What are Mission Vision & Core Values of goeasy Company?

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What are the Mission, Vision, and Core Values of goeasy?

Mission and vision statements are foundational strategic pillars for any successful business, articulating its purpose, aspirations, and guiding principles. For goeasy Ltd., a prominent Canadian non-prime consumer lender and lessor, these statements are crucial in navigating the dynamic financial services landscape. goeasy, through its easyfinancial and easyhome segments, holds a significant industry position by providing accessible financial solutions to individuals often underserved by traditional banks.

Their mission, vision, and core values act as the compass for all business decisions, influencing product development, market expansion, and customer relations, thereby shaping their distinct corporate identity in the Canadian market. This strategic framework has underpinned their considerable growth, including a consumer loan portfolio that surpassed $5 billion in June 2025, a significant increase from $4 billion in June 2024. Explore their strategic position further with the goeasy BCG Matrix.

The goeasy mission focuses on financial inclusion for Canadians denied traditional credit. It aims to offer credit solutions that not only meet immediate needs but also enhance credit scores, fostering a pathway to prime lending rates. This customer-centric approach underpins goeasy's operations, emphasizing long-term financial improvement.

Target Audience

The mission specifically targets Canadians who face credit denial from banks and other traditional financial institutions.

Product Offerings

Products include unsecured and secured loans through easyfinancial, and lease-to-own options via easyhome, designed for credit improvement.

Value Proposition

A key value proposition is helping customers improve credit scores, with a goal of 60% graduating to prime credit within 36 months.

Financial Inclusion

The mission emphasizes financial inclusion and empowerment, aligning with the company's broader purpose.

Customer-Centricity

goeasy's approach is strongly customer-centric, focusing on long-term financial well-being rather than just short-term transactions.

Business Model

The business model supports both profit generation and the social mission of improving customer credit health.

The goeasy mission is to help people who have been denied credit by traditional financial institutions get access to the credit they need, while simultaneously helping them improve their credit scores and graduate to prime lending rates. This mission clearly targets Canadians unable to access credit from traditional sources, identifying them as their primary customer base. The products and services offered, such as easyfinancial's unsecured and secured loans, and easyhome's lease-to-own options, are designed to provide immediate financial access and facilitate credit improvement. goeasy's unique value proposition lies in its commitment to helping customers improve their credit scores, with a goal of 60% of borrowers graduating to prime credit within 36 months of borrowing activity. This customer-centric mission focuses on financial inclusion and empowerment, as detailed in the Competitors Landscape of goeasy, supporting both social impact and business growth.

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This vision is distinctly future-oriented, emphasizing long-term financial betterment for Canadians. Its scope is primarily focused on the Canadian market, aiming for market leadership in the non-prime consumer lending sector. The company's consistent growth and strategic initiatives suggest this vision is both aspirational and realistic. The consumer loan portfolio reached $5 billion in June 2025, with projected growth to between $7.35 billion and $7.75 billion by 2027, demonstrating a strong trajectory towards this vision.

Customer Focus

goeasy's mission centers on serving underserved Canadians, providing accessible financial solutions. This commitment is evident in their diverse product offerings.

Empowerment

The company empowers customers by offering a path to improved financial health. This aligns with their goeasy mission to foster financial inclusion.

Innovation

goeasy continuously innovates its services to meet evolving customer needs. This ensures their financial products remain relevant and effective.

Integrity

Operating with transparency and ethical practices is a core value. This builds trust with customers and stakeholders, reinforcing goeasy company values.

Community Impact

Beyond financial services, goeasy aims to positively impact the communities it serves. This reflects their broader goeasy purpose.

Employee Development

Fostering a supportive and growth-oriented environment for employees is key. This contributes to a strong goeasy company culture.

goeasy's ability to adapt to a changing macroeconomic landscape while serving underserved customers further supports the realism of their ambitious goeasy vision. Their strategic focus, as detailed in the Growth Strategy of goeasy, highlights their commitment to expanding their market presence and product offerings. The company's core values, including customer focus, integrity, and innovation, underpin its mission to provide accessible and responsible financial solutions. These values are integral to how goeasy operates, ensuring they consistently deliver on their promise to customers and stakeholders, reinforcing the goeasy mission vision and values for investors and customers alike.

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The goeasy company values are fundamental to its operational success and corporate culture. These principles guide employee behavior and strategic decisions, fostering a collaborative and customer-centric environment. The company's core values emphasize teamwork, integrity, problem-solving, community investment, and technological innovation.

We Play as a Team

This value fosters a collaborative environment where employees work together to achieve shared objectives. In 2024, goeasy achieved an 85% employee engagement score, reflecting a strong, cohesive team dynamic.

We Advocate Respect & Integrity

This principle underscores goeasy's commitment to ethical practices and fair customer treatment, helping individuals improve their credit scores. The company's accreditation by the Better Business Bureau highlights this dedication.

We Are Determined to Finding a Solution

This value drives goeasy's innovation in providing accessible credit options for underserved individuals. Their diversified product suite, including unsecured and secured loans, exemplifies this determination.

We Are Invested in Our Communities

goeasy demonstrates this through significant charitable partnerships, having donated over $6.3 million to organizations like BGC Canada. In 2023, a $1.4 million commitment was made to BGC Canada's Food Fund.

These goeasy core values are integral to its identity and operational framework. To understand how the goeasy mission and vision influence the company's strategic decisions, explore the next chapter.

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A company's mission and vision are the bedrock of its strategic decisions, providing a clear direction for growth and operations. These statements not only define the company's purpose but also influence how it approaches market challenges and opportunities.

Understanding the mission and vision of a company is crucial for grasping its strategic direction and operational priorities. These statements act as a compass, guiding every decision from product development to market expansion.

goeasy's Mission and Vision: A Strategic Compass

The company's mission to assist non-prime Canadians in accessing credit and improving their financial future directly shapes its strategic focus on serving an underserved market. This commitment is evident in the expansion of its loan portfolio, which reached $4.79 billion by Q1 2025 and surpassed $5 billion by June 2025, reflecting a dedication to providing accessible financial solutions.

• Helping non-prime Canadians access credit.
• Improving customers' financial futures.
• Focusing on underserved market segments.
• Expanding loan portfolios to meet demand.

Strategic Alignment: Loan Portfolio Growth

The strategic decision to grow the easyfinancial loan portfolio is a direct manifestation of the company's mission. This expansion is supported by a 10% increase in credit applications and an 8% rise in new customer volume in Q1 2025.

Omnichannel Strategy for Accessibility

An investment in an omnichannel business model, featuring over 400 physical locations, online platforms, and partnerships with over 10,000 merchants, ensures broad accessibility for their target customers, aligning with their mission to serve those often denied by traditional institutions.

Product Diversification

The company's influence on product development is clear through its diverse offerings, including unsecured and secured loans, and lease-to-own options, all designed to address varied non-prime credit needs.

Measurable Impact and Growth

Measurable success includes a 24% growth in the loan portfolio from Q1 2024 to Q1 2025, reaching $4.79 billion, and a 10% revenue increase to $392 million in Q1 2025. Furthermore, 60% of customers improve their credit score, and 60% graduate to prime credit within 36 months, validating the mission's impact.

Culture of Drive and Integrity

The company's culture champions drive, ambition, personal growth, and acting with respect and integrity, as stated by former President & CEO Jason Mullins in April 2024. This culture permeates daily operations and shapes long-term planning.

Future Strategic Outlook

Long-term planning involves continuously seeking opportunities to expand reach and product offerings within the non-prime segment, with a target loan portfolio between $7.35 billion and $7.75 billion by 2027.

The mission and vision statements are integral to the company's strategic decisions, driving its focus on the non-prime market and influencing its growth strategies. Explore how these core elements are continuously refined in the next chapter.

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Enhancing the mission and vision statements can further solidify the company's strategic direction and stakeholder alignment. Explicitly incorporating digital leadership into the vision can underscore its commitment to technological advancement in financial services.

Integrating sustainability more prominently into core statements can reflect a broader commitment to ESG principles, aligning with evolving investor and consumer expectations.

Emphasize Digital Leadership in Vision

Refining the vision to explicitly state a goal of being a leading digital-first provider in Canada would better reflect the company's strategic focus and investments in technology.

Integrate Broader ESG Commitments

Formalizing a commitment to broader environmental, social, and governance (ESG) principles within the mission or vision can align with contemporary stakeholder expectations for corporate responsibility.

Leverage Technology for Enhanced Solutions

Further developing proprietary underwriting technology can lead to more personalized and efficient financial solutions, building on existing competitive advantages.

Adapt to Changing Consumer Behaviors

Aligning mission and vision with a growing preference for digital interactions reinforces the company's omnichannel strategy and appeals to a modern customer base.

The company's mission is to provide accessible financial solutions to Canadians, focusing on customer service and responsible lending. Its vision is to be the leading provider of essential financial services, driven by innovation and a commitment to customer success. The core values that guide the company's operations include; favoring technology and innovation, acting with integrity, empowering employees, and focusing on the customer. These values are fundamental to the company's culture and its approach to serving its diverse customer base. For Owners & Shareholders of goeasy, understanding these foundational elements is key to appreciating the company's strategic direction and operational philosophy. In 2024, the company reported a significant increase in its loan portfolio, reflecting its growing market presence and the demand for its services. The company's commitment to innovation is evident in its ongoing investments in digital platforms, aiming to enhance customer experience and operational efficiency. The company's core values are not just statements but are actively integrated into its business practices, influencing decision-making at all levels. For instance, the emphasis on customer focus is reflected in its personalized service approach, while the value of integrity underpins its transparent lending practices. The company's dedication to empowering employees fosters a motivated workforce, contributing to the overall success and positive goeasy company culture. The goeasy mission and vision for employees are designed to inspire and guide their contributions towards achieving the company's overarching goals.