Bitcoin's biggest corporate hoarder Michael Saylor rebrands MicroStrategy as 'Strategy' to deepen crypto focus

"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," said Michael Saylor.

Software company and one of the largest owners of bitcoin, MicroStrategy Inc has rebranded itself as Strategy on February 5, along with a new logo that includes a stylized 'B', in an effort to further underscore its focus on the cryptocurrency.

The company ended 2024 with a BTC yield of 74.3%, and has raised target for the metric over the next three years to 15% annually, from 6-8% stated previously. Bitcoin Yield measures the percentage change to the ratio of a company's Bitcoin holdings to its outstanding shares, and was introduced by Strategy in August last year, to measure its Bitcoin acquisition strategy.

Strategy, co-founded and chaired by Michael Saylor, now owns more than $45 billion worth of Bitcoins and describes itself as 'the world’s first and largest Bitcoin Treasury', and a 'business intelligence' company listed on Nasdaq 100.

"This brand simplification is a natural evolution of the company, reflecting its focus and broad appeal," said the company statement.

"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," said Michael Saylor.

The brand’s primary colour is now orange, 'representing energy, intelligence, and Bitcoin', said Strategy.

"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", said Phong Le, President and CEO of Strategy.

Strategy's market capitalization of $87 billion is nearly twice the value of the company's bitcoin holding. Strategy also said it plans to issue $42 billion in securities between 2025 and 2027 in order to fund more bitcoin buying. The company now owns nearly $47 billion in Bitcoins, which is more than 2% of all the tokens that will ever exist.