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Belly

Fintech · Chicago, United States · Founded 2011

Develops and operates a loyalty platform for small and medium sized businesses MoreLess

Hatch Loyalty, now part of Stuzo, specializes in providing advanced loyalty and commerce technology solutions designed to help retailers enhance customer engagement and drive profitable behavior change. The company operates primarily in the convenience and fuel retail market, offering a suite of digital tools that enable retailers to create personalized customer experiences. Hatch Loyalty's platform integrates mobile, web, voice, wearables, connected car, and kiosk terminals to offer a seamless shopping experience. The business model revolves around subscription-based services and transaction fees, generating revenue by helping retailers increase their share of wallet through data-driven customer insights and hyper-personalized activation strategies. Key clients include major fuel and convenience retailers like Sunoco, Murphy USA, and PAYOMATIC. Hatch Loyalty's technology empowers these retailers to know and engage more customers in real-time, driving continuous profitable behavior change.

Keywords: loyalty technology, customer engagement, personalized commerce, digital tools, convenience retail, fuel retail, data-driven insights, hyper-personalized activation, subscription services, transaction fees.

Company overview

Belly company information

The essential company record, classifications and operating signals in one place.

Status
Operational
Founded
2011
Headquarters
Chicago, United States
Employees
55
Open positions
None listed
Dealroom signal
79.5
client focusb2bindustryFintechsectorRetailsectorPersonalisationsectorBrandingsectorAppsectorPlatformsectorRestaurant TechsectorLoyalty ProgramsectorIn-Store Retail TechindustryMarketing

Valuation & funding

Belly funding history

Company financing events and reported valuations.

Deal typeDateAmountValuationInvestorsSource
SECONDARYOther financing Oct 2014 $0 ESO Fund
SERIES BEquity / VC Aug 2013 $12M $48M Cisco · DAG Ventures · 7-Ventures · Andreessen Horowitz
SERIES BEquity / VC May 2012 $10M $40M Andreessen Horowitz
SERIES AEquity / VC Jan 2012 $2.5M $10M Silicon Valley Bank · Lightbank
SEEDEquity / VC Aug 2011 $350K $1.4M Lightbank
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Financials

Workforce over time

Available workforce history. Financial fields without reported data are omitted.

YearEmployees
2026 55
2025 55
2024 55
2023 47
2022 29
2021 29
2020 39
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Growth signals

Belly website traffic

Latest recorded traffic for Belly is 70 monthly website visits, down 70.8% over the last three months. Belly's team grew 0% over the past year.

Latest monthly visits70 3-month web change-70.8% 1-year team growth0%
Monthly website visits69 observations · Jun 2015–Mar 2024
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Comparisons

Belly compared with similar companies

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Talent graph

Belly's talent

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Team profiled 44 named & role-tagged
Founders Hidden — book a demo/100 quality score
Key operators 3 quality Hidden — book a demo/100
Potential founders Hidden — book a demo likely future founders
Startup mafia Hidden — book a demo alumni-founded startups
Talent movements Hidden — book a demo in · Hidden — book a demo out past 12 months

Source: Dealroom Talent Intelligence.

Investors

9 investors on Belly's cap table

Sourced from Dealroom's funding and investor records. Investor profile links are shown where available.

Seed 1 investor entered at this stage
Lightbank
Series B+ 1 investor entered at this stage
ESO Fund
Other known 1 additional known investor

Global footprint

Where Belly has talent and traffic

Workforce by country
🇺🇸 United States · Chicago HQ
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In the news

Latest news about Belly

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Market sentiment

What the market is saying about Belly

An AI-synthesized read of the highest-engagement posts about Belly on X over the past 7 days. We rank by likes & retweets, ignore corporate channels, and surface the themes that broke out from real people.

Reading the room on X — pulling top posts and synthesizing themes…

Source: X recent search ranked by engagement (likes + retweets) · Synthesis by Claude · Cached for 1 hour

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