Brazil’s fintech scene just witnessed a landmark moment as Méliuz officially transformed into the nation’s first publicly traded Bitcoin treasury company. This milestone was cemented on May 15, when Méliuz’s shareholders overwhelmingly approved a proposal to embed Bitcoin accumulation as a core part of the company’s strategy. Alongside this declaration, Méliuz revealed it had bolstered its Bitcoin holdings by acquiring an additional 274.5 BTC, worth roughly $28.4 million at the time of purchase.
Israel Salmen, Méliuz’s executive chairman, enthusiastically shared the news on social media, celebrating the company’s new direction. “Historic day! Our shareholders have approved, by a wide majority, the transformation of Méliuz into the first Bitcoin Treasury Company listed in Brazil,” he announced. This move firmly positions Méliuz not just as a fintech innovator, but as a trailblazer in Latin America’s growing crypto landscape.
The latest acquisition, bought at an average price near $103,600 per Bitcoin, is part of Méliuz’s broader strategy to steadily grow its crypto assets. This latest purchase boosted their total Bitcoin holdings to approximately 320.3 BTC, valued at over $33 million. Prior to this, Méliuz had made an initial entry into Bitcoin investment earlier in March with 45.73 BTC. The company now explicitly aims to increase its Bitcoin assets aggressively, using diverse financial tools rather than merely holding crypto as a passive inflation hedge or currency devaluation protection.
In their official statement, Méliuz outlined a clear goal: maximize Bitcoin per share to enhance shareholder value. This approach distinguishes the company’s philosophy from others that only hold Bitcoin incidentally or for risk mitigation. According to Salmen, this strategic pivot makes Méliuz the first of its kind in Latin America, embedding Bitcoin accumulation into its core business model rather than treating it as an ancillary asset.
Though Méliuz is now the region’s pioneer Bitcoin treasury company in the public markets, it is worth noting that other Latin American firms hold more Bitcoin in absolute terms. For example, e-commerce giant MercadoLibre holds around 570 BTC (approximately $59.2 million), following its significant purchase earlier this year.
Méliuz’s bold Bitcoin strategy appears to have resonated with investors. Since the company announced its initial Bitcoin buy in March, its stock has surged more than 117%, marking it as one of the top-performing stocks on Brazil’s B3 stock exchange. Currently, Méliuz carries a market capitalization of around 727.9 million Brazilian real, translating to over $128 million USD.
While the company is widely recognized in Brazil for its popular cashback program, serving a user base exceeding 30 million, this move into Bitcoin treasury status represents a deeper commitment to cryptocurrency’s role in its long-term growth. It’s a significant step in demonstrating how traditional fintech firms in emerging markets are evolving, increasingly viewing digital assets not just as speculative bets but as foundational elements of corporate strategy.
As Bitcoin continues to gain traction globally and regionally, Méliuz’s initiative could inspire other Latin American companies to follow suit, blending conventional fintech with innovative crypto asset management. For now, Méliuz is proudly leading the charge in Brazil, signaling a new chapter where Bitcoin is not just a digital currency but a strategic asset shaping the future of business.
