Belly was a loyalty program founded in August 2011 in Chicago by Logan LaHive and Craig Ulliott, receiving its initial round of around $3M in funding from Chicago-based venture capital firm Lightbank.

[2] By May 2012, Belly had signed up around 1,400 merchants and was available in Chicago, Austin, Milwaukee, Madison, Wis., Washington D.C., Phoenix, New York and Boston, and had around 200,000 active users.

[1] At that time it received an additional $10M in funding from Andreessen Horowitz and Silicon Valley Bank.

[4] In August 2013, Belly received a Series B-1 round of funding of $12.1M led by New Enterprise Associates, Andreessen Horowitz, DAG Ventures, Lightbank, Cisco Systems, and 7-Ventures, a subsidiary of 7-Eleven.

[9] In November 2018, the Belly product line assets were acquired from Hatch Loyalty by Mobivity Holdings Corp.[10]