Belly

Belly was 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. Belly provides a loyalty program for merchants, using an in-store iPad for the merchant and an app for customers. It charges merchants $50 to $100 a month for the service, which includes an iPad, a case and lock for the iPad, marketing materials, plus data and analytics. Customers earn loyalty points by checking in at the store with a QR code technology to earn points that could be redeemed as a merchant chose. History 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. At that time it received an additional $10M in funding from Andreessen Horowitz and Silicon Valley Bank. In September 2012, Belly was included as a launch partner in Apple Wallet. By September 2013, Belly was integrated into Google Wallet.