The emergence of another Bitcoin treasury marks a noteworthy development in the cryptocurrency landscape.
Recently, esteemed macroeconomist Lyn Alden has announced the formation of Orange Juice, an investment firm with the specific objective of acquiring, enhancing, and establishing businesses on a Bitcoin standard.
Orange Juice intends to target small to mid-sized enterprises, acquiring them at advantageous prices, improving their operations, and holding them indefinitely rather than opting for resale.
A portion of the profits generated by these businesses will be converted into Bitcoin, thereby establishing the company’s treasury asset.
In a blog post, Alden articulated, “Pure-play Bitcoin holding companies exist, but their cash-flowing operations tend to be small or non-existent.”
She further stated, “Orange Juice will instead emphasize building a robust and diversified base of cash flows, with a portion of the retained earnings of its businesses accumulating into a Bitcoin treasury.”
The company was co-founded by Ego Death Capital partners Jeff Booth, Lyn Alden, Nico Lechuga, and Andi Pitt, alongside Adrian Steckel and Ruben Zweiban. Notably, Mexican billionaire Ricardo Salinas is participating as the anchor investor, as indicated in a Wednesday announcement.
Salinas, recognized as one of Mexico’s wealthiest individuals, has consistently advocated for Bitcoin and recently disclosed an increase in his Bitcoin portfolio allocation from 10% to 70%.
The announcement revealed that the firm has successfully raised $40 million and has plans for a future public listing.
“In the coming decades, there will be a substantial wave of business successions,” the announcement noted. “Unlike traditional private equity, Orange Juice is unencumbered by fund cycles or pressure for resale, enabling it to focus on the long-term viability of its businesses.”
JUST IN: Lyn Alden's 'ORANGE JUICE' Raises $40 million to launch a permanent capital holding company backed by a BTC treasury
"It’s a company that acquires, improves, and permanently holds cash-flowing businesses, backed by a bitcoin treasury" – Lyn Alden
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— Bitcoin Magazine (@BitcoinMagazine) July 15, 2026
Bitcoin Treasury Trends
This announcement emerges during a period of challenges for Bitcoin treasuries, following a decline in the business model of acquiring and holding Bitcoin and other digital assets amidst last year’s market downturn.
Strategy, the largest and oldest Bitcoin treasury, has witnessed a substantial drop of nearly 80% in its Nasdaq-listed stock over the past year.
In 2025, lesser-known publicly traded companies rapidly promoted their acquisitions of digital assets to enhance their stock prices. While this strategy was initially effective, many firms have since had to divest portions of their holdings in response to the market decline.
Currently, over 360 digital asset treasuries exist, comprised of both private and public entities holding a diverse range of digital assets.
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