Strive Inc. is purchasing Bitcoin to expand its corporate treasury holdings, according to CEO Matt Cole [1].

The move signals a growing trend of public companies adopting Bitcoin as a primary reserve asset to hedge against traditional currency volatility.

Speaking on Bloomberg Television, Cole said the company is buying the asset "hand-over-fist" [1]. He said the current market environment is favorable for acquisition. "This is a great time to buy Bitcoin as the price keeps falling," Cole said [1].

Corporate filings and reports indicate an increase in the company's holdings. Strive's total Bitcoin treasury has grown to approximately 20,000 BTC [1], up from 5,000 BTC last fall [1]. Other reports place the current holdings at roughly 19,000 BTC, valued at approximately $1.2 billion [2].

Recent acquisition activity shows a series of high-volume purchases throughout June 2026. Between June 15 and June 21, Strive purchased 759 BTC at an average price of $65,850 per coin, totaling about $50 million [3]. This followed an earlier June 2 purchase of 2,500 BTC for approximately $185.2 million, with an average price of $74,092 per coin [4].

These transactions brought the company's total holdings past the 19,000 BTC mark [3, 4]. While some reports specify the treasury is now beyond 19,800 BTC [3], the company's strategy continues as it leverages price dips to accumulate the asset [1].

Strive Inc., traded on the NASDAQ under the symbol ASST, has shifted its financial strategy toward digital assets as a core component of its balance sheet [3].

“"This is a great time to buy Bitcoin as the price keeps falling."”

Strive Inc.'s decision to accumulate Bitcoin during a price decline reflects a corporate treasury strategy that prioritizes digital assets over traditional cash reserves. By increasing its holdings from 5,000 to nearly 20,000 BTC in less than a year, the company is tying its balance sheet performance closely to the volatility of the cryptocurrency market.