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