GameStop Bought Bitcoin. Now Strive's CEO Wants Intuit In Too
Strive Asset Management isn't letting up. After convincing GameStop (GME) to embrace Bitcoin and issue a $1.5 billion convertible note, CEO Matt Cole has now set his sights on financial software giant Intuit (INTU). In a bold new letter, Cole called out the company for what he describes as anti-Bitcoin censorship—and urged it to adopt Bitcoin as a strategic hedge.
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Strive Slams Mailchimp's Bitcoin Censorship
At the heart of the dustup is Intuit's email service Mailchimp. According to Cole's letter, the platform recently deactivated the University of Southern California's Trojan Bitcoin Club account for simply mentioning Bitcoin. Mailchimp reinstated the account after backlash, but Strive says the damage was done.
'We are concerned that Intuit's censorship policies and anti-bitcoin bias threaten to destroy the shareholder value the company has worked so hard to create,' Cole wrote in the April 14 letter, shared publicly. He accused the company of using its Acceptable Use Policy 'as a political weapon' and warned that such actions could invite legal and reputational risk.
Strive Urges Intuit to Add Bitcoin to Treasury
Cole didn't stop at content policies. He urged Intuit to consider adding Bitcoin to its corporate balance sheet, citing the risk that AI could eventually disrupt core products like TurboTax and QuickBooks.
'TurboTax has a high risk of being automated away by AI,' Cole said. 'A Bitcoin war chest is the best option available.'
We've seen this strategy before. In February, Strive issued a similar call to GameStop—and the company responded. It confirmed plans to hold Bitcoin and followed up with a $1.5 billion convertible note offering, making headlines as one of the first major U.S. retailers to adopt a Bitcoin treasury strategy.
Bitcoin Talk Sends Stocks Soaring
This strategy is starting to move markets. Earlier this month, Hong Kong-based HK Asia Holdings (HK:1723) saw its stock nearly double in a single day—after it said it was considering a Bitcoin purchase. For Cole, that's proof: companies that signal openness to Bitcoin are being rewarded.
Just look at Michael Saylor's Strategy (formerly MicroStrategy) (MSTR). The company now holds over 531,000 Bitcoin, worth more than $36 billion, and it's become practically synonymous with the corporate Bitcoin standard. Saylor's aggressive strategy turned Strategy into a Bitcoin proxy on public markets.
Cole's push at Intuit reads like the next chapter in the same thesis: add Bitcoin, shift perception, and position for long-term upside. Now it's Intuit's turn to decide if it follows suit.
Is INTU Stock a Good Buy?
Analysts remain bullish about INTU stock, with a Strong Buy consensus rating based on 18 Buys and two Holds. Over the past year, INTU has decreased by 2%, and the average INTU price target of $718.17 implies an upside potential of 21% from current levels
See more INTU analyst ratings
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