Quicken Loans is changing its name to Rocket Mortgage to emphasize its fully digital mortgage brand, the Detroit-based lending giant said this week.

The change is set to take place July 31. It will harmonize the title of the country’s largest mortgage lender with its technology that allows homeowners and buyers to close loans completely online. It also follows the adoption of the Rocket name by other subsidiaries of Rocket Companies Inc., which went public in August, and its sponsorships. Rocket has now eclipsed Quicken in affinity, according to the company.

“Rocket Mortgage has grown to be the industry leader and the measuring stick for all other lenders,” Rocket CEO Jay Farner said in a statement. “With this official name change, we will have a consistent brand that is synonymous with innovation and excellence.”

The company previously had changed the names of events and buildings it sponsors, including renaming Quicken Loans Arena, home to Rocket chairman Dan Gilbert’s Cleveland Cavaliers, to Rocket Mortgage FieldHouse in 2019.

The announcement comes after Rocket Companies last week recorded a $2.8 billion profit on $4.6 billion in revenue after closing $103.5 billion in mortgage origination volume.