What goodbuy does

Goodbuy is a Boise, Idaho-based software company founded in 2021 that operates a white-label, credit-union-branded marketplace platform connecting local small businesses with individual credit union members. The company originated as a direct-to-consumer marketplace where shoppers could discover and support local SMBs; in October 2024 it closed that consumer product and pivoted to a B2B2C deployment model in which credit unions license the platform as a differentiated member benefit and SMB acquisition engine. The platform is cloud-based and integrates with credit union core systems via SSO and API connectivity, providing a fully customized branded storefront, a 3-step/5-minute SMB onboarding flow, integrated online and in-store transaction support, in-experience advertising for merchants, and real-time engagement and impact dashboards. The product suite is modular, with the CU-branded marketplace as the core product and supporting modules for onboarding, advertising, integration, and analytics.

Goodbuy generates revenue through transaction-based fees and interchange income generated when credit union members make purchases through the marketplace. Its go-to-market is a hybrid of enterprise field sales (demo requests targeted at credit union executives) and community-led demand (credit union members and local SMBs requesting Goodbuy availability at their financial institution). The company markets through credit union partner channels, digital self-serve (a consumer app at app.trygoodbuy.com), and earned media placements in Fast Company, Forbes, Entrepreneur, Good Morning America, NBC, and The Zoe Report. Pricing is not publicly disclosed and commercial terms are negotiated through demos. Goodbuy is a Certified B Corporation and holds no disclosed patents. The company has raised approximately $6.3M across three funding rounds (2021-2023), with StageDotO leading the first two rounds and the 2023 round from undisclosed investors.

Name

goodbuy

Website

https://trygoodbuy.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Goodbuy is a Boise-based software company that provides credit unions a white-label, branded marketplace platform connecting their members with local small businesses, monetizing through transaction fees and interchange income.

Ownership category

akta.pro rank

Product category

Credit Union Marketplace Software

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518210), Activities Related to Credit Intermediation (5223)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Bill Pay, Invoicing & Payables Platforms (BPAMAFAF)

Keywords

• Credit union marketplace
• B2B2C marketplace platform
• Small business acquisition
• Community commerce software
• Merchant onboarding platform

Headquarters

HQ city

Boise

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Marketplace Platform: Goodbuy generates revenue by providing credit unions with a branded marketplace platform that facilitates transactions between members and small businesses. The model likely involves transaction fees or interchange income from purchases made through the platform.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Goodbuy provides a white-label, cloud-based marketplace platform that credit unions deploy to their members, connecting individual members with local small businesses. The platform enables credit unions to accelerate small business account acquisition, drives incremental interchange revenue, and offers members savings of up to 20% at participating community businesses through integrated online and in-store shopping, turnkey SMB onboarding, SSO/API member access, and real-time analytics dashboards.

Product overview

Goodbuy is a unified platform-as-a-service offering consisting of a credit union-branded marketplace (the core product) with integrated modules for SMB onboarding, online/in-store shopping, in-experience advertising, SSO/API connectivity, and real-time data dashboards. The platform enables credit unions to drive small business account growth by connecting SMBs with otherwise unreachable local members, while providing members savings (up to 20% per dollar spent) and SMBs with a differentiated marketing channel. The Goodbuy SMB/Shopper app previously operated as a direct-to-consumer marketplace but has been succeeded by the credit union deployment model.

Differentiator

Problem solved

Functional benefit

Products and services

• Goodbuy Credit Union Platform A white-label, cloud-based marketplace platform deployed by credit unions to connect their individual members with local small businesses, enabling SMB account acquisition and growth, member savings, and incremental interchange revenue.
• Goodbuy Shopper App

Quantifiable outcome

• Members save up to 20% on every dollar spent at community-based businesses
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Cardlytics: Cardlytics operates a card-linked marketing platform that serves banks and credit unions with cash-back offers at participating merchants, directly competing with Goodbuy's marketplace-based merchant engagement model.
• Spendgo: Spendgo is a customer loyalty and marketing platform for small businesses, overlapping with Goodbuy's SMB engagement and merchant-facing functionality.
• thanx: thanx provides merchant customer engagement and digital marketing tools, including integrations with financial institutions, comparable to Goodbuy's platform for SMB-customer connections.
• Loyalize: Loyalize offers card-linked merchant offers and cash-back rewards through bank and credit union partnerships, paralleling Goodbuy's credit-union-deployed merchant engagement model.
• Koupon Media: Koupon Media delivers card-linked digital offers and merchant marketing for community financial institutions, directly overlapping Goodbuy's credit-union merchant engagement niche.

Broad incumbents

• Fiserv: Fiserv is a large financial technology provider serving credit unions with core banking, payments, and merchant solutions, making it a broader incumbent that could expand into marketplace-style offerings.
• Q2 (now part of Alkami): Q2, now part of Alkami, provides digital banking platforms to credit unions and community banks, representing an established incumbent in Goodbuy's target buyer market.
• Jack Henry: Jack Henry provides core banking and digital solutions for credit unions and community banks, making it a large incumbent that could bundle competing merchant engagement capabilities.
• Lumin Digital: Lumin Digital offers a digital banking platform purpose-built for credit unions, making it an incumbent serving Goodbuy's target buyers with overlapping member engagement tooling.

Emerging players

• Glia: Glia provides digital customer service and engagement tools for credit unions and banks, an emerging player addressing similar buyer needs around member engagement and SMB support.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/trygoodbuy
• LinkedInlinkedin.com/company/trygoodbuy

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds5 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about goodbuy