In a recent interview with Bitcoin Magazine, Eric Semler, Chairman of Semler Scientific, shared how the company transformed its trajectory through a Bitcoin treasury strategy.

Semler Scientific (SMLR) is not your typical Bitcoin treasury company. With a strong cash position but years of underwhelming stock performance, the company turned to Bitcoin—not as a gamble, but as a strategic catalyst. What followed was a radical shift in valuation, shareholder engagement, and long-term positioning.

“We were the second U.S. public company to adopt Bitcoin as a primary treasury reserve strategy. Michael Saylor obviously is the quintessential pioneer, but we’re in that group.”

ACTIVISM MEETS BITCOIN CONVICTION

Semler joined Semler Scientific’s board just two years ago. “I became an activist on the Semler board. I wasn’t actually involved in the company until two years ago,” he said. What he found was a business generating cash but not being rewarded for it—“a zombie company,” as he put it.

“We had all this cash. It looked eerily similar to MicroStrategy in August of 2020. We had a very similar profile. A lot of cash. A lot of our market cap was in cash. We weren’t really growing.”

Rather than pursue an acquisition, Semler helped steer the company toward Bitcoin. “We needed to figure out a way to jump start our growth and we settled on Bitcoin, which was a great decision.”

A TRANSFORMATIONAL MOVE

Since announcing its Bitcoin treasury strategy, Semler Scientific has experienced a significant shift—not just in valuation, but in momentum and perception.

“Our stock at one point had quadrupled. Now it’s basically doubled… it was doing nothing for years, and it was actually going down for years,” said Semler. For a company long seen as stagnant despite consistent profitability, the Bitcoin move catalyzed a market reappraisal and brought renewed visibility to a previously overlooked business.

The internal response has been equally powerful. “Everybody’s fully on board,” Semler said. “It’s just been great to get this kind of electricity into our stock, into our company.”

What began as an activist-led effort to escape a “zombie” stock profile has become a strategic unlock. For companies with strong fundamentals but no growth narrative, Bitcoin offers more than asset appreciation—it offers signaling power, capital preservation, and a way to re-engage the market on new terms.

FROM UNDER THE RADAR TO THE SPOTLIGHT

For a company that had spent years overlooked by the market, Semler Scientific’s pivot to a Bitcoin treasury strategy didn’t just shift financial fundamentals—it dramatically raised the company’s profile.

“I had strong conviction in Bitcoin, but I had no idea what I was getting into… The entire social media aspect of it was really jolting for me,” said Semler.

A former journalist and seasoned investor, Semler is used to working behind the scenes—asking the questions, not answering them. “I’m more of an introvert. I’m not into kind of exposing myself by social media,” he admitted.

But Bitcoin has a way of changing a company’s relationship with visibility. Semler Scientific has attracted a new, vocal shareholder base, and Semler himself has become a reference point for other executives weighing the Bitcoin path. It’s not always comfortable, but it’s effective.

“At the end of the day, really what matters is that we own a lot of Bitcoin and that Bitcoin appreciates… what matters most is… that we create shareholder value.”

For Semler Scientific, Bitcoin hasn’t just altered the balance sheet—it’s pulled the company into the spotlight and into the conversation.

WHY INSTITUTIONS ARE TAKING NOTICE

While retail investors can access Bitcoin through spot ETFs or self-custody, many large institutional funds remain restricted by mandates that prohibit direct exposure. That dynamic creates a unique opening for publicly traded operating companies with Bitcoin on their balance sheet.

“Most investment funds can’t buy ETFs,” Semler explained. “For a large number of the huge funds in this country, we’re really their only way to get exposure to Bitcoin in the stock market.”

This limitation—little known outside institutional circles—has turned companies like Semler Scientific into proxy vehicles for Bitcoin exposure. And for fund managers who believe in the long-term thesis but can’t touch the underlying asset, firms like SMLR offer a rare bridge.

As more institutions seek asymmetric upside and diversified alternatives to fiat-debasing capital environments, Semler Scientific (SMLR) is increasingly part of that capital conversation—not because of what it sells, but because of what it holds.

NAVIGATING VOLATILITY

When asked what advice he would give to other companies considering Bitcoin, Semler didn’t sugarcoat it. “Just be ready for volatility. If you’re comfortable with that, know that that’s gonna be part of this experience.”

He recalled the company’s first major purchase. “We took almost all of our cash and bought Bitcoin in May. As soon as we finished buying, their news came out that Mt. Gox was doing a distribution. And I think Bitcoin just plummeted, like, 25% in a short period of time… it was a, you know, a hit to the stomach, a stomach punch.”

But instead of pulling back, they pushed forward—raising more capital and buying more Bitcoin through both ATM equity and convertible notes. “We did 100 million dollar convertible loan.”

LOOKING AHEAD

Semler believes the long-term upside goes beyond “hodling.” As infrastructure matures and institutions like JPMorgan step deeper into the space, he sees potential to leverage Bitcoin for yield and financing.

“I could see us being a kind of a Bitcoin financial company.”

For now, the focus is clear: accumulate Bitcoin, manage volatility, and unlock value where others see risk. “We’re early in accumulating Bitcoin, and we’re gonna continue to do that.”

Disclaimer: This content was written on behalf of Bitcoin For Corporations. This article is intended solely for informational purposes and should not be interpreted as an invitation or solicitation to acquire, purchase, or subscribe for securities.

For companies exploring or actively executing a corporate Bitcoin strategy, success isn’t just about acquiring the asset. It’s also about communicating clearly—before, during, and after the decision.

Shareholders, analysts, and the media don’t just respond to what you do with capital—they respond to how you frame it. And in the case of Bitcoin, that framing matters even more. Misunderstood or poorly timed communication can create volatility, uncertainty, and misplaced assumptions about intent.

This guide provides a structured framework for communicating your Bitcoin strategy to shareholders in two key phases:

1. Before you execute (pre-acquisition messaging)
2. After you’ve begun acquiring and holding BTC (post-acquisition communication and reporting)

Each stage carries its own risks and opportunities. But when approached strategically, communication becomes an asset in itself—building confidence, reducing friction, and attracting long-term aligned shareholders.

Phase 1: Communicating Before You Act

Before any Bitcoin appears on the balance sheet, stakeholders should already understand your reasoning. This isn’t about asking for permission—it’s about preparing the ground so that your decision is viewed as strategic, not speculative.

Pre-acquisition communication builds narrative control, limits downstream confusion, and reduces reputational risk. It also positions the company as methodical, forward-looking, and transparent—qualities the market rewards.

Core Message 1: The Strategic Rationale

Your thesis should be macro-aware, company-specific, and capital-strategy-aligned. Avoid generalizations or ideological framing. Tie the move to observable economic conditions and your specific goals as a capital allocator.

What to communicate:

• The problem Bitcoin solves for your treasury (e.g., fiat debasement, duration mismatch, lack of yield in sovereign bonds)
• How Bitcoin aligns with your time horizon and shareholder base
• Why Bitcoin is preferable to alternatives like gold, T-bills, or corporate buybacks

Example framing: “We’re exploring Bitcoin as a strategic reserve asset due to its scarcity, portability, and global liquidity. With over 60% of our capital parked in cash or equivalents, and with inflation consistently outpacing yield, we’re evaluating whether our current reserve strategy is preserving value or quietly eroding it.”

Tactical advice:

• Benchmark against peers who’ve adopted Bitcoin to normalize the decision
• Include Bitcoin as one of several options being reviewed to avoid the appearance of pre-commitment
• Use investor education tools (e.g., investor days, memos, macro briefings) to bring audiences up the learning curve

Core Message 2: The Governance and Risk Framework

This is where you proactively disarm the “this is reckless” narrative. Emphasize process, oversight, and structure.

What to communicate:

• Who is involved in treasury decision-making (CFO, board, audit committee)
• What risk controls are already in place—or being developed
• How acquisitions would be sized, paced, and reviewed
• Whether an internal or external benchmark is being used (e.g., % of idle cash, % of market cap)

Example framing: “Should we proceed with a Bitcoin allocation, it will be subject to board approval and implemented through a structured treasury policy that includes third-party custody, independent review, and ongoing risk evaluation.”

Tactical advice:

• Share a draft of your treasury policy internally and with key investors for early feedback
• Acknowledge gaps in legacy accounting treatment—but pair them with your plan to disclose fair value regularly
• Define thresholds (e.g., ‘we are evaluating an initial allocation up to 5% of idle cash’) to limit perceived open-ended risk

Core Message 3: Alignment with Shareholder Value

Investors want to know what this means for them, in their terms: capital efficiency, risk-adjusted return potential, and dilution avoidance.

What to communicate:

• How Bitcoin fits within your mandate to preserve or grow shareholder value
• Why you believe Bitcoin is not just a hedge, but a high-integrity reserve asset
• How the move could protect book value or improve capital deployment versus holding idle cash

Example framing: “We believe that preserving purchasing power should be a core goal of corporate capital strategy. If Bitcoin’s monetary properties continue to prove durable, it may offer a way to protect shareholder capital from hidden loss via monetary dilution.”

Tactical advice:

• Consider previewing custom KPIs you intend to use post-acquisition (e.g., BTC per share, BTC Rating)
• Use historical data: model what your balance sheet would have looked like over the last five years had BTC been part of it
• Be ready with a “Why not gold?” slide—this will come up

Phase 2: Communicating After You’ve Acted

Once you’ve acquired Bitcoin, the focus shifts from justification to execution. At this stage, communication must reinforce consistency, discipline, and ongoing alignment with shareholder interests.

The goal here is not to “talk about Bitcoin” but to integrate it seamlessly into your capital management narrative—just like you would with debt, buybacks, or capex.

Core Message 1: Reinforcing the Strategic Intent

Every public appearance or report is a chance to reinforce that this was not a one-off trade—it’s part of a cohesive, long-term capital strategy.

What to communicate:

• Reaffirm your thesis and how it fits the current macro backdrop
• Explain how the decision is being evaluated over time (i.e., not quarter-to-quarter price movement)
• Position Bitcoin as a core reserve—not a growth asset or speculative trade

Example framing: “Our thesis hasn’t changed. We continue to hold Bitcoin as a reserve asset with long-duration optionality. While short-term volatility is expected, we evaluate performance over years—not quarters.”

Tactical advice:

• Use consistent, recurring language across calls, filings, and media
• Train execs and IR leads to default to the long-term narrative even in volatile markets
• Have a prepared statement for both upswings and drawdowns—don’t improvise

Core Message 2: Demonstrating Operational and Risk Discipline

This is where you shift from “we plan to manage it responsibly” to “here’s how we are managing it.”

What to communicate:

• BTC acquired (number and cost basis), current holdings, and unrealized gain/loss
• Custody arrangements and any updates to controls
• If relevant, sales, impairment charges, or changes in policy
• The KPIs you’re using to measure BTC performance (BTC Yield, BTC $ Gain, etc.)

Example framing: “As of quarter end, we hold 8,000 BTC with a blended acquisition cost of $22,400. Our assets are held in multi-institutional custody arrangements with restricted executive access, reviewed quarterly by our audit committee.”

Tactical advice:

• Include BTC performance in the same section of reports as other capital deployment efforts (e.g., debt, buybacks)
• Publish your Bitcoin treasury policy or summary in your investor FAQ
• Create a public dashboard or static page for BTC holdings and disclosures

Core Message 3: Tying Results to Shareholder Value

Investors want to know if this strategy is working. But unlike earnings, dividends, or margins, the feedback loop is longer and less direct. That’s why clear, Bitcoin-native KPIs are critical.

What to communicate:

• Whether BTC per share is rising
• Whether BTC gains are accretive net of dilution
• How BTC holdings compare to liabilities or operational float
• Whether this holding has contributed to optionality or capital access (e.g., convertible debt raises)

Example framing: “Since initiating our strategy, BTC per share has increased by 19%, with no material shareholder dilution. Our BTC Rating remains above 1.5, meaning our Bitcoin holdings cover more than 100% of notional liabilities.”

Tactical advice:

• Provide year-over-year comparisons using your internal KPIs
• Build an appendix or downloadable deck explaining the metrics in plain English
• Reinforce that this isn’t about speculation—it’s about owning strategic reserve capital that performs across market regimes

Practical Communication Channels and Tactics

Whether pre- or post-acquisition, use consistent, credible messaging across your communication stack:

• Shareholder letters: Lay out the big picture strategy and why it matters.
• Board presentations: Include macro context, risk frameworks, and scenario modeling.
• Earnings calls: Reinforce key messaging each quarter. Don’t let price volatility steer the conversation.
• Investor decks: Include treasury strategy alongside operational and financial highlights.
• Media interviews: Shape the narrative. Don’t leave interpretation to headlines.

Anticipate and Address Common Concerns

Pre- and post-acquisition, shareholders will ask hard questions. Anticipating them strengthens your credibility.

“Isn’t Bitcoin too volatile for a public company?”
Short-term volatility exists—but we’re focused on long-term preservation of purchasing power and strengthening our capital base over cycles.

“Why not use ETFs or indirect exposure?”
Direct ownership provides 24/7 liquidity, eliminates fund-level risks, and gives us full control over the asset.

“Does this distract from your core business?”
Not at all. Capital strategy is part of our fiduciary duty. Bitcoin is not a pivot—it’s an enhancement to our balance sheet management.

Conclusion

Communicating a corporate Bitcoin strategy isn’t a one-time announcement. It’s an ongoing narrative. One that begins before you act—and continues well after.

The companies that will lead in this new era of capital strategy aren’t just the ones that buy Bitcoin. They’re the ones that explain why clearly, execute responsibly, and report transparently.

Get the message right, and you create trust, alignment, and long-term shareholder value.

Disclaimer: This content was written on behalf of Bitcoin For Corporations. This article is intended solely for informational purposes and should not be interpreted as an invitation or solicitation to acquire, purchase, or subscribe for securities.

Bitwise has introduced three new ETFs that provide yield-seeking investors with exposure to leading Bitcoin treasury companies, using a covered call strategy designed to capitalize on equity volatility while preserving Bitcoin-linked upside.

The funds include:

• $IMST, tracking Strategy (formerly MicroStrategy, ticker: MSTR), which currently holds 528,185 BTC.
• $IMRA, focused on MARA Holdings (MARA), a top-tier Bitcoin miner with 47,600 BTC in treasury.
• $ICOI, offering exposure to Coinbase (COIN), which holds 9,480 BTC and serves as a key on-ramp for institutional and retail Bitcoin adoption.

Each ETF employs an actively managed options overlay, writing out-of-the-money calls on the underlying equity while maintaining a long position. This approach is designed to deliver monthly income distributions—particularly attractive in today’s high-volatility environment—while retaining meaningful upside exposure to Bitcoin-linked companies.

While none of the funds directly hold Bitcoin, all three underlying equities are deeply intertwined with Bitcoin’s performance and trajectory. Strategy and Marathon are among the most prominent corporate holders of BTC, while Coinbase continues to serve as critical infrastructure for the broader ecosystem.

New Tools for Bitcoin-Aligned Capital Allocation

For corporate treasurers and institutional allocators who view Bitcoin as a long-term strategic asset, these new products represent a compelling way to gain indirect exposure while generating yield—especially in balance sheets that can’t yet directly hold BTC.

The rise of equity-based strategies like this is part of a broader shift. More public companies are actively integrating Bitcoin into their financial models, whether through direct holdings or through services and operations tied to Bitcoin mining, custody, or exchange infrastructure.

What Bitwise is offering is not just exposure, but a way to monetize volatility—something that Bitcoin-native companies experience more than most. Whether it’s MSTR stock reacting to Bitcoin’s price swings, MARA stock tracking mining difficulty and rewards, or Coinbase stock responding to changes in trading volume and regulatory sentiment, these equities are increasingly used as BTC proxies by sophisticated investors.

In recent months, institutional interest in Bitcoin ETFs, mining stocks, and companies with Bitcoin treasuries has intensified, and tools like IMST, IMRA, and ICOI provide a new angle on that demand. For companies already on a Bitcoin treasury path—or considering one—this evolution in capital markets infrastructure is notable.

What This Signals for Bitcoin Treasury Strategy

The launch of these ETFs reflects how Bitcoin is no longer just a spot asset—it’s now embedded in public equity strategy, yield generation, and portfolio construction.

Covered call structures won’t be right for every investor or treasury, but the signal is clear: the market is maturing around the idea that Bitcoin isn’t just to be held—it can be actively managed, structured, and monetized in new ways.

These new ETFs won’t replace direct holdings on a corporate balance sheet. But they may complement them—or offer a first step for firms exploring how to position around Bitcoin while still meeting traditional risk, yield, and reporting mandates.

Disclaimer: This content was written on behalf of Bitcoin For Corporations. This article is intended solely for informational purposes and should not be interpreted as an invitation or solicitation to acquire, purchase, or subscribe for securities.