Strive CEO Pressures Intuit to Reconsider Its Approach to Bitcoin and Content Restrictions

Matt Cole, Chief Executive Officer of Strive Asset Management, who recently convinced GameStop (GME) to allocate a portion of its cash holdings to bitcoin (BTC), has now turned his attention to Intuit (INTU). In a newly published letter, Cole encouraged the financial software company to reverse what he labeled as “censorship policies” and an “anti-bitcoin bias,” which he warned could threaten shareholder interests over time.

Dated April 14, the open letter was addressed to Intuit’s (INTU) CEO Sasan Goodarzi and Chair of the Board Susan Nora Johnson. Cole referenced a recent occurrence where Intuit’s (INTU) email marketing service, Mailchimp, shut down the account of the Trojan Bitcoin Club—a student-led organization at the University of Southern California—after they referenced bitcoin in member communications.

“We are concerned that Intuit’s censorship policies and anti-bitcoin bias threaten to destroy the shareholder value the company has worked so hard to create,” Cole wrote, emphasizing he was speaking on behalf of his firm’s clients, which include shareholders of Intuit. Though the account was restored following public backlash, Cole noted this as part of a “broader pattern of deplatforming” involving bitcoin developers, educators, and entrepreneurs.

He further argued that such behavior could expose Intuit—known for popular products like TurboTax and QuickBooks—to damage in both its reputation and legal standing. This is particularly pressing, he said, as scrutiny over digital censorship increases and regulators such as the Federal Trade Commission (FTC) launch probes into potential viewpoint-based discrimination on tech platforms.

“Mailchimp’s Acceptable Use Policy is being used as a political weapon, rather than a tool to mitigate legitimate business risk,” Cole stated. He added, “customers and shareholders alike are starting to question whether Intuit is making decisions based on ideology rather than fiduciary duty.”

In his letter, Cole requested that Intuit reactivate accounts previously banned for sharing bitcoin-related content. He also proposed that Mailchimp’s content rules be updated to remove politically motivated restrictions. Additionally, he recommended that Intuit (INTU) consider holding bitcoin on its balance sheet as a financial buffer against risks posed by artificial intelligence.

“We believe TurboTax, Intuit’s (INTU) flagship product, has a high risk of being automated away by AI,” Cole wrote. “While we appreciate Intuit’s investments in AI internally, we believe an additional hedge is warranted—and that a bitcoin war chest is the best option available.”

This development comes after Cole’s earlier outreach in February to GameStop (GME), suggesting the company convert its $5 billion cash reserve into bitcoin. GameStop (GME) has since confirmed its plans to include bitcoin in its treasury and finalized a $1.5 billion convertible note issuance—an early step in aligning itself with what Strive has termed the “Bitcoin standard.”

This success with GameStop (GME) represents a milestone for Strive’s larger mission to reshape how corporations handle finance and governance. Cole’s goal, he says, is to prioritize “apolitical excellence” and sustainable shareholder value, steering clear of ideological influence in corporate decision-making.

This article was written by: Anonymous

The author does not have a financial interest (stocks, options, other) in any companies mentioned in this article.

The author has indicated that this article is an original work. It expresses their opinions.

The author does not have a business relationship with companies mentioned in this article.