goeasy

What goeasy does

goeasy Ltd. (TSX: GSY) is a Canadian non-prime consumer financial services company founded in 1990 and headquartered in Mississauga, Ontario. The company operates three core brands: easyhome (lease-to-own furniture, appliances, and electronics, established 1990), easyfinancial (unsecured and secured personal loans up to C$150,000, launched 2006), and LendCare (point-of-sale consumer financing for auto, powersports, and home improvement verticals, acquired 2021 for approximately C$254.7M). goeasy distributes these products through 400+ retail locations, 11,400+ merchant partner relationships, and digital channels including the goeasy Connect mobile app, serving a customer base of 1.6M+ Canadian non-prime borrowers (median credit score 599, average income C$63K, average 3.6 years at residence and 3.7 years at employer).

The business model is interest and lease income on a loan receivable portfolio that reached C$5.36B as of March 31, 2026, with risk-based pricing applied to non-prime borrowers. The company has originated over C$20B in loans since inception and reports that 60% of customers improve their credit scores within 12 months, with 1 in 3 graduating to prime rates within one year. Revenue was approximately CA$1.55B in FY 2024, supported by a 2,400+ employee workforce. The technology stack is undergoing an 18-month modernization to consolidate the previously siloed easyhome, easyfinancial, and LendCare units onto a unified omnichannel platform, with adoption of Strategy Mosaic's semantic layer (March 2026) for analytics and underwriting decisioning; platform-integration costs are expected to peak in H1 2026.

goeasy is currently executing a turnaround following a major credit crisis. In Q4 2025 the company reported a C$336.9M net loss, its stock declined 57%, the dividend was suspended, headcount was reduced by ~9%, and a C$178M LendCare charge-off with a C$55M loan write-down was disclosed in March 2026, accompanied by multiple shareholder class actions and amendment of lender financing arrangements. Leadership transitioned twice in twelve months, with Patrick Ens appointed CEO in January 2026. Management has articulated a six-point action plan and a public loan-book growth target of C$7-8B by 2027 (from C$4.6B at end-2024), supported by an aggressive 2024-2025 debt issuance cadence including a C$996.2M facility in October 2025.

Name

goeasy

Legal name

goeasy Ltd.

Website

https://goeasy.com

Company type

Public

Founded year

1990

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

goeasy Ltd. is a Canadian non-prime consumer lender (TSX: GSY) operating easyhome (lease-to-own), easyfinancial (personal loans), and LendCare (point-of-sale financing), serving 1.6M+ customers across 400+ retail locations and 11,400+ merchant partners, currently executing a turnaround following a 2026 LendCare credit crisis.

Ownership category

akta.pro rank

Product category

Consumer Lending

NAICS

Nondepository Credit Intermediation (5222), Sales Financing (52222)

SIC

Personal Credit Institutions (6141)

akta.pro primary industry

Near-Prime Unsecured Personal Loans (Installment) (FSAKAAAB)

Keywords

• Non-prime consumer lending
• Personal loan products
• Lease-to-own financing
• Point-of-sale financing
• Credit rebuilding services

Headquarters

HQ city

Mississauga

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Consumer Lending: goeasy provides unsecured and secured personal loans up to $150,000 through its easyfinancial brand, generating interest income from borrowers. The company also offers point-of-sale financing through LendCare, allowing merchants to offer consumer lending and buy-now-pay-later options.
2. Lease-to-Own: easyhome offers lease-to-own alternatives for brand-name furniture, appliances and electronics, providing recurring lease payments from customers.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

goeasy is a Canadian non-prime consumer lender operating through three core brands: easyfinancial provides unsecured and secured personal loans up to $150,000 both online and through a 400+ location retail network; easyhome offers lease-to-own alternatives for brand-name furniture, appliances, and electronics; and LendCare delivers point-of-sale and buy-now-pay-later financing through approximately 11,400 merchant partners. The company's fundamental purpose is to provide credit access to hard-working everyday Canadians who have been declined by traditional banks and to help those customers rebuild their credit scores and graduate to prime lending rates.

Product overview

goeasy is a Canadian non-prime consumer lending platform operating under three distinct brands: easyfinancial (launched 2006) provides unsecured and secured personal loans up to $150,000 through online and 400+ retail locations; easyhome (launched 1990) offers lease-to-own financing for furniture, appliances, and electronics; and LendCare (launched 2004) provides point-of-sale financing through approximately 11,400 merchant partners. The unified platform enables customers with credit scores averaging 599 to access credit and work toward graduating to prime lending rates.

Differentiator

Problem solved

Functional benefit

Brands

• easyfinancial: Full suite of lending products including unsecured and secured personal loans up to $150,000, offered online and through a retail network of over 400 locations across Canada
• easyhome
• LendCare
• goeasy Connect

Products and services

• easyfinancial easyfinancial offers a full suite of unsecured and secured personal loans up to $150,000, available online and through a retail network of over 400 locations across Canada. It serves non-prime borrowers seeking to rebuild their credit scores.
• easyhome easyhome is the retail division of goeasy that offers consumers a lease-to-own alternative for purchasing or financing brand-name furniture, appliances, and electronics from traditional retailers.
• LendCare LendCare is goeasy's point-of-sale financing division, enabling approximately 11,400 merchants to offer consumer lending and buy-now-pay-later financing options to their customers at the point of sale, including auto dealerships, powersports dealers, and home improvement retailers.
• goeasy Connect Mobile App goeasy Connect is a free mobile application for existing goeasy customers to manage their loan and lease accounts.

Quantifiable outcome

• 60% of customers improve their credit score within 12 months of borrowing
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Canadian Lenders AssociationminorStrategic or Co-development Partner · 18 November 2025Patrick Ens, President of easyfinancial (a division of goeasy Ltd.), was appointed to the Board of Directors of the Canadian Lenders Association. The CLA represents over 300 corporate members across consumer, SMB, automotive, and mortgage finance sectors and advocates for policies enabling access to credit and financial inclusion in Canada. This appointment continues goeasy's tradition of involvement in the Association's leadership.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Fairstone Financial: One of Canada's largest near-prime consumer lenders offering unsecured and secured personal loans, home equity products, and retail point-of-sale financing. Closest direct competitor to easyfinancial and LendCare in the Canadian non-prime market.
• Flexiti Financial: Canadian point-of-sale and lease-to-own financing provider serving merchants and consumers, directly comparable to goeasy's LendCare and easyhome divisions in retail/installment credit distribution.
• Money Mart / Cash Money: Canadian alternative financial services company providing payday loans, installment loans, and cheque cashing to non-prime consumers; directly competes for the same underserved customer base as easyfinancial.

Broad incumbents

• OneMain Holdings: NYSE-listed U.S. specialty consumer finance company focused on non-prime personal loans; broader incumbent in the same near-prime installment lending category as easyfinancial.
• PROG Holdings: NYSE-listed U.S. lease-to-own provider (Progressive Leasing, Vive Financial) for furniture, electronics, and appliances; closely analogous to goeasy's easyhome business model across a larger scale.
• Upbound Group (Rent-A-Center): NASDAQ-listed lease-to-own and consumer finance holding company (Rent-A-Center, Acima); broader incumbent in the same lease-to-own category as easyhome with national U.S. distribution.
• Enova International: NYSE-listed online specialty consumer and SMB lender (CashNetUSA, NetCredit, OnDeck); relevant comparable for goeasy's digital lending and risk-based pricing model in non-prime credit.

Emerging players

• Magical Credit: Canadian online installment lender serving borrowers with poor or no credit history; emerging competitor targeting the same non-prime personal loan segment as easyfinancial.
• Affirm Holdings: NASDAQ-listed buy-now-pay-later provider with merchant POS financing; relevant emerging comparable for goeasy's LendCare POS business and the broader BNPL evolution in non-prime credit.

Regional players

• Borrowell: Canadian credit-building and personal loan fintech that partners with lenders to offer loans to prime and near-prime consumers; relevant Canadian regional player adjacent to goeasy's credit-rebuilding mission.

Market position

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/goeasylyl
• YouTubeyoutube.com/c/goeasyliveyourlife
• Facebookfacebook.com/goeasyltd
• LinkedInca.linkedin.com/company/goeasyltd
• Instagraminstagram.com/goeasyltd/?campaign

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 records

Subsidiaries4 records

Funding overview

Funding rounds14 records

Investors1 record

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

M&A1 record

Investments3 records

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

Frequently asked questions about goeasy