In a striking display of market confidence, shares of Brazilian cashback and coupon platform Méliuz (CASH3) surged by an impressive 28.14% in a single day, closing at BRL 10.70 — their highest intraday gain since April 2022. This dramatic spike followed the company's strategic pivot toward bitcoin (BTC) as a core treasury asset, sending shockwaves through the financial and crypto communities alike.
With its recently approved statutory amendment, Méliuz has officially positioned bitcoin as a key component of its long-term financial strategy. The company now plans to allocate a significant portion of its treasury reserves to the world’s leading cryptocurrency, aligning itself with a growing global trend of forward-thinking corporations embracing digital assets for capital preservation and growth.
👉 Discover how companies are reshaping their financial strategies with bitcoin.
A Strategic Bitcoin Acquisition
Méliuz didn’t waste time putting its new strategy into action. In March 2025, the company acquired 274.52 bitcoins for approximately $28.4 million**, at an average price of **$103,604.07 per BTC. This acquisition brought its total holdings to 320.25 bitcoins, purchased at an average cost of $101,703.80 per coin.
This move was preceded by an earlier announcement on March 6, when Méliuz revealed plans to use 10% of its cash reserves to purchase 45.72 bitcoins for around $4.1 million**, at an average price of **$90,296.11 per unit. These calculated entries into the bitcoin market reflect a disciplined, long-term investment approach rather than speculative trading.
By integrating bitcoin into its treasury management, Méliuz joins the ranks of other pioneering firms like MicroStrategy and Tesla, which have leveraged digital assets to hedge against inflation and currency devaluation while potentially enhancing shareholder value over time.
Financial Performance: Revenue Growth Amid Profit Dip
While the market celebrated the bitcoin news, Méliuz also released its first-quarter 2025 (1Q25) earnings report, revealing a mixed but fundamentally strong financial picture.
The company reported a net profit of BRL 10 million, a decrease of 47.5% compared to BRL 19 million in the same period of 2024. However, this decline is not indicative of operational weakness. Instead, it stems from two strategic decisions:
- A capital reduction executed in 2024
- The bitcoin acquisition made in March 2025
These are non-operational factors that impacted short-term profitability but signal long-term confidence in asset diversification and value appreciation.
On the revenue front, Méliuz delivered robust growth:
- Adjusted EBITDA rose 22%, from BRL 12.8 million in 1Q24 to BRL 15.6 million in 1Q25
- Net revenue increased by 22%, reaching BRL 100.4 million compared to BRL 82.4 million year-over-year
The standout performer was the Shopping Brasil segment, which generated BRL 71.2 million in revenue — a 34% increase from BRL 53.3 million in the prior year. This underscores the strength of Méliuz’s core business model, which continues to attract consumers seeking savings through cashback and digital coupons.
Why Bitcoin Makes Strategic Sense for Méliuz
Méliuz’s decision to adopt bitcoin as a treasury reserve asset goes beyond mere speculation. It reflects a broader shift in corporate finance — one where companies seek alternatives to traditional fiat-based cash management.
Inflation Hedge
With persistent inflationary pressures across Latin America, holding large cash reserves in local currency exposes companies to purchasing power erosion. Bitcoin, with its capped supply of 21 million coins, offers a deflationary alternative.
Long-Term Value Appreciation
Despite volatility, bitcoin has demonstrated strong long-term price appreciation since its inception. Companies that adopted early — such as MicroStrategy, now holding over 200,000 BTC — have seen substantial gains on their investments.
Investor Appeal
Announcing a bitcoin treasury strategy often triggers renewed investor interest. In Méliuz’s case, the stock’s 28% surge illustrates how such moves can enhance market visibility and attract crypto-savvy investors.
👉 See how institutional adoption is transforming the future of finance.
Core Keywords Driving Market Interest
The surge in attention around Méliuz is fueled by several high-intent search topics:
- Bitcoin investment
- Corporate bitcoin adoption
- Méliuz stock performance
- Cryptocurrency treasury strategy
- BTC price impact
- Cashback platform innovation
These keywords reflect both investor curiosity and broader market trends toward decentralized finance and digital asset integration.
Frequently Asked Questions (FAQ)
Why did Méliuz invest in bitcoin?
Méliuz invested in bitcoin to diversify its treasury reserves and protect against inflation. By allocating part of its cash to BTC, the company aims to preserve capital and benefit from the long-term appreciation potential of the world’s leading cryptocurrency.
How much bitcoin does Méliuz own?
As of March 2025, Méliuz holds a total of 320.25 bitcoins, acquired at an average price of $101,703.80 per BTC.
Did Méliuz’s revenue grow in Q1 2025?
Yes. Méliuz reported net revenue of BRL 100.4 million in the first quarter of 2025, representing a 22% increase year-over-year. The Shopping Brasil segment drove much of this growth with a 34% rise in revenue.
Why did Méliuz’s net profit fall despite revenue growth?
The drop in net profit (from BRL 19 million to BRL 10 million) was primarily due to a prior-year capital reduction and the one-time expense associated with purchasing bitcoin. These were strategic financial decisions, not signs of declining business performance.
Is investing in bitcoin risky for companies?
Yes, bitcoin carries price volatility risk. However, many companies view it as a long-term store of value rather than a short-term trading asset. When managed prudently — with clear allocation limits and risk frameworks — BTC can enhance treasury resilience.
Could more Brazilian companies follow Méliuz’s lead?
Absolutely. As regulatory clarity improves and institutional infrastructure develops, more Latin American firms may explore bitcoin as a viable treasury asset — especially those with strong cash flows and forward-looking leadership.
👉 Explore how businesses are integrating digital assets into their financial strategies.
Conclusion: A New Chapter for Corporate Finance in Latin America
Méliuz’s bold embrace of bitcoin marks a turning point not only for the company but for corporate finance across Latin America. By combining solid operational performance with innovative treasury management, it has demonstrated that digital transformation extends beyond customer-facing technology — it includes how companies manage their own balance sheets.
With shares up nearly 29% in one day and over 289% year-to-date, investor sentiment is clearly positive. While short-term volatility may persist, the long-term implications of this move could inspire a wave of similar adoptions across emerging markets.
As institutional interest in cryptocurrency grows, companies like Méliuz are proving that strategic foresight — backed by data, discipline, and vision — can unlock new dimensions of value creation in the digital economy.