Startup “Belly” Marks 1 Million Customers

Belly, Inc., a loyalty-rewards program which got its start 18 months ago at Lightbank, a high-growth startup incubator, is celebrating its one millionth customer.

The company, launched in August 2011 by CEO Logan LaHive, and now employs nearly a hundred people, also announced plans to expand its workforce by adding 150 more jobs by the end of the year.

Mayor Rahm Emanuel visited Belly’s River North headquarters.

“Belly is a perfect example of the sort of thriving technology company that we’re looking to attract and expand in Chicago,” said Mayor Emanuel. “The company is growing rapidly and attracting bright young people to Chicago. I am encouraged by their growth and I look forward to watching them succeed in the future.

The startup calls itself the largest universal digital customer loyalty and rewards program. Belly allows members to earn points and rewards at local businesses by using a plastic card or mobile app on an in-store iPad. They have 4500 partner businesses.

Investors, which kicked off the company with a $10 million round of investment, include Andreessen Horowitz — a Silicon Valley investment firm, Lightbank, and Silicon Valley Bank. ❒

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