Bitcoin financial services firm River said business clients have reinvested an average of 22% of their profits in Bitcoin, signaling an increase in grassroots adoption.
Of River’s customer base, real estate companies are the largest employers reinvesting profits in Bitcoin (BTC) by nearly 15%, while hospitality, finance and software sectors allocate between 8% and 10%.
Fitness studios, painting, roofing companies, and even religious nonprofits are one of the recruits.
Baker said such companies quietly acquired 84,000 bitcoins in 2025.
“While Bitcoin finance companies have acquired a large portion of the media spotlight, what is often overlooked is the adoption by traditional companies that use Bitcoin to complement existing business models,” he added.
Baker said Bitcoin’s accounting standards, clarity of regulations, increased institutional acceptance and improved strong bull markets have created “the ideal conditions for widespread adoption that we are witnessing today.”
Business and institutional Bitcoin adoption is one of the biggest catalysts behind Bitcoin Bull Run, which is up to $124,450 in this cycle.
There was a period in which the issuer of the Spot Bitcoin Exchange-Traded Fund pushed up the price of Bitcoin by scooping up 10 times the bitcoin that miners could produce.
That contrasts significantly with the 2020-2021 bull cycle. There, businesses were primarily on the sidelines as Bitcoin broke over $69,000, mainly in retail hype.
Small businesses have an easy path to adopting Bitcoin
Baker argues that 75% of the companies that provide the service have fewer employees than 50 employees, and that small and medium-sized businesses are easier to adopt Bitcoin as fewer hurdles become involved.
Meanwhile, large companies with committee-based decision-making tend to follow norms and avoid controversy, Baker said, explaining why S&P 500 companies have Bitcoin.
“Even if the CEO or CFO is personally convinced of the long-term value of Bitcoin, they are unlikely to advocate for adoption unless the peer company has already done so.”
Many invest a modest amount in Bitcoin
However, River has discovered that over 40% of the business is allocated to Bitcoin between 1% and 10%, while more than half of its net profit is invested in cryptocurrency.
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For small businesses, Bitcoin purchases are very small, less than $10,000. Last week, Rhode Island-based main self-storage in the West added only 0.088 bitcoin worth $9,830 per purchase, bringing its total holding to 0.43 bitcoin.
Despite the rise in adoption, Baker said most companies do not consider Bitcoin due to “wide range of misunderstandings and limited perceptions.”
He pointed to a Cornell University investigation. There, only 6% of Americans who knew that Bitcoin was supplying 21 million, but in another survey 60% of Americans admitted they “know very little” about cryptocurrencies.
“In other words, Bitcoin is often rejected, not because it was valued and rejected, but because most decision-makers don’t have the understanding to evaluate it in the first place.”
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