Microstrategy Rebrands: 'Strategy' with a Bitcoin Focus

• Microstrategy rebrands as Strategy, simplifying its name and reaffirming its Bitcoin focus
• Strategy announces the “21/21 Plan” to acquire over $42 billion worth of Bitcoin by the end of 2025
• Strategy remains the largest private holder of Bitcoin, owning over $45 billion in BTC

Microstrategy is no more. Saying like that it sounds awful, doesn’t it? Well, in actuality—the company changed its name and doubled down on its Bitcoin bet.

On February 5, 2025, Microstrategy announced a complete rebranding, changing its name and logo. From now on, the business formerly known as “Microstrategy” will now be named just “Strategy”. 

Michael Saylor’s firm also reaffirmed its affinity to Bitcoin, adding the notorious “₿” symbol to its logo. 

“Strategy is one of the most powerful and positive words in the human language,” Michael Saylor wrote in the press release. “It also represents a simplification of our company name to its most important, strategic core.”

The company proudly boasted the fact that it is today the largest private holder of Bitcoin in the world. Strategy owns over $45 billion in BTC, about 2.4% of the total maximum Bitcoin supply. 

Moreover, Strategy redoubled its efforts to expand its Bitcoin holdings in recent times. In late 2024, the company announced an ambitious plan named “21/21 Plan”, intending to acquire over intending to acquire over $42 billion worth of Bitcoin by the end of 2025.

Strategy’s latest Bitcoin acquisition came on January 27, when Michael Saylor announced a $1.1 billion investment in BTC. Despite Bitcoin being near its all-time highest level in recent months, that hasn’t stopped Strategy from continuing to recurringly acquire Bitcoin to its reserves.