Strive Asset Management Is Calling on Intuit to Adopt Bitcoin

Strive Asset Management is calling on financial software provider Intuit to adopt Bitcoin as part of its corporate strategy.

Strive Asset Management has penned a letter to financial software provider Intuit urging the company to adopt Bitcoin as part of its corporate strategy, according to a copy of the correspondence viewed byDecrypt on Monday.

In the April 14 letter, Strive CEO Matt Cole encouraged Intuit CEO Sasan Goodarzi to consider Bitcoin as a financial safeguard in response to the fast-moving pace of artificial intelligence.

Cole pointed out that Intuit’s main offerings, including TurboTax and QuickBooks, are at risk of being replaced by emerging AI technologies. He suggested that Bitcoin could serve as a financial reserve to protect the company during potential changes to its core business.

“Bitcoin could help secure long-term value and keep the company on stable ground as AI advances,” wrote Cole. “It is a cryptocurrency that is widely recognized and trusted, and it could provide Intuit with the financial resilience needed to navigate the coming technological shift.”

The CEO added that while Intuit has made progress in integrating AI internally, that alone may not be enough to offset industry changes. Having Bitcoin reserves would give Intuit “added flexibility in a market that’s changing faster than most expect.”

Earlier GameStop Campaign

Strive’s letter to Intuit follows its earlier outreach to video game retailer GameStop. In February, Cole urged GameStop to consider using its cash reserves to purchase Bitcoin.

GameStop acknowledged the letter in a filing with regulators and later disclosed plans to raise $1 billion through a convertible debt sale, with part of that reportedly allocated to Bitcoin.

Cole believes more companies need to take action to prepare for AI-related disruptions. He explained that Bitcoin is not just a store of value, but a strategic option that gives firms an edge during uncertain periods.

“As we enter a new era of technological advancement, companies must be thinking about how to position themselves for success,” said Cole. “Bitcoin provides an opportunity for firms to do just that, and we encourage more companies to follow GameStop’s lead.”

In addition to recommending Bitcoin, Strive addressed Intuit’s Mailchimp platform, criticizing its treatment of cryptocurrency-related accounts.

Cole pointed to multiple cases where Mailchimp suspended users in the crypto space and asked Intuit to revise its content policy.

His comments follow the recent closure of a University of Southern California Bitcoin club account by Mailchimp, which drew criticism from the university and others in the crypto community.

"This isn't just anti-Bitcoin bias. It's anti-shareholder value," argued Strive. "On behalf of our clients—Intuit shareholders—we're urging the company to reconsider its policies and support Web3 technologies."

Mailchimp's terms allow for limited crypto-related content, as long as the sender is not directly promoting or selling digital assets. However, businesses involved in crypto often face challenges using the service due to restrictions around tokens and blockchain projects.

"Given the administration's support for digital assets and the bipartisan legislation on crypto that passed the House this spring, the time is now for Intuit to review and update its approach," added Strive.

The asset manager also noted that the current administration has shown a more crypto-friendly climate compared to the previous administration, which imposed sanctions on major cryptocurrency exchange Bittrex.

"With bipartisan legislation on crypto passing the House this spring and the current administration showing support for digital finance, the opportunity to sponsor this sector more openly is at hand," said Strive.

It added that revising Mailchimp's stance "would show leadership in a growing sector and reflect the market as it stands today."

Intuit has not yet responded to the letter or commented on potential changes to its policy or financial strategy.