Lightbank Invests $1 Million Into Belly

Belly is a Chicago-based customer rewards and loyalty service for SMBs. Belly has received over $1 million in seed funding from Lightbank. Lightbank was founded by Groupon co-founders Brad Keywell and Eric Lefkofsky.

Belly is looking to replace the traditional “buy 10, get one free punch cards” with rewards that fit the personality of the business. They also want consumers to connect to the business on a deeper level.

Belly plans on starting the first digital universal loyalty program that travels with you in the form of an iPhone or Android app. It lets you earn points and redeem rewards at local businesses by scanning the card or app on an iPad provided to the businesses.

“Other reward programs don’t effectively cater to both consumers and businesses, and most are horribly ineffective,” stated Belly co-founder and CEO Logan LaHive. “Consumers don’t want to carry several different cards.”

The difference between Belly and other loyalty programs is that Belly provides an in-store iPad and training with every subscription. Belly said that over 200 businesses in Chicago have signed up for the service.

Some of the ways you can earn rewards include punching the owner of a comic book store in the stomach, allowing customers to eat as many cupcakes they can in 10 minutes, and arm wrestling a sandwich restaurant owner. You can also ride along in a food truck that allows their best customers to egg the truck as it drives by.


This article was written by Amit Chowdhry. You can follow me at @amitchowdhry or on Google+ at
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