Treasure Global (TGL), a publicly traded e-commerce and fintech firm, said it will invest up to $100 million in cryptocurrencies as part of a new capital strategy.

The funds will help back the company's artificial intelligence-powered consumer analytics platform, which is set to debut later this year, the firm said in the press release.

The digital asset treasury move aims to boost balance sheet efficiency and lay the groundwork for future features such as tokenized loyalty programs and crypto-based payments, the firm added.

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