B
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.
Valuation & funding
Belly funding history
Company financing events and reported valuations.
| Deal type | Date | Amount | Valuation | Investors | Source |
|---|---|---|---|---|---|
| SECONDARYOther financing | Oct 2014 | $0 | — | ESO Fund | — |
| SERIES B✓Equity / VC | Aug 2013 | $12M | $48M | Cisco · DAG Ventures · 7-Ventures · Andreessen Horowitz | — |
| SERIES B✓Equity / VC | May 2012 | $10M | $40M | Andreessen Horowitz | — |
| SERIES A✓Equity / VC | Jan 2012 | $2.5M | $10M | Silicon Valley Bank · Lightbank | — |
| SEED✓Equity / VC | Aug 2011 | $350K | $1.4M | Lightbank | — |
Financials
Workforce over time
Available workforce history. Financial fields without reported data are omitted.
| Year | Employees |
|---|---|
| 2026 | 55 |
| 2025 | 55 |
| 2024 | 55 |
| 2023 | 47 |
| 2022 | 29 |
| 2021 | 29 |
| 2020 | 39 |
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.
Comparisons
Belly compared with similar companies
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Talent graph
Belly's talent
Source: Dealroom Talent Intelligence.
Investors
9 investors on Belly's cap table
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Global footprint
Where Belly has talent and traffic
In the news
Latest news about Belly
Recent press, funding announcements, and product moves mentioning Belly — open to read from the original sources.
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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