Brazil’s Fintech Gamble: Why Is Meliuz Betting Big on Bitcoin Now?

Something big is brewing in Brazil — and it involves Bitcoin, fintech, and a company that’s not afraid to shake things up.

Meliuz, a rising star in Brazil’s fintech space, just dropped a bombshell: it wants to put up to 10% of its cash reserves into Bitcoin. That’s right — the cashback-focused company is pivoting hard into crypto, and the market is loving it.

In just five days, Meliuz shares shot up 27%, jumping from 3.28 to 3.76 Brazilian reals. This isn’t just a press release move — this is a full-scale shift in strategy that could redefine how fintech companies in Latin America manage their treasuries.

Bitcoin, Not Just a Trend — A Treasury Play

In a recent announcement, Meliuz laid out the core of its plan. It sees Bitcoin not just as an investment but as a strategic treasury asset, something to hold long-term, as a hedge and a value-preserving move.

“The generation of cash from operations is fundamental to the strategy of acquiring more Bitcoin over time,” the company noted. Translation? Meliuz isn’t here to make a quick trade. It’s here to accumulate.

And that approach is starting to mirror what some of the biggest names in crypto are already doing.

Investors Are All In — But Not Everyone’s Convinced

The market reacted fast. That 27% surge wasn’t just a blip. It was a vote of confidence from investors who believe this move could position Meliuz ahead of the curve.

But while the optimism is clear, not everyone’s jumping on board. The company also acknowledged that shareholders who oppose the decision will be allowed to seek reimbursement, provided they held shares before the official announcement.

That clause shows how serious Meliuz is. It’s not backpedalling. It’s giving dissenters a way out — and forging ahead with its plan regardless.

Following the Trend or Leading the Charge?

Meliuz isn’t alone. In Q1 2025, public companies added over 95,000 BTC to their balance sheets, pushing total corporate holdings to around 688,000 BTC, according to Bitwise data. That’s a 16.1% jump — and proof that the corporate world is warming up fast to Bitcoin.

Other big names are already deep into this strategy. Rumble, the video-sharing platform, began its own crypto accumulation this year. Meanwhile, Michael Saylor’s Strategy continues to set the tone for Bitcoin adoption in corporate finance, expanding its already massive digital asset portfolio.

So where does Meliuz stand? Somewhere in between — not as aggressive as Strategy, but certainly braver than most of its regional peers.

Why Now?

Timing is everything. With inflation still a global concern and fiat currency trust under pressure, Bitcoin is increasingly seen as a modern hedge. Meliuz is tapping into that sentiment while also using Bitcoin as a potential driver for long-term treasury growth.

This is more than a PR stunt. It’s a calculated financial strategy, one that blends fintech innovation with crypto conviction.

And if the plan works, Meliuz could become a template for other fintechs in emerging markets looking to modernize their reserves and appeal to younger, crypto-savvy investors.

Final Thoughts

Meliuz’s decision to invest in Bitcoin could be a turning point for Latin American fintech. It’s bold, high-stakes, and already paying off in the short term, with a stock rally few saw coming.

But the real question is: will this move solidify Meliuz as a financial innovator — or will it be seen as a risky overreach?

For now, the market seems to like what it sees. And if Bitcoin continues its upward trajectory, Meliuz may just have made one of the smartest moves in corporate finance this year.

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