Morningstar
Morningstar is a publicly traded (NASDAQ: MORN) Chicago-based financial services firm that provides independent investment research, proprietary ratings (Medalist, Economic Moat), and licensed data products to individual investors, financial advisors, and institutional asset managers across 32 countries, with significant AI platform distribution and $370 billion AUM.
- Company typePublic
- Founded1984
- HeadquartersChicago, United States
- Headcount5,001–10,000
- GTM typeB2B and B2C
- OfferingSoftware
What Morningstar does
Morningstar, Inc. (NASDAQ: MORN) is a Chicago-headquartered, publicly traded financial services firm founded in 1984 that provides independent investment research, proprietary ratings, portfolio analytics, and licensed data to individual investors, financial advisors, and institutional asset managers across 32 countries. The company's core product platform is organized around Morningstar Investor (a $34.95/month or $249/year subscription for retail investors), Morningstar Fund Ratings (Medalist and star ratings) and Stocks Coverage (fair value estimates, Economic Moat ratings), the Morningstar Direct institutional research platform, and the Advisor Services suite including Direct Advisory Suite and Managed Portfolios. The firm's revenue model is anchored in recurring subscription and license fees, supplemented by asset-based fees from approximately $370 billion in assets under management and advisement (as of March 31, 2026), advertising, and investment conference sponsorships.
The platform architecture has been substantially expanded through acquisitions and integrations. Wholly owned subsidiaries include PitchBook (private market data), Morningstar Sustainalytics (ESG and climate risk research), Morningstar Credit Analytics (CRE, CMBS, and now private credit analytics), Morningstar Indexes (rebranded from the September 2025 acquisition of CRSP Market Indexes), and Morningstar Wealth (model portfolios). The CRSP acquisition brought indexes that now underpin over $3 trillion in linked assets, and a multi-year exclusive licensing agreement with CME Group enables derivatives on those benchmarks. Between May and June 2026, Morningstar embedded its research, fund screening, CRE/CMBS, and PitchBook data into Microsoft 365 Copilot, Anthropic Claude, and Perplexity AI via the Model Context Protocol, positioning the firm as an embedded workflow layer in enterprise AI environments rather than a standalone data supplier.
Revenue is generated primarily through subscription and enterprise licensing agreements with a mix of product-led growth for individual investors (morningstar.com self-serve) and direct enterprise field sales for institutional and advisor clients. Reported Q1 2026 revenue was $644.8 million, up 10.8% year-over-year, with a 62.95% gross margin and 30.79% net margin; 2025 full-year revenue was approximately $2.45 billion. The go-to-market combines a 10,000+ employee organization across 32 countries with multi-channel distribution: direct-to-consumer digital, enterprise sales, financial advisor platforms, AI platform OEM integrations, and now derivatives licensing via CME.
Morningstar firmographics
Firmographics- Name
- Morningstar
- Legal name
- Morningstar, Inc.
- Website
- https://morningstar.com
- Company type
- Public
- Founded year
- 1984
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Morningstar is a publicly traded (NASDAQ: MORN) Chicago-based financial services firm that provides independent investment research, proprietary ratings (Medalist, Economic Moat), and licensed data products to individual investors, financial advisors, and institutional asset managers across 32 countries, with significant AI platform distribution and $370 billion AUM.
- Ownership category
- akta.pro rank
Morningstar industry classification
Industry- Product category
- Investment Research and Analytics
- NAICS
- Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394), Securities, Commodity Contracts, and Other Financial Investments and Related Activities (523)
- SIC
- Investment Advice (6282), Services-Management Consulting Services (8742)
- akta.pro primary industry
- Strategy & Thematic Research (FSACAGAG)
- akta.pro secondary industries
- Hybrid Robo-Advisory Platforms (Advisor + Automation) (FSAGAEAB), Corporate Finance & Capital Advisory (BPAHADAB)
Keywords
Where Morningstar is headquartered
LocationHeadquarters
- HQ city
- Chicago
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Morningstar business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
Revenue model
- Subscription and License Fees: Morningstar sells different types of products and services to both investment professionals and individual investors through license agreements or subscriptions. The investment management business generates asset-based fees calculated as a percentage of assets under management.
- Investment Conferences: Morningstar generates revenue from admissions and sponsorship packages for its investment conferences, including the Morningstar Investment Conference (MIC)
- Advertising: Advertising revenue from websites and newsletters
- AI Integration and Data Services: Revenue from embedding Morningstar's investment intelligence into AI-powered workflows and platforms, including partnerships with Microsoft, Anthropic, and Perplexity
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Morningstar Investor Monthly subscription |
| Subscription | Annual | Morningstar Investor Annual subscription |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Morningstar product offering
Product offeringCore offering
Morningstar provides independent investment research, proprietary ratings (Medalist fund ratings, Economic Moat ratings), and quantitative analytics to individual investors, financial advisors, and institutional asset managers. The company operates subscription platforms such as Morningstar Investor for retail users and Morningstar Direct for institutions, licenses index benchmarks and ESG data, and runs subsidiaries including PitchBook (private market data), Sustainalytics (ESG research), and Morningstar Credit Analytics.
Product overview
Morningstar is a financial services company offering a platform-plus-modules architecture centered on investment research, ratings, and portfolio management tools. The core offerings include Morningstar Investor (subscription-based portfolio management with screener, watchlists, and X-Ray analysis), Morningstar Fund Ratings/Medalist Ratings (proprietary star and medal ratings for funds), and Morningstar Stocks Coverage (fair value estimates and moat ratings for equities). Key modules and acquired brands include PitchBook (private market data), Morningstar Sustainalytics (ESG research including climate risk), Morningstar Credit Analytics (commercial real estate and CMBS analytics), Morningstar Indexes (index creation and licensing), and Morningstar Wealth (model portfolios including Public/Private Select Series). The company also provides institutional products like Morningstar Direct and advisor-focused solutions including Direct Advisory Suite and Managed Portfolios. AI integrations with Microsoft 365 Copilot, Anthropic Claude, and Perplexity AI extend these capabilities into AI-powered enterprise workflows.
Differentiator
Problem solved
Functional benefit
Brands
- PitchBook: Leading source for comprehensive private capital market data, research, insights, and analytical tools spanning global capital markets.
- Sustainalytics
- Morningstar Credit Analytics
- Morningstar Indexes
- Morningstar Wealth
Products and services
- Morningstar Investor Portfolio management subscription service providing performance tracking, trusted ratings and data, portfolio allocation views, risk analysis, X-Ray analysis, screener, watchlists, and performance charting tools for individual investors and serious investors.
- Morningstar Fund Ratings (Medalist Ratings) Proprietary fund rating system including Gold, Silver, Bronze Medalist ratings, star ratings, and category-specific ratings for mutual funds, ETFs, and other investment vehicles based on forward-looking analysis of fund performance, costs, and management.
- Morningstar Stocks Coverage Equity research coverage providing fair value estimates, economic moat ratings, uncertainty assessments, and capital allocation evaluations for publicly traded companies across sectors and market capitalizations.
- Morningstar Direct Institutional research and portfolio analysis platform providing analytics, holdings data, and performance attribution for institutional asset managers and advisors managing multiple portfolios.
- PitchBook Private market data platform providing comprehensive coverage of venture capital, private equity, and debt transactions, used by investors to track unicorns, deals, and private capital flows.
- Morningstar Sustainalytics ESG research and data subsidiary providing sustainability ratings, physical climate risk assessment, and ESG data for institutional investors.
- Morningstar Credit Analytics Commercial real estate and CMBS analytics platform enabling credit professionals to query loan-level and deal-level data, including Corporate Credit Analytics with Data Explorer, Data Overview, and Credit Estimate Tool for private credit analysis.
- Morningstar Indexes Index creation and licensing business including Morningstar US Market Index, Morningstar Wide Moat Focus Index, and specialty indexes like the PitchBook Unicorn 30 Index, underpinning ETFs and futures products with licensing agreements.
- Morningstar Public/Private Select Series Model portfolio suite for financial advisors combining public and private market exposures through partnerships with Apollo, Franklin Templeton, and J.P. Morgan Asset Management, with 12-20% allocations to private credit and real estate via interval funds.
- Morningstar Advisor Services Suite of advisor-focused products including Direct Advisory Suite, Morningstar Managed Portfolios, Advisor Managed Accounts, and Plan Advantage for financial advisors and wealth managers serving institutional and retail clients.
- Morningstar Houlihan CLO Indexes Daily valuation indexes for collateralized loan obligations developed in collaboration with Houlihan Lokey, addressing the growing need for reliable benchmarks in the $1.5+ trillion CLO market.
- Morningstar PitchBook Unicorn 30 Index (UI30) Index designed to track the 30 largest and most liquid unicorn companies leveraging PitchBook's private capital market data to provide investors access to innovative late-stage venture capital-backed companies.
- Morningstar Corporate Credit Analytics Platform Corporate Credit Analytics platform designed to bring greater transparency and consistency to private credit analysis, addressing the $2.5 trillion private credit market with Data Explorer, Data Overview, and Credit Estimate Tool for institutional credit market participants.
Quantifiable outcome
- Morningstar US Fund Fee Study documents asset-weighted average expense ratios fell to 0.32% in 2025, saving investors approximately $6.8 billion in fund expenses
- +1 more outcomes
Companies that use Morningstar
Customer profileNamed customers11 records
Segments3 records
Ideal customer profiles3 records
Morningstar technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
AI capability8 records
Feature4 records
Morningstar partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core.
- MicrosoftcoreMorningstar launched an integration embedding its financial research and data into Microsoft 365 Copilot, Copilot Studio, and broader Microsoft 365 ecosystems. The integration uses Model Context Protocol to surface Morningstar's fund screening, comparison tools, and research directly within Copilot Chat, Excel, and the Researcher agent, positioning Morningstar as an embedded workflow layer rather than just a data supplier.
- Houlihan LokeycoreMorningstar Indexes and Houlihan Lokey announced strategic collaboration to launch the Morningstar Houlihan CLO Indexes, a new suite of daily valuation indexes for the collateralized loan obligation market. The index series combines Morningstar's design and governance expertise with Houlihan Lokey's valuation framework and credit market expertise.
- Apollo Global ManagementcoreMorningstar Wealth division announced collaboration with Apollo to launch research-driven public/private model portfolios for financial advisors. The partnership packages private credit and real estate exposure into diversified portfolios using ETFs and interval funds, with Apollo providing underlying strategies.
- Franklin ResourcescoreMorningstar Wealth collaboration with Franklin Templeton to create research-driven public/private model portfolios for financial advisors, combining ETFs and interval funds with private market exposure. Franklin Templeton provides underlying strategies for the multi-manager platform.
- J.P. Morgan Asset ManagementcoreMorningstar Wealth partnership with J.P. Morgan Asset Management to launch the Public/Private Select Series model portfolios, offering financial advisors exposure to both public and private markets through a multi-manager approach.
- CME GroupcoreCME Group and Morningstar announced a multi-year exclusive licensing agreement enabling CME Group to launch derivatives products based on Morningstar equity index benchmarks. This marks the first time derivatives will be offered on the Morningstar Market Indexes, which underpin over $3 trillion in linked assets.
- AnthropiccoreMorningstar Credit Analytics enabled AI access to commercial real estate (CRE) and commercial mortgage-backed securities (CMBS) data directly within Anthropic's Claude platform using Model Context Protocol. The integration allows credit professionals to query live loan-level and deal-level data using natural language while maintaining data governance and entitlement controls.
- Perplexity AIcoreMorningstar and PitchBook integrated their investment research data with Perplexity AI, giving eligible users direct access to analyst-backed market intelligence across public and private markets through Perplexity's AI-powered research environment using Model Context Protocol technology.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
Morningstar competitors and assessment
Company assessmentDirect peers
- S&P Global: Major provider of credit ratings (S&P Ratings), market indices (S&P 500), and data/research through S&P Global Market Intelligence and S&P Dow Jones Indices. Direct competitor in investment research, ratings, and index licensing for institutional clients.
- MSCI: Provider of investment decision-support tools including global equity indices (used in over $15T AUM), ESG and climate ratings, and portfolio analytics. Directly comparable to Morningstar's index, analytics, and ESG research businesses.
- FactSet: Provider of integrated financial data, analytics, and workflow solutions to investment professionals. Direct competitor to Morningstar Direct and portfolio analytics offerings for asset managers and advisors.
- ISS (Institutional Shareholder Services): Provider of corporate governance, ESG, and proxy advisory services to institutional investors. Comparable to Morningstar Sustainalytics in ESG research and ratings for asset managers and asset owners.
- FTSE Russell: Global index provider offering a wide range of benchmarks used for ETFs, derivatives, and benchmarking. Direct competitor to Morningstar Indexes and the recently acquired CRSP franchise, with comparable index licensing economics.
Broad incumbents
- Bloomberg L.P. Dominant provider of financial data, analytics, news, and trading tools via the Bloomberg Terminal, serving investment professionals globally. Overlaps with Morningstar's research and analytics offerings as part of a much broader financial data platform.
- London Stock Exchange Group (LSEG): Owner of Refinitiv, FTSE Russell indices, and post-trade data services. Competes with Morningstar in indices, fixed income data, and analytics for institutional investors as part of a diversified financial infrastructure business.
- Moody's: Provider of credit ratings, research, and analytics including Moody's Analytics and Moody's Investors Service. Overlaps with Morningstar Credit Analytics and the legacy DBRS ratings business, while also operating in adjacent data/research.
Emerging players
- Sustainalytics Competitors (e.g., MSCI ESG, ISS ESG): Specialist ESG research and ratings firms that compete directly with Morningstar Sustainalytics. While Morningstar is a broader incumbent, these niche players pressure pricing and product depth in the ESG data segment.
- PitchBook Competitors (e.g., Crunchbase, CB Insights): Private market data and intelligence platforms that overlap with PitchBook's venture capital, private equity, and M&A coverage. They represent both direct competition and emerging alternatives in the private capital data space.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Morningstar social profiles
Digital presenceMorningstar financial estimates
Financial estimateRevenue estimate
Valuation estimate
Morningstar leadership team
Management profileNumber of profiles
Profiles4 records
Morningstar subsidiaries and ownership
Company hierarchySubsidiaries7 records
Morningstar funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Morningstar M&A and investment
M&A and investmentM&A24 records
Investments31 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Morningstar
What does Morningstar do?
Morningstar provides independent investment research, proprietary ratings (Medalist fund ratings, Economic Moat ratings), and quantitative analytics to individual investors, financial advisors, and institutional asset managers. The company operates subscription platforms such as Morningstar Investor for retail users and Morningstar Direct for institutions, licenses index benchmarks and ESG data, and runs subsidiaries including PitchBook (private market data), Sustainalytics (ESG research), and Morningstar Credit Analytics.
Is Morningstar a public or private company?
Morningstar is a public company. It is classified as public and is currently operating.
When was Morningstar founded?
Morningstar was founded in 1984. It employs 5,001 to 10,000 people.
Where is Morningstar based?
Morningstar is headquartered in Chicago, United States, in the North America region.
How does Morningstar make money?
Four revenue lines are on record. Subscription and License Fees are the primary driver. The others are investment Conferences, advertising and AI Integration and Data Services.
Who are Morningstar's main competitors?
Direct peers on record are S&P Global, MSCI, FactSet, ISS (Institutional Shareholder Services) and FTSE Russell. Broad incumbents are Bloomberg L.P., London Stock Exchange Group (LSEG) and Moody's. Emerging players are Sustainalytics Competitors (e.g., MSCI ESG, ISS ESG) and PitchBook Competitors (e.g., Crunchbase, CB Insights).
Does Morningstar have an API?
Yes. Morningstar offers API integrations via the Model Context Protocol (MCP), enabling programmatic access to Morningstar's financial research, fund screening tools, comparison tools, and data within AI platforms. MCP integrations allow credit professionals and financial advisors to query live loan-level, deal-level, and investment data using natural language while maintaining data governance and entitlement controls. Developer documentation is at indexes.morningstar.com/page/resources/results?sortBy=name&sortOrder=1.
What industry is Morningstar in?
Morningstar's product category is Investment Research and Analytics. Its primary akta.pro industry code is FSACAGAG, Strategy & Thematic Research, with a secondary code of FSAGAEAB, Hybrid Robo-Advisory Platforms (Advisor + Automation). Its NAICS code is 523940 and its SIC code is 6282.