Brazil Crypto adoption went one step further. On May 15, 2025, Méliuz was the first Brazilian listed company to embrace Bitcoin in its treasury policy. After approval by the shareholders, the fintech company bought 274.52 BTC, equivalent to approximately $28.4 million. This step makes Méliuz a pioneering figure among Latin America’s corporate crypto adoption.
Chairman Israel Salmen referred to it as a “historic day,” with the company’s overall Bitcoin holdings reaching 320.2 BTC. These reserves are now worth over $33 million. The average purchase price was $103,604 per Bitcoin. Interestingly, this comes after an earlier bitcoin buy of 45.73 BTC on March 6.
Brazil Crypto Adoption Strategy Remakes Corporate Finance
Méliuz’s Brazil crypto adoption is more than typical diversification. The company will be building Bitcoin “in an accretive manner for shareholders,” seeking to optimise Bitcoin per share. Rather than using crypto as a hedge, Méliuz is embedding it in its base financial model.
The firm will leverage cash flow and financial instruments to increase its Bitcoin treasury. This is a daring pivot for treasury management. It also places Méliuz in league with global trailblazers such as Strategy and Metaplanet that have turned Bitcoin accumulation into a business pillar.
Increases Méliuz Market Capitalisation
Brazil Crypto adoption has significantly contributed to the stock performance of Méliuz. From the first Bitcoin purchase on March 6, shares have grown 116%, increasing from $0.68 to $1.47. Its stock has increased by 209.82% year-to-date, showing high investor confidence.
Traded under the ticker CASH3, Méliuz was already a fintech giant. Its online platform offers coupons and cash backs in areas like travel, learning, insurance, and eating out. But this new Bitcoin-focused strategy has redefine its mission and vision.
Salmen even sat down with Strategy’s Michael Saylor to give credit to the pioneers. “Thank you for showing us the way,” he said—a reference to the model Méliuz now adapts.
Brazil Crypto Adoption is Part of Broader Trend
Méliuz is not the only one. DayDayCook also announced a Bitcoin plan on the same day, purchasing 100 BTC. At least 70 companies worldwide already have BTC as a treasury asset. Latin America, Asia, and the United States are all experiencing expansion in this arena.
Brazil Crypto adoption may soon go beyond Bitcoin. Firms are considering Ethereum and Solana for diversification. As regulations become more stable, crypto assets will become a normal instrument for cash management, hedging inflation, and facilitating global payments.
