It takes courage to buy Bitcoin, or any other asset, when everyone else is dumping. Strategy, the business intelligence firm and the largest BTC holder among public companies in the world, is not afraid. Michael Saylor, the founder of Strategy, launched the Bitcoin plan in late 2020, and they have never looked back. Their plan was (and continues to be) simple: Raise funds and buy BTC. Price action, Saylor has said multiple times, doesn’t matter. HODLing BTC is everything.
After a turbulent 2025, when there were doubts about the Strategy and whether they would sell if Bitcoin and some of the best cryptos to buy continue tanking. Yesterday, on January 12, Strategy announced that they bought $1.25Bn worth of BTC at around $91,000 each. They now control over 687,000 BTC worth over $51Bn at an average price of $75,353.
Strategy has acquired 13,627 BTC for ~$1.25 billion at ~$91,519 per bitcoin. As of 1/11/2026, we hodl 687,410 $BTC acquired for ~$51.80 billion at ~$75,353 per bitcoin. $MSTR $STRC $STRK $STRF $STRD $STRE https://t.co/bIbPbFAbTa
— Strategy (@Strategy) January 12, 2026
The Bitcoin price traded near $92,000 during the buys, a level that already sits well above Strategy’s long‑term average cost. Strategy is loading up as more institutions continue to push into Bitcoin and some of the top Solana meme coins despite sharp drawdowns late last year.
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What Just Happened With Strategy’s Massive Bitcoin Buy?
Strategy is a publicly traded company that treats Bitcoin like a long‑term savings account. Think of it as a corporate version of dollar‑cost averaging, but with billion‑dollar checks. The company disclosed the purchase in a US SEC filing, bringing total holdings to just under 690,000 BTC. The average price for the recent batch came in at $91,519 per coin. As mentioned earlier, this is higher than Strategy’s overall average buy price of about $75,000, which means the company willingly bought into strength rather than waiting for a dip.
(Source: Strategy)
Why should you care? When a company this large continues to buy at high prices, it sends a message to the market: Strategy is not trading Bitcoin, but stockpiling for the long haul.
Strategy funded this purchase by selling shares through what is called an “at‑the‑market” equity program. In plain English, it issued stock and used the cash to buy Bitcoin. This approach has become its playbook. This matters because it shows how Wall Street access changes the game. Most individuals must save monthly and ride the volatility. Strategy taps capital markets to buy thousands of BTC at once.
We see the same pattern across Bitcoin ETF inflows and other corporate crypto purchases. According to Bitcoin Treasuries, public companies now hold over 1.1 million BTC combined.
Follow the Big Boys and Buy Bitcoin?
Bullish as Strategy’s acquisition of Bitcoin is, there is an uncomfortable part. Strategy reported a $17.4Bn unrealized loss late last year after Bitcoin fell more than +20%. These are paper losses, but they show how brutal volatility can be. The good news is, Strategy didn’t sell.
STRATEGY IS ON THE EDGE OF COLLAPSE
In the latest 8-K form, they reported $17.44B unrealized loss on $BTC for Q4 2025.
On top of that:
> Total 2025 BTC loss – $5.4B
> MicroStrategy stock down 47.5% over the past year
> Cash reserves – $2.25B
> Company lowered its profit… https://t.co/88bIvy8qYu pic.twitter.com/PniX1THVrR— Hanzo
(@DeFi_Hanzo) January 6, 2026
Strategy would be under immense pressure were it not for their plan. Any retail buyer accumulating Bitcoin directly feels that pain immediately when prices drop. It is a different story for Strategy: They cushion volatility with stock issuance and long time horizons. Retail traders don’t have that safety net.
For traders, when Strategy buys at higher prices, it means the upside is secure. Strategy is not guessing. It is signaling deep conviction that Bitcoin’s long‑term value outweighs short‑term drops. But do your research. My experience tells me that doing diligence is more important than just copying the big boys. While the large players still view Bitcoin as a core asset, not a trade, it doesn’t mean BTC USDT won’t fall, tanking to $80,000. Without their safety net, any retail trader will have to collapse and sell.
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The post Strategy Drops $1.25B on Bitcoin as Holdings Near 690,000 BTC appeared first on 99Bitcoins.
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