Here’s a problem that’s been quietly bugging credit unions forever: They hold accounts for local small businesses, sure.
But beyond that? There hasn’t been much they could actually do to help those businesses grow. It’s like being someone’s cheerleader but only getting to wave from the parking lot.
Enter Reseda Group—the credit union service organization owned by MSU Federal Credit Union—which just announced it’s putting money behind Goodbuy, a platform that’s essentially playing matchmaker between credit union members and the local shops, restaurants, and services in their communities.
The idea is pretty straightforward: Credit union members get exclusive deals at local businesses through a white-label marketplace (meaning it looks like it comes straight from their credit union, not some third party). Meanwhile, those small businesses get more foot traffic, more visibility, and a genuine partner helping them succeed. Everybody wins, and the local economy gets stronger in the process.
Why This Matters More Than Your Average Partnership
“Small businesses are the backbone of credit union communities, but most credit unions have had no real way to show up for them beyond holding the account,” said Ben Maxim, Chief Operating Officer at Reseda Group and Chief Technology Officer at MSUFCU. Translation: Credit unions have been wanting to do more for years, they just needed the right tools.
That’s where Goodbuy comes in. The platform gives credit unions a practical way to accomplish several goals at once: grow small-business deposits, boost card usage, deepen member relationships, and turn community engagement from a feel-good talking point into an actual growth strategy with measurable results.
For Reseda Group, this investment fits perfectly into their expanding portfolio of fintech companies. But it’s not just about adding another shiny tech investment—it’s about giving credit unions something they can actually use to differentiate themselves in a market where big banks compete primarily on interest rates and massive marketing budgets.
Community Banking Gets a Serious Upgrade
Cara Oppenheimer, CEO and Co-Founder of Goodbuy, sees this as bringing the credit union philosophy of “people helping people” into the modern era. “Our vision is to create a nationwide network where consumers can support local businesses knowing their credit union is investing in their success,” she explained.
Here’s what makes this different from your typical rewards program: Most rewards programs are designed to benefit large retailers or funnel spending toward specific partners. Goodbuy flips that script entirely. It’s built specifically to help small businesses grow, and because it’s white-labeled, members see these deals as coming directly from their trusted credit union—not from some external platform trying to horn in on the relationship.
The result? Credit unions can position themselves as genuine growth partners for local entrepreneurs. They’re not just holding business accounts anymore—they’re actively driving customers through the door. That’s a competitive advantage that matters, especially when community connection is supposed to be the whole point of credit unions in the first place.
The Bottom Line
This partnership between Reseda Group and Goodbuy represents a shift in how credit unions can actually support the communities they serve. It transforms vague commitments to “supporting local business” into concrete action with measurable ROI. Credit unions get tools to acquire new small-business relationships, increase deposits, drive card usage, and strengthen member loyalty. Small businesses get marketing support, visibility, and real customer traffic. Members get exclusive deals at places they actually want to shop.
In a financial services landscape that often feels dominated by massive institutions optimizing for scale, this is what differentiation actually looks like: building tools that make local economies stronger, one credit union member and one small business at a time.