Planet Home Lending is the latest mortgage company to rebrand, simplifying its identity to just one word, and coming out with a new logo.
The new visual image resembles two nearly completed half-circles, with a horizontal line bisecting them.
This logo shows its unified capabilities across its four business lines: origination, servicing, sub-servicing, asset management and affiliated services, showing how Planet supports homeowners, clients and partners with expertise and reliability they can depend on, the company shared.
"At the core of our work is a simple idea: the home is the center of our customers' universe," Michael Dubeck, Planet's CEO and president said in a press release. "It's a refuge, a source of pride and a gathering place for the most important people and moments in their lives. Our reinvigorated brand helps us tell that story more clearly, across every part of Planet."
Planet is privately held and does not release earnings. But Dubeck in an interview in March noted
The company funded approximately $28.6 billion in total originations during 2025. While $24.6 billion came through the correspondent channel (up about 58%), the retail retention business had a 52% increase in volume over 2024 to $2.5 billion. Distributed retail did 65% more volume year-over-year to $1.4 billion.
Planet is the latest mortgage industry participant to undergo some sort of rebranding, whether it be a full name change or just a repositioning of its current moniker and tag lines.
- In March, Onity Group, the former Ocwen, extended
its rebrand to cover its PHH Mortgage lending and servicing business. - Financial troubled mortgage technology firm
Voxtur Analytics became Apex Analytics after its purchase by a private equity firm. - Fairway Independent Mortgage
became Fairway Home Mortgage last July, which included a new tagline, "all roads lead to home." - A similar one-word change took place
at NEXA Lending , the former NEXA Mortgage. - A&D Mortgage
dropped the "&" symbol and is now just AD Mortgage. Chicago-based Ratetook Guaranteed out its name at the parent company level , but its joint venture with Anywhere remains Guaranteed Rate Affinity. - Rocket
changed its logo and the name of several units , years after itdropped the Quicken Loans name. - New Residential Investment
became Rithm Capital.
In Planet's case, the rebrand involves a simplified name and logo, a refreshed visual identity system and the use of more unified messaging around its products, the company said.
Unlike some of the other rebrands, its tagline, "We'll get you home," will remain in place.
"As our customers'' lives evolve, their needs evolve with them," Dubeck said. "From the first dream of owning a home to the decisions they make years later, they can count on Planet to provide the people, products and expertise they need at every stage of our relationship."
