From Months to Minutes: Cloudera Data Lineage Drives goeasy’s Revenue Surge

goeasy is a leader in the Canadian non-prime financial services space, lending to customers with negative credit histories who cannot secure loans from larger banks. Serving 1.5 million Canadians, the company originated $3.2 billion in loans in 2024, issuing 315,000 loans through its three subsidiary companies: Easy Financial, Easy Home, and LendCare.

Data slowdowns affect key business decisions

As a company at the forefront of non-prime finance, goeasy needed to solve data challenges quickly. But before opting to use Cloudera Data Lineage, the company was experiencing severe slowdowns in solving data-related flaws.

From a data perspective, goeasy was experiencing downtime of days or weeks in the collection and parsing of customer information, leading to delays and preventing root-cause analysis when problems occurred. The delays also prevented goeasy from determining the layer at which an error occurred, making it challenging to resolve data errors or system issues.

As a company distributing thousands of loans every month, goeasy needed to quickly resolve data inaccuracies to make data-driven decisions on providing funds to customers in need. Because of these delays, goeasy found that its employees were spending unnecessary time on tasks that should have been completed quickly, but were being hamstrung by the slow rate at which data was being processed and organized.

To quickly resolve issues and allow employees to spend time on more critical business functions, goeasy saw an opportunity for data lineage to help address this vital issue.

Data lineage unlocks new, more immediate revenue opportunities

The Cloudera Data Lineage implementation lasted just three weeks. Within a month, the platform was already delivering actionable insights, and goeasy began seeing immediate benefits.

Cloudera Data Lineage was the only product in the space compatible with goeasy’s existing systems and data, according to goeasy’s Director of Analytics and Business Intelligence, Jide Adeoye.

“Cloudera was the only platform that was compatible with all our data and business intelligence platforms,” Adeoye said. “With Cloudera Data Lineage, we're now able to get data into the hands of executives on time and enable effective decision-making, leading to profitability and growth for the company.”

Tasks that took months to complete before Cloudera Data Lineage now take just hours. In addition, goeasy built a dashboard that houses this new customer information, allowing leadership to make data-driven decisions faster based on existing and incoming data.

The three primary use cases for Cloudera Data Lineage were:

• Faster root cause analysis: Narrow in on a problem and resolve it quicker.
• Impact analysis: See the effects of changing information within a system and conduct A/B testing to determine the most effective customer-focused solution.
• Improved data cataloguing: Provide a holistic view of all fields in data and business intelligence platforms, and track key performance indicators.

With Cloudera Data Lineage in place, goeasy has seen a significant increase in revenue, while employees can now pinpoint issues and resolve them promptly. 

Moving forward, goeasy is focused on automating payment return data, a key aspect of its non-prime finance business. Once in place, goeasy can more effectively track loans in default, so employees can reach out to customers to resolve balances. 

Another key initiative for goeasy is eliminating siloed data and consolidating it into a single system, ensuring a unified view of customer information across its three brands. This will further support clients seeking to build credit and qualify for prime lending, driving sustained growth through data-driven decisions.

Driving Data Excellence: Insights from Cloudera Evolve 2025

• Accelerating Insight with Data Lineage: Watch theCUBE interview with Jide Adeoye, Director of Business Intelligence at goeasy Ltd. This session focuses on how the company uses data lineage to accelerate root-cause analysis and powers its "graduation program" to help customers rebuild credit.
• The Future of Metadata & Private AI: Watch this episode of InsideAnalysis featuring Jide Adeoye and Sergio Gago (CTO of Cloudera). Together, they discuss the critical roles of metadata management and governance, and the implementation of Private AI in modern financial services.