Guaranteed Rate has rebranded itself simply as Rate and unveiled a new logo, the mortgage company announced Tuesday. 

“Rate’s rebrand is more than just a name change; it represents a new era of growth and innovation. The company remains dedicated to delivering high-quality service and leveraging cutting-edge technology to improve the mortgage experience for all,” Victor Ciardelli, CEO of Rate, said in a news release. “This transition to ‘Rate’ marks a significant milestone in our company’s evolution. For over two decades, we’ve been at the forefront of technological advancements in the mortgage industry. Our new name is a natural progression that aligns with our mission to simplify and modernize the mortgage process for our customers and partners.”

The new name conveys a “concise, modern identity that encapsulates the company’s mission to provide efficient and straightforward financial solutions powered by best-in-class technology,” the company said. 

The rebranding will be gradual, the company said, with updates to the Rate website and social media channels. The changes will not affect mortgage loan officer licenses, the company said. 

Guaranteed Rate Affinity, a partnership between Rate and Anywhere Real Estate, is keeping its current name.