Strive Pressures Intuit to Buy Bitcoin, Cites AI Disruption Risk

Strive Asset Management is calling on financial software provider Intuit to adopt Bitcoin as part of its corporate strategy. In a letter sent on April 14, Strive CEO Matt Cole encouraged Intuit CEO Sasan Goodarzi to consider Bitcoin as a financial safeguard in response to the fast-moving pace of artificial intelligence.

Cole pointed out that Intuit’s main offerings, including TurboTax and QuickBooks, are at risk of being replaced by emerging AI technologies. He stated that Bitcoin could serve as a financial reserve to protect the company during potential changes to its core business. According to Cole, the cryptocurrency “could help secure long-term value and keep the company on stable ground as AI advances.”

He also noted that while Intuit has made progress in integrating AI internally, that alone may not be enough to offset industry changes. Cole wrote that having Bitcoin reserves would give Intuit “added flexibility in a market that’s changing faster than most expect.”

Push Follows Earlier GameStop Campaign

Strive’s letter to Intuit mirrors its earlier outreach to video game retailer GameStop. In February, Cole urged GameStop to consider using its cash reserves to purchase Bitcoin. GameStop acknowledged the letter in a filing with regulators and later raised $1.5 billion through a convertible debt sale, with part of that reportedly allocated to Bitcoin.

Cole believes more companies need to take action to prepare for AI-related disruptions. He explained that Bitcoin is not just a store of value, but a strategic option that gives firms an edge during uncertain periods.

Mailchimp’s Crypto Policy Also in Focus

In addition to recommending Bitcoin, Strive addressed Intuit’s Mailchimp platform, criticizing its treatment of cryptocurrency-related accounts. Cole pointed to multiple cases where Mailchimp suspended users in the crypto space and asked Intuit to revise its content policy.

Intuit’s MailChimp is censoring Bitcoin—again.

Last week, it disabled USC’s Trojan Bitcoin Club account.
Previous victims? @BlockwareTeam, @natbrunell, @BotanixLabs, and more.
This isn’t just anti-Bitcoin bias.
It’s anti-shareholder value.

On behalf of our clients—Intuit… pic.twitter.com/IXSbkqT9UW

— Strive (@StriveFunds) April 15, 2025

He argued that such restrictions “may be blocking innovation” and suggested that Mailchimp’s current rules were shaped during a time when the legal environment for digital assets was unclear. With recent changes in federal policy, he suggested it is time for Intuit to review and update its approach.

Mailchimp’s terms allow for limited crypto-related content, as long as the sender is not directly promoting or selling digital assets. However, businesses involved in crypto often face challenges using the service due to restrictions around tokens and blockchain projects.

Regulatory Shifts Prompt Call for Policy Change

Strive pointed to what it sees as a more crypto-friendly climate under the current administration. Cole said that given the changes in Washington, there is now an opportunity to support digital finance more openly. He said revising Mailchimp’s stance “would show leadership in a growing sector and reflect the market as it stands today.”

Intuit has not issued a response to the letter or commented on potential changes to its policy or financial strategy.