MicroStrategy Incorporated has officially changed its name to Strategy™, reflecting its increasing focus on Bitcoin and artificial intelligence. The company, now the world’s first and largest Bitcoin treasury company, remains the biggest independent, publicly traded business intelligence firm and a Nasdaq 100 stock.
Michael Saylor and Sanju Bansal founded MicroStrategy in 1989 as a software company specializing in business intelligence and data analytics.
The company started by helping businesses analyze large amounts of data to make better decisions. In 1998, it went public on the Nasdaq stock exchange under the ticker MSTR, becoming one of the leading business intelligence firms.
During the early 2000s, MicroStrategy expanded its software offerings, introducing enterprise analytics tools that allowed companies to gather and interpret data more efficiently. Over the years, it developed cloud-based, AI-powered analytics.
A major turning point came in 2020 when Michael Saylor led the company into investing in Bitcoin. Concerned about inflation and the declining value of cash reserves, he decided to shift MicroStrategy’s corporate treasury strategy.
In August 2020, the company purchased $250 million worth of Bitcoin. This made it the first publicly traded company to adopt Bitcoin as a primary reserve asset. This also attracted global attention, and MicroStrategy continued buying Bitcoin aggressively.
The company stated that the rebrand simplifies its identity while emphasizing its long-term vision. The new Strategy logo features a stylized “B” to highlight its commitment to Bitcoin, while its primary orange color represents energy, intelligence, and the cryptocurrency itself.
Founder and Executive Chairman Michael Saylor said the change brings the company’s name to its most essential form. He quoted Antoine de Saint-Exupéry: “Perfection is achieved, not when there is nothing more to add, but when there is nothing left to take away.”
Saylor believes this transformation reflects the company’s ongoing pursuit of excellence after 35 years.
Phong Le, President and CEO, emphasized that Strategy is driving innovation in Bitcoin and artificial intelligence, two of the most important technologies of this century. He added that the new name captures the company’s broad global appeal and its value to shareholders, customers, partners, and employees.
The company also launched a new website for its AI-powered business intelligence software at StrategySoftware.com and a merchandise store featuring Strategy-branded items at store.strategy.com.
Strategy now holds around 470,000 Bitcoin worth $47 billion based on BTC’s current price.
