Strive Acquires True North to Expand Bitcoin Treasury and Media Platform Reach

Strive’s acquisition of True North ignites a bold expansion into bitcoin-focused media, treasury, and asset management, positioning the firm to dominate digital capital markets.

True North Joins Strive as Media, Podcast, and Treasury Strategy Align

Strive Inc. announced on Sept. 16 the acquisition of MSTR True North Inc. in a de minimis cash transaction, signaling an expansion of its influence in the digital capital and digital credit ecosystem. With True North already operating profitably, the deal is designed to integrate its operations without additional cost, while broadening Strive’s platform capabilities. The acquisition follows Strive’s September 2025 milestone of becoming the first publicly traded asset management bitcoin treasury corporation, a development that underscored its role as a leading advocate for bitcoin-centered strategies.

The company highlighted:

This transaction also marks a new expansionary era for the True North media platform, including its Investment Grade Bitcoin podcast and bitcoin treasury thought leaders, by allowing True North to leverage distribution channels previously built by Asset Entities.

As part of the transaction, Strive appointed True North founder Jeff Walton as Chief Executive Officer of True North and Chief Risk Officer of Strive. Walton described the deal as both practical and strategic: “Joining forces with Strive is the most exciting and rational path to amplify the True North megaphone and accelerate sustainable market development. We’re all in.”

In addition, Ben Werkman will remain on Strive’s board of directors, maintaining leadership continuity as both firms integrate operations.

Founded in 2022 by Vivek Ramaswamy and Anson Frericks, the company sought to shift corporate focus from politics to performance and increase citizen influence in the U.S. economy. After a September 2025 merger, it became the first publicly traded asset management bitcoin treasury firm, aiming to accumulate bitcoin, raise bitcoin per share, and outperform bitcoin through combined treasury and investment strategies. Strive Asset Management LLC, its wholly owned subsidiary and U.S. Securities and Exchange Commission (SEC)-registered adviser, manages over $2 billion across 13 funds and platforms. Supporters say the True North acquisition bolsters bitcoin’s institutional role despite ongoing volatility concerns.