Belly
Belly is a company.
Active
Updated: ·
Financial History
Total Raised
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Valuation
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Leadership Team
Key people at Belly.
Belly is a company.
Key people at Belly.
Key people at Belly.
Belly is a Chicago‑founded customer‑loyalty company (later rebranded as Hatch Loyalty for parts of the business) that built a tablet‑driven rewards platform for local merchants and brands; its core product and assets were acquired in 2018 by Mobivity Holdings Corp.[1][3]
High‑Level Overview
Belly built a merchant‑facing loyalty and marketing platform that used an in‑store iPad and a consumer mobile app (or card) to track visits, issue points and enable customizable rewards for small and mid‑sized merchants and multi‑location partners; merchants paid a monthly fee for the iPad hardware, software, analytics and marketing materials[1][3]. Belly’s product targeted independent retailers, restaurants and later larger retail partners (for example, a 7‑Eleven roll‑out in 2014), aiming to increase repeat visits and customer engagement for merchants while giving consumers an easy digital rewards experience[1][3]. By 2018 key Belly product assets were sold to Mobivity, and parts of the business had been operated under the Hatch Loyalty name before that transition[1][4].
Origin Story
Belly was founded in August 2011 in Chicago by Logan LaHive and Craig Ulliott, with initial funding from Lightbank and later investment rounds that included Andreessen Horowitz and other backers[1][3]. The idea grew from the opportunity to give independent merchants an affordable, brandable digital loyalty system (an iPad at register plus a consumer app or card) that provided data/analytics and customizable rewards to drive retention; early traction included hundreds of merchants and rapid user sign‑ups across U.S. cities in the first year and a series of expansion and partnership moves through 2014, including a large-scale 7‑Eleven deployment (later discontinued by 7‑Eleven in 2016)[1][3]. Leadership evolved over time—founder Logan LaHive stepped down as CEO in November 2016 and the company’s product assets were sold in 2018 to Mobivity Holdings Corp.[1]
Core Differentiators
Role in the Broader Tech Landscape
Quick Take & Future Outlook
Belly’s core product proved the market opportunity for turnkey digital loyalty aimed at independent merchants—but the company’s later leadership changes, rebranding to Hatch Loyalty for parts of the business, and sale of product assets to Mobivity in 2018 indicate the space favors consolidation and integration with larger customer‑engagement platforms rather than many standalone SMB loyalty vendors[1][4]. Going forward, successful loyalty tools for this market will likely be those embedded into POS/payment stacks or offered by larger omnichannel marketing platforms that can provide richer data, omnichannel redemption, and tighter economics for merchants; legacy players like Belly that created the early merchant tablet model have either been acquired or evolved to fit into those broader stacks[1][4]. Revisit the current parent acquirer (Mobivity) or Hatch Loyalty for the most up‑to‑date product availability and roadmap if you’re evaluating the offering for merchant use or partnership[1][4].
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