LendCare
LendCare Capital Inc. is a Canadian point-of-sale consumer financing company serving non-prime consumers through 10,800+ merchant partners across auto, powersports, marine, RV, healthcare, veterinary, home improvement, and retail verticals, operating the FrontLine online origination platform as a wholly owned subsidiary of goeasy Ltd.
- Company typePrivate
- Founded2004
- HeadquartersPickering, Canada
- Headcount251–500
- GTM typeB2B
- OfferingServices
What LendCare does
LendCare Capital Inc. is a Canadian point-of-sale consumer financing company founded in 2004 and headquartered in Pickering, Ontario, with additional offices in Montreal. The company operates as a wholly owned subsidiary of goeasy Ltd. (TSX:GSY) following a CAD $320 million acquisition completed in April 2021; LendCare represented 43.4% of goeasy's CAD $5.51 billion gross loan portfolio as of Q4 2025. LendCare serves non-prime and full-credit-spectrum consumers through a network of more than 10,800 merchant partners across Canada, with cumulative processed loan applications exceeding CAD $10 billion. End-borrower customers are non-prime consumers who cannot access traditional bank or OEM financing; merchant customers span auto dealerships, powersports, marine, RV, healthcare, veterinary, home improvement, and retail verticals. Asset-side funding is sourced through credit facilities and securitization arrangements totaling over CAD $600 million from institutional asset managers and Canadian Schedule 1 banks.
LendCare's core technology is FrontLine, a proprietary all-in-one financing platform providing 100% online, paperless application submission, real-time credit decisioning, electronic identity/document verification, and digital credit agreement signing across smartphone, computer, and tablet devices. The platform supports custom application links and QR codes for 24/7 consumer self-service and is registered as a trademark of LendCare Capital Inc. Operationally, the company operates in a B2B/B2B2C hybrid: merchants initiate applications at the point of sale on behalf of customers, and LendCare also originates direct-to-consumer consumer auto loans through a soft-credit-check pre-approval portal connecting to over 2,400 automotive dealers nationwide. Loan-ticket sizing ranges from $500 (veterinary minimum) up to $50,000 (consumer auto) with amortization up to 180 months in home improvement and 120 months in powersports/marine/RV; stated APRs span 9.9% to 29.9% across verticals.
The revenue model is interest income on originated and held loans, supplemented by merchant-channel economics (dealer reserves/commissions) and institutional funding-spread economics. goeasy also runs a mobile app (goeasy Connect) that drives pre-approved customer flow back to merchants. In Q4 2025, LendCare disclosed a 40.6% net charge-off rate, CAD $178 million in incremental charge-offs, CAD $160 million goodwill impairment, and a CAD $72 million allowance increase, all tied to LendCare's auto and powersports segment. This triggered a six-point stabilization plan at goeasy including a ~9% workforce reduction (~237 employees, majority from LendCare), CEO resignation, permanent CFO appointment (Felix Wu), and amended lender covenants.
LendCare firmographics
Firmographics- Name
- LendCare
- Legal name
- LendCare Capital Inc.
- Website
- https://lendcare.ca
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- LendCare Capital Inc. is a Canadian point-of-sale consumer financing company serving non-prime consumers through 10,800+ merchant partners across auto, powersports, marine, RV, healthcare, veterinary, home improvement, and retail verticals, operating the FrontLine online origination platform as a wholly owned subsidiary of goeasy Ltd.
- Ownership category
- akta.pro rank
LendCare industry classification
Industry- Product category
- Consumer Point-of-Sale Financing
- NAICS
- Consumer Lending (522291), Nondepository Credit Intermediation (5222), Sales Financing (522220)
- SIC
- Personal Credit Institutions (6141)
- akta.pro primary industry
- New & Used Auto Purchase Loans (FSAKADAA)
- akta.pro secondary industries
- Medical & Healthcare Personal Loans (Unsecured Installment) (FSAKAAAF), Large Purchase & Lifestyle Personal Loans (Unsecured Installment) (FSAKAAAG)
Keywords
Where LendCare is headquartered
LocationHeadquarters
- HQ city
- Pickering
- HQ country
- Canada
- HQ region
- North America
Offices3 records
Markets served
LendCare business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Operations, Others, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Point-of-Sale Financing Interest: LendCare earns interest income on consumer loans originated at point-of-sale through merchant partners. Loans are offered across various categories including auto, powersports, RVs, marine, healthcare, veterinary, and home improvement with interest rates ranging from 9.9% to 29.9% depending on credit profile and loan type.
- Dealer Reserves: LendCare pays dealers a reserve (commission) for loans originated through their dealership. The company states it offers 'market-leading' and 'some of the highest dealer reserves in the industry' to attract merchant partners.
- Institutional Financing Facilities: LendCare raises capital through credit facilities from institutional asset managers and banks to fund its loan portfolio. The company has established relationships bringing total funding capacity to over $600 million.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Monthly | Healthcare loans range from $500 to $15,000 with amortization between 12-60 months and interest rates between 9.9% - 29.9% |
| Unit Pricing | Monthly | Veterinary loans range from $500 to $15,000 with amortization between 12-60 months and interest rates between 9.9% - 29.9% |
| Unit Pricing | Monthly | Auto Repair loans capped at maximum $5,000 with interest-based repayment |
| Unit Pricing | Monthly | Home improvement loans up to $25,000 with payment plans up to 180 months |
| Unit Pricing | Monthly | Consumer auto loans up to $50,000 with flexible payment terms and no penalty for early repayment |
| Unit Pricing | Monthly | Powersports, boat, and RV financing with extended payment plans up to 120 months (excluding Quebec) |
| Unit Pricing | Monthly | Retail financing on items from $500 up to $15,000 |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
LendCare product offering
Product offeringCore offering
LendCare is a Canadian point-of-sale consumer financing company that provides specialized lending solutions across multiple verticals including auto, powersports, boats, RVs, healthcare, veterinary, auto repair, home improvement, and retail through its proprietary FrontLine platform. The company enables approximately 10,800+ Canadian merchant partners to offer financing to their customers at the point of sale with instant credit decisions, real-time customer verification, and electronic document signing. LendCare also operates direct-to-consumer auto financing with pre-approved loans up to $50,000 through a network of 2,400+ automotive dealers across Canada.
Product overview
LendCare is a Canadian point-of-sale consumer financing company and wholly owned subsidiary of goeasy Ltd. (TSX:GSY) that enables approximately 10,800+ merchant partners to offer financing to consumers across multiple verticals. The core product is the FrontLine platform, an all-in-one online financing hub providing instant credit decisions and electronic document processing. The company offers specialized financing solutions across 10 distinct verticals including Auto, Powersports, Boat & Watercraft, Recreational Vehicles, Healthcare, Veterinary Services, Auto Repair, Home Improvement, and Retail financing. FrontLine serves as the unified technology platform powering all these financing verticals, allowing merchants to submit applications, receive approvals, and complete transactions entirely online across any device.
Differentiator
Problem solved
Functional benefit
Brands
- FrontLine: LendCare's all-in-one financing hub that provides a 100% online and paperless financing experience for merchants and customers, featuring instant credit decisions, real-time customer verification, and electronic document signing.
Products and services
- FrontLine Point-of-Sale Financing Platform LendCare's flagship all-in-one online financing hub that enables merchants to complete loan applications in minutes with instant credit decisions at the point of sale. Features include real-time customer verification, electronic document signing, and multi-device compatibility.
- Auto Financing Point-of-sale financing for auto dealerships enabling non-prime customers to secure vehicle loans with flexible approvals, no vehicle age restrictions, and financing for vehicles up to 250,000 km. Consumer auto loans up to $50,000 through a network of 2,400+ automotive dealers.
- Powersports Financing Non-prime powersports lending for dealerships offering financing for motorcycles, jet skis, ATVs, and other powersports vehicles with instant credit decisions and extended payment plans up to 120 months.
- Boat & Watercraft Financing
Quantifiable outcome
- 76% of consumers more likely to make a retail purchase if payment plan with simple point-of-sale experience is available
- +3 more outcomes
Companies that use LendCare
Customer profileNamed customers9 records
Segments7 records
Ideal customer profiles4 records
LendCare technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
LendCare partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered minor, major and core.
- Farhan Ali Khan (CFO transition)minorFarhan Ali Khan was promoted from Senior Vice-President of Investor Relations & Capital Markets to Chief Revenue Officer of LendCare, goeasy's point-of-sale financing division.
- 123DentistmajorLendCare announced as preferred financing partner for 123Dentist, one of Canada's largest dental support organizations with over 425 supported dental practices serving more than 800,000 Canadian patients and over 2.5 million patient visits annually. LendCare's FrontLine platform enables patients to submit financing applications and get decisions in seconds.
- HISUN Motors CanadaminorHISUN Motors Canada appointed LendCare as Preferred Lender in October 2022, providing exclusive financing options for HISUN powersport vehicles at their dealer network.
- Eye RecommendminorCanada's leading cooperative of independent optometrists. LendCare partners with Eye Recommend to provide financing options for eye care procedures at independent optometry practices across Canada.
- Segway Powersports CanadaminorLendCare powered the launch of Segway Powersports Canada in July 2021, providing exclusive point-of-sale financing options for Segway powersport vehicles.
- Massimo Motor CanadaminorMassimo Motor Canada appointed LendCare as their exclusive POS finance partner in Canada, providing preferred financing for Massimo off-road vehicles at dealerships.
- goeasy Ltd. (TSX:GSY)coregoeasy Ltd. completed acquisition of LendCare Holdings Inc. for CAD $320 million in April 2021. LendCare Capital Inc. is now a wholly owned subsidiary of goeasy Ltd. LendCare represents 43.4% of goeasy's $5.51 billion gross loan portfolio.
- CFMOTO CanadamajorGrowing network of large-scale OEM partners includes partnership with global leisure vehicle manufacturer CFMOTO Canada. CFMOTO manufactures leisure vehicles distributed in over 70 countries with vast network of powersport dealers across Canada and are world leader in production of liquid-cooled engines.
- Bombardier Recreational Products (BRP)coreLongstanding partnership with world-leader in leisure vehicle manufacturing. LendCare committed to helping OEM partners grow their business and expand brand reach across Canada by creating custom programs designed to fit their unique brand identity and business model.
- Armada MarineminorBased in Quebec, Armada Marine specializes in pontoon boats that fit any style and every budget. They offer unrivalled customized manufacturing, striking a balance between affordability and quality. With nationwide dealers and extensive selection.
Scale indicators17 records
Recent moves7 records
Expansion highlights5 records
LendCare competitors and assessment
Company assessmentBroad incumbents
- Ally Financial: US-based direct bank and auto lender offering POS financing through dealer relationships. Comparable in subprime auto exposure and dealer channel distribution.
- Synchrony Financial: US-based private label credit card and POS financing giant. Operates broadly across retail and healthcare financing; comparable in business model (merchant-funded installment lending) but at vastly greater scale.
- CWB Financial Group (Canadian Western Bank): Canadian Schedule 1 bank providing equipment financing, auto floorplan, and indirect consumer lending. Comparable as institutional funding source for the Canadian POS lending ecosystem.
- Citigroup Retail Services: One of North America's largest private label and co-brand credit programs for retailers. Comparable as broad incumbent in merchant-funded consumer credit but at much larger scale and broader product set.
Direct peers
- Fairstone Financial: One of Canada's largest consumer lenders offering personal loans, retail financing, and POS credit across verticals including auto and home improvement. Closest direct competitor to LendCare in Canadian non-prime POS financing.
- Flexiti Financial: Canadian POS lender specializing in retail and healthcare financing, with instant credit decisioning at the point of sale. Directly competes with LendCare's healthcare and retail verticals.
- Snap Finance: US-based POS financing provider focused on non-prime consumers across retail, auto, and home improvement verticals. Closest US analogue to LendCare's merchant-funded, near-prime credit underwriting model.
- Financeit: Canadian POS financing platform serving home improvement, retail, and healthcare verticals with white-label lending infrastructure. Comparable in merchant channel approach and target verticals (home improvement overlap).
- goeasy Ltd. Parent company of LendCare and Canada's largest subprime consumer lender via easyfinancial. Directly comparable in product mix, customer segment (non-prime), and risk profile; LendCare is the POS financing arm while easyfinancial is the direct lending arm.
- Affirm Canada: Canadian operations of Affirm (formerly PayBright), offering POS installment financing across retail and healthcare. Competes directly with LendCare's retail and healthcare verticals with similar instant-decision technology.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
LendCare social profiles
Digital presenceLendCare financial estimates
Financial estimateRevenue estimate
Valuation estimate
LendCare leadership team
Management profileNumber of profiles
Profiles3 records
LendCare funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LendCare M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about LendCare
What does LendCare do?
LendCare is a Canadian point-of-sale consumer financing company that provides specialized lending solutions across multiple verticals including auto, powersports, boats, RVs, healthcare, veterinary, auto repair, home improvement, and retail through its proprietary FrontLine platform. The company enables approximately 10,800+ Canadian merchant partners to offer financing to their customers at the point of sale with instant credit decisions, real-time customer verification, and electronic document signing. LendCare also operates direct-to-consumer auto financing with pre-approved loans up to $50,000 through a network of 2,400+ automotive dealers across Canada.
Is LendCare a public or private company?
LendCare is a private company. It is classified as corporate owned and is currently operating.
When was LendCare founded?
LendCare was founded in 2004. It employs 251 to 500 people.
Where is LendCare based?
LendCare is headquartered in Pickering, Canada, in the North America region.
How does LendCare make money?
Three revenue lines are on record. Point-of-Sale Financing Interest is the primary driver. The others are dealer Reserves and institutional Financing Facilities.
Who are LendCare's main competitors?
Broad incumbents on record are Ally Financial, Synchrony Financial, CWB Financial Group (Canadian Western Bank) and Citigroup Retail Services. Direct peers are Fairstone Financial, Flexiti Financial, Snap Finance, Financeit, goeasy Ltd. and Affirm Canada.
Does LendCare have an API?
No public API is recorded for LendCare.
What industry is LendCare in?
LendCare's product category is Consumer Point-of-Sale Financing. Its primary akta.pro industry code is FSAKADAA, New & Used Auto Purchase Loans, with a secondary code of FSAKAAAF, Medical & Healthcare Personal Loans (Unsecured Installment). Its NAICS code is 522291 and its SIC code is 6141.