MicroStrategy rebrands to Strategy as it doubles down on Bitcoin

MicroStrategy has rebranded as it looks to strengthen its position as the world’s largest Bitcoin treasury company.

The business and artificial intelligence firm announced its name change to Strategy, emphasizing a sharper focus on its core mission.

Strategy, currently the largest corporate holder of Bitcoin (BTC), has also launched a new website. Additional changes include adopting orange as the brand’s primary color and unveiling a new logo featuring a stylized “B” to reflect its Bitcoin strategy.

Michael Saylor, founder and executive chairman of Strategy, commented:

“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. Antoine de Saint-Exupery said, ‘Perfection is achieved, not when there is nothing more to add, but when there is nothing left to take away.’ After 35 years, our new brand perfectly represents our pursuit of perfection.”

Phong Le, president and chief executive officer of Strategy, added:

“Strategy is innovating in the two most transformative technologies of the twenty-first century – bitcoin and artificial intelligence. 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.”

Strategy’s leadership will provide further insights on the rebranding during the company’s earnings call, scheduled for 5 p.m. EST, according to the announcement.

The NASDAQ-listed company has in the past several weeks aggressively added to its BTC holdings. Indeed, last week’s failure to buy the flagship digital asset was the first such move after a 12-week spree.

On Feb. 3, Saylor stated the company held 471,107 BTC as of Feb. 2, 2025. This means Strategy has spent approximately $30.4 billion on Bitcoin since its first purchase, with an average acquisition price of $64,511 per BTC.