Canadian wellness firm approves plan to add $1M of Bitcoin to treasury

Wellness and plant-based e-commerce firm Jiva Technologies has become the latest corporate entity to go ahead with a Bitcoin treasury strategy following a board of directors approval of up to $1 million in BTC investments. 

“As Bitcoin continues to gain traction as a widely accepted and trusted asset class, we see a unique opportunity to strengthen our treasury with a resilient and innovative investment,” said CEO of Jiva Technologies, Lorne Rapkin, on Nov. 25.

Rapkin added that Bitcoin’s “inherent scarcity and finite supply position it as a modern hedge against inflation and a safe haven in times of economic uncertainty.”

He cited the potential for favorable regulatory frameworks and increased institutional adoption, highlighting the recent wave of Bitcoin exchange-traded fund inflows, which have now totaled more than $30 billion since launch.

This “underscores Bitcoin’s value proposition and makes us believe it is an ideal asset for corporate treasuries seeking inflation-resistant stores of value,” he said. 

Canadian headquartered Jiva Technologies is dedicated to building online wellness communities and creating immersive physical environments with a focus on joint ventures to support wellness brands.