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Upturn AI SWOT - About
MORN 
Morningstar Inc (MORN)
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Upturn Advisory Summary
08/28/2025: 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 08/28/2025 |
Key Highlights
Company Size Large-Cap Stock | Market Capitalization 11.02B USD | Price to earnings Ratio 27.76 | 1Y Target Price 333.33 |
Price to earnings Ratio 27.76 | 1Y Target Price 333.33 | ||
Volume (30-day avg) 3 | Beta 0.96 | 52 Weeks Range 249.96 - 363.38 | Updated Date 08/29/2025 |
52 Weeks Range 249.96 - 363.38 | Updated Date 08/29/2025 | ||
Dividends yield (FY) 0.67% | Basic EPS (TTM) 9.41 |
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 27.76 | Forward PE 26.67 | Enterprise Value 11511755568 | Price to Sales(TTM) 4.69 |
Enterprise Value 11511755568 | Price to Sales(TTM) 4.69 | ||
Enterprise Value to Revenue 4.9 | Enterprise Value to EBITDA 14.92 | Shares Outstanding 42177700 | Shares Floating 24690847 |
Shares Outstanding 42177700 | Shares Floating 24690847 | ||
Percent Insiders 44.78 | Percent Institutions 61.93 |
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 into a comprehensive investment research and asset management firm.
Core Business Areas
- Morningstar Data and Analytics: Provides investment data, research, and analytics on a wide range of investment products, including mutual funds, stocks, ETFs, and fixed income. This includes Morningstar Direct, Advisor Workstation, and other data feeds.
- Morningstar Investment Management: Offers investment advisory services and manages assets for institutions, advisors, and individuals. This includes managed portfolios and retirement solutions.
- Morningstar Sustainalytics: Offers environmental, social, and governance (ESG) ratings and research to investors.
Leadership and Structure
Kunal Kapoor serves as Chief Executive Officer. The company has a global organizational structure with various divisions focused on specific product lines and geographic regions.
Top Products and Market Share
Key Offerings
- Morningstar Direct: A software platform offering comprehensive investment data and analytics for professional investors. Market share data is not publicly available, but it is a leading platform in the institutional investment research space. Competitors include FactSet, Bloomberg, and Refinitiv.
- Morningstar Advisor Workstation: A web-based platform designed for financial advisors, providing research, planning tools, and client management capabilities. Market share data is not publicly available. Competitors include Envestnet, Orion Advisor Services, and Black Diamond (SS&C).
- Morningstar Rating (Star Rating): A proprietary rating system for mutual funds and ETFs that is used by investors and advisors to evaluate investment performance. Its widespread use makes it influential, though revenue isn't directly tied to the rating itself. Competitors are Lipper (Refinitiv), and proprietary rating systems of other research providers.
- Morningstar Sustainalytics ESG Ratings: Provides ESG ratings and data. Competitors are MSCI, ISS, and S&P Global Sustainable1.
Market Dynamics
Industry Overview
The investment research and data industry is characterized by increasing demand for sophisticated analytics, ESG data, and personalized investment solutions. Consolidation is ongoing, and competition is fierce.
Positioning
Morningstar is a well-established and respected brand with a strong reputation for independent research and data. Its competitive advantages include its brand recognition, comprehensive data coverage, and integrated platform offerings.
Total Addressable Market (TAM)
The total addressable market for investment research and analytics is estimated to be in the tens of billions of dollars. Morningstar is positioned to capture a significant portion of this market by offering a wide range of products and services to various client segments.
Upturn SWOT Analysis
Strengths
- Strong brand reputation
- Comprehensive data coverage
- Independent research
- Integrated platform offerings
- Global presence
Weaknesses
- Dependence on financial market performance
- Competition from larger financial data providers
- Integration challenges from acquisitions
- Relatively slower growth compared to pure-play technology companies
Opportunities
- Expanding ESG data and analytics offerings
- Growth in personalized investment solutions
- Increasing demand for alternative investment data
- International expansion in emerging markets
- Leveraging AI and machine learning for enhanced analytics
Threats
- Increased competition and pricing pressure
- Changes in regulations affecting the investment industry
- Economic downturns impacting investment activity
- Cybersecurity risks and data breaches
- Disruption from new technologies and fintech startups
Competitors and Market Share
Key Competitors
- MCO
- SPGI
- FDS
- LNSTY
Competitive Landscape
Morningstar's advantages include its independent research and strong brand. Disadvantages include smaller size compared to competitors like FactSet and S&P Global.
Major Acquisitions
Sustainalytics
- Year: 2020
- Acquisition Price (USD millions): 650
- Strategic Rationale: Expanded Morningstar's capabilities in ESG data and research, positioning the company to capitalize on growing demand for sustainable investing.
PlanPlus Global
- Year: 2023
- Acquisition Price (USD millions): 24
- Strategic Rationale: Enhances Morningstar's capabilities for financial planning software which is the main software for the financial advisors and wealth management market.
Growth Trajectory and Initiatives
Historical Growth: Morningstar has experienced steady growth driven by its expansion into new markets and product offerings.
Future Projections: Analysts project continued growth driven by demand for investment data, analytics, and ESG solutions. Revenue is forecast to grow by around 8-10% annually over the next few years.
Recent Initiatives: Recent initiatives include expanding its ESG data offerings, investing in AI-powered analytics, and focusing on personalized investment solutions.
Summary
Morningstar is a reputable company with a strong brand and diversified product portfolio. Its growth is consistent but not explosive. It benefits from the increasing demand for investment data and ESG analytics, while it needs to watch out for growing competitors and financial market volatility. Morningstar's expansion strategy and acquisitions are helping the company navigate a complex landscape.
Peer Comparison
Sources and Disclaimers
Data Sources:
- Morningstar, Inc. Investor Relations
- Company SEC Filings
- Analyst Reports
- Market Research Reports
Disclaimers:
The information provided is for informational purposes only and should not be considered investment advice. Market share data is based on estimates and may not be precise. Financial data is based on historical performance and is not indicative of future results.
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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