•Nonlinear viscous nanomaterial flow with entropy generation is considered.•Total entropy generation rate is calculated.•Heat transfer characteristics are discussed via thermal radiation, dissipation and source/sink effects.•Built-in-Shooting method is adopted for numerical computations. Analysis regarding entropy generation has turn out to be a useful approach to address refinements in thermal characteristics since it yields an intuition which cannot be acquired through energy analysis. The rate of entropy generation appropriately computes thermodynamic irreversibilities. Thus a decay of entropy productivity results in more effective energy transport mechanisms. Keeping aforementioned effectiveness in mind we aimed to elaborate entropy generation characteristics in unsteady nonlinear convective nanoliquid flow towards convectively heated permeable surface. Magneto nanomaterial model featuring thermophoretic and Brownian diffusion characteristics is considered. Thermodynamic second relation is utilized for entropy generation analysis. Modeling is arranged for viscous dissipation, heat generation, nonlinear radiation and Joule dissipation. Boundary-layer concept is opted for formulation. Influence of distinct variables velocity, temperature and concentration are discussed In addition rate of total entropy generation is highlighted. Besides, the gradients (velocity, thermal and solutal) are calculated and analyzed. We noted increasing trend for Brinkman number, magnetic and permeability parameters versus entropy generation rate. Further the Bejan number has opposite outcomes versus Brinkman number and radiation parameter.