Quicken Loans HELOC Review: Who Runs QuickenLoans.com Now
If you remember Quicken Loans as a big mortgage lender, the website with that name is no longer the lender. Quicken Loans, LLC changed its name to Rocket Mortgage, LLC on July 31, 2021. Today QuickenLoans.com is run by LMB Mortgage Services, Inc., the LowerMyBills business, which licenses the Quicken Loans name from Rocket Mortgage. LMB and Rocket Mortgage are sister companies owned by the same parent, Rocket Companies. LMB's footer says it "is not acting as a lender or broker." A HELOC or refinance request you submit there goes to a network of lenders and brokers who may call you. This review explains who is who, what happens to your information, and what the record shows, using the companies' own pages, SEC filings and court records checked on October 26, 2026.
Partner disclosure. Loans Generator may be paid through an affiliate network when you click or submit a request; this does not change what we report. QuickenLoans.com is one of those affiliate offers, and the review below applies the same checks we use for every home equity provider. Reviews are not for sale; see how we make money.
Key takeaways
- Quicken Loans, LLC became Rocket Mortgage, LLC effective July 31, 2021, per Rocket Companies' announcement and its SEC filing.
- QuickenLoans.com is operated by LMB Mortgage Services, Inc. (doing business as Quicken Loans and LowerMyBills), NMLS #167283, Los Angeles. "Quicken Loans is a registered trademark of Rocket Mortgage, LLC, used under license by LMB Mortgage Services, Inc."
- The site matches you with lenders and brokers. Its footer says what you submit "is not an application for a mortgage loan" and that it "does not offer its matching services in all states."
- Its Terms of Use say you consent to calls, including automated, prerecorded or AI-generated calls, and texts from matched companies, "even if you have opted into the National Do Not Call List."
- Any HELOC you get through a matched lender is secured by your home. If you cannot repay it, you could lose your home.
This review is part of our guide to home equity loans, HELOCs and refinancing.
Who is who: Quicken Loans, Rocket Mortgage and LMB
Figure: how the companies relate, from Rocket Companies' May 12, 2021 announcement, its SEC filings including its annual report for 2025, and QuickenLoans.com's footer and Terms of Use, accessed October 26, 2026.
Rocket Companies announced on May 12, 2021 that Quicken Loans would "officially change its name to Rocket Mortgage on July 31." Its SEC filing records that Quicken Loans, LLC "changed its name to 'Rocket Mortgage, LLC', effective as of July 31, 2021." Rocket Mortgage is a lender with its own website. It says it does not currently offer HELOCs, but it does offer a home equity loan and cash-out refinancing.
QuickenLoans.com is run by LMB, not by Rocket Mortgage. Its footer reads: "Quicken Loans is a registered trademark of Rocket Mortgage, LLC, used under license by LMB Mortgage Services, Inc." Its licenses page, last updated November 2023, says LMB "is not a lender or a broker" and "performs marketing and computerized financial services matching services," and adds that "As a marketing lead generator, LowerMyBills is required to be a licensed mortgage broker." LMB and Rocket Mortgage are sister companies owned by the same parent, Rocket Companies, according to Rocket Companies' annual report for 2025, which lists LMB HoldCo LLC (Core Digital Media) among its wholly owned subsidiaries, and the Sixth Circuit's January 2026 opinion. QuickenLoans.com's home equity page shows sponsored results, which on October 26, 2026 included a "Go to Rocket Mortgage" listing; that is a listing for an affiliated company.
QuickenLoans.com at a glance
| Item | What QuickenLoans.com publishes (October 26, 2026) |
|---|---|
| Operator | LMB Mortgage Services, Inc. (dba Quicken Loans), NMLS #167283, 4859 W Slauson Ave #405, Los Angeles, CA |
| What it does | Matches your request with "clients in our client network, including banks, correspondent lenders, mortgage bankers and brokers" |
| Is it the lender? | No: "is not acting as a lender or broker"; "LMB does not make loan or credit decisions" |
| Is your request an application? | No: it "is not an application for a mortgage loan, nor is it used to pre-qualify you with any lender" |
| Products | Home equity (HELOC and home equity loan), refinance and purchase requests |
| States | "Quicken Loans does not offer its matching services in all states"; no list of states published on the pages we checked |
| Information shared | Name, birth date, address, phone and "social security number (if applicable)" shared with matched clients |
| Credit report | Your request gives LMB "written instructions" under the FCRA to obtain your credit report and score |
| Contact | Calls (including automated, prerecorded or AI-generated), texts, email or mail from LMB and matched clients |
| Rates quoted by callers | "your quoted rate may be higher depending on your property location, credit score, loan-to-value ratio, debt-to-income ratio, and/or other factors" |
| Disputes | Binding individual arbitration, class actions waived, in Los Angeles County |
Sources: QuickenLoans.com homepage footer, home equity page, Licenses and Disclosures, and Terms of Use, accessed October 26, 2026.
What happens after you submit a HELOC request
- You fill in the form. The homepage footer adds: "Actions on this website are recorded for quality assurance or training purposes. Input of data constitutes consent."
- LMB checks your credit and shares your details. The Terms of Use say submitting a request authorizes LMB to obtain your credit report and to share your information with matched clients "for the purpose of matching your request."
- Matched companies contact you. The terms list telephone "on a recorded line," "automated calling," "artificial intelligence generated, or artificial or prerecorded means," and text messages, "even if you have opted into the National Do Not Call List."
- You stop unwanted contact one company at a time. "In the event you no longer want to receive communications from a Client, you agree to notify the Client directly." Telling LMB alone does not stop a lender that already has your details.
- You apply with one lender. That lender sets the rate, fees, line size and approval, and makes its own credit check and home valuation. LMB "is not a party to any agreement that you may make with the Client."
Whatever lender you end up with, the HELOC is secured by your home. The CFPB defines a HELOC as a line of credit that lets you "borrow repeatedly against your home equity," and warns that if you fall behind or cannot repay on schedule, you could lose your home. For a HELOC on your principal home, federal law generally gives you three business days after closing to cancel. Compare the fee lists each lender gives you using HELOC closing costs and fees, and check what lenders publish on credit, equity and income in HELOC requirements.
Where other sites get Quicken Loans wrong
Because the name still carries weight, comparison sites sometimes describe QuickenLoans.com as if it were the old lender. On October 26, 2026, MoneyAtlas's "Best HELOCs" page listed Quicken Loans as offering home equity lines of credit with a "low 580 minimum credit score," closing costs of "$1,000 to $1,800," and availability "in all 50 states plus Washington D.C." QuickenLoans.com's own footer says LMB is not the lender and does not offer its matching services in all states, and we found no published minimum score or closing cost on QuickenLoans.com. Rely on what the company running the site says about itself, and on the written terms the actual lender gives you.
Complaints and regulatory record
Court ruling on arbitration. In Dahdah v. Rocket Mortgage, LLC, a telemarketing class action over calls that followed visits to LowerMyBills.com, the federal district court in Michigan refused to send the case to arbitration, finding the site's consent terms were not shown clearly enough. On January 26, 2026 the Sixth Circuit reversed that decision. It held that the consumer had agreed to the site's Terms of Use, including its arbitration clause. In practice, the arbitration terms on LMB's sites can be enforced against you.
State regulator. On January 28, 2014 LMB Mortgage Services, Inc. entered a settlement agreement with the New York State Department of Financial Services over failing to obtain the Superintendent's prior approval for a change of control. It agreed to pay a $5,000 fine. The matter concerned licensing procedure, not treatment of borrowers.
BBB. BBB.org lists the business as "Lower My Bills," A+ rated and accredited since July 20, 2020, with 0 complaints in its three-year reporting period. The profile's alternate names include LowerMyBills, Core Digital Media, ChooseYourMortgage and EnhancedRefiNow, but not Quicken Loans, so complaints filed under the Quicken name may sit elsewhere.
CFPB. On October 26, 2026 the CFPB complaint database's company list had no entry for LMB Mortgage Services with two or more complaints, and a search of the CFPB's enforcement actions found none under LMB or LowerMyBills. Rocket Mortgage, LLC has its own entry, with 9,619 complaints as of October 26, 2026, but those concern Rocket's lending and servicing. Our searches do not cover every state regulator or court.
How we assessed QuickenLoans.com
Our methodology compares these five points for every home equity or refinance provider.
| What we compare | What we found |
|---|---|
| Published fees | LMB's Terms of Use say it does not charge you to use the site; any pay LMB receives comes from the matched lenders and brokers. Lender fees are set by each matched lender. |
| Eligibility | No minimum credit score, equity or loan amount published on the pages we checked. |
| State availability | "Does not offer its matching services in all states"; no state list published. |
| Regulatory and complaint record | 2014 New York settlement (agreed to pay a $5,000 fine over change-of-control approval). In Dahdah v. Rocket Mortgage (6th Cir., January 26, 2026), the appeals court enforced the arbitration clause in LowerMyBills' Terms of Use. No CFPB enforcement action found. |
| Accreditation | BBB A+ and accredited, listed as Lower My Bills. The BBB is not a regulator. |
Who QuickenLoans.com fits, and who should skip it
It may fit you if:
- you want lenders to come to you with HELOC or refinance quotes, and you are ready for the calls
- you are comparing several lenders anyway and want one form to start
- you understand you are not applying to Rocket Mortgage
Skip it if:
- you want Rocket Mortgage specifically. Go to Rocket Mortgage's own website. QuickenLoans.com is run by LMB, a sister company that matches you with lenders in its network, and Rocket itself does not currently offer HELOCs.
- you are on the Do Not Call list and want to stay off sales lists. The terms ask you to consent to calls and texts anyway.
- you want to keep the option to join a class action or go to court. The terms require individual arbitration.
- you would rather share your Social Security number with one lender only. Apply to that lender directly.
Alternatives to QuickenLoans.com
- Rocket Mortgage directly, if you want a home equity loan or cash-out refinance from Rocket; it does not currently offer HELOCs.
- Your own bank or credit union for a single quote with no lead sharing.
- LendingTree, another lead generator for home equity, which matches you with up to five lenders.
- Comparison pages such as SuperMoney, where you choose which lender to click through to. How matching services route and price requests is explained in how loan matching sites work.
Before you submit. QuickenLoans.com is a matching service run by LMB Mortgage Services, not Rocket Mortgage, and not a lender. Loans Generator may be paid through an affiliate network if you use the link below; this does not change what we report. A HELOC or cash-out refinance is secured by your home: if you cannot repay it, you could lose your home. QuickenLoans.com does not offer matching in every state, no lender has to make you an offer, and no rate or approval is promised.
Common questions
Does Quicken Loans still exist?
Not as the lender. Quicken Loans, LLC became Rocket Mortgage, LLC on July 31, 2021. The Quicken Loans name is now licensed to LMB Mortgage Services, Inc., which runs QuickenLoans.com as a matching service.
Is Quicken Loans the same as Rocket Mortgage?
No. Rocket Mortgage is the lender that used to be called Quicken Loans. QuickenLoans.com is run by LMB Mortgage Services, a matching service owned by the same parent company, Rocket Companies.
Does Quicken Loans offer HELOCs?
QuickenLoans.com does not make HELOCs. It passes HELOC requests to lenders and brokers in its network, and the lender you choose offers the line.
Will I get calls after using QuickenLoans.com?
Very likely. Its Terms of Use say matched companies may contact you by phone, including automated or prerecorded calls, and by text, even if you are on the Do Not Call list. You have to tell each company directly to stop.
Does a QuickenLoans.com request count as a mortgage application?
No. Its footer says the information you provide "is not an application for a mortgage loan, nor is it used to pre-qualify you with any lender."
Sources
- Rocket Companies, "One Giant Leap: Quicken Loans Announces It's Changing Name to Rocket Mortgage," May 12, 2021, accessed October 26, 2026.
- U.S. Securities and Exchange Commission, Rocket Companies, Inc. filing, "Business, Basis of Presentation and Accounting Policies," accessed October 26, 2026.
- U.S. Securities and Exchange Commission, "Rocket Companies, Inc. Annual Report on Form 10-K for 2025," accessed October 26, 2026.
- Rocket Mortgage, "Home Equity Options Made Easy," accessed October 26, 2026.
- Quicken Loans (LMB Mortgage Services, Inc.), homepage and footer disclosures, accessed October 26, 2026.
- Quicken Loans (LMB Mortgage Services, Inc.), "Home Equity: Loan Options For Homeowners," accessed October 26, 2026.
- Quicken Loans (LMB Mortgage Services, Inc.), "Licenses and Disclosures," last updated November 2023, accessed October 26, 2026.
- Quicken Loans (LMB Mortgage Services, Inc.), "Terms of Use," accessed October 26, 2026.
- New York State Department of Financial Services, Settlement Agreement with LMB Mortgage Services, Inc., January 28, 2014, accessed October 26, 2026.
- U.S. Court of Appeals for the Sixth Circuit, "Dahdah v. Rocket Mortgage, LLC, No. 24-1910 (opinion, January 26, 2026)," accessed October 26, 2026.
- Better Business Bureau, Lower My Bills profile and complaints, accessed October 26, 2026.
- Consumer Financial Protection Bureau, Consumer Complaint Database, queried October 26, 2026.
- Consumer Financial Protection Bureau, Enforcement actions, searched October 26, 2026.
- MoneyAtlas, "Best HELOCs," accessed October 26, 2026.
- Consumer Financial Protection Bureau, "What is a home equity line of credit (HELOC)?", accessed October 26, 2026.
- Rocket Companies, “One Giant Leap: Quicken Loans Announces It's Changing Name to Rocket Mortgage (May 12, 2021)”
- U.S. Securities and Exchange Commission, “Rocket Companies, Inc. filing: Business, Basis of Presentation and Accounting Policies”
- Quicken Loans (LMB Mortgage Services, Inc.), “Homepage and footer disclosures”
- Quicken Loans (LMB Mortgage Services, Inc.), “Licenses and Disclosures (last updated November 2023)”
- New York State Department of Financial Services, “Settlement Agreement with LMB Mortgage Services, Inc. (January 28, 2014)”
- Better Business Bureau, “Lower My Bills business profile and complaints”
- MoneyAtlas (AdStride Media LLC), “Best HELOCs (Quicken Loans listing)”
Loans Generator is not a lender or mortgage broker and does not make credit decisions. Links on this page lead to third-party sites with their own terms and privacy policies. We cannot guarantee approval, rates or terms. A HELOC, home equity loan or cash-out refinance is secured by your home, and you could lose your home if you do not repay. QuickenLoans.com terms cited here were checked on October 26, 2026 and change without notice. This page is general information, not legal, tax or financial advice.