Méliuz Adopts a Bitcoin Treasury Strategy and Buys 45.72 BTC
Brazilian loyalty and financial-services company Méliuz authorized Bitcoin as a treasury asset and bought 45.72 BTC, becoming an early Latin American public-company adopter of the corporate Bitcoin treasury model.
On March 6, 2025, Brazilian public company Méliuz announced that its board had approved a Bitcoin treasury strategy permitting up to 10 percent of the company's cash position to be allocated to Bitcoin. It also disclosed an initial purchase of 45.72 BTC.
The move extended the corporate Bitcoin treasury model into a large Latin American market and into a company whose core business was not Bitcoin mining or digital-asset trading. Management presented Bitcoin as a strategic treasury asset rather than merely a short-term speculative investment.
Méliuz later deepened this strategy, but the March decision was the origin stage: formal authorization plus an actual first purchase. That combination makes it historically distinct from later recurring accumulation and establishes when Bitcoin became part of the company's capital-allocation policy.