Belly, a customer loyalty startup raises USD 12.1 mn

BellyCardChicago based, customer loyalty program startup, Belly has raised USD 12.1 million in Series B round led by Andreessen Horowitz, NEA, and 7-Eleven’s 7-Ventures subsidiary, and others in first tranche. With this round of funding the total funds raised by Belly has reached USD 28 million.

Belly works with around 6,000 merchants, majority of them being small or mid-sized businesses, it helps them to digitize customer loyalty and rewards programs so as to make it easier to track loyal customers and understand which promotions works best. It creates unique customer rewards programs,  customers just need to get the BellyCard or download the app, scan it and they can start earning points for rewards at all participating vendors.

By using Belly’s platform, Businesses gets access to their user database and can learn who their customers are, how often they’re coming in and what kind of experience they are having. It gives businesses the tools to market to their favorite customers by reaching out to them through email campaigns and social media tools.

According to LaHive, CEO, Belly, the company, is on track to be profitable without any further funding necessary.

The company aims to increase traction on the platform by expanding geographical reach and focusing more on large enterprise customers.

Belly was launched in 2011 by Logan LaHive, currently it is working with a team of 100 employees.

To contact the author, email pooja.sareen@wirefootindia.com

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