Strive CEO Matt Cole defends Bitcoin treasury companies’ value

Strive, Inc. is rapidly emerging as a leading player in the Bitcoin treasury arena. Under the leadership of its CEO, Matt Cole, the company is charting a course for institutional investors to gain Bitcoin exposure without diving directly into the crypto waters. Cole argues that Bitcoin treasury companies, like Strive, hold significant promise despite skepticism from traditional financial sectors.

Established as a vehicle for those wary of directly handling digital currencies, Strive offers alternatives like perpetual preferred stock. As of July 2026, the company has amassed approximately 19,921 Bitcoins, valued at around $1.3 billion. Their holdings multiplied following the acquisition of Semler Scientific in early 2026, marking a pivotal point in Strive’s strategy.

Strategic maneuvers and financial gymnastics

Matt Cole’s previous role saw him overseeing over $70 billion in fixed income at the California Public Employees’ Retirement System (CalPERS). Strive’s SATA stock, targeting a tight trading range of $99 to $101, offers daily dividends. By aligning their financial strategies with Bitcoin’s performance, Strive uses the cryptocurrency as a benchmark for capital allocation.

Strive executed a notable purchase of 2,500 Bitcoins for roughly $185 million in June 2026, which averaged out to about $74,092 per BTC.

Market implications and investor watch

The business model championed by Strive signals a noteworthy shift for those in the Bitcoin space keen on structured investments. Instruments like SATA, combined with strategic market moves, place Strive as a beacon for wider market engagement with Bitcoin, positioning it as a leader in facilitating broader institutional adoption.