When Quicken became Rocket Mortgage, what followed?

Quicken Loans, billed as America’s largest mortgage lender and already a part of Rocket Companies, officially changed its name on July 31, 2021. The goal, the company said, was to better align the overall Rocket brand but also make clear to homebuyers that Rocket relies on technology through the entire homebuying process and its various brands.

M&A and name changes

Rocket Companies was built through innovations, acquisitions and name changes, and such was the case with Rocket Mortgage, which started as a broker named Rock Financial when it launched in 1985. It became a mortgage lender in 1988 and within a decade the company began starting to move the mortgage process online, before its owners took the company public in May 1998.

Rocket Mortgage co-founder Dan Gilbert and a group of private investors bought Quicken Loans back from Intuit in December 2003 but kept the company’s branding and marketing initiatives. QuickenLoans.com debuted in August 2004.

Flash forward to 2015 when Quicken Loans introduced Rocket Mortgage, which was billed as the first end-to-end completely online mortgage experience. It was an updated version of what Quicken offered at that time.