Under the hood

Holt said he and his team have spent a lot of time in Detroit over the past year, as Otherway set up a brand studio there to support the project.

Mildenhall and his team are not just focused on an outward-facing refresh, but on making the home buying process easier on the Rocket platform.

“If Rocket is going to grow market share, we need to make it simpler for our clients, reduce the complexity, reduce the friction, and basically build an all-in-one destination,” he said. “The younger the audience, the less patience they have for complexity and friction.”

“Companies have benefited from creating confusion and this sense of difficulty,” Holt added. “How do we make it more accessible and less confusing? It’s all about ease of use and making life less complicated for people.”