Editor's note: This story has been updated to more accurately reflect the size of Rocket Co.'s housing business and its relationships with vehicle retailers.
Detroit's Rocket Cos., parent company of mortgage lending giant Quicken Loans, has partnered with AutoFi, a digital car sales and finance platform, to add finance offerings to its planned consumer-facing automotive retail marketplace.
The future site, Rocket Auto, will feature vehicle inventory and connect customers directly to auto lender offerings. Rocket Cos. would not say when the e-commerce site will launch. Rocket Auto currently serves as a white label call center for online used-car retailer Vroom and other vehicle retailers.
"Rocket Companies is one of the most innovative and successful names in technology and financial services," said Kevin Singerman, CEO of AutoFi, in a statement. "AutoFi is incredibly excited to partner with a leader in the industry on their journey in growing Rocket Auto."
More than 2,000 dealerships use AutoFi's digital retail solution, which will allow Rocket Auto to expand the inventory available on the platform, Rocket Cos. CEO Jay Farner said on a call with investors Wednesday.
"This relationship is another step in continuing to accelerate Rocket Auto's growth by connecting with dealerships across the country," Farner said.
Rocket Cos., owned by billionaire Dan Gilbert, went public last year. The largest mortgage lender in terms of housing purchases and refinance now aims to become the largest for housing purchases alone within 24 months, it said during the first-quarter earnings call Wednesday.