goeasy

goeasy Ltd. is a Canadian alternative financial services company headquartered in Mississauga, Ontario. Its business is organized around services for consumers who may have limited access to conventional bank credit or who need financing for household purchases and other immediate expenses. The company operates through the easyfinancial, easyhome and LendCare businesses. The easyfinancial business provides primarily unsecured installment loans to non-prime borrowers, together with selected secured lending products. Customers can apply through branches, in-store kiosks, the company's digital channels and merchant relationships. Products are intended for uses such as debt consolidation, emergency expenses, household needs and credit rebuilding. Loan pricing and eligibility vary by product and customer profile; the business generally serves borrowers who do not qualify for prime-rate bank financing. easyhome is the company's lease-to-own business. It offers furniture, appliances, electronics and other durable goods through stores and online channels. Customers make scheduled payments and may obtain ownership at the end of the lease period, subject to the applicable agreement. The model is designed for consumers who may not be able or willing to pay the full purchase price immediately or use conventional retail credit. easyhome has operated in Canada since the company's founding and has been described as the country's largest lease-to-own operator. LendCare is a point-of-sale consumer-financing provider acquired by goeasy in 2021. It enables consumers to obtain financing through participating merchants, broadening goeasy's distribution beyond its own branches and websites. LendCare is reported within the easyfinancial segment rather than as a separate reportable segment. The company began in 1990 as RTO Enterprises with a focus on furniture leasing. It became publicly traded on the Toronto Stock Exchange in 1993 through a reverse takeover. The business adopted the easyhome name in 2003 as it sought to build a national lease-to-own brand, acquired Insta-Rent in 2008 and developed easyfinancial as a major growth engine. By 2016, financial services had surpassed easyhome in revenue, prompting the corporate name change to goeasy while retaining easyhome as the merchandise-financing brand. goeasy's positioning combines access, speed and credit-building support for non-prime Canadians, but its business model has also attracted criticism. Consumer advocates and media reports have questioned the total cost of lease-to-own transactions, the interest rates on loans and the presentation of optional insurance and refinancing. These issues reflect the central tension in the company's category: alternative lenders can serve customers underserved by banks, while the resulting pricing and product complexity can create substantial repayment costs. The company serves customers across Canada through a national network of branches, kiosks, stores, online services and merchant partnerships. It has also expanded its product range through secured lending, digital loan applications and credit-rebuilding products. Community activity has included a long-running relationship with Boys & Girls Clubs of Canada, including the easybites and Feed the Future initiatives. As of September 30, 2025, the company reported a consumer loan portfolio of C$5.44 billion and quarterly revenue of C$440 million, according to the cited Wikipedia reference.

goeasy traces its origins to 1990, when it was established as RTO Enterprises with a business focused on leasing furniture and household goods through a rent-to-own model. The company later entered the public markets on the Toronto Stock Exchange in 1993 through a reverse takeover. Its early proposition was to let customers obtain furniture and appliances through scheduled payments rather than an immediate cash purchase or a conventional bank loan. In 2003, the company adopted the easyhome name as part of an effort to create a recognizable national lease-to-own brand. easyhome expanded its store network and became a major Canadian operator in the category. In 2008, it acquired Insta-Rent for C$10 million, increasing its presence in the merchandise-rental market. Around the same period, the company launched easyfinancial, shifting part of its business from merchandise leasing into consumer lending. easyfinancial subsequently became the principal growth driver. It developed installment-loan products for non-prime consumers and expanded through branches, kiosks, online applications and retail partnerships. The financial-services business exceeded easyhome in revenue by 2016. That year, the parent company changed its corporate name to goeasy, a decision intended to recognize that the group had become more than a lease-to-own retailer. The easyhome name remained in use for the durable-goods business, while easyfinancial continued as the lending brand. The company's history also includes governance and reporting difficulties. In 2012, easyhome restated its financial statements, after which most of its board members resigned. In 2014, market observers speculated that easyhome might acquire locations from the troubled payday lender Cash Store. After Cash Store ceased operations, easyhome acquired 47 former Cash Store locations in early 2015. In 2017, goeasy recapitalized the business with C$530 million in financing. The company used this period to pursue growth in lending, introduce a secured-loan product for homeowners and expand easyfinancial into Quebec under the easyfinancière name. Lending services were also added at easyhome locations. In 2018, David Ingram moved from President and Chief Executive Officer to Executive Chairman after leading the company since 2001. Jason Mullins, previously Chief Operating Officer, became President and Chief Executive Officer in January 2019. Digital and credit-building capabilities became more prominent during the late 2010s. In 2019, goeasy introduced a next-generation online loan application and launched creditplus, a secured savings loan intended to help customers establish or rebuild credit histories. These initiatives complemented the company's branch-based model and its emphasis on serving borrowers outside the prime banking market. In April 2021, goeasy acquired LendCare for C$320 million. LendCare's point-of-sale financing platform gave goeasy access to additional merchant channels and allowed consumers to seek financing at the point of purchase. LendCare is included in the easyfinancial reporting segment, while the company continues to describe easyfinancial and easyhome as its two reportable segments. goeasy's current model combines a national network of branches, stores, kiosks, websites and merchant relationships. easyhome provides lease-to-own access to household goods, while easyfinancial and LendCare provide installment and point-of-sale financing. The model has generated criticism over high effective costs, including the price of leased goods, interest rates and the treatment of insurance and refinancing. At the same time, the company presents its products as alternatives for Canadians who may not qualify for traditional credit or who are seeking to rebuild their credit. Leadership changed again in 2025. Dan Rees became chief executive officer in March, but the company announced in December that he would leave the role at the end of that year and that Patrick Ens would become chief executive officer on January 1, 2026. As of September 30, 2025, the cited reference reported a C$5.44 billion consumer loan portfolio and quarterly revenue of C$440 million.

1. 2021LendCare acquisition

   goeasy acquired LendCare for C$320 million to strengthen point-of-sale financing.

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2. 2019Digital application and creditplus launch

   goeasy launched a redesigned online loan application and the creditplus credit-building product.

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3. 2017Recapitalization and secured lending expansion

   The company arranged C$530 million in financing and expanded secured lending and Quebec operations.

   Source
4. 2016Corporate name changed to goeasy

   The parent adopted goeasy to reflect its broader lending and lease-to-own activities.

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5. 2015Acquisition of former Cash Store locations

   easyhome acquired 47 locations formerly operated by Cash Store after that lender left the market.

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6. 2012Financial restatement and board departures

   easyhome restated its financial statements, followed by the resignation of most of its directors.

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7. 2008Insta-Rent acquisition and lending expansion

   easyhome acquired Insta-Rent and developed easyfinancial as its financial-services arm.

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8. 2003Adoption of the easyhome name

   The company renamed itself easyhome as it pursued a national lease-to-own identity.

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9. 1993Public listing through reverse takeover

   RTO Enterprises became publicly traded on the Toronto Stock Exchange through a reverse takeover.

   Source
10. 1990Business founded as RTO Enterprises

    The company began with a furniture-focused rent-to-own and leasing business.

    Source

Alternative financial services for non-prime Canadian consumers, combining consumer lending, lease-to-own merchandise financing and merchant-based point-of-sale credit.

• easyfinancialConsumer lending2008

  easyfinancial is goeasy's principal consumer-lending business. It offers installment loans, primarily to non-prime borrowers, through branches, kiosks, online applications and retail partnerships. Its portfolio includes mainly unsecured loans as well as selected secured products. The business also markets credit-access and credit-rebuilding solutions for consumers who may not qualify for traditional bank lending.

• easyhomeLease-to-own1990

  easyhome provides furniture, appliances, electronics and other durable goods through lease-to-own agreements. Customers make periodic payments and may acquire ownership at the end of the lease term under the applicable contract. The service is available through physical locations and online channels and is aimed at customers who want household goods without paying the full retail price upfront.

• LendCarePoint-of-sale financing

  LendCare provides consumer financing through participating merchants. Its point-of-sale model lets customers seek credit while purchasing goods or services, extending goeasy's reach beyond its own branch and store network. Since its acquisition, LendCare has been included within goeasy's easyfinancial reporting segment.

• creditplusCredit rebuilding2019

  creditplus is a secured savings loan introduced as a credit-rebuilding product. It is intended to help customers establish or improve their credit history through a structured lending and savings arrangement.

• 2018Feed the Future

  Canada

  easybites developed into the annual Feed the Future fundraising campaign, supporting nutritious meals, kitchen renovations and cooking education for youth.

  Outcome. The program was reported as ahead of its ten-year target for donated kitchens by the end of 2018.

  Source
• 2014easybites

  Canada

  goeasy launched easybites with a reported C$2.5 million donation and a commitment to help create safe, functioning kitchens in Boys & Girls Clubs across Canada.

  Outcome. The initiative supported kitchens and nutrition-related programming at clubs in multiple Canadian communities.

  Source
• 2004Boys & Girls Clubs of Canada partnership

  Canada

  goeasy began a long-running partnership with Boys & Girls Clubs of Canada, supporting fundraising and local youth programs.

  Outcome. The relationship continued through national fundraising and local branch involvement.

  Source

• 2021Acquisition of LendCareM&A

  goeasy wanted to expand its consumer-finance products and distribution through merchant point-of-sale channels.

  What changed. The company acquired LendCare for C$320 million.

  Aftermath. LendCare became part of the easyfinancial reporting segment and added a merchant-financing channel.

  Acquisition consideration. C$320 million (April 2021)

  Source
• 2019Launch of next-generation online application and creditplusProduct launch

  The company was developing digital acquisition and products intended to support customers rebuilding their credit.

  What changed. goeasy introduced a new online loan application and launched creditplus, a secured savings loan.

  Aftermath. The initiatives strengthened the company's digital and credit-building offering.

  Source
• 2017Recapitalization and secured-lending expansionStrategy

  goeasy sought capital to support growth and offer larger or lower-rate financing options to selected customers.

  What changed. The company arranged C$530 million in financing, launched a secured lending product and expanded into Quebec under easyfinancière.

  Aftermath. The company broadened its lending range and geographic presence in Canada.

  Financing arranged. C$530 million (2017)

  Source
• 2016Change corporate name from easyhome to goeasyStrategy

  Financial services had become the larger growth and revenue driver, while the company continued to operate a lease-to-own merchandise business.

  What changed. The parent company adopted goeasy as its corporate name and retained easyhome as the lease-to-own brand.

  Aftermath. The naming structure distinguished the diversified parent from its two principal customer-facing businesses.

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• 2016easyhome advertising apologyControversy

  easyhome apologized for a print flyer using an offensive acronym in the name of a sale promotion.

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• 2015Criticism of easyfinancial lending practicesControversy

  CBC Marketplace criticized easyfinancial over high borrowing costs, the presentation of loan insurance, the disclosure of optional coverage and refinancing practices that could increase customers' repayment burdens.

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• 2012Financial-statement restatement and board resignationsControversy

  easyhome restated its financial statements, after which a majority of the board of directors resigned.

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• 2025Dan Rees appointed chief executive officer

  Dan Rees was appointed chief executive officer in March 2025.

  Leadership change
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• 2025goeasy announces transition from Dan Rees to Patrick Ens

  The company announced that Dan Rees would step down effective December 31, 2025, with Patrick Ens scheduled to become chief executive officer on January 1, 2026.

  Leadership change
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• 2024goeasy reports 2024 financial performance

  For the 2024 financial year, goeasy reported revenue of C$1.52 billion, operating income of C$610 million, a consumer loan portfolio of C$4.60 billion and total assets of C$5.19 billion.

  Other
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• 2021goeasy completes acquisition of LendCare

  goeasy acquired point-of-sale financing provider LendCare for C$320 million, expanding its merchant-financing distribution and product range.

  M&A
  Source
• 2016goeasy changes corporate name while retaining easyhome brand

  The company adopted goeasy as its corporate name to reflect the growing importance and diversity of its financial-services activities, while continuing to use easyhome for its lease-to-own business.

  Other
  Source

1. Goeasy
2. goeasy corporate website