MicroStrategy Rebrands as Strategy™, Embraces Bitcoin and AI Focus

TYSONS CORNER, Va. — MicroStrategy Incorporated (Nasdaq: MSTR) announced Monday it is rebranding as Strategy™, positioning itself as the world’s first and largest Bitcoin Treasury Company and a leader in AI-powered business intelligence. The move reflects the company’s dual focus on Bitcoin and artificial intelligence technologies.

The rebranding includes a new logo featuring a stylized ‘B’ to signify its Bitcoin strategy, with orange as the primary brand color representing energy, intelligence, and Bitcoin. The company also launched new websites for its software offerings and branded merchandise at strategysoftware.com and store.strategy.com, respectively.

Michael Saylor, Founder and Executive Chairman of Strategy, emphasized the significance of the name change. “Strategy is one of the most powerful and positive words in the human language,” he said. “After 35 years, our new brand perfectly represents our pursuit of perfection.”

Phong Le, President and CEO of Strategy, highlighted the company’s innovative approach. “Strategy is innovating in the two most transformative technologies of the twenty-first century — Bitcoin and artificial intelligence,” Le said. “Our new name powerfully and simply conveys the universal and global appeal of our company.”

The rebranding does not alter the company’s business operations but reinforces its commitment to Bitcoin as a primary treasury reserve asset. Strategy has strategically accumulated Bitcoin using proceeds from equity and debt financings, as well as cash flows from operations. The company also continues to provide AI-powered enterprise analytics software, advancing its vision of “Intelligence Everywhere.”

Strategy will discuss the rebranding during its earnings call scheduled for 5 PM EST on Monday. The company remains a Nasdaq 100 stock and the largest independent, publicly traded business intelligence company.