Small businesses drive nearly 44% of U.S. GDP and two out of every three new jobs. They are the engines of local economies—and, increasingly, the key to future credit union growth. Yet today, 96% of small businesses don’t bank with credit unions. That’s not just a missed opportunity. It’s a call to action.
This disconnect exists despite deep alignment between small business values and the credit union mission. Entrepreneurs care about community, trust, and long-term relationships—the very qualities credit unions were built on. But today’s small businesses also expect digital tools, speed, and platforms that help them grow. If credit unions can bridge that gap, the rewards are enormous.
Here’s why this matters now:
So what’s the opportunity? To become the trusted hub for small business banking, growth, and community connection.
At Goodbuy, we believe this starts by treating small businesses as more than depositors—they’re ecosystem builders. That’s why we’ve built a platform that connects small business members directly with credit union members through exclusive offers, community storytelling, and digital exposure. In both early surveys and a recent proof-of-concept engagement, small business owners are signaling strong interest in this kind of support. They view it as a meaningful differentiator—and over 90% are ready to take action, moving their accounts to credit unions that show up for them in this way.
Credit unions don’t need to build new infrastructure to meet the moment. They simply need to activate their existing superpowers in a modern, scalable way. The ones who do will not only grow their SMB portfolios—they’ll earn the trust and loyalty of the next generation of members, too.
Because when you help small businesses thrive, your whole community grows stronger.
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