Orange Juice, a newly established holding company co-founded by prominent macroeconomist Lyn Alden, announced the completion of a $40 million funding round aimed at acquiring small and mid-sized businesses. The firm plans to purchase these businesses, enhance operations, and retain ownership rather than seeking rapid turnover.
Focus on Bitcoin as a Treasury Asset
Orange Juice introduces a distinct approach by converting part of its portfolio companies’ profits into Bitcoin, which will serve as its main treasury reserve. This strategy positions the company as a long-term holder of both operational businesses and digital assets.
Lyn Alden, known in the Bitcoin community for her economic research and market commentary, explained that unlike typical firms focused solely on accumulating Bitcoin, Orange Juice intends to build a strong base of cash-generating businesses. A portion of their retained earnings will consistently be added to the company’s Bitcoin treasury, creating a diversified and sustainable revenue base.
Orange Juice will focus on assembling a solid and varied stream of business cash flows, channeling part of these earnings into its Bitcoin holdings to establish a lasting treasury.
While several pure-play Bitcoin holding companies exist, Orange Juice’s model puts a stronger emphasis on business operations rather than solely amassing digital assets.
Leadership and Support from Major Investors
The founders of Orange Juice include Lyn Alden and partners from Ego Death Capital—Jeff Booth, Nico Lechuga, and Andi Pitt—as well as Adrian Steckel and Ruben Zweiban. Mexican billionaire Ricardo Salinas joined as the anchor investor in the round. Salinas, recognized as one of Mexico’s wealthiest individuals, is also known for his vocal support of Bitcoin. Recently, he revealed that he had increased his Bitcoin allocation to 70% of his portfolio.
Orange Juice’s anchor investor status highlights Salinas’s confidence in Bitcoin as a treasury asset, particularly amid ongoing volatility in traditional markets.
Mini dictionary: Orange Juice – A holding company designed to acquire and permanently hold small to mid-sized businesses, using Bitcoin as its main treasury asset.
Long-Term Vision and Plans
The company’s founders stated that, unlike traditional private equity firms, Orange Juice is not restricted by typical fund cycles or pressured to resell assets. Instead, it will prioritize the long-term health and growth of its acquired businesses while maintaining an enduring Bitcoin reserve.
Plans for a future public listing are also in the pipeline, according to an official announcement. The company believes this approach will allow it to take advantage of a major wave of business successions anticipated over the next several decades. By maintaining a permanent capital base, Orange Juice aims to provide stability for acquired firms while integrating a Bitcoin-focused investment model.
Orange Juice’s launch arrives during an era when many corporate Bitcoin treasuries are under pressure. Last year’s digital asset market downturn led several companies to reduce crypto holdings after significant price declines.
Bitcoin Treasury Landscape Shifts
The Bitcoin treasury trend has cooled in recent months. Strategy, the largest and oldest Nasdaq-listed Bitcoin treasury, saw its stock fall by nearly 80% over the past year. In 2025, several smaller companies began acquiring digital assets, which temporarily boosted their share prices. However, following the market downturn, many of these firms reduced their exposure to digital currencies.
According to data from BitcoinTreasuires.net, more than 360 private and public organizations currently hold various digital assets in their treasuries, reflecting a diverse environment of strategies and outcomes among corporate investors.
| Company | Strategy | Result (Past Year) |
|---|---|---|
| Strategy | Pure Bitcoin holding | Stock fell by nearly 80% |
| Orange Juice | Permanent holding, business growth + Bitcoin treasury | Raised $40 million, future public listing planned |
