There’s a line in Cheryl Brown's Q2 article that stopped me in my tracks:
“They wanted their financial institution to understand them. To see them. To help them grow.”
That’s it. That’s the whole game.
Because today’s small businesses—especially the ones who are community-rooted, values-driven, and independent—aren’t just looking for another checking account. They’re looking for a partner.
And credit unions are uniquely positioned to step into that role. They’ve always stood for community, for shared values, and for a deeper kind of trust. But in order to actually show up as more than just a bank, they need the tools, platforms, and programs that let them act on that mission—consistently, tangibly, and at scale.
Right now, most credit unions serve small business accounts on one side, and individual members on the other—two separate tracks with very little crossover.
But what if that gap could be a bridge?
What if the very people who believe in buying local, shopping small, and supporting mission-driven businesses could discover and support the small business members of their own credit union?
That’s what Goodbuy is built to do: close the chasm between a credit union’s SMBs and the values-aligned members who want to shop from them.
We turn passive support into active engagement. A perk into a platform. A mission into measurable outcomes.
When credit unions offer Goodbuy to their small business account holders, they’re not just offering visibility. They’re offering customers. Community. Proof that they’re invested in that business’s success.
And when members log in and see a curated marketplace of local and independent businesses—many of them right in their own neighborhood—it deepens their sense of connection, belonging, and pride. It’s not just “shop local” in theory. It’s “shop with purpose,” powered by your credit union.
That’s what it means to be more than just a bank.
It’s not a tagline. It’s an invitation. And with the right tools, it’s completely within reach.
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