Méliuz Embraces Bitcoin as a Strategic Asset, Shares Surge on B3
São Paulo – May 2025
Brazilian fintech Méliuz (CASH3), widely recognized for its cashback platform and retail technology solutions, has made headlines by becoming the first company listed on Brazil's B3 stock exchange to adopt Bitcoin as a core part of its treasury strategy. The move has already had a significant impact on its stock performance.
According to an official statement, the company initiated the strategy in March with the purchase of 45.72 BTC, valued at approximately $4.1 million. In May, Méliuz expanded its position by acquiring an additional 274.52 BTC, bringing its total Bitcoin holdings to 320.25 BTC—an investment worth $28.4 million. The decision was approved by 59.26% of shareholders during an Extraordinary General Meeting, which also included changes to the company’s corporate bylaws to allow investments in digital assets like Bitcoin.
The market reaction was swift and substantial. Méliuz shares (CASH3) have soared 289% year-to-date, including a single-day jump of 28.14% on May 16th, closing at R$10.70—its highest level in nearly three years.
Analysts view the move as a strategic shift. Méliuz now brands itself as a Bitcoin Treasury Company, following the model of global players like MicroStrategy and Tesla. According to company leadership, the goal is to shield cash reserves from currency devaluation and enhance long-term shareholder value through Bitcoin accumulation.
Beyond signaling innovation, the move could pave the way for other Brazilian firms to explore similar strategies, potentially accelerating institutional Bitcoin adoption in the country.
With this bold pivot, Méliuz not only redefines its position in the financial landscape but also places itself at the forefront of a potential transformation in corporate treasury management across Brazil.
