With the news of a $40 million raise, Orange Juice is putting its plans for a Bitcoin treasury into motion. The firm intends to put this capital to work by buying up companies with reliable cash flows in order to build a one-of-a-kind BTC reserve and change the way corporations deal with the asset.
Orange Juice’s Unique Approach to Bitcoin Treasury
As a company that has made a name for itself in the acquisition and management of crypto-enabled businesses, Orange Juice has secured the funding to see this project through. On a recent Unchained episode, it was revealed that the team, which has ties to EgoDeath Capital and similar firms, has been working on this since the start of 2025. The idea is to find solid, well-run operations and use them as a means to amass a bitcoin holding.
What makes the approach different from your typical private equity fund is the time horizon. While a PE firm might look to sell a business in three to seven years, Orange Juice is in it for the long haul. The thinking is that by retaining these firms and channeling their revenue into a bitcoin treasury, they can present a fresh way for the rest of the business world to make use of the currency.
Target Investments: Beyond the Crypto Industry
At Orange Juice, we are not confining our investments to the crypto world. The focus is on ventures beyond the sector, ones that have a tangible footprint and steady cash flow. We made it clear on Unchained that there is no appetite for the kind of high-multiple, low-margin operations that come with more risk and uncertainty.
For a founder looking to put some liquidity in their pocket without having to compromise the company’s founding principles, an acquisition by us can be a good fit. It is a way for an owner to have the best of both: the character of the business they have built and the advantages of being part of the Bitcoin economy.
Managing the Bitcoin Reserve at the Parent Company Level
What sets the Orange Juice model apart is the way it puts the parent company in charge of the bitcoin treasury. There is a certain logic to having all the BTC from the various business units under one roof; it makes for a more fluid and efficient operation.
It is an approach designed to get the most out of the firm’s holdings, no matter where in the portfolio they come from. In a sense, it could be a new standard for how a company uses Bitcoin as a reserve, one that is as much about good stewardship as it is about being on the cutting edge.
Source — Unchained: https://www.youtube.com/watch?v=ghycutihNz4