Bakkt Sells Loyalty Division for $11M Pivots to Pure-Play Crypto Firm
Bakkt Holdings, Inc. has undergone a strategic transformation by divesting its loyalty business and pivoting to a pure-play cryptocurrency company, signaling a decisive shift in its business model. On July 27, 2025, the firm finalized the sale of its loyalty division for $11 million, reallocating resources to accelerate its focus on blockchain-based financial infrastructure [3]. This move aligns with Bakkt’s stated objective to streamline operations and consolidate its position in the crypto sector, with the proceeds from the sale reinvested to strengthen core operations and expand its institutional-grade custody, trading, and settlement platforms [2].
The company also announced plans to issue additional shares through a public…
