Software company turned serial Bitcoin (BTC) acquirer MicroStrategy (MSTR) has rebranded with a new name and logo.
Going forward, the company will simply be called “Strategy.” The new name comes with a Bitcoin logo and orange brand colours.
The company also announced plans for an online merchandise store.
Strategy began life more than 30 years ago as an enterprise software company. However, in recent years it has pivoted to focus on what it calls “Bitcoin development.”
The company’s new approach is basically to purchase and hold as much Bitcoin as possible.
Strategy today holds 471,107 Bitcoins on its balance sheet that are collectively worth more than $45 billion U.S. based on the current price of the cryptocurrency.
The company is the largest corporate holder of Bitcoin in the world. Many analysts now refer to Strategy as a proxy for Bitcoin.
Others call Strategy a “meme stock” and have raised concerns about the company’s aggressive Bitcoin buying, saying it makes the firm vulnerable to a drop in crypto prices.
Despite the new name and logo, no change has been announced to the company’s ticker symbol, which is “MSTR.”
The rebrand was announced hours before Strategy released its latest financial results.
The company reported a fourth-quarter 2024 loss of -$3.03 U.S. per share for its legacy software business and that its revenue declined 3% to $120.7 million U.S.
Strategy also unveiled new accounting metrics to help gauge its future performance as it relates to Bitcoin acquisitions.
The stock of Strategy has risen 576% over the last 12 months to currently trade at $336.70 U.S. per share.
