Upexi

Upexi, Inc., publicly traded on NASDAQ under the symbol UPXI, operates a dual-focused business model that combines the aggregation of consumer product brands with a significant and expanding strategy in the cryptocurrency sector. The company was originally incorporated as Grove, Inc. in 2018, primarily focusing on scaling brands in the hemp and CBD industry. Recognizing broader market opportunities, it rebranded to Upexi, Inc. in August 2022 to reflect its evolution into an aggregator of profitable eCommerce brands across various consumer goods sectors.

The company's leadership is spearheaded by CEO Allan Marshall, who joined in May 2019. Marshall is a serial entrepreneur with a substantial background in the transportation and logistics industry, having founded and led several companies, including Segmentz, Inc., which laid the groundwork for what is now XPO Logistics (NYSE: XPO). His experience lies in guiding the growth and funding strategies of development-stage companies. The executive team also includes Chief Strategy Officer Brian Rudick, who brings extensive experience from traditional finance at firms like Citadel and Millennium, as well as from the digital asset market maker GSR.

Upexi's consumer products division specializes in developing, manufacturing, and distributing goods through a direct-to-consumer network, wholesale partnerships, and major third-party platforms like Amazon. The portfolio includes brands such as LuckyTail (pet supplements), Cure Mushrooms (functional mushrooms), and Moonwlkr (craft cannabinoid products). The company's strategy involves acquiring founder-owned, profitable brands and leveraging its proprietary SaaS programmatic ad technology to lower customer acquisition costs and use consumer data to facilitate cross-selling across its brand portfolio.

In a significant strategic pivot, Upexi has moved aggressively into the cryptocurrency space. The company is establishing a substantial treasury of digital assets, with a primary focus on the Solana (SOL) blockchain. This strategy involves purchasing SOL, often at a discount, and staking the tokens to generate yield, turning the corporate treasury into a productive asset. By July 2025, the company had acquired over 1.9 million SOL. This crypto-centric approach is financed through innovative methods, including equity offerings and the issuance of convertible notes backed by Solana tokens. To guide this digital asset strategy, Upexi established an advisory committee in August 2025, appointing Arthur Hayes, co-founder of BitMEX, as its first member to leverage his expertise in crypto and finance.

Keywords: e-commerce aggregator, consumer brands, direct-to-consumer, cryptocurrency treasury, Solana, SOL staking, digital assets, brand acquisition, Allan Marshall, programmatic advertising, pet supplements, functional mushrooms, cannabinoid products, financial technology, capital markets, public company, NASDAQ:UPXI, crypto investment, blockchain finance, asset management, corporate treasury strategy, Arthur Hayes, Brian Rudick