The partnership integrates Goodbuy’s white-label marketplace directly into credit union branding, positioning financial institutions as active growth partners for local entrepreneurs. By facilitating these connections, credit unions can drive card usage and deepen member loyalty, moving beyond the traditional role of account holders to become central hubs for local economic activity.

Ben Maxim, COO of Reseda Group and CTO of MSUFCU, noted that most credit unions previously lacked the tools to support small businesses beyond basic banking services. Goodbuy fills this void by providing a measurable way to foster engagement. Cara Oppenheimer, CEO and co-founder of Goodbuy, emphasized that the platform allows credit unions to differentiate themselves from traditional banks by focusing on community-based rewards rather than just competing on interest rates.