What is Rocket Companies's direct to consumer — goodwill?

Rocket Companies (RKT) reported direct to consumer — goodwill of $9.98B in Q4 2025.

What does direct to consumer — goodwill mean?

Represents the intangible asset value recorded when the Direct to Consumer segment was acquired for a price exceeding the fair market value of its identifiable net assets. This reflects the premium paid for brand reputation, customer relationships, and proprietary technology within the digital mortgage lending business.

Rocket Companies RKT Direct to Consumer — Goodwill

Similar metrics at other companies

SHOODirect-to-Consumer — Goodwill

$67.71M—

PSK

PSKYDirect-to-Consumer — Goodwill

$1.27B-53.4%

SHOODirect-to-Consumer — Goodwill, Measurement Period Adjustment

$700K—

NTGRConsumer — Goodwill

$0—

AMTMDS — Goodwill

$2.26B-6.5%

PRCHConsumer Services — Goodwill

$34.54M0.0%

Other financials

Income statement

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Revenue$2.9B+167%

Net income$297.0M+3,070%

EPS (diluted)$0.10+225%

Balance sheet

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Cash & equivalents$3.0B+108%

Total debt$10.4B+3,260%

Total equity$23.2B+171%

Total assets$59.4B+135%

Cash flow

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Operating cash flow$1.9B+333%

CapEx$43.0M+207%

Free cash flow$1.8B+324%

Valuation

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Market cap$42.44B+1,776%

Enterprise value$49.9B-2,052%

P/E263×+220×

P/S4.9×+4.5×

Profitability

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Net margin-1.8%-2.4pp

FCF margin-16.2%—

Returns & leverage

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Return on equity-1.2%-1.5pp

Debt / equity0.4×+0.4×

Where this comes from

Reported directly by Rocket Companies in its filing.

Tagged under the XBRL concept us-gaap:Goodwill.

The official record: Rocket Companies’s 10-K, filed March 2, 2026, on SEC EDGAR. View the filing →

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What is Rocket Companies's direct to consumer — goodwill?: Rocket Companies (RKT) reported direct to consumer — goodwill of $9.98B in Q4 2025.
What does direct to consumer — goodwill mean?: Represents the intangible asset value recorded when the Direct to Consumer segment was acquired for a price exceeding the fair market value of its identifiable net assets. This reflects the premium paid for brand reputation, customer relationships, and proprietary technology within the digital mortgage lending business.