Abstract This paper investigates the steady laminar flow in a porous medium of an incompressible viscous fluid impinging on a permeable stretching surface with heat generation. The resulting system of coupled non-linear ordinary differential equations is solved analytically via homotopy analysis method (HAM). Analytical results are presented for the wall shear stress and the wall heat transfer coefficient as well as the velocity and temperature profiles for some values of governing parameters such as Prandtl number, stretching parameter, porosity parameter and the heat generation/absorption parameter. Appropriate auxiliary parameter, ℏ , is determined by minimizing Euclidean norm of residual. The convergence of the obtained series solutions is explicitly studied.