I Know Something This Financial Reporter Doesn’t Know

After the refi boom, can Quicken keep rocketing higher?:

Quicken Loans Inc, once an obscure online mortgage player, seized on the refinancing boom to become the nation’s third largest mortgage lender, behind only Wells Fargo & Co and JPMorgan Chase & Co.

Now, with the refi market saturated, Quicken faces a pivotal challenge — convincing home buyers to trust that emotional transaction to a website instead of the banker next door.

Want to know what I know? Quicken and Quicken Loans are two different companies. So to call Quicken Loans “Quicken” is very, very inaccurate and to disparage it is probably bad for Intuit and its stock price, the company that owns Quicken.

How do I know? I once tested an online program for Quicken Loans and reviewed its trademarks and appropriate branding. You see, I work in software quality assurance, where getting things right is important, unlike journalism.

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