Should I buy GoEasy stock in 2025?

Why trust HelloSafe?

At HelloSafe, our expert has been monitoring GoEasy’s performance for more than three years. Every month, hundreds of thousands of Canadians count on us to make sense of market trends and highlight the most promising investment opportunities. Our analyses are provided for informational purposes only and are not intended as investment advice. In line with our ethical charter, we have never been, and will never be, compensated by GoEasy.

What is GoEasy?

How much is GoEasy stock?

The price of GoEasy stock is rising this week. As of today, GSY.TO is trading at C$155.65, reflecting a 24-hour gain of C$0.24 (+0.15%), and a strong advance from last week’s price. The company’s market capitalization stands at C$2.53 billion, with an average three-month trading volume of 77,224 shares. GoEasy posts a P/E Ratio of 9.55, offers a dividend yield of 3.76%, and has a beta of 1.60, indicating above-average price volatility. Investors should be aware that while recent performance is positive, the stock’s higher beta may signal wider price swings in the current Canadian market environment.

Our full analysis on GoEasy stock

After an in-depth review of GoEasy Ltd.'s latest financial statements, recent stock performance, and a broad range of analytical sources—including quantitative indicators, technical market signals, sector trends, and competitive benchmarking processed with our proprietary evaluation models—we have compiled a comprehensive assessment of the company’s current investment profile. Against the backdrop of both strong reported results and notable sector shifts over the past three years, key signals are now emerging that warrant closer attention. So, why might GoEasy stock once again become a strategic entry point into Canada’s dynamic financial technology sector in 2025?

Recent Performance and Market Context

GoEasy Ltd. (TSX:GSY), a leading non-prime consumer lender, has shown remarkable resilience and adaptability in a fluctuating economic environment. Over the past year, the stock has moved within a range of C$134.01 to C$206.02, with the current price standing at C$155.65. This positioning is closer to the lower bound of its trading range, suggesting a potential value opportunity for investors seeking exposure to high-growth, income-generating financial services players in Canada.

Significant events have animated GoEasy stock in recent quarters:

• Record Loan Originations: FY2024 saw originations reach C$3.17 billion, up 17% year-over-year, reinforcing the company’s ability to capture increased consumer demand.
• Revenue Momentum: Quarterly revenue for Q4 2024 climbed 20%, and annual revenue rose by a notable 22% to C$1.52 billion.
• Dividend Growth: GoEasy increased its annual dividend by 25% to C$5.84 per share, maintaining an 11-year streak of consecutive increases.
• Capital Allocation: Share repurchases totalling C$69 million signal management’s confidence in intrinsic value, while highlighting shareholder-friendly capital deployment.

This positive operational backdrop is further enhanced by a favourable macroeconomic context for non-prime lending:

• Persistent Demand for Alternative Credit: With traditional banks tightening credit standards, the C$196 billion Canadian non-prime lending market remains robust.
• Stabilization in Interest Rate Policy: The Bank of Canada’s measured approach to rate adjustments is providing borrowers with a stable environment, supporting healthy loan growth for non-prime lenders.
• Shift Toward Financial Inclusion: Structural policy trends and demographic changes—such as increased immigration—are expanding GoEasy’s addressable market.

Within this evolving landscape, GoEasy is demonstrating its capacity to not only weather economic headwinds but to capitalize on cyclical opportunities.

Technical Analysis

GoEasy’s share price currently trades above key short- and medium-term moving averages, indicating a constructive technical setup in the near term:

Despite the share price remaining below longer-term averages (100- and 200-day MAs), suggesting some residual overhead resistance, the underlying momentum is strengthening. The technical picture is further supported by:

While the ADX (19.85) points to a somewhat tentative trend, this may present an attractive entry window ahead of any decisive directional shift. The technical structure, combined with favorable short-term indicators, supports the thesis that GoEasy may be entering the early stages of a new bullish phase.

Fundamental Analysis

GoEasy’s fundamentals present a compelling narrative of sustainable, scalable growth bolstered by disciplined operations and attractive valuation metrics:

• Revenue Growth: 22% annual revenue increase in FY2024, reflecting market share gains and robust demand across all lending channels.
• Profitability: Net income rose to C$283 million (C$16.30 per share), while operating income advanced by a remarkable 28%.
• Dividend Strength: Yielding 3.76%, underpinned by 11 consecutive years of dividend growth, GoEasy stands out as a rare dividend-growth play in the alternative lending segment.
• Valuation: With a trailing P/E of 9.55 and a forward P/E of 7.91, GoEasy trades at a noticeable discount to both sector and historical averages, even as growth metrics accelerate. PEG and Price/Sales ratios further highlight the dislocation between fundamentals and valuation.
• Structural Strengths:
• Market Leadership: Deep physical footprint (400+ branches) and a leading brand signal competitive moat.
• Product Diversification: Expansion of secured lending (now 45% of portfolio) enhances risk management and earnings resilience.
• Operational Efficiency: Highest-ever C$7 million average loan book per branch signals successful omnichannel strategy.
• Strategic Capabilities: Investment into digital infrastructure and data analytics continues to expand customer acquisition channels and lower per-loan origination costs.

This suite of strengths positions GoEasy with ample resources to harness secular trends, offering both income and upside potential with a balanced risk profile relative to its peers.

Volume and Liquidity

GoEasy’s average daily volume—currently 77,224 shares—signals consistent investor engagement in a mid-cap context. This liquidity profile is well-matched to its market capitalization of C$2.53 billion, supporting both institutional interest and flexibility for retail investors.

• Sustained Trading Activity: Elevated near-term volumes often precede breakout moves, suggesting rising market confidence in recent months.
• Favourable Float: A disciplined share count, actively managed via repurchases, underpins valuation dynamics and increases the likelihood of positive re-rating on strong performance.

Collectively, these volume signals reinforce the stock’s ability to attract attention and capitalize on valuation shifts, acting as a further catalyst for re-assessment by the broader investment community.

Catalysts and Positive Outlook

GoEasy’s forward outlook is buoyed by a range of growth drivers that have the potential to accelerate both earnings and valuation multiples in the coming quarters:

• Ambitious Loan Book Expansion: Management is targeting a loan portfolio of up to C$7.75 billion by 2027—a path implying sustained double-digit growth.
• Secured Lending Growth: Continued penetration of secured products, now almost half the loan book, supports improved credit quality and potential margin expansion.
• Digital Channel Enhancements: Enhanced online and mobile capabilities, alongside AI-driven credit assessment tools, position GoEasy to attract younger, digitally native customers at lower acquisition costs.
• Strategic Partnerships: Initiatives in automotive finance and point-of-sale lending diversify risk, open new verticals, and provide exposure to underbanked populations.
• Dividend and Buyback Policy: Demonstrated ability to grow dividends while returning capital through share repurchases highlights prudent financial stewardship.
• ESG Progress: Ongoing efforts to expand responsible lending, promote financial inclusion, and improve risk management are likely to strengthen stakeholder confidence and attract ESG-focused capital.
• Regulatory Adaptation: Proactive response to new interest rate cap legislation and demonstrated agility in policy adaptation reduce headline regulatory risk.

Favorable sector tailwinds—such as the continued shift toward alternative lending, the stabilization of consumer credit trends, and demographic growth—further support a constructive outlook for GoEasy.

Investment Strategies

Against this multifaceted backdrop, GoEasy seems to offer several compelling avenues for various types of investors:

• Short-Term: The stock is trading just above multiple key support levels, with short-term technical momentum suggesting the possibility of a near-term upward move toward resistance at C$160.65 and beyond. Recent high-volume trading signals may precede a breakout, especially if upcoming news or results surprise to the upside.
• Medium-Term: The dividend yield, underpinned by a robust track record of growth, makes GoEasy attractive for income-oriented portfolios. Meanwhile, planned new products and digital initiatives could drive earnings upgrades, supporting meaningful revaluation as macroeconomic clarity returns.
• Long-Term: The company’s clearly articulated loan book targets and strategic flexibility provide a roadmap for compound growth, which—combined with manageable credit risk and a culture of innovation—could drive material wealth creation over a multi-year horizon.

For investors seeking a strategic position, entering around current levels appears timely, either to accumulate incrementally amid technical consolidation or to establish a core holding ahead of potential catalysts such as earnings releases, product launches, or partnership announcements.

Is it the Right Time to Buy GoEasy?

GoEasy Ltd. stands out in the Canadian financial services sector for its sustained operational execution, attractive yield, discounted valuation, and clear roadmap for future growth. Key strengths include:

• Above-market revenue and earnings growth, with accelerating momentum
• Consistent, shareholder-friendly capital allocation via growing dividends and buybacks
• Proven ability to navigate regulatory, macroeconomic, and competitive pressures
• Balanced risk profile, with a growing and diversified loan book, supporting future resilience
• Technical picture that, while showing mixed signals, highlights a favorable short-term setup at clear support with upside to nearby resistance

Given these consolidated strengths and positive outlook, GoEasy stock seems to represent an excellent opportunity for investors targeting both capital appreciation and yield within a high-growth, underpenetrated segment of the Canadian financial sector. The fundamentals justify renewed interest, and the company appears poised to enter a new bullish phase as it delivers on its expansion plans and digital transformation.

For those seeking to capture the upside of a well-managed, dividend-growing financial technology company, GoEasy is a stock that deserves serious consideration as part of a diversified Canadian portfolio as we enter 2025. The convergence of strong fundamentals, bullish technical structure, and visible catalysts make now a particularly relevant moment to assess its role in your investment strategy.

How to buy GoEasy stock in Canada?

Buying GoEasy (GSY.TO) stock online is now straightforward, safe, and fully regulated for Canadian investors. You can purchase GSY shares through a trusted online broker in just a few clicks, benefiting from robust investor protections and user-friendly platforms. There are two main ways to invest: you can buy the shares directly on the TSX (“spot buying”) or trade via Contracts for Difference (CFDs), allowing you to speculate on price movements with leverage. Each approach has its unique features—discover a detailed broker comparison further down this page to help you make the right choice.

Spot Buying

A cash (or spot) purchase means you acquire real GoEasy shares listed on the Toronto Stock Exchange. You become a shareholder, eligible for dividends and any capital gains. Online brokers in Canada typically charge a fixed commission per trade, which generally ranges from $4.95 to $9.99 CAD per order.

Important information

Example:
Suppose GoEasy shares are trading at $155.65 CAD. With a $1,000 CAD investment, subtracting a typical $5 brokerage fee, you can buy approximately 6 shares ($1,000 - $5 = $995; $995 ÷ $155.65 ≈ 6 shares).

Important information

Gain Scenario:
If the share price rises by 10%, your shares are now worth about $1,100 CAD.
Result: +$100 gross gain, representing +10% on your investment.

Trading via CFD

CFD (Contract for Difference) trading allows you to speculate on GoEasy’s share price movements without owning the stock itself. It’s popular for its ability to use leverage, meaning you can gain greater exposure with less upfront capital. Fees are usually built into the bid/ask spread (a small difference between buy and sell prices), and if a position is left open overnight, there are also overnight financing charges.

Important information

Example:
You open a CFD position on GoEasy with $1,000 CAD and use 5x leverage, giving you $5,000 market exposure.

Important information

Gain Scenario:
If the stock rises by 8%, your CFD position gains 8% × 5 = 40%.
Result: +$400 gain on a $1,000 stake (excluding any fees or financing charges).

Final Advice

Before investing in GoEasy stock, it’s essential to compare brokers’ commissions, spreads, available platforms, and additional conditions. The right choice depends on whether you aim to become a shareholder (and benefit from dividends), or prefer to speculate on short-term price movements using leverage. Explore our comprehensive broker comparison below to find the platform that suits your investment goals and trading style best.

Platforms

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4.9

Minimum Deposit

$50

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Broker specializing in Forex and CFDs

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IFC Markets

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$1

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Broker regulated since 2006

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Avatrade

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Our 7 tips for buying GoEasy stock

The latest news about GoEasy

GoEasy announces record Q4 and full-year 2024 financial results, highlighting strong loan growth and earnings momentum. The company’s latest earnings report, published within the past week, shows a loan portfolio increase of 26% to C$4.6 billion year-over-year, alongside quarterly revenue up 20% to C$405 million. Full-year 2024 results are especially constructive, with record loan originations of C$3.17 billion (up 17%), revenue growth of 22% to C$1.52 billion, and net income climbing to C$283 million. Notably, adjusted EPS was up 11% for the quarter, while return on equity remains robust at 24.9%. These results reinforce GoEasy’s leadership in Canada’s growing non-prime credit market and indicate ongoing resilience amid a volatile economic backdrop.

GoEasy raises its annual dividend by 25%, marking the 11th consecutive year of increase. After announcing its latest results, the Board approved an annual dividend increase to C$5.84 per share, up from C$4.68 previously—boosting yield to an attractive 3.76%. Alongside this, GoEasy reported the repurchase of approximately C$69 million in shares during and after Q4, demonstrating a shareholder-friendly approach to capital allocation. Such measures are particularly significant for Canadian income investors seeking both reliable payout growth and total return, affirming the company’s strong cash generation and management confidence in future prospects.

GoEasy’s secured loan products now make up 45% of its loan portfolio, reflecting successful product diversification and risk mitigation. This expansion in secured lending, up from 42% previously, is a positive strategic development for the firm, as it lowers overall portfolio risk and broadens the company’s market reach. Coupled with record improvements in average loan book per branch (now at C$7.0 million), it points to operational efficiencies and a deeper penetration of the Canadian lending market. These shifts are timely, given the intensified focus on credit quality and risk management in today’s market environment.

Short-term technical indicators reflect bullish momentum for GoEasy shares, trading above major short-term moving averages. Despite some longer-term resistance (with the price beneath the 100- and 200-day moving averages), GoEasy currently trades above its 5-, 20-, and 50-day averages, and a neutral RSI near 55, suggesting positive sentiment in the near term. This short-term strength is further supported by a modestly positive MACD and a stochastic indicator approaching overbought territory, signaling that market participants may be anticipating further upside in response to recent performance and ongoing strategic initiatives.

GoEasy leverages digital and partnership channels to support growth, announces initiatives targeting the Canadian newcomer and automotive financing segments. Recent statements from management emphasize continued investments in both digital infrastructure and branch networks to grow market share. Strategic partnerships are being pursued, particularly to bolster GoEasy’s automotive financing line and to better serve newcomers to Canada, an underserved demographic within the country. These efforts are designed to further differentiate GoEasy from bank competition and enhance the company’s ability to scale across multiple lending verticals in the Canadian market.

FAQ

P. Laurore

Finance expert

Co-founder of HelloSafe and holder of a Master's degree in finance, Pauline has recognised expertise in personal finance, which she uses to help users better understand and optimise their financial choices. At HelloSafe, Pauline plays a key role in designing clear, educational content on savings, investments and personal finance. Passionate about financial education, Pauline strives, with every piece of content she oversees, to provide reliable, transparent and unbiased information for independent and informed financial management. To this end, she has tested over 100 trading platforms to help internet users make the right choices.