Méliuz CEO Reveals Bold 3-Phase Plan: How Bitcoin Will "Drain the Premium" from Other Assets by 2025

• From Cashback Startup to Bitcoin Bank: Méliuz’s Audacious Roadmap
• Why Méliuz Sees Bitcoin as "Better Money"
• How Bitcoin Yield Became Méliuz’s Secret Metric
• Financial Firepower: Méliuz’s Stunning Q2 Turnaround
• From 41M Users to Crypto Pioneer: Can Méliuz Pull It Off?
• Méliuz Bitcoin Strategy: Your Questions Answered

In a fiery keynote at Rio Innovation Week 2025, Méliuz’s strategy director Diego Kolling unveiled the company’s radical pivot toward bitcoin adoption. Their three-phase plan—already in motion—includes acquiring 600 BTC, a US stock listing, and ultimately transforming into a Bitcoin Bank. Kolling argues BTC will absorb the "monetary premium" currently held by real estate and other assets, calling it "better money" amid Brazil’s 20% annual currency inflation. The fintech-turned-crypto pioneer also reported record Q2 earnings, with Bitcoin holdings driving a R$7.6M profit turnaround. Here’s why analysts call this Brazil’s most ambitious corporate crypto play.

From Cashback Startup to Bitcoin Bank: Méliuz’s Audacious Roadmap

During his mainstage presentation at Rio Innovation Week (running through August 15, 2025), Diego Kolling dropped what analysts are calling a "corporate lightning bolt"—Méliuz’s full-throttle embrace of Bitcoin as both treasury asset and future business model. "We’re executing a three-phase plan," Kolling declared. "Phase 1: Acquire 600 BTC. Phase 2: List on US markets. Phase 3: Become a Bitcoin Bank offering financial services." The strategy mirrors Michael Saylor’s playbook at MicroStrategy, whose stock became a Leveraged Bitcoin proxy. Méliuz plans similar moves—issuing debt to buy more BTC and tethering share performance to crypto appreciation. "This lets us potentially outperform holding Bitcoin directly," Kolling added.

Why Méliuz Sees Bitcoin as "Better Money"

"The monetary premium currently in real estate and other assets will Flow to Bitcoin," Kolling predicted, citing Brazil’s harsh fiscal reality. "When our cash was in Treasury bonds, we paid 34% tax on yields and netted just 70% of CDI rates. But the real killer? Official inflation metrics ignore how fast reais get printed—about 20% annually." This epiphany drove Méliuz’s pivot. Kolling notes only 0.2% of global assets ($900T) are in BTC today—a gap he expects to narrow dramatically. Long-term, Méliuz aims to offer BTC-backed financial services, possibly including decentralized lending infrastructure. "We’re building the rails for Bitcoin-native finance," he said.

How Bitcoin Yield Became Méliuz’s Secret Metric

Move over EPS—Méliuz now tracks "Bitcoin Yield," measuring satoshis (0.00000001 BTC) per share. Currently at 527 satoshis/share (up 10x since Q1), this metric reveals how the company’s BTC position grows per equity unit. "It’s our true north," said founder Israel Salmen, who spent years seeking better cash management. "As a real-profit company, we hemorrhaged money to taxes on CDI yields while inflation ate the rest." Their solution? Treat Bitcoin as a superior reserve asset. The bet paid off in Q2—BTC holdings contributed R$30M to their R$7.6M net profit reversal from a R$60.8M loss in 2024.

Financial Firepower: Méliuz’s Stunning Q2 Turnaround

The numbers tell the story:

• Net profit: R$7.6M vs R$60.8M loss (Q2 2024)
• EBITDA: R$12M vs R$67.6M loss (Q2 2024)
• Bitcoin Yield: 907.6% growth QoQ
• BTC reserves: 595.7 coins (avg buy: $103,188.98)

From 41M Users to Crypto Pioneer: Can Méliuz Pull It Off?

Founded as a cashback platform, Méliuz boasts 41M users—a ready-made base for crypto adoption. Executives insist this isn’t an abandonment but an evolution. "Traditional operations fund our Bitcoin strategy," Salmen emphasized. If successful, Méliuz could become Brazil’s first true Bitcoin Bank, far surpassing mere crypto payments. As one BTCC analyst observed: "They’re not just riding the wave—they’re trying to redirect the ocean."