More than 200 public companies have raised billions for digital asset treasuries in just the past year. From the floor of the New York Stock Exchange to conference halls across the cities, this past summer carried a clear signal: crypto has claimed the spotlight, but the conversation has shifted from price action to purpose. What’s commanding attention now is the rise of Digital Asset Treasury Companies (DATCOs): businesses that make the active accumulation of digital assets a core part of their identity.
In today’s institutional landscape, crypto treasuries no longer set companies apart. With hundreds of firms now adopting the same approach, the real distinction comes from how they position it. The strongest treasuries don’t announce an allocation, they connect those moves to a long-term vision that investors and employees can rally behind. They speak with institutional polish, using the language of analysts, regulators, and policymakers. They own the narrative by putting leadership at the right tables, from earnings calls to global forums. They time announcements with precision, aligning with policy moments and market shifts. And above all, they think globally, tailoring their relevance across regions while keeping the big picture intact.
For DATCOs, this is the new frontier. In a market where dozens of firms now hold Bitcoin, the ones that endure will be those that define not just what they hold, but why it matters, and communicate it with clarity, credibility, and conviction.
Defining DATCOs: What they are and why they matter
Digital Asset Treasury Companies are publicly traded firms that treat the accumulation of digital assets, most often Bitcoin, but increasingly Ethereum, Solana, XRP, Doge and others, as central to their business model. Unlike corporates that experiment with crypto on the margins, DATCOs put digital assets at the core, attracting investors who want exposure through the stock exchange. This route provides regulated, liquid, and often leveraged access to Bitcoin without the complexities of direct custody.
The model first appeared in 2020, when Michael Saylor transformed MicroStrategy (now Strategy) into the earliest DATCO by aggressively buying Bitcoin. That pivot turned the company into a proxy for Bitcoin exposure and sparked the idea that corporate treasuries could be vehicles for digital asset accumulation. Today, the firm holds more than 650,000 in bitcoin, and its stock price has surged over 2,000% since that shift, a performance that cemented the DATCO playbook and proved the market’s appetite for regulated exposure to digital assets. For years, however, regulatory headwinds kept most companies sidelined.
The turning point came after the 2024 U.S. election, when Donald Trump’s victory and a pro-crypto SEC ended years of regulatory uncertainty with the launch of “Project Crypto.” Momentum followed quickly. By August 2025, nearly 200 public companies had announced plans to raise more than $130 billion to acquire digital assets. According to Galaxy Research, DATCOs now collectively hold over $100 billion in crypto, with Bitcoin and Ethereum dominating but diversification steadily underway. Bitcoin treasury companies account for more than $93 billion in BTC holdings, while ETH-focused DATCOs have amassed over $4 billion in ETH.
What began with one company’s bold bet has become a full-fledged movement at the intersection of traditional finance and digital assets.
Five pillars of differentiation
As a global PR agency that often gets wind of the earliest trends, we’ve seen a surge of DATCOs coming to us not just to shape their story for institutional audiences, but also to resonate with retail investors. From that vantage point, here are the five pillars we see driving positive momentum in the space:
1. Tell a story beyond the balance sheet
Numbers alone don’t inspire confidence. A treasury position must be tied to vision. Investors want to know why assets are held, how they fit into broader strategy, and what they signal about leadership conviction. When treasury moves are connected to purpose, whether hedging macro risk, reinforcing innovation, or aligning with shareholder value, they build credibility that lasts.
2. Speak with institutional discipline
For traditional stakeholders, communication matters as much as the policy itself. That means translating treasury decisions into the language of balance-sheet impact, risk management, accounting treatment, and governance. The clearer and more consistent the message, the more seriously institutions take these treasuries.
3. Founders are a brands most important storytellers
Leadership visibility is non-negotiable. Executives must shape how strategies are understood,on earnings calls, at investor conferences, in regulatory forums, and on global panels. Presence at these venues shapes perception and signals seriousness. When leaders consistently advocate for adoption, engage regulators, and embed digital assets into corporate identity, they strengthen trust and project stability. Capital follows conviction, and visible leadership drives both.
4. Use strategic timing
Announcements made out of sync with market sentiment or policy developments risk being dismissed as opportunistic. Aligning communications with regulatory milestones or market shifts can amplify impact and shape the broader conversation. Well-timed messaging demonstrates awareness, control, and a steady hand, qualities that resonate with investors.
5. Adapt across regions
While U.S. markets continue to dominate the digital asset space, capital interest is global. We are seeing several DATCO’s pursue dual listings to capture it. The UAE in particular, has become a hub for dual listing, offering both regulatory clarity and access to an investor base eager for exposure. Effective DATCOs tailor their messaging and market strategies to meet these regional realities while keeping a unified global vision.. Companies that strike this balance scale credibility and influence worldwide.
The rise of DATCOs marks a turning point for crypto and for global markets, A convergence of Wall Street, institutional finance, and digital assets on an unprecedented scale. What began with one company’s bold bet has become a movement that sits at the heart of institutional finance. But in this new era, holding Bitcoin is no longer the story. The companies that will define the future are those that know how to tell theirs. DATCOs that connect treasury strategy to vision, communicate with institutional discipline, own the narrative, time their messages strategically, and adapt across regions will not just survive. They will set the standard for how digital assets are integrated into the global economy.
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