MicroStrategy Rebrands to “Strategy” as Reports of a Year of Losses Begin to Surface

The largest corporate holder of Bitcoin (BTC) is trying a new name as reports of a year of losses begin to surface.

Bitcoin (BTC) maximalist and CEO of business intelligence firm MicroStrategy, Michael Saylor, is pivoting his company’s name to “Strategy” in a bid to reach a wider audience.

The announcement was made on Feb. 28, revealing that MicroStrategy will now be known as “Strategy” with a new logo and tagline. The company hopes that the new name will better reflect its goal of reaching a broader audience.

Saylor commented on the rebrand, stating that the word “strategy” carries immense power and positivity, while also serving as a simplification of the company's name to its core essence. He quoted Antoine de Saint-Exupery's definition of perfection, emphasizing the company's pursuit of excellence.

“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.”

The announcement comes ahead of Strategy's quarterly earnings report, which is expected to show another quarter of losses, completing a full fiscal year in the red.

According to a Reuters report on the earnings, the company lost more than $1 billion in the fourth quarter alone. During the quarter, Strategy purchased 218,887 BTC at a total cost of $20.5 billion, marking the company's largest purchase of the flagship digital asset to date.

Despite the losses, Strategy continues to funnel funds into BTC acquisitions, with shareholders approving a plan two weeks ago to raise additional capital for further BTC purchases.