Orange Juice Hodlings Inc. is a new Connecticut-based Bitcoin treasury firm co-founded by Jeff Booth and Lyn Alden that has successfully raised $40 million. , a new Connecticut-based firm co-founded by Jeff Booth and Lyn Alden, has successfully raised $40 million. The Bitcoin treasury firm aims to acquire and permanently own cash-flow-generating American businesses, integrating a distinctive Bitcoin treasury strategy into its long-term operational model.
This funding round, announced on July 15, 2026, marks a significant convergence of traditional business acquisition with a forward-thinking approach to digital assets. It signals a notable shift in how established financial minds are viewing Bitcoin’s role in corporate balance sheets.
Veteran voices back a new capital model
The venture draws substantial backing from prominent figures within the Bitcoin and macroeconomic analysis spheres. Jeff Booth, a founding partner of ego death capital and author of “The Price of Tomorrow,” brings a deep understanding of deflationary forces and technological disruption to the firm.
Lyn Alden, founder of Lyn Alden Investment Strategies and General Partner at ego death capital, co-founded ORANGE JUICE in 2026. Her expertise as an electrical and systems engineer, combined with her renowned macroeconomic insights, underpins the strategic allocation to Bitcoin.
Other key partners include Nico Lechuga, also a founding partner of ego death capital, and seasoned investor Adrian Steckel. Andi Pitt, another partner from ego death capital, and operating partner Ruben Zweiban complete the leadership team, blending venture capital acumen with extensive operational experience.
The firm’s innovative strategy also attracted anchor investor Ricardo Salinas, the Mexican billionaire and chairman of Grupo Salinas. Salinas has been a vocal proponent of Bitcoin, often emphasizing its role as a hedge against currency devaluation.
Permanent capital meets American business acquisitions
Unlike traditional private equity funds, ORANGE JUICE HODLINGS Inc. operates as a permanent capital company. This structure allows the firm to own acquired businesses indefinitely, free from the pressure of fixed fund cycles and forced exits that often characterize private equity investments.
The company will target profitable small and mid-sized American businesses with annual cash flows between $1 million and $10 million. These acquisitions will span various sectors, reflecting a diversified approach to building a robust portfolio.
Founders of acquired businesses gain flexible transition options. They can retire, continue operating, or gradually transition leadership over time, receiving part of their consideration in ORANGE JUICE equity. This contrasts sharply with typical buyouts that often demand immediate exits.
“Building a business takes decades. Founders deserve more than one path when it’s time to transition ownership,” said Nico Lechuga, a founding partner at ORANGE JUICE. “We believe permanent capital offers an important alternative to traditional private equity.”
The innovative Bitcoin treasury strategy
Central to ORANGE JUICE’s model is its Bitcoin treasury strategy. Cash flow generated by the acquired businesses will be reinvested, either into additional acquisitions or directly into the firm’s Bitcoin treasury. This creates a self-sustaining mechanism for Bitcoin accumulation.
Ricardo Salinas highlighted the rationale behind this approach. “I have built a diversified conglomerate serving millions of customers in Latin America and employing over 170,000 people,” Salinas stated. “From this I have learned two things: cash flow is king, and you cannot count on governments to protect the value of your money.
ORANGE JUICE is built on both — cash flowing companies and a Bitcoin treasury. That is why I am backing this team.”
This strategy directly addresses concerns about fiat currency debasement and aims to preserve long-term purchasing power by leveraging Bitcoin’s finite supply. It positions the firm’s balance sheet to benefit from Bitcoin’s potential as a global reserve asset.
The company plans conservative use of leverage and capital markets. This measured financial approach aims to protect its long-term Bitcoin holdings, aligning with the sound money principles often championed by its founders.
Operational excellence and future outlook
Beyond capital allocation, ORANGE JUICE is assembling an in-house operating team to support its portfolio companies. This team will focus on driving operational improvements and facilitating the adoption of artificial intelligence (AI) tools across the acquired businesses.
By retaining the identities and brands of acquired businesses, the firm fosters continuity and local market trust. This approach minimizes disruption while integrating strategic enhancements like AI to boost efficiency and competitiveness.
Looking ahead, ORANGE JUICE intends to pursue a public listing. This move would provide a liquid ownership currency for its stakeholders and grant it access to broader capital markets, further solidifying its long-term growth ambitions.
The launch of ORANGE JUICE HODLINGS Inc. represents an evolving trend in institutional finance, where traditional investment models are increasingly embracing digital assets. The combination of permanent capital and a Bitcoin treasury strategy offers a compelling blueprint for businesses seeking sustainable growth and inflation protection.
It provides an alternative pathway for business owners, allowing them to monetize their life’s work without liquidating into depreciating fiat currency entirely. The firm’s ability to attract significant capital and high-profile investors suggests growing confidence in this hybrid model.
This development could inspire other firms to explore similar strategies, bridging the gap between legacy industries and the nascent digital asset economy. It reinforces Bitcoin’s role not just as a speculative asset, but as a fundamental component of a long-term, sound money corporate strategy.
The firm’s focus on robust, cash-generating businesses ensures a stable foundation for its innovative treasury approach. This dual emphasis on profitability and sound money principles could set a new standard for corporate finance in a volatile global economy.