The bold decision by Méliuz (CASH3) to allocate a significant portion of its treasury reserves to bitcoin (BTC) has ignited investor enthusiasm, propelling its shares to a 28.14% intraday surge — marking its strongest performance since April 2022. Year-to-date, the Brazilian discount/cashback platform's stock has skyrocketed by 289%.
Why Méliuz Bet Big on Bitcoin
Following a statutory amendment approved on Thursday (15), Méliuz officially adopted bitcoin as a core treasury asset, aiming to capitalize on the long-term growth potential of the world's leading cryptocurrency.
Key developments:
- Strategic Acquisition: Purchased 274.52 BTC (~$28.4M) at an average price of $103,604.07 per coin in March 2025
- Total Holdings: Now possesses 320.25 BTC acquired at an average cost of $101,703.80
- Initial Move: Allocated 10% of cash reserves in early March to buy 45.72 BTC ($4.1M) at $90,296.11 per unit
Financial Performance Highlights (1Q 2025)
While embracing bitcoin, Méliuz reported mixed quarterly results:
| Metric | 1Q 2025 | YoY Change |
|---|---|---|
| Net Revenue | R$100.4M | ↑22% |
| Adjusted EBITDA | R$15.6M | ↑22% |
| Net Profit | R$10M | ↓47.5% |
Growth Drivers:
- Shopping Brasil Segment: Revenue jumped 34% to R$71.2M
- Bitcoin Impact: Profit decline attributed to BTC purchases and 2024 capital reduction
👉 Discover how top companies are integrating bitcoin into corporate strategies
FAQ: Méliuz's Bitcoin Strategy
Q1: Why did Méliuz choose bitcoin for its treasury?
A: The company believes BTC offers superior long-term appreciation potential compared to traditional reserves.
Q2: How does bitcoin affect Méliuz's financial stability?
A: While volatile short-term, BTC adds diversification. The company maintains operational cash flow through its core business.
Q3: Will Méliuz acquire more bitcoin?
A: The amended statutes allow further acquisitions, contingent on market conditions and treasury needs.
Q4: How does this compare to other companies holding bitcoin?
A: Méliuz joins MicroStrategy and Tesla in corporate BTC adoption, though with a smaller relative position.
👉 Learn about institutional bitcoin adoption trends
Market Implications
This strategic pivot positions Méliuz as a pioneer among Latin American public companies in cryptocurrency adoption. Analysts suggest the move could:
- Attract crypto-friendly investors
- Hedge against fiat currency volatility
- Differentiate its brand in fintech innovation