Last updated: August 2026
Global rank: Worldwide · 2026-08
#3,855
AI visibility: Grade A+
95
SEO health: Latest audit
74
Visits
13.2M
per month, estimated
Keywords
417.3K
ranking in Google
Organic share
100%
13.2M organic visits
LLMS.txt
Published
139 lines AI engines can read
You're seeing the free preview of morningstar.com
morningstar.com Web Traffic Statistics
Key findings
- Morningstar (Financial Services) is ranked #3,855 worldwide in our August 2026 domain ranking, inside the top 10,000, up 45 places from #3,900 in July 2026.
- It is estimated to receive about 13.2 million visits a month from search, 100% of it organic, across 417,300 ranking keywords.
- Its AI visibility score is 95 out of 100 (grade A+), with a published llms.txt of 139 lines.
- Its last technical audit scored 74/100, with "Improve Page Load Speed" the highest-priority fix.
| Month | Rank | Move |
|---|---|---|
| August 2026 | #3,855 | ▲ 45 |
| July 2026 | #3,900 | ▼ 171 |
| June 2026 | #3,729 | — |
| May 2026 | #3,729 | ▲ 50 |
| April 2026 | #3,779 | ▼ 72 |
| March 2026 | #3,707 | ▲ 2 |
| February 2026 | #3,709 | — |
What this company does
Morningstar operates as an investment research firm that supplies analysis, ratings, and data on mutual funds, ETFs, stocks, and bonds. The platform includes portfolio management tools, screeners, and charting features that let users review holdings, compare options, and track market movements in one place. Content on the site draws from standardized methodologies to present performance figures, risk measures, and qu…
Our read on the site
The overall SEO health of morningstar.com is moderately strong with a solid SEO score of 92/100, but significant improvements are needed in performance, which scored only 38/100. Addressing content gaps, technical issues, and enhancing accessibility will be crucial for optimizing user experience and search visibility.
morningstar.com Traffic and Visitor Engagement
Search engines send morningstar.com an estimated 13.2 million visits a month. Effectively all of it is organic — about 13.2 million visits from unpaid results. Paid search contributes only about 33 visits a month. Spread across 417,300 ranking keywords, that averages roughly 32 organic visits per keyword.
Monthly visits
13.2M
Latest estimate
Change
No monthly history yet
It starts building from the first scan
Organic visits
13.2M
100% of all traffic
Paid visits
33
No paid search detected
Organic vs paid
100%
0%
We don't hold a month-by-month history for this domain yet.
The traffic dashboard builds one from the first scan onwards.
morningstar.com AI Visibility
morningstar.com scores 95 out of 100 on our AI visibility scale, grade A+. It takes full marks for LLMS.txt, Crawlability and Structured data. The biggest gap is Company profile, at 22 of 25 points (7/8 core fields), worth 3 points if closed. It also loses points on SEO health (18/20).
Grade A+
Scored from this domain's own data — llms.txt, profile completeness, technical health, crawlability and structured data.
Present
7/8 core fields
92/100
robots ✓ · sitemap ✓
Detected
Fix these first
- → Complete your company profile so AI answers about you stay accurate.
morningstar.com LLMS.txt
The llms.txt on morningstar.com runs to 139 lines (6,350 characters) across 12 sections, last generated in February 2026. It introduces the site as "Morningstar - Investment Research and Insights". It tells AI engines the business works in Financial Services, Investment Research and Data Analytics. It describes 3 products, including Morningstar Investment Research, Portfolio Management Tools and Financial Data Services. Services it lists include Investment Advisory Services and Retirement Planning Solutions. The audience it names is Individual Investors, Financial Advisors, Institutional Clients, Professionals, aged 25-54 (Global). Technologies it mentions include JavaScript, HTML5, CSS3, Cloudflare and AWS. The keywords it claims start with "investment research", "mutual funds", "ETF analysis" and "stock ratings". It gives the company type as Public and says it is hiring.
Status
Published
AI engines can read it
Lines
139
In the file
Size
6.3K
Characters
Sections
12
Updated Feb 23, 2026
What the file says
# Morningstar - Investment Research and Insights ## About Morningstar is a leading investment research company that provides comprehensive analysis, ratings, and data on mutual funds, ETFs, and stocks. With a focus on empowering investors, Morningstar offers a suite of portfolio tools and actionable insights to help clients make informed financial decisions. Serving individual investors, financial advisors, and institutional clients, the company is dedicated to enhancing investment success through quality research and data-driven insights. **Areas of Work:** Financial Services, Investment Research, Data Analytics ## Things to Remember - **Website:** https://morningstar.com - **Address:** 22 W Washington St, Chicago, IL 60602, United States - **Contact:** [email protected] - **Phone:** +1-312-696-6000 - **Hours:** Mon-Fri: 9AM-5PM - **Timezone:** America/Chicago - **Currency:** USD - **Company Type:** Public - **Employees:** 4000 employees - **Revenue:** $1.2B - **Hiring Status:** Yes, actively hiring ## Products - **Morningstar Investment Research** (Contact for pricing): Comprehensive research and ratings on mutual funds, ETFs, and stocks to guide investment decisions. - **Portfolio Management Tools** (Contact for pricing): Advanced tools to track, analyze, and optimize investment portfolios for individual and institutional investors. - **Financial Data Services** (Cont
Sections in the file
Areas of work
Keywords it claims
Technologies
Products it tells AI about
- Morningstar Investment ResearchContact for pricing
- Portfolio Management ToolsContact for pricing
- Financial Data ServicesContact for pricing
Services it tells AI about
- Investment Advisory ServicesContact for quote
- Retirement Planning SolutionsContact for quote
Competitors it names
Audience it targets
Individual Investors, Financial Advisors, Institutional Clients, Professionals · 25-54 · Global
Company type
Public · actively hiring
morningstar.com Organic Keywords
Google lists morningstar.com for about 417,300 keywords, which together bring an estimated 13.2 million organic visits a month.
Ranking keywords
417.3K
Found in Google for this domain
Visits they bring
13.2M
Estimated organic visits a month
Top ranking keywords
No ranked-keyword data cached for this domain yet.
Ranked Keywords pulls the full list on its first run.
What it ranks for
morningstar.com SEO Audit
The latest technical audit of morningstar.com scored 74 out of 100 overall. Performance is its weakest area at 38, while SEO scores highest at 92. The audit makes 12 recommendations in all, and 3 of the 4 listed first are rated high priority or critical.
Overall
SEO
Excellent
Performance
Accessibility
Fix these first
- CriticalImprove Page Load Speed
- HighAdd Alt Text to Images
- HighCreate a Content Calendar
- MediumOptimize Meta Descriptions
8 more recommendations, with the exact changes and the pages they apply to, are in the full report.
morningstar.com Competitors and Alternatives
Morningstar's company profile names www.thomsonreuters.com, www.bloomberg.com and www.zacks.com as competitors. Its own llms.txt adds fidelity.com and thestreet.com. Outside its market, the domains ranked closest to it in our worldwide ranking are ampproject.net, google.fi, complianz.io and mysterium.network.
morningstar.com Company Profile
Morningstar operates as an investment research firm that supplies analysis, ratings, and data on mutual funds, ETFs, stocks, and bonds. The platform includes portfolio management tools, screeners, and charting features that let users review holdings, compare options, and track market movements in one place. Content on the site draws from standardized methodologies to present performance figures, risk measures, and qu…
Founded in 1984 (about 42 years ago), Morningstar is based in Chicago, United States. Its workforce is listed as between 1,001 and 5,000 employees. It was founded by Joe Mansueto. Its profile files it under Financial Services, with further tags for Investment Research, Data Analytics and B2B. Products on record for it: Investment Research, Portfolio Management Tools and Financial Data Services. Reported revenue is $1.2B (2022). Its tagline reads: "Empowering Investor Success".
- Sector
- Financial Services
- Headquarters
- Chicago, United States
- Founded
- 1984
- Employees
- 1001-5000
- Revenue
- $1.2B (2022)
- Funding
- Not Disclosed
- Founders
- Joe Mansueto
- Products
- Investment Research, Portfolio Management Tools, Financial Data Services
morningstar.com Traffic by Country
Which markets this brand actually serves, and where the web links to it from.
Top customer markets
AI estimate · live webWe only measure visitor geography for domains whose analytics are connected to us. For everyone else this is read live from the web and shown as an estimate — never mixed in with the measured numbers.
No market breakdown available for this brand.
Where its backlinks come from
Measured. The country each linking site is hosted in — a real signal of which regions know this brand.
No backlink sample for this domain yet.
Backlink Analytics collects one on its first run.
morningstar.com Backlink Analytics
Who vouches for this domain. Strong, varied links are still the clearest signal of authority — to search engines and to AI engines that cite sources.
We haven't run a backlink crawl for morningstar.com yet, so there are no link counts to show. Backlink Analytics builds the profile on its first run and it appears here after that.
—
links on file
Companies ranked next to morningstar.com
Neighbours of #3,855 in our worldwide ranking — each with its own report.
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