Belly gobbles $2.5 million for small business rewards

Tailored loyalty programmes

Chicago-based loyalty programme creator Belly has raised $2.5 million in a Series A funding round. Some $2 million of this sum comes from existing backer Lightbank and $500,000 from Silicon Valley Bank. Belly’s technology allows small businesses to tailor their own loyalty programmes, with rewards including discounts and experiences. Approximately 80% of Belly’s new end users manage rewards with a physical loyalty stampcard, but after a while a quarter of them download Belly’s iOS or Android apps.

Currently operating in 900 stores in Chicago and North Carolina’s Raleigh, Belly will use the funding to expand to other US cities. It opens operations in Austin, Texas this week.

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