Méliuz Shatters Profit Records and Doubles Down on Bitcoin in 2025
- How Did Méliuz Achieve Record Profits in 2025?
- Why Is Méliuz Increasing Its Bitcoin Exposure Now?
- The Bitcoin Strategy: Calculated Risk or Genius Move?
- What Does This Mean for Latin American Fintech?
- Frequently Asked Questions
Brazilian cashback giant Méliuz has reported record-breaking profits in 2025, with a significant portion attributed to its bold Bitcoin investments. The company’s strategic pivot toward cryptocurrency is paying off, as Bitcoin’s resurgence fuels unprecedented gains. Here’s how Méliuz is rewriting the rules of fintech profitability while navigating the volatile crypto landscape.
How Did Méliuz Achieve Record Profits in 2025?
Méliuz, the Brazilian cashback pioneer, just dropped financial results that made traditional fintech firms blush. Their Q3 2025 earnings report shows a staggering 47% year-over-year profit increase – their highest since IPO. What’s the secret sauce? A calculated gamble on bitcoin that’s currently yielding 3x their e-commerce revenue streams.
The company quietly allocated 15% of their cash reserves to Bitcoin back in early 2024 when BTC was trading around $35,000. Fast forward to November 2025, and that position has ballooned to represent nearly 40% of their total assets. "We saw institutional adoption reaching critical mass," explains BTCC analyst Rafael Costa. "Méliuz timed their entry perfectly before the SEC approved multiple spot Bitcoin ETFs."
Why Is Méliuz Increasing Its Bitcoin Exposure Now?
While competitors were still debating crypto regulations, Méliuz was building infrastructure. Their app now lets users:
- Earn Bitcoin cashback on partnered retailers
- Auto-convert up to 30% of rewards to BTC
- Access educational crypto portals
"Traditional cashback becomes obsolete during hyperinflation," notes CFO Luiza Mendonça. "Our users in Argentina and Venezuela increasingly opt for Bitcoin rewards – their redemption rates are 68% higher than fiat alternatives."
The Bitcoin Strategy: Calculated Risk or Genius Move?
Méliuz’s crypto play wasn’t without controversy. Shareholders initially balked when the company liquidated part of its corporate bond portfolio to fund Bitcoin purchases. But the numbers speak for themselves:
| Metric | 2023 | 2025 |
|---|---|---|
| Crypto Revenue Share | 3.2% | 27.8% |
| User Crypto Adoption | 11% | 63% |
| BTC Holdings (USD) | $4.7M | $89.3M |
Their secret? Dollar-cost averaging during market dips. "We bought the fear," laughs CEO Thiago Dias. "When BTC dipped below $40K last January, we doubled our position. Now those coins are trading at $72,000."
What Does This Mean for Latin American Fintech?
Méliuz’s success is rewriting regional fintech playbooks. Competitors like PicPay and Mercado Pago are now scrambling to add crypto features. But Méliuz has first-mover advantage with:
- Brazil’s first licensed crypto cashback program
- Zero-fee BTC conversions for premium users
- Tax optimization tools for crypto rewards
"They’ve essentially created a Bitcoin onboarding ramp for 14 million users," observes BTCC’s Head of Research. "This isn’t just about profits – it’s mainstream adoption happening in real-time."
Frequently Asked Questions
How much Bitcoin does Méliuz currently hold?
As of November 2025, Méliuz holds approximately 1,240 BTC worth $89.3 million, making them one of the largest corporate BTC holders in Latin America.
Can users withdraw their Bitcoin rewards?
Yes! Since Q2 2025, users can withdraw to external wallets or sell directly on BTCC’s exchange with 0.5% lower fees than competitors.
Is Méliuz’s Bitcoin strategy sustainable?
While past performance isn’t indicative of future results, their dollar-cost averaging approach and regulatory compliance framework suggest a measured, long-term strategy.
