the company logo reads as “Strategy B”. The brand’s primary color is now orange, for energy, intelligence and Bitcoin.
The rebrand also resulted in the launch of new websites, one of which is for its AI-powered business intelligence software at StrategySoftware.com and another for its merchandise store at store.strategy.com.
Strategy has been focused on bitcoin for years.
The company started buying bitcoin in 2020, raising billions of dollars through equity and debt to add to its bitcoin holdings. As of the latest report, Strategy has 471,107 bitcoin, and is the largest corporate holder of the scarce digital asset in the world.
Andrew Kang, Chief Financial Officer of Strategy, said Q4 2024 saw the company’s biggest ever bitcoin purchase. “The fourth quarter of 2024 marked our largest ever increase in quarterly bitcoin holdings, culminating in the acquisition of 218,887 bitcoins”, he said.
Despite having so many bitcoin, Strategy’s stock has been volatile. It fell 3.3% in after-hours trading following the rebrand and earnings announcement.
But it has been up 586% over the last year thanks to its bitcoin strategy. The company’s bitcoin focus has led to its stock moving with the price of bitcoin. Financial analysts are divided, some like the vision, others warning of risks.
Mizuho Financial Group recently initiated coverage on Strategy with an “outperform” rating, calling it a “Lever for the Believer” in Bitcoin. But others say it’s a premium that won’t last.
Although Strategy has pivoted to Bitcoin, it still has its enterprise software division. The Software business had a tough quarter with revenue down 3% to $120.7 million from $124.5 million last year.
Despite their deep focus on bitcoin, the brand and legacy software business still has big clients like KFC and Hilton.
Strategy has big goals for 2025.
The firm has introduced new KPIs like BTC Gain and BTC $Gain which measure its ability to buy bitcoin in a way that benefits shareholders, targeting a BTC $Gain of $10 billion in 2025.
“BTC Gain” is the number of bitcoin the company has at the beginning of the period multiplied by the BTC yield for that period.
The “BTC $Gain” is BTC Gain translated into dollars using the market price of bitcoin as of 4 pm ET on the last day of the quarter using the rate Coinbase exchange provides.
Meanwhile, the bitcoin acquisition strategy continues. Strategy just raised $563.4 million in a preferred stock offering and will use the proceeds to buy more bitcoin, and for general corporate purposes.
