Quicken Loans to formally adopt Rocket Mortgage name NICK MANES/CRAIN'S DETROIT BUSINESS The Quicken Loans brand will officially convert to Rocket Mortgage on July 31 It's official: As of July 31, the Quicken Loans branding will be no more. While the move amounts to a "significant" change, the company, which is part of Detroit-based Rocket Companies Inc. (NYSE: RKT), noted in a statement that the only difference existing clients will notice will be a shift from "Quicken Loans" to "Rocket Mortgage" on official documents, letters and other communications from the company. "More than 20 years ago, Dan Gilbert, our founder and chairman, had a vision of putting the entire mortgage process online to simplify the lending experience and add more transparency. Since then, we developed proprietary technology to improve every piece of the process but we officially revolutionized the mortgage industry when we launched Rocket Mortgage in 2015," Rocket Mortgage CEO Jay Farner said in a news release. "Rocket Mortgage has grown to be the industry leader and the measuring stick for all other lenders. With this official name change, we will have a consistent brand that is synonymous with innovation and excellence."