Strive Inc. is not tiptoeing into Bitcoin. Under CEO Matt Cole, the company has been steadily converting its corporate treasury into a Bitcoin vault, amassing roughly 19,000 BTC with a valuation approaching $1.2 billion.
From asset manager to Bitcoin treasury company
Cole took over as CEO in April 2023, and the transformation since then has been dramatic. Strive, which trades under the ticker $ASST, has pivoted from traditional asset management into what is essentially a public Bitcoin treasury company.
In April 2026 alone, Strive purchased 789 BTC for approximately $61 million, paying an average price of roughly $77,890 per coin. That single purchase expanded the company’s holdings to 14,557 BTC at the time.
Strive has maintained a debt-free balance sheet while doing all of this. Many companies loading up on Bitcoin have done so through convertible notes and other debt instruments, creating leverage that can turn ugly if prices drop. Strive has kept significant cash reserves on hand, allowing it to buy Bitcoin outright.
