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Upturn AI SWOT - About
MORN 
Morningstar Inc (MORN)
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Stock price based on last close (see disclosures)
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Upturn Advisory Summary
09/16/2025: MORN (1-star) is currently NOT-A-BUY. Pass it for now.
Upturn Star Rating
Not Recommended Performance
These Stocks/ETFs, based on Upturn Advisory, consistently fall short of market performance, signaling caution before investing.
Number of Analysts
3 Analysts rated it
Very few follow this stock; limited insights, higher-risk early investing.
1 Year Target Price $333.33
1 Year Target Price $333.33
| 1 | Strong Buy |
| 1 | Buy |
| 1 | Hold |
| 0 | Sell |
| 0 | Strong Sell |
Analysis of Past Performance
Type Stock | Historic Profit 5.82% | Avg. Invested days 57 | Today’s Advisory PASS |
Upturn Star Rating | Upturn Advisory Performance  3.0 | Stock Returns Performance  2.0 |
| Profits based on simulation | Last Close 09/16/2025 |
Key Highlights
Company Size Large-Cap Stock | Market Capitalization 10.85B USD | Price to earnings Ratio 27.31 | 1Y Target Price 333.33 |
Price to earnings Ratio 27.31 | 1Y Target Price 333.33 | ||
Volume (30-day avg) 3 | Beta 1.01 | 52 Weeks Range 244.44 - 363.38 | Updated Date 09/16/2025 |
52 Weeks Range 244.44 - 363.38 | Updated Date 09/16/2025 | ||
Dividends yield (FY) 0.69% | Basic EPS (TTM) 9.03 |
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 - | When - | Estimate - | Actual - |
Profitability
Profit Margin 17.22% | Operating Margin (TTM) 20.54% |
Management Effectiveness
Return on Assets (TTM) 8.14% | Return on Equity (TTM) 26.51% |
Valuation
Trailing PE 27.31 | Forward PE 22.52 | Enterprise Value 11337983292 | Price to Sales(TTM) 4.62 |
Enterprise Value 11337983292 | Price to Sales(TTM) 4.62 | ||
Enterprise Value to Revenue 4.83 | Enterprise Value to EBITDA 14.69 | Shares Outstanding 42177700 | Shares Floating 24702235 |
Shares Outstanding 42177700 | Shares Floating 24702235 | ||
Percent Insiders 44.75 | Percent Institutions 61.95 |
Upturn AI SWOT
Morningstar Inc
Company Overview
History and Background
Morningstar, Inc. was founded in 1984 by Joe Mansueto. Initially focused on providing mutual fund data, it has evolved into a leading provider of independent investment research and data.
Core Business Areas
- Morningstar Data and Analytics: Provides investment data, research, and analytical tools to financial professionals and institutions. This includes data on equities, fixed income, funds, and alternative investments.
- Morningstar Investment Management: Offers investment advisory and management services to institutions and individuals, including managed portfolios and retirement solutions.
- Morningstar Sustainalytics: Provides environmental, social, and governance (ESG) ratings and research to help investors make informed decisions based on sustainability factors.
- Morningstar PitchBook: PitchBook provides comprehensive data and analysis on the private capital markets, including venture capital, private equity, and mergers and acquisitions.
Leadership and Structure
Morningstar is led by Kunal Kapoor, Chief Executive Officer. The company operates with a hierarchical structure, organized into business units based on its core service offerings.
Top Products and Market Share
Key Offerings
- Morningstar Direct: A software platform that offers investment analysis and portfolio management tools. Competitors include FactSet, Bloomberg Terminal, and Refinitiv Eikon. Revenue is difficult to estimate precisely but is a significant contributor to the Data and Analytics segment revenue.
- Morningstar Advisor Workstation: A web-based platform for financial advisors providing research, planning tools, and client management features. Competitors include Envestnet, Orion Advisor Services, and Black Diamond. Revenue is difficult to estimate precisely but is a significant contributor to the Data and Analytics segment revenue.
- Morningstar Ratings (Star Ratings): Proprietary rating system for mutual funds and ETFs, widely used by investors. It influences investment decisions but does not generate direct revenue. Competitors: Lipper, CFRA.
- PitchBook Platform: Data and Analytics on the private capital markets. Competitors include Preqin. Pitchbook revenues contribute approximately 20% to Morningstar's consolidated revenue.
Market Dynamics
Industry Overview
The investment research and data industry is competitive and evolving, influenced by technological advancements, regulatory changes, and growing demand for ESG data and alternative investment insights.
Positioning
Morningstar is positioned as an independent provider of investment research and data, offering a wide range of services to financial professionals and investors. Its competitive advantages include its brand reputation, extensive data coverage, and research expertise.
Total Addressable Market (TAM)
The total addressable market for financial information and analytics is estimated at hundreds of billions of dollars. Morningstar is positioned to capture a share of this market through its diverse product offerings.
Upturn SWOT Analysis
Strengths
- Brand Recognition
- Independent Research
- Extensive Data Coverage
- Diverse Product Offerings
- Strong ESG Capabilities
Weaknesses
- Dependence on Financial Markets
- Complex Organizational Structure
- Potential for Cannibalization of Products
- Integration Challenges with Acquired Companies
Opportunities
- Growing Demand for ESG Data
- Expansion into New Geographies
- Development of New Technologies
- Increasing Demand for Alternative Investment Insights
- Partnerships with Fintech Companies
Threats
- Increased Competition
- Regulatory Changes
- Economic Downturns
- Data Security Breaches
- Technological Disruption
Competitors and Market Share
Key Competitors
- MCO
- SPGI
- FDS
- BLK
Competitive Landscape
Morningstar's competitive advantages include its independent research and brand reputation. Its disadvantages include its smaller size compared to larger competitors like S&P Global and Moody's.
Major Acquisitions
PitchBook Data, Inc.
- Year: 2016
- Acquisition Price (USD millions): 215
- Strategic Rationale: To expand Morningstar's coverage of private capital markets and provide data and research on venture capital, private equity, and M&A transactions.
Sustainalytics
- Year: 2020
- Acquisition Price (USD millions): 0
- Strategic Rationale: To bolster the organization's ability to help global investors integrate environmental, social and governance (ESG) factors into their investment decisions.
Growth Trajectory and Initiatives
Historical Growth: Morningstar has historically grown through organic expansion and acquisitions.
Future Projections: Analyst estimates for Morningstar's future growth depend on market conditions, but are generally positive.
Recent Initiatives: Recent initiatives include expanding ESG offerings, enhancing its data analytics platforms, and making acquisitions in the alternative investment data space.
Summary
Morningstar is a well-established financial data and research provider with a strong brand. It is expanding its presence in ESG and alternative investments. Competition in the financial data industry is high and requires continuous investment in technology and data coverage to maintain its competitive edge. The company has grown steadily and expanded by acquisitions.
Peer Comparison
Sources and Disclaimers
Data Sources:
- Morningstar.com
- Company SEC Filings
- Third-Party Financial Data Providers
Disclaimers:
This analysis is for informational purposes only and should not be considered financial advice. Market share data are estimates and may vary.
AI Summarization is directionally correct and might not be accurate.
Summarized information shown could be a few years old and not current.
Fundamental Rating based on AI could be based on old data.
AI-generated summaries may have inaccuracies (hallucinations). Please verify the information before taking action.
About Morningstar Inc
Exchange NASDAQ | Headquaters Chicago, IL, United States | ||
IPO Launch date 2005-05-03 | CEO & Director Mr. Kunal Kapoor CFA | ||
Sector Financial Services | Industry Financial Data & Stock Exchanges | Full time employees 11064 | Website https://www.morningstar.com |
Full time employees 11064 | Website https://www.morningstar.com | ||
Morningstar, Inc. provides independent investment insights in the United States, Asia, Australia, Canada, Continental Europe, the United Kingdom, and internationally. The company operates in five segments: Morningstar Data and Analytics; PitchBook; Morningstar Wealth; Morningstar Credit; and Morningstar Retirement. The company offers managed investments, including mutual funds, ETFs, separate accounts, collective investment trusts, model portfolios, equities, and fixed income securities; Morningstar Direct is an investment-analysis and reporting application; Morningstar Advisor Workstation, a suite of tools to provide advice to clients. It also provides PitchBook that offers data and research covering the private capital markets comprising venture capital, private equity, private credit and bank loans, and merger and acquisition activities through the PitchBook platform; model portfolios and wealth platforms; Morningstar Model Portfolios, an advisor service with model portfolios for fee-based independent financial advisors; and Morningstar.com that discovers, evaluates, and monitors stocks, ETFs, and mutual funds, as well as build and monitor portfolios and markets. In addition, the company offers credit ratings, research, data, and credit analytics solutions; Morningstar DBRS which offers securitizations and other structured finance instruments, such as asset-backed securities, residential and commercial mortgage-backed securities, and collateralized loan obligations. Further, it provides managed retirement accounts, fiduciary services, Morningstar Lifetime Allocation funds, and custom models; Morningstar Sustainalytics provides environmental, social and governance data, research, and ratings; and Morningstar Indexes offers market indexes used for performance benchmarks and as the basis for investment products and other portfolio strategies. Morningstar, Inc. was incorporated in 1984 and is headquartered in Chicago, Illinois.
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