# goeasy Ltd.

goeasy Ltd. is a Non-prime Consumer Lending based in Mississauga, Canada.

## Overview

- **Organization type:** Non-prime Consumer Lending
- **Headquarters:** Mississauga, Canada
- **Region:** North America
- **Address:** Mississauga, Ontario, Canada
- **Founded:** 1995
- **Assets under management:** Undisclosed
- **Website:** goeasy.com
- **LinkedIn:** https://www.linkedin.com/company/goeasy-ltd-

## Regulatory record

- **Reports private funds:** No

## About

Goeasy Ltd. was founded in 1995 as a subprime consumer finance company, evolving from rent-to-own furniture and electronics through its easyhome brand into a full-spectrum non-prime lender under the easyfinancial banner. Jason Mullins, who became CEO in 2016, and Executive Chairman John H. Rutherford have overseen a transformation that shifted the firm toward secured and unsecured personal loans. The firm's strategy centers on providing credit products — unsecured personal loans, secured home equity loans, and lease-to-own merchandise — to Canadian consumers who fall outside the traditional banking system. As of 2024, goeasy reported over $2 billion in loan originations annually (per its annual report, 2024), with a portfolio of approximately 480,000 active customers. The firm operates 400+ branches across all 10 Canadian provinces, supplemented by an online origination platform. Goeasy employs roughly 3,000 people company-wide, according to its 2024 public filings. The firm has no disclosed AUM as a traditional asset manager; its balance sheet lending is funded through a combination of securitization, operating cash flow, and a credit facility from a syndicate of Canadian and international banks. In March 2025, goeasy closed a $500 million asset-backed securitization, its largest to date, to fund future loan origination (per goeasy press release, March 2025). There is no associated philanthropic foundation or adjacent investment vehicle publicly named. A structural differentiator is goeasy's publicly traded corporate structure — it is a TSX-listed company (TSX: GSY), not a family office nor a fund. The firm's business model is also distinct in its regulatory posture: it operates under provincial consumer protection laws for non-prime lending, with a maximum APR capped at 60% under Canada's Criminal Code. This regulatory framework creates both constraints and a moat against smaller, non-compliant lenders.

## Sectors

- Consumer Finance
- Financial Services

## People

- Jason Mullins — President & CEO
- John H. Rutherford — Executive Chairman

## Questions

### How does goeasy source its lending capital?

Goeasy funds its loan portfolio primarily through securitization, operating cash flow, and a syndicated credit facility from Canadian and international banks. As of March 2025, the firm closed a $500 million asset-backed securitization to support origination (per goeasy press release, March 2025).

### What is goeasy's regulatory framework?

Goeasy operates under Canadian provincial consumer protection laws for non-prime lending, with a maximum annual percentage rate (APR) capped at 60% under Canada's Criminal Code. The firm must comply with additional disclosure and collection regulations in each province where it operates. Its public company status (TSX: GSY) adds securities regulation and quarterly financial disclosure requirements.

### Does goeasy invest in other companies or only originate loans?

Goeasy is primarily a direct consumer lender, not an investment firm. Its business model involves originating and holding personal loans and lease-to-own contracts on its balance sheet. There is no public record of the firm making equity investments in external companies or participating in fund commitments.

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Last updated: 2026-06-03T20:00:00.000Z

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