Reseda Group invests in Goodbuy's local credit union push

Reseda Group has invested in Goodbuy, linking a credit union technology investor with a marketplace focused on local small businesses.

Goodbuy operates a white-label platform that lets credit unions offer members access to local business offers under their own brand. Reseda Group, the investment arm of MSU Federal Credit Union, said the deal adds Goodbuy to its portfolio of financial technology companies.

The arrangement is intended to help credit unions build stronger ties with both consumer members and business account holders. Goodbuy's marketplace connects members with participating local merchants while giving credit unions another way to reach the small-business segment.

Reseda Group described the investment as part of a broader effort to back companies that serve financial institutions and local communities. Formed by MSU Federal Credit Union, the group has been building a network of partner firms since its launch.

Local focus

For credit unions, the appeal lies in a model that combines member offers with business outreach. Goodbuy says its service can help institutions attract new small-business relationships, deepen existing ones, increase card use and strengthen member loyalty by directing spending toward local firms.

The platform is built around community-based rewards rather than broad national promotions. Because it appears under a credit union's own brand, the member experience stays tied to the financial institution rather than a third party.

That approach reflects credit unions' long-standing focus on local economic participation. Smaller financial institutions often look for ways to distinguish themselves from larger banks, particularly in business engagement and member retention.

Ben Maxim, Chief Operating Officer at Reseda Group and Chief Technology Officer at MSU Federal Credit Union, outlined the rationale for the investment.

"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. Goodbuy gives credit unions a practical way to drive growth for their business members. That's why Reseda Group decided to invest. We see this as an important part of the ecosystem's future," said Ben Maxim, Chief Operating Officer at Reseda Group.

Growth strategy

Goodbuy's model centres on the idea that local business engagement can be a commercial strategy for financial institutions, not just a community initiative. By linking members to neighbourhood merchants through a rewards marketplace, the company argues that credit unions can turn local spending into stronger account relationships.

The investment also highlights continued interest in niche financial technology groups that serve co-operatives and community lenders. While many fintech companies focus on digital banking tools, payments or lending, Goodbuy sits at the intersection of loyalty, local commerce and small-business banking.

Cara Oppenheimer, Chief Executive Officer and Co-Founder of Goodbuy, described the backing from Reseda Group as a step toward wider adoption among credit unions.

"Becoming part of the Reseda Group ecosystem is an exciting milestone for Goodbuy. Our vision is to create a nationwide network where consumers can support local businesses knowing their credit union is investing in their success. Together, we're bringing the credit union philosophy of 'people helping people' to life in a way that delivers measurable ROI - helping credit unions grow small-business relationships, deepen member engagement and drive account growth. At a time when banks compete on rates and marketing spend, strengthening local communities is a powerful differentiator for the credit union movement, and we're proud to help turn that into a measurable competitive advantage," said Cara Oppenheimer, Chief Executive Officer and Co-Founder of Goodbuy.

Goodbuy positions its service as an alternative to standard rewards schemes that often emphasise national chains or generic cashback offers. Instead, it focuses on local merchant visibility and credit union branding, which it says can support both business member acquisition and consumer engagement.

For Reseda Group, the investment extends a strategy of backing tools that can be adopted across the credit union sector. The organisation sees local business support as an increasingly important part of how community-based financial institutions compete for relevance and loyalty.

Founded as a wholly owned credit union service organisation of MSU Federal Credit Union, Reseda Group has sought to identify companies that can be distributed through its network. Goodbuy now joins that ecosystem with a proposition centred on using community commerce to strengthen relationships between members, merchants and credit unions.