Hatch Loyalty

Hatch Loyalty (formerly Belly) was a Chicago-based customer activation, loyalty, and engagement platform for enterprise retailers, with a strong focus on the fuel and convenience-store vertical. It aggregated customer data across a retailer's business systems to build customer profiles and ran a rules engine over submitted transactions to trigger offers and redemptions. Hatch exposed a RESTful developer platform (the "Hatch HUB" API) that conformed to the JSON:API specification, with a public developer portal, API reference, and transaction-processing tutorials. The company was backed by Andreessen Horowitz (a16z), Lightbank, NEA, and DAG Ventures, and was acquired by Stuzo around 2019-2020 (the earlier Belly product line was sold to Mobivity). As of this profile the hatchloyalty.com domain and all of its subdomains (www, developer, api) are parked and listed for sale, so no live API or developer surface remains to enrich.

Hatch Loyalty is profiled on the APIs.io network. Tagged areas include Company, Customer Loyalty, Customer Engagement, Loyalty Platform, and Retail.

📡 Source on GitHub

0 APIs

Company Customer Loyalty Customer EngagementLoyalty PlatformRetail Convenience Stores Fuel Retail PaymentsLoyalty & Incentives

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GitHubOrganization

GitHubOrganization

Source (apis.yml)

aid: hatch-loyalty
deliveryModel:
  model: unknown
  open_source: false
  commercial: false
  callable_host: false
  label: Delivery model not determined — needs a product licence on record
  confidence: low
  source:
  - none
  generated: '2026-08-28'
  method: derived
accessModel:
  pricing: unknown
  onboarding: unknown
  trial: false
  try_now: false
  public: false
  label: Unknown
  confidence: low
  source: []
  generated: '2026-07-22'
  method: derived
image: https://kinlane-images.s3.amazonaws.com/shared/apis-json/icons/hatch-loyalty.png
name: Hatch Loyalty
description: Hatch Loyalty (formerly Belly) was a Chicago-based customer activation, loyalty, and engagement platform for
  enterprise retailers, with a strong focus on the fuel and convenience-store vertical. It aggregated customer data across
  a retailer's business systems to build customer profiles and ran a rules engine over submitted transactions to trigger offers
  and redemptions. Hatch exposed a RESTful developer platform (the "Hatch HUB" API) that conformed to the JSON:API specification,
  with a public developer portal, API reference, and transaction-processing tutorials. The company was backed by Andreessen
  Horowitz (a16z), Lightbank, NEA, and DAG Ventures, and was acquired by Stuzo around 2019-2020 (the earlier Belly product
  line was sold to Mobivity). As of this profile the hatchloyalty.com domain and all of its subdomains (www, developer, api)
  are parked and listed for sale, so no live API or developer surface remains to enrich.
url: https://raw.githubusercontent.com/api-evangelist/hatch-loyalty/refs/heads/main/apis.yml
x-type: company
x-source: vc-portfolio
x-backed-by:
- a16z
- Lightbank
- NEA
- DAG Ventures
x-tier: stub
x-tier-reason: portfolio-lead
x-status: acquired
x-acquired-by: Stuzo
x-former-name: Belly
x-domain-status: parked-for-sale
x-developer-surface: offline
specificationVersion: '0.23'
created: '2026-07-17'
modified: '2026-07-19'
tags:
- Company
- Customer Loyalty
- Customer Engagement
- Loyalty Platform
- Retail
- Convenience Stores
- Fuel Retail
- Payments
- Loyalty & Incentives
tags_raw:
- Company
- Customer Loyalty
- Customer Engagement
- Loyalty Platform
- Retail
- Convenience Store
- Fuel Retail
- Payments
- Loyalty & Incentives
apis: []
common:
- type: GitHubOrganization
  url: https://github.com/hatchloyalty
maintainers:
- FN: Kin Lane
  email: kin@apievangelist.com
- FN: APIs.json
  email: info@apis.io
x-enrichment:
  date: '2026-07-19'
  status: backfilled
  pass: local-v1
  note: backfilled from .gitignore signal + verified work evidence

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