Businesses in the US are quietly increasing their Bitcoin holdings, with many now investing an average of 22% of profits into the cryptocurrency, according to River.
Key Takeaways
- Businesses are allocating an average of 22% of their profits to Bitcoin, according to River’s 2025 report.
- Real estate, hospitality, finance, and software firms are among the top sectors participating.
- Small businesses have accumulated 84,000 BTC in 2025, nearly a quarter of what institutional treasuries hold.
- Low awareness and education about Bitcoin remain the biggest barriers to wider adoption.
What Happened?
A new report from Bitcoin financial services firm River has revealed that private businesses in the US are increasingly allocating their profits into Bitcoin, with an average reinvestment rate of 22%. This trend has been most visible among small businesses and under-the-radar sectors, suggesting a quiet but meaningful grassroots adoption of the leading cryptocurrency.
Business owners are investing 22% of their profits into bitcoin.
— River (@River) September 3, 2025
Our new report shows how in 2025, businesses are adopting bitcoin faster than ever.
Link below in the 🧵 pic.twitter.com/Gs9r6LDHxA
Small Firms Are Driving Bitcoin Adoption
According to River, 75% of the businesses adopting Bitcoin have 50 or fewer employees. These smaller operations are typically more agile and face fewer internal hurdles when adopting new financial strategies. In contrast, large corporations are held back by layers of committee-based decision making and concerns about deviating from established norms.
River analyst Sam Baker explained that companies like fitness studios, painting and roofing businesses, and religious nonprofits are joining the Bitcoin movement, showing that adoption is not limited to tech or finance.
- Real estate firms lead the way, with nearly 15% reinvesting profits into Bitcoin
- Hospitality, finance, and software sectors follow, each investing between 8% and 10%
- Even single-location businesses are making purchases, like Western Main Self Storage, which recently added 0.088 BTC to its holdings
Bitcoin Buys Still Modest, but Meaningful
Despite the average 22% figure, many businesses are still taking conservative steps. River’s data shows that over 40% of companies allocate between 1% and 10% of their profits to Bitcoin. Only 10% invest more than half of their net income.
These purchases can be relatively small in dollar terms. For instance, Western Main Self Storage’s latest buy was just $9,830 worth of Bitcoin, yet it marks a growing trend of consistent, long-term accumulation.
What’s Fueling the Shift?
Analyst Sam Baker attributes the shift to a combination of improved accounting standards, greater regulatory clarity, growing institutional acceptance, and the strong 2025 Bitcoin bull market, which has pushed the price to $109,967. This environment has created what he calls “ideal conditions” for business adoption.
Baker also pointed out a contrast with the 2020 to 2021 bull market, where retail investors dominated the scene, and most businesses stayed on the sidelines. This time, institutional interest and grassroots business adoption are playing a central role in driving Bitcoin demand.
Education Still the Main Barrier
Despite the growing adoption, River found that most businesses are still not considering Bitcoin. A key reason is lack of awareness and understanding. Baker cited a Cornell University survey showing that only 6% of Americans know about Bitcoin’s 21 million supply cap. Another survey revealed that 60% of Americans admit they don’t know much about the cryptocurrency at all.
CoinLaw’s Takeaway
In my experience, what we’re seeing here is a real shift in mindset. When small businesses start stacking Bitcoin like this, it signals more than just speculation. It’s strategic. These are owners who manage tight margins, yet they’re carving out a piece of their profits to invest in something they believe will store value better than cash. That’s huge.
I found it particularly telling that these aren’t flashy Silicon Valley startups. These are storage facilities, painters, churches. That grassroots level of adoption doesn’t make headlines often, but it’s exactly where cultural and financial shifts begin. And if you ask me, when this many small businesses quietly start building Bitcoin treasuries, it’s only a matter of time before the big players follow.
