Merger Approves Creation of Strive, Inc. Focused on Accumulating Up to $1.5 billion in Bitcoin

A merger between Asset Entities and Strive Asset Management has been approved, forming a new publicly traded company Strive, Inc. with a clear mission: build a Bitcoin treasury worth up to $1.5 billion. The deal includes an initial capital infusion and a multi-phase funding strategy using private placements, warrant exercises, and corporate actions to steadily accumulate BTC.

The deal and governance

Shareholders from both companies greenlit the merger. The new entity will trade on Nasdaq under the ticker ASST, with Matt Cole serving as CEO and chairman, and Arshia Sarkhani as Chief Marketing Officer and board member. The closing, expected around September 12, 2025, remains subject to regulatory approval. Once finalized, the new leadership will implement its Bitcoin-focused operational plan.

Funding and strategy

Strive plans to raise capital through a $750 million private investment (PIPE), along with warrant exercises and strategic corporate actions designed to limit shareholder dilution. The company may also use share-for-Bitcoin swaps in certain cases to optimize tax treatment under U.S. law. The broader goal is to reach $1.5 billion in Bitcoin reserves through direct purchases, mergers, in-kind contributions, and even acquisitions of cash-rich companies—converting their assets into BTC. Risk management may involve fixed income and derivatives.

Operational and regulatory concerns

Holding such a large Bitcoin treasury introduces risks—market volatility, custody security, and regulatory shifts. The company hasn’t yet disclosed full details on who will custody the Bitcoin or what specific safeguards will be in place. Strong governance, clear derivative policies, and counterparty risk management will be essential to maintaining trust.

Impact on the crypto ecosystem

A public company centered around Bitcoin could further legitimize BTC as a corporate reserve asset and attract traditional investors—if executed with transparency and discipline. However, missteps or opaque operations could amplify skepticism about crypto-based treasuries.