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.

🌐 Visit website 📡 Source on GitHub

6.3/100 minimal ▬ flat Agent 0/100 human only Full breakdown ↓
scored 2026-07-27 · rubric v0.5

0 APIs

CompanyCustomer LoyaltyCustomer EngagementLoyalty PlatformRetailConvenience StoreFuel RetailPayments

Kin Score

Kin Score How this is scored →
scored 2026-07-27 · rubric v0.5

Composite quality — 6.3/100 · minimal

Contract Quality 0.0 / 25

Developer Ergonomics 0.0 / 20

Commercial Clarity 0.0 / 20

Operational Transparency 0.7 / 13

Governance 0.0 / 12

Discoverability 6.8 / 10

Agent readiness — 0/100 · human only

Machine-Readable Contract 0 / 18

Agentic Access Contract 0 / 15

MCP Server 0 / 12

Machine-Readable Auth 0 / 10

Idempotency 0 / 9

Stable Error Semantics 0 / 8

Request/Response Examples 0 / 7

Rate-Limit Signaling 0 / 7

Typed Event Surface 0 / 6

Agent Skills 0 / 5

Well-Known Catalog 0 / 4

Consent & Bot Identity 0 / 3

Improve this rating by publishing the missing artifacts — every area above can be raised, and the full rubric is at apis.io/rating/. This rating is computed from github.com/api-evangelist/hatch-loyalty: open an issue to ask a question, or submit a pull request to add artifacts. Want it done for you? Prioritized profiling — $2,500 →

Resources

Build 1

SDKs, sample code, and the tooling you integrate with

GitHubOrganization

GitHubOrganization

Source (apis.yml)

aid: hatch-loyalty
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: '0.20'
created: '2026-07-17'
modified: '2026-07-19'
tags:
- Company
- Customer Loyalty
- Customer Engagement
- Loyalty Platform
- Retail
- Convenience Store
- Fuel Retail
- Payments
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