Bitcoin investment Brazil reached a milestone on May 16, 2025, as Méliuz, a leading cashback and rewards company, announced it has become the first publicly traded firm in Brazil to hold Bitcoin as a treasury asset. The company acquired 274.52 BTC, worth approximately $28.4 million, marking a bold step toward embracing digital assets in Brazil’s corporate landscape.
Méliuz’s move echoes early Bitcoin treasury adoptions by global companies like MicroStrategy, reflecting a growing trend where firms use Bitcoin to hedge against inflation and currency volatility. Brazil’s economy, historically challenged by inflation and fluctuations of the Brazilian Real, makes Bitcoin an attractive diversification tool for corporate reserves.
Israel Salmen, Executive Chairman of Méliuz, said in the company’s announcement:
“By integrating Bitcoin into our treasury, Méliuz not only diversifies its assets but also positions itself at the forefront of financial innovation in Brazil. This strategic move is designed to protect shareholder value amid economic uncertainty.”
The decision to hold Bitcoin is expected to influence other Brazilian companies considering cryptocurrency adoption, especially as Brazil’s regulatory environment around digital assets continues to evolve. Investors responded positively—Méliuz’s stock surged more than 117% following the news, signaling market confidence in this forward-thinking strategy.
Looking ahead, Méliuz plans to accumulate Bitcoin gradually using various financial instruments while ensuring robust custody and security measures. This cautious approach suggests the company’s commitment to responsibly integrating Bitcoin into its financial strategy.
As Brazil’s first publicly traded company to adopt Bitcoin treasury holdings, Méliuz sets a precedent that could accelerate crypto integration across Latin America’s corporate sector. Analysts will be watching closely to see if this sparks a broader wave of Bitcoin investment Brazil-wide.
