Goodbuy named Finovate Awards finalist for marketing and customer acquisition

Goodbuy, a Boise-based small business rewards platform for financial institutions, was named a 2026 Finovate Awards finalist in the Best Marketing/Customer Acquisition Solution category. The recognition comes after the company’s CUSO launch, a $1 million credit union investment and new live partnerships as it pushes a member-powered growth model for banks and credit unions.

Why it matters: - Goodbuy is pitching a lower-cost way for financial institutions to grow small business relationships without adding headcount or replacing core systems. - The finalist nod signals broader interest in member-powered acquisition models that tie growth to local value and measurable returns. - The company is targeting an underserved slice of FI portfolios: small business deposits and non-interest income.

What happened: - Goodbuy was named a finalist in the 2026 Finovate Awards in the Best Marketing/Customer Acquisition Solution category. - Finovate will announce winners Sept. 10, 2026, at FinovateFall in New York City. - Goodbuy is on the finalist list with Naehas, Paige and Policybazaar.ae. - Finovate VP and Host Greg Palmer praised Goodbuy’s approach as a “smarter path” that turns a credit union’s membership into a growth engine.

The details: - Goodbuy’s white-label marketplace connects financial institution members with local small businesses. - Small businesses gain access to an FI’s member base through the platform. - Members get discounts when shopping locally at participating businesses. - Financial institutions aim to grow deposits and non-interest income through the model. - Goodbuy said the platform helps build small business relationships without adding headcount or changing existing systems. - The company registered as a credit union service organization, or CUSO, earlier this year. - Goodbuy also secured a $1 million investment from a group of credit union partners earlier this year. - The company won NACUSO’s Next Big Idea Competition in 2025. - Goodbuy’s platform is live with credit unions including Georgia’s Own Credit Union. - Georgia’s Own Credit Union recently launched its partnership with Goodbuy to help members discover and support local businesses. - Founded in 2021, Goodbuy is based in Boise, Idaho. - Goodbuy’s website is More information. - Goodbuy’s LinkedIn page is Goodbuy on LinkedIn.

Between the lines: - The Finovate finalist spot adds outside validation after a year of partnership and capital milestones. - Goodbuy’s model relies on financial institutions using existing member relationships as a distribution channel, which could be more measurable than broad awareness campaigns. - The award category fits the company’s pitch that local rewards can function as both a retention tool and an acquisition engine.

What’s next: - Goodbuy’s team will attend FinovateFall in New York City. - CEO and co-founder Cara Oppenheimer and co-founder Cary Telander Fortin will take part in a live product demo during the event. - Winners of the 2026 Finovate Awards will be announced Sept. 10, 2026. - Goodbuy will continue expanding its work with credit unions and other financial institutions if the current momentum holds.

The bottom line: - Goodbuy is trying to turn local shopping rewards into a growth channel for financial institutions, and Finovate’s finalist nod gives that strategy a bigger stage.