Brazilian fintech company Méliuz has purchased 45.72 Bitcoin worth approximately $4.1 million, according to BTC Peers. The company paid an average price of $90,926 per Bitcoin as part of a newly approved treasury strategy.

The board-approved policy allows Méliuz to allocate up to 10% of its cash reserves to Bitcoin. In its filing, the company stated it is seeking "long-term" returns from this investment approach, positioning the cryptocurrency as a strategic asset within its financial holdings.

Méliuz operates a popular cashback and financial services platform in Brazil that has grown to over 30 million registered users. This substantial user base has established the company as a significant player in Brazil's financial technology sector.

Beyond this initial Bitcoin purchase, Méliuz is exploring additional cryptocurrency initiatives. The company is specifically evaluating:

• Adopting Bitcoin as a main strategic asset
• Developing ways to generate additional Bitcoin for shareholders

This investment represents a notable move by a publicly traded Brazilian company to include cryptocurrency in its financial strategy. The decision comes amid growing interest from corporations worldwide in holding Bitcoin as a treasury asset.

The company has not disclosed a specific timeline for reaching the full 10% allocation permitted under its new policy. Additionally, Méliuz has not shared details on how it plans to custody the Bitcoin it has purchased, leaving questions about its security approach.

This corporate strategy emerges during a period of active portfolio adjustments across the cryptocurrency sector. It reflects a growing trend of companies exploring Bitcoin as a potential store of value and diversification strategy for their cash reserves.

Méliuz's Bitcoin investment follows a pattern of corporate treasury diversification pioneered by companies like MicroStrategy. In early 2025, MicroStrategy continued its aggressive Bitcoin acquisition strategy, with Polymarket traders assigning a 97% probability of additional purchases in early February.

MicroStrategy had already added 19,157 Bitcoin worth approximately $1.1 billion in late January, bringing its total holdings to 471,157 Bitcoin. This established pattern of significant corporate Bitcoin investment has created a framework that companies like Méliuz can now follow with their own treasury strategies.