Case Study: Belly achieves faster releases and reduced operations overhead with Heroku

Loyalty Innovator Migrates their Marketing Platform from AWS to Heroku

Belly is a Chicago-based customer loyalty SaaS used by thousands of merchants and millions of consumers to replace paper punch cards with a modern, personalized rewards platform. Originally deployed as a monolithic Rails app on AWS (Chef/EC2, later Docker), the infrastructure proved complex and resource-intensive to maintain, requiring a dedicated DevOps team; Belly planned a six-week migration to Heroku to avoid disrupting traffic.

Moving to Heroku enabled Belly to adopt a microservices architecture, run 50+ apps, and quickly integrate add-ons and enterprise features. The migration cut infrastructure overhead, sped up releases and development, and let engineers focus on app performance rather than servers; Belly now supports ~12,000 merchants and 7 million members and uses Salesforce and Zuora integrations to streamline operations.

Belly

Darby Frey

Director of Platform Engineering