Quicken Loans, headquartered in Detroit, Michigan, is the largest online mortgage lender in the United States. The company was founded in 1985 by Dan Gilbert, under the name Rock Financial, and has since grown exponentially to become a prominent name in the mortgage industry. Quicken Loans offers a wide range of financial products and services, primarily focused on mortgages.

Its main offerings include conventional fixed-rate mortgages, adjustable-rate mortgages, jumbo loans, FHA loans, VA loans, and refinancing options. The company prides itself on its technological innovation and streamlined mortgage application process, emphasizing speed and customer convenience. Operating on a global scale, Quicken Loans has several noteworthy subsidiaries and partnerships.

In 2002, Rock Financial merged with Quicken Loans and rebranded as Quicken Loans. The company also operates under the Rocket Mortgage brand, which was launched in 2015 and has gained significant recognition. Additionally, Quicken Loans owns or has partnerships with various real estate and financial technology companies such as Rocket Homes, Rocket Auto, and Amrock.

In terms of market position, Quicken Loans is a leader in the mortgage lending industry. It consistently ranks among the top mortgage lenders in the United States and holds a significant market share. The company competes with traditional banks as well as other online mortgage lenders, such as Rocket Mortgage's main competitors being LoanDepot, United Wholesale Mortgage, and Caliber Home Loans.

Quicken Loans has achieved several milestones and notable events throughout its history. In 2012, the company surpassed Wells Fargo to become the largest mortgage lender in the United States. It has also been recognized as one of the best places to work in multiple nationwide surveys.

In recent years, Quicken Loans has expanded its offerings beyond mortgages, venturing into personal loans and other financial services. As of the latest updates, Quicken Loans announced in 2020 that it would be changing its name to Rocket Mortgage, aligning its brand more closely with its popular online mortgage platform. This name change reflects the company's commitment to technology-driven innovation and its mission to simplify the mortgage process.

Despite the name change, the company’s operations and commitment to customer satisfaction remain the same. Overall, Quicken Loans (Rocket Mortgage) has established itself as a major player in the mortgage lending industry, known for its technology-driven approach and commitment to customer service. Its continuous growth and market success position the company as a leader in the home loan market, both domestically and potentially in the future on a global scale