Customer loyalty app Belly pockets USD12m

Secured funding

Belly, a Chicago-based loyalty program, has received USD12m in funding from Andreessen HorowitzLightbankNEACisco and 7-Ventures. Belly, which launched in 2011, offers a loyalty app for iPhone and Android that can be used for various offers at several different businesses. Bell will use the new funding to continue growth and boost merchant uptake.    

CEO Logan LaHive says he plans to use the money for “market growth and saturation.” The first Andreessen investment a year ago “was about market expansion.”

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