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Upturn AI SWOT - About
MORN 
Morningstar Inc (MORN)
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Upturn Advisory Summary
10/23/2025: 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 $293
1 Year Target Price $293
| 1 | Strong Buy |
| 1 | Buy |
| 1 | Hold |
| 0 | Sell |
| 0 | Strong Sell |
Analysis of Past Performance
Type Stock | Historic Profit 5.83% | 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 10/23/2025 |
Key Highlights
Company Size Mid-Cap Stock | Market Capitalization 9.28B USD | Price to earnings Ratio 23.43 | 1Y Target Price 293 |
Price to earnings Ratio 23.43 | 1Y Target Price 293 | ||
Volume (30-day avg) 3 | Beta 1 | 52 Weeks Range 210.02 - 362.65 | Updated Date 10/23/2025 |
52 Weeks Range 210.02 - 362.65 | Updated Date 10/23/2025 | ||
Dividends yield (FY) 0.80% | Basic EPS (TTM) 9.39 |
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 2025-10-22 | When - | Estimate 2.33 | 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 23.43 | Forward PE 19.8 | Enterprise Value 10035534773 | Price to Sales(TTM) 3.95 |
Enterprise Value 10035534773 | Price to Sales(TTM) 3.95 | ||
Enterprise Value to Revenue 4.28 | Enterprise Value to EBITDA 13 | Shares Outstanding 42177737 | Shares Floating 24702235 |
Shares Outstanding 42177737 | Shares Floating 24702235 | ||
Percent Insiders 41.91 | Percent Institutions 61.18 |
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 expanded to offer independent investment research, ratings, and tools for various asset classes.
Core Business Areas
- Morningstar Data: Provides investment data on stocks, mutual funds, ETFs, and other securities.
- Morningstar Research: Offers independent research reports and ratings on investment products and companies.
- Morningstar Indexes: Develops and licenses indexes used as benchmarks for investment portfolios.
- Morningstar Investment Management: Provides investment advisory and asset management services.
- PitchBook: Offers data and insights on the private capital markets, including venture capital and private equity.
Leadership and Structure
Morningstar is led by Kunal Kapoor, CEO. The company has a board of directors and is structured into business units focused on its core product lines.
Top Products and Market Share
Key Offerings
- Morningstar Direct: A software platform providing investment analysis and portfolio management tools. Competitors include FactSet and Bloomberg. Market share information is difficult to obtain due to data fragmentation, but is estimated in single digit percentage points, but is a leader for the investment management product line.
- Morningstar.com: A website offering free and premium investment information and tools. Competitors include Yahoo Finance, Google Finance, and Seeking Alpha. Generates revenue through advertising and subscriptions.
- PitchBook Platform: A SaaS platform providing data and analytics for private capital markets. Competitors include Preqin and Crunchbase. Pitchbook, as part of Morningstar, leads the private market sector with more than 85% market share.
Market Dynamics
Industry Overview
The investment research and data industry is competitive and evolving, driven by technological advancements and increasing demand for financial information. It includes companies providing financial data, research, analytics, and investment management tools.
Positioning
Morningstar is a leading independent provider of investment research and data. Its competitive advantages include its brand reputation, comprehensive data coverage, and independent research. They are a leader in investment ratings.
Total Addressable Market (TAM)
The TAM is estimated in the tens of billions of dollars annually, encompassing financial data, investment research, and asset management services. Morningstar holds a significant position in this market, with potential for growth in under-penetrated segments like wealth management technology and private capital markets data.
Upturn SWOT Analysis
Strengths
- Strong brand reputation
- Comprehensive data coverage
- Independent research
- Diverse product offerings
- Global presence
Weaknesses
- High operating expenses
- Dependence on financial markets
- Exposure to regulatory changes
- Competition from larger financial institutions
Opportunities
- Growth in emerging markets
- Expansion of wealth management technology
- Increased demand for ESG data and analytics
- Acquisitions and partnerships
Threats
- Economic downturns
- Increased competition
- Technological disruption
- Data security breaches
- Changes in regulatory landscape
Competitors and Market Share
Key Competitors
- FDS
- SPGI
- MCO
- MSCI
Competitive Landscape
Morningstar competes effectively in the investment research space due to its independence and brand reputation. However, larger financial institutions like S&P Global and Moody's have greater resources and broader market reach.
Major Acquisitions
PlanPlus Global
- Year: 2021
- Acquisition Price (USD millions): 27
- Strategic Rationale: Expand Morningstaru2019s financial planning software capabilities and reach in global markets.
Growth Trajectory and Initiatives
Historical Growth: Requires specific financial data to complete.
Future Projections: Requires specific financial data to complete.
Recent Initiatives: Recent initiatives include acquisitions in the wealth management technology space and expansion of ESG data offerings.
Summary
Morningstar is a reputable provider of independent investment research and data. The company benefits from its brand and diverse product offerings, particularly Pitchbook, but faces challenges from larger competitors. Growth opportunities lie in emerging markets, wealth management technology, and ESG data, but economic downturns and increased competition pose threats. Overall, Morningstar holds a solid position in the market, but must continue to innovate to maintain its competitive edge.
Peer Comparison
Sources and Disclaimers
Data Sources:
- Company filings, press releases, industry reports, Morningstar.com, Yahoo Finance, Pitchbook
Disclaimers:
The information provided is for informational purposes only and should not be construed as investment advice. Market share data is based on estimates and may not be precise. Financial data requires further research to complete.
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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