Business strategy is an essential factor in running a business and responding to challenges to survive and develop. A strategy's reliability will be tested when it is required to respond to an unexpected and rapid change such as the Covid 19 pandemic. Many businesses have collapsed and cannot survive. This paper aims to analyze innovation value capability in investment company business strategies to achieve business performance. This study uses a case study approach to an application-based forex investment company that provides learning and investment services. The qualitative descriptive method is used to analyze the high performance and performance achieved by this company during the pandemic. This research's main finding is that high business performance can be achieved in extreme situations with value innovation capabilities implemented in a responsive business strategy. This high-performance achievement is a paradox in business conditions that are globally in a declining business condition. Research efforts point to business strategy and value innovation capabilities during the pandemic. This research is significant and has important values where this research proves that an entrepreneur's ability to be able to change and survive in difficult conditions becomes a turning point for achieving the best performance.