From day one, our mission has been simple: support small businesses so communities can thrive.

That belief—that small businesses are the heart of a healthy economy—is something nearly everyone can agree on. It's also what has made this journey both incredibly meaningful and incredibly hard. Building a business from that stance, especially in fintech, is rare. It's not always the fastest or flashiest path. But it's the one we believe in.

This month, we hit resubmit on our B Corp recertification.

Becoming a B Corp was never about the badge. It's a framework we’ve leaned on to stay honest about how we operate and who we serve. And as we’ve grown, the accountability it brings has become more important than ever.

We’ve evolved a lot since our first certification. Goodbuy started as a direct-to-consumer marketplace, helping people shop with small, values-aligned brands. Today, we serve those same businesses and individual shoppers *through* mission-driven credit unions. It’s a model that allows us to scale impact more deeply and equitably, without losing sight of the people at the center.

This next chapter—working with credit unions—is the most exciting yet. Because credit unions are our people. They pass their value through to members. They invest in their communities. And they share our belief that strengthening small businesses and empowering individuals is the way forward.

So, what does recertifying mean now?

It means asking hard questions again. Measuring what matters. Making sure our values show up in the details, not just the pitch deck.

Here are a few things we’re proud to carry forward:

Pricing equity: We’ve introduced tiered pricing that gives smaller credit unions and CDFIs access to our tools at lower rates, recognizing the outsized role they play in community development.

Beneficiary-led improvement: We’ve built in continuous feedback loops with the people we serve—members, small businesses, credit union teams—to make the platform better, more inclusive, and more useful.

Mission-aligned scaling: Even as we moved from B2C to B2B2C, we stayed committed to ensuring that the value we create lands with the people and businesses who need it most.

We’re proud to recertify. But more than that, we’re proud to still be building from a place of belief—and to be doing it alongside the credit unions and communities that share that belief, too.

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