PurposeThe purpose of this paper is to investigate the momentum, heat and mass transfer characteristics of magnetic-nanofluid flow past a vertical plate embedded in a porous medium filled with ferrous nanoparticles. The analysis is carried out in the presence of pertinent physical parameters such as aligned magnetic field, thermal radiation, chemical reaction, radiation absorption, heat source/sink.Design/methodology/approachThe flow governing PDEs are transformed into ODEs using appropriate conversions. Further, the set of ODEs is solved analytically using the perturbation technique. The flow quantities such as velocity, thermal and concentration fields are discussed under the influence of above-mentioned pertinent physical parameters with the assistance of graphical depictions. Moreover, the friction factor, local Nusselt and Sherwood number are discussed in tabular form.FindingsThe results indicate that flow and thermal transport phenomenon is more effective in the case of the aligned magnetic field as compared with the transverse magnetic field. Also, the nanoparticle volume fraction plays a vital role in controlling the wall friction and heat transfer performance. The validation of the obtained results is done by comparing them with the results of various numerical techniques, and hence found them in excellent agreement.Originality/valueIn present days, the external magnetic fields are very effective to set the thermal and physical properties of magnetic-nanofluids and regulate the flow and heat transfer characteristics. The strength of the applied magnetic field affects the thermal conductivity of magnetic-nanofluids and makes it aeolotropic. With this incentive, the authors investigated the flow and heat transfer characteristics of electrically conducting magnetic-nanofluids over a vertical surface embedded in a porous medium. The authors discussed the dual nature of ferrous-water nanofluid in the presence of aligned magnetic field and transverse magnetic field cases. The influence of several physical parameters on velocity, thermal and concentration field converses with the succour of graphs.