Canadians watching the market might be wondering what to do with goeasy (TSX:GSY). The Canadian stock has had a long run of success, but 2025 has been a bit more of a rollercoaster. The company serves a market with high demand, providing loans and leasing to Canadians who may not qualify for traditional credit. Through its easyhome, easyfinancial, and LendCare brands, it has become a major player in non-prime lending. So, with market uncertainty and consumer pressure rising, is goeasy a buy, sell, or hold?
Recent performance
As of writing, goeasy stock trades at around $160. That’s well off its 52-week high of over $200, but still up significantly from where it was just a few years ago. Its market cap is just over $2.6 billion, and it has a dividend yield around 3.5%. The Canadian stock has increased its dividend every year since 2014, with the current annual payout sitting at $5.84 per share. For long-term investors, that’s a promising track record of rewarding shareholders. In fact, a $20,000 investment would bring in $724.16 in annual income!
| COMPANY | RECENT PRICE | SHARES | DIVIDEND | TOTAL PAYOUT | FREQUENCY | TOTAL INVESTMENT |
|---|---|---|---|---|---|---|
| GSY | $160.59 | 124 | $5.84 | $724.16 | Quarterly | $19,914 |
Still, this year hasn’t been perfect. In its most recent earnings report for the first quarter of 2025, goeasy posted revenue of $193.8 million, down from $196.7 million in the same quarter a year earlier. That 1.5% drop isn’t huge, but it breaks a pattern of consistent top-line growth. Net income was also down, at $59 million compared to $63.7 million last year. Earnings per share (EPS) came in at $3.53, down from $3.83. Analysts had been expecting higher, so the Canadian stock dipped following the announcement.
Looking ahead
However, the bigger picture shows a Canadian stock still doing many things right. Goeasy’s loan portfolio has continued to grow, now exceeding $5 billion. It also maintains a strong return on equity at over 20%, and profit margins remain solid. Its average loan size, repayment periods, and customer retention all support a stable lending business. That’s important in an environment where higher interest rates and inflation are squeezing consumers.
Another factor to consider is regulation. Goeasy operates in a tightly watched space. Any shift in lending rules, interest rate caps, or reporting requirements could impact its margins. But the Canadian stock has been navigating that landscape for years and continues to adapt. It’s also diversified. LendCare, its point-of-sale financing arm, expands the company’s footprint into sectors like healthcare, auto, and retail financing.
Debt is a part of the conversation, too. In April, goeasy raised $400 million through senior unsecured notes. That provides flexibility for growth but adds to its interest obligations. It’s a calculated move that suggests confidence in its cash flow. Investors will want to keep an eye on future debt servicing costs, but the balance sheet remains manageable for now.
Bottom line
So what’s the verdict? If you already own goeasy, holding might make sense. It’s still profitable, paying dividends, and not showing signs of major distress. If you’re looking to buy, the current price offers a decent entry point for long-term growth, especially if the Canadian stock can bounce back in the next few quarters. Analysts are forecasting earnings of about $18.96 per share for the full year. That suggests goeasy is trading at around 10 times forward earnings at writing, a reasonable valuation for a business with this level of profitability.
On the flipside, investors nervous about consumer debt trends or regulation might take this moment to trim their positions or wait on the sidelines. The Canadian stock’s next earnings report will be key in confirming whether the recent dip is a temporary blip or a longer-term slowdown.
All in all, goeasy doesn’t scream buy or sell; it sits somewhere in the middle. The lender’s long-term growth story and dividend track record argue for patience, while recent softness in results urges caution. For many investors, that points to one answer: hold. Let the dust settle, watch the next few quarters, and reassess based on what comes next.
