Why We Changed Our Name

Why We Changed Our Name

October 14, 2020

A message from Laura Grannemann

We’ve seen a lot of change in 2020. Some of this has been difficult, but it’s also given way to new opportunities and innovative ideas.  In the spirit of that same obsession with finding a better way that the Quicken Loans Community Fund is rebranding to the Rocket Community Fund.

Our mission has always been to support inclusive, thriving and resilient communities by making data-driven investments in housing, employment and public life. During these trying times, we’ve come to realize just how important it is to not only double down on our commitment to these pillars, but to continue being innovative and flexible in our approach to community impact.

To support our communities during the pandemic, the Quicken Loans Community Fund and the Rock Family of Companies raised millions of dollars and procured critical resources for those who needed it most. We also built essential community infrastructure like the COVID-19 drive-through test site and a COVID-19 shelter for those experiencing homelessness.

We had to completely rethink many of our programs and initiatives in order to ensure the health and safety of both the public and our community partners – and in the process, new partnerships were formed. When schools closed, we came together with the Detroit Public Schools Community District (DPSCD) and other founders to support the Connected Futures program, which helped to ensure more than 55,000 Detroit students and their families had access to the technology and connectivity they needed for distance learning. We then expanded our commitment to bridging the digital divide in Detroit at the Rocket Mortgage Classic, where we launched the Connect 313 Fund, which will drive a comprehensive citywide digital inclusion strategy. 

We were able to create a variety of engaging and successful programs, thanks to the dedication of the people behind the scenes.  We witnessed our team members rally together to break every record in supporting the causes they’re passionate about, lending much needed aid to hundreds of nonprofits across the United States.

In short – we’ve all been thinking far outside the box – to reinvent how we work and interact with each other. We’ve had to be innovative in every sense of the word. This new name encapsulates this same way we’ve always approached our investment strategy and our partnerships.

It aligns our work in the community with the identity of the Rock Family of Companies. However, our values, relationships and strategy will not change. Nor will our commitment to upholding a commitment to diversity, equity, and inclusion in everything we do.

Ultimately, what’s most important is that we’ll continue to partner with you to drive real impact in our home communities and across the country. We simply wanted our name to better reflect how we have always approached our work and how all of the businesses within the Rock Family of Companies approach their work: with a relentless obsession to finding a better way and make the biggest impact possible.


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