EAST LANSING, Michigan., August 19, 2026 /PRNewswire/ — Reseda Groupa wholly owned credit union services organization MSU Federal Credit Union (MSUFCU)announced today that it is investing in good buyan innovative community commerce platform to connect credit union members with local small businesses in a way that drives economic growth and local impact.
Reseda Group partners with Goodbuy
The investment expands the Reseda Group’s growing portfolio of innovative products. fintech businesses while providing credit unions with a new opportunity to strengthen relationships with both consumers and business members. Through Goodbuy’s white label marketplace, credit union members can discover and receive exclusive offers at participating local businesses, while credit unions gain a powerful platform to develop relationships with small businesses, increase deposits, drive card usage and deepen community engagement.
“Small businesses are the backbone of credit union communities, but most credit unions haven’t had a real way to present themselves to them beyond maintaining the account,” he said. Ben Maxim, COO of Reseda Group and CTO of MSUFCU. “Goodbuy offers credit unions a convenient way to drive growth for their merchant members. That’s why Reseda Group decided to invest. We see this as an important part of the ecosystem’s future.”
Goodbuy helps credit unions increase small business deposits, engagement, and relationships by connecting members with local businesses in the communities they serve. Through their community rewards platform, credit unions can acquire new relationships with small businesses, deepen existing ones, increase card usage and strengthen member loyalty, all while transforming local business engagement into a measurable growth strategy.
The partnership reflects a shared vision that the future of community banking lies in strengthening local economies. By creating a community rewards ecosystem, credit unions can create meaningful connections between members and small businesses while providing marketing support, visibility, and engagement opportunities that help local businesses thrive. The result is a stronger local economy, more engaged members, and a unique competitive advantage for participating credit unions.
“Being part of the Reseda Group ecosystem is an exciting milestone for Goodbuy,” he said. Cara Oppenheimer, CEO and co-founder of Goodbuy. “Our vision is to create a national network where consumers can support local businesses knowing that their credit union is investing in their success. Together, we are bringing the credit union’s philosophy of ‘people helping people’ to life in a way that delivers measurable return on investment: helping credit unions develop relationships with small businesses, 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.”
Unlike traditional rewards programs, Goodbuy addresses a gap in the financial services market by offering a comprehensive community-based rewards and engagement platform designed specifically to help small businesses grow. Because Goodbuy is white-labeled by the credit union itself, members see the savings as coming from their own credit union, reinforcing the relationship rather than competing with it. The solution allows credit unions to differentiate themselves from traditional banks by becoming trusted growth partners for local entrepreneurs while delivering tangible value to members.
The investment reflects Reseda Group’s ongoing commitment to identifying and scaling innovative solutions. fintech solutions that strengthen financial institutions; empower local businesses; and create transformative financial success for people, communities and businesses. To learn more about Reseda Group’s collaboration and innovation ecosystem, visit resedagroup.com/ecosystem.
About Reseda Group
Headquartered in East Lansing, Michigan, Reseda Group is a credit union services organization wholly owned by MSU Federal Credit Union (MSUFCU). Formed in 2021, Reseda Group changes the way people interact with their finances and how financial institutions interact with their consumers. By leveraging innovative products developed internally and through its ecosystem of partnerships, Reseda Group is making financial technology and engagement solutions more accessible and accessible to the industry. Get more information at resedagroup.com.
About Goodbuy
Goodbuy helps credit union business and marketing leaders increase SMB deposits and engagement by bridging the gap between their member base and the local business community. Through the community rewards marketplace, credit unions acquire new relationships with small businesses, reactivate underutilized ones, increase card spending, deepen member engagement, and strengthen loyalty. By turning local business relationships into an engine of measurable growth, Goodbuy enables credit unions to develop a more active, profitable and competitive portfolio of small businesses. Visit trygoodbuy.com to learn more.
SOURCE Reseda Group
