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Upturn AI Summary - About
Morningstar Inc(MORN)
Advisory History & Simulated Performance *
*as per simulation (see disclosures)- ALL
- 1Y
- 1M
- 1W
- BUY Advisory
- SELL Advisory (Profit)
- SELL Advisory (Loss)
- Profit
- Loss
- PASS (Skip)
Stock price based on last close Advisory Performance History (Simulated)
Upturn Advisory & Investor View for MORN
11/10/2026: MORN (2-star) has a low Upturn Star Rating. Not recommended to BUY.
Morningstar Inc is a established provider of independent investment research, financial data, and software for investors and advisors. The company has built a leading position by leveraging its trusted brand to provide essential tools that support professional decision-making. Its primary growth opportunity lies in scaling its private market data through PitchBook and expanding its suite of AI-driven analytical tools. Key risks include intense competitive pressure from lower-cost financial analytics firms, potential regulatory changes in the credit ratings business, and the need for ongoing R&D investment. Morningstar may suit investors looking for quality-focused financial exposure, though valuation sensitivity remains an important consideration for long-term holders.
How to Read the Upturn Advisory
The Upturn Star Rating and the current BUY, SELL, or PASS advisory are generated by Upturn’s AI advisory engine based on proprietary signal analysis, price behavior, advisory history, and historical signal performance.
Company fundamentals, valuation, risks, and news provide supporting context about the business.
Investor Fit
| Investor style | Fit | Why |
|---|---|---|
| Growth investor | Strong fit | Morningstar benefits from the secular shift toward digital tools for financial advisors and institutional data usage. |
| Momentum investor | Mixed fit | Momentum is conditional on positive market sentiment toward financial technology stocks and the broader macro environment. |
| Value investor | Mixed fit | The stock often trades at a premium multiple due to its subscription-based business model and quality brand. |
| Dividend investor | Mixed fit | The company pays a reliable dividend, but yields are generally lower than traditional income-focused stocks. |
| Low-risk investor | Strong fit while signal remains positive | The company's recurring revenue business model provides significant stability compared to cyclical financial service peers. |
Risk Profile
| Risk factor | Level | Why it matters |
|---|---|---|
| Price volatility | Medium | The stock can experience price swings linked to overall market conditions and tech sector sentiment. |
| Valuation risk | Medium / high | Morningstar often commands a high P/E ratio, making it sensitive to shifts in interest rates and growth expectations. |
| Competition risk (AI and Tech competition) | Medium / high | New entrants using AI to offer lower-cost financial analytics pose a threat to traditional pricing power. |
| Business quality | Strong | The company possesses a strong moat through proprietary data and high customer switching costs. |
| Dividend income | Low | Dividends are a smaller component of total return compared to capital appreciation. |
| Execution risk | Medium | Future growth depends on the successful integration of complex acquisitions and product innovation. |
Price Behavior
Strong Uptrend
The stock has maintained a strong upward price trend across the last three quarters.
Moderately Choppy
The stock has experienced noticeable price swings while retaining some directional structure.
Analysis of Past Performance
Type Stock | Historic Profit 0.28% | Avg. Invested days 47 | Today’s Advisory Consider higher Upturn Star rating |
Upturn Advisory Rating  | Upturn Advisory Performance  3.0 | Stock Returns Performance  1.0 |
| Profits based on simulation | Last Close 11/10/2026 |
Upturn Scorecard
Upturn Star Rating 
Company Fundamentals
Financial Health Rating
Growth Momentum Score
Ownership
Top 5 Institutional Investors
Unit Economics (Per $1K Revenue)
Economic Dimensions
Quantitative Style Profile
Style Classification
Quality Focused
Key Highlights
Company Size Mid-Cap Stock | Market Capitalization 9.13B USD | Price to earnings Ratio 21.59 | 1Y Target Price 254.33 |
Price to earnings Ratio 21.59 | 1Y Target Price 254.33 | ||
Volume (30-day avg) 270.3K shares | Beta 0.9 | 52 Weeks Range 140.69 - 248.88 | Updated Date 11/10/2026 |
52 Weeks Range 140.69 - 248.88 | Updated Date 11/10/2026 | ||
Dividends yield (FY) 0.82% | Basic EPS (TTM) 11.4 |
How Company Makes Money
| Business area | What it includes | Retail investor read |
|---|---|---|
| License-Based Subscriptions | Includes revenue from Morningstar Direct and Advisor Workstation platforms. | This is the core, predictable 'SaaS' engine of the company. |
| Asset Management | Investment management services and retirement solutions. | Fees are earned on assets managed, linking revenue to market performance. |
| Credit Ratings | Ratings and research services for fixed income securities. | This provides a steady, regulated revenue stream. |
| Geography (Global) | Operations in North America, Europe, and Asia-Pacific. | The company has a significant global footprint, diversifying revenue across regions. |
Analyzing Revenue: Products, Geography and Growth
Revenue by Products
Product revenue - Year on Year
Revenue by Geography
Geography revenue - Year on Year
Earnings Date
Report Date 2026-10-28 | When After Market | Estimate 3.04 | Actual 3.48 |
Profitability
Profit Margin 17% | Operating Margin (TTM) 24.91% |
Management Effectiveness
Return on Assets (TTM) 10.27% | Return on Equity (TTM) 35.08% |
Valuation
Trailing PE 21.59 | Forward PE 19.8 | Enterprise Value 10.48B | Price to Sales(TTM) 3.48 |
Enterprise Value 10.48B | Price to Sales(TTM) 3.48 | ||
Enterprise Value to Revenue 3.97 | Enterprise Value to EBITDA 12.04 | Shares Outstanding 37.10M | Shares Floating 19.20M |
Shares Outstanding 37.10M | Shares Floating 19.20M | ||
Percent Insiders 50.16 | Percent Institutions 68.06 |
Financial Metrics
🧭 Investment Snapshot
Total Revenue (Scale)
Total money earned from selling products or services before any costs. It is needed to understand the scale of the business and its ability to generate income.
Net Income (Profit)
Final profit after all expenses, interest, and taxes are deducted. It is needed to determine the overall profitability available to shareholders.
Free Cash Flow (Cash Strength)
Cash remaining after operating activities and capital expenditures, showing cash available for growth. It is needed to evaluate the company’s ability to invest, pay dividends, or reduce debt.
📈 Growth & Strength
Operating Income (Core Profit)
Profit from core operations after deducting all operating expenses. It is needed to measure how efficiently the company runs its primary business activities.
EBITDA (Cash Earnings)
Earnings before interest, taxes, depreciation, and amortization, indicating operating cash potential. It is needed to compare operating performance across companies without accounting or financing differences.
Gross Profit (Unit Profitability)
Revenue minus cost of revenue, showing profit after direct production costs. It is needed to evaluate core business profitability before overhead expenses.
🛡️ Financial Safety
Cash (Liquidity Buffer)
Total cash and cash equivalents on hand. It is needed to evaluate immediate liquidity and financial flexibility.
Total Debt (Leverage Risk)
Total debt including both short-term and long-term components. It is needed to assess the company’s leverage and financial risk.
Net Working Capital (Short-Term Health)
Current assets minus current liabilities, indicating short-term liquidity strength. It is needed to assess whether the company can meet its short-term obligations.
🧱 Balance Sheet Strength
Stockholder Equity (Net Worth)
Total equity value held by shareholders. It is needed to understand the net worth of the company from the owners’ perspective.
Total Assets (Asset Base)
The full value of everything the company owns, including cash, inventory, equipment, and investments. It is needed to understand the resource base used to generate revenue.
Income Before Tax (Pre-Tax Earnings)
Income before provision for income taxes. It is needed to analyze profitability independent of tax structures.
⚙️ Cost & Drag Factors
Cost of Revenue (Production Cost)
Direct costs required to produce and deliver the products or services sold. It is needed to assess efficiency in production and service delivery.
Total Operating Expenses (Operating Cost)
Indirect costs of running the business such as salaries, marketing, and administration. It is needed to understand how much it costs to sustain ongoing business operations.
Income Tax Expense (Tax Drag)
Amount of taxes paid or payable to the government. It is needed to evaluate the impact of taxation on overall profitability.
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