Of 60 answers

The most named companies in the study, and S&P 500 financials, with how many of their 60 AI answers named them.

SWIFT47/60TRANSUNION46/60EXPERIAN42/60COINSTAR41/60NAVY FEDERAL CREDIT UNION41/60ZELLE41/60BLOOMBERG L.P.38/60TRADINGVIEW38/60BANCO POPULAR DE PUERTO RICO37/60PAYPAL37/60VENMO37/60CHEXSYSTEMS33/60EQUIFAX33/60MORNINGSTAR32/60S&P GLOBAL31/60ALPACA MARKETS30/60COINBASE30/60PINWHEEL29/60STRIPE29/60XERO29/60ACORNS28/60AFFIRM28/60PAYFAST (PAYGATE)28/60PAYONEER28/60INTERACTIVE BROKERS26/60CHARLES SCHWAB19/60THE HARTFORD9/60MOODY'S21/60CME GROUP19/60ACCENTURE11/60CHUBB10/60MORGAN STANLEY6/60AMERICAN EXPRESS14/60SYNCHRONY FINANCIAL12/60FACTSET20/60NASDAQ19/60ALLSTATE11/60WELLS FARGO18/60PAYCHEX10/60ARES MANAGEMENT3/60
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MethodDemo
Back to the study
AI visibility statementFinance AI Visibility Study 2026Issued October 14, 2026
Account holder

Morningstar

morningstar.comMORN

Market data, ratings and exchangesFinancial technology and data

Also in the US AI Visibility Study

Statement period
September 23 and 24, 2026
when the AI assistants were asked
Account no.
32 of 2,219
its rank by overall score
Place in its category
2nd of 37 market data companies
Closing balance

Named in

32of 60 answers

by 4 of 4 assistants

Statement note

What this means for Morningstar

AI assistants name Morningstar in 53.3% of answers, much more often than the typical company in its sector, which appears in 1.7% of answers. Morningstar's overall score is 46 out of 100, ranking 32nd of 2,219 overall and 14th of 574 in its sector. Its website passes 4 of 14 technical checks for readiness with AI tools.

We asked 15 unbranded questions about its market, so no question mentioned Morningstar by name. AI assistants named it in 32 of the 60 answers. Counting only how often it is named, it ranks 3rd of 574 in its sector. The typical financial technology and data company is named in 1.7% of answers.

Overall score
46Overall score
  • Visibility47
  • Citations1
  • Sentiment76
  • Site quality80
  • AI readiness29
Summary of account
Named by AI in
53.3%
32 of 60 answers
Share of mentions
40.0%
of the mentions of it and its 5 peers
AI readiness
4/14
technical checks passed. Typical for its sector: 4
Rank in its sector
14 of 574
by overall score, where the typical financial technology and data company scores 29

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Line itemsSection 01

Every question, and where the company came up

Morningstar came up on 12 of 15 questions. Open any window to read that answer.

  1. 01What are the best platforms for mutual fund research and analysis?4/4
  2. 02How can I find reliable ratings for ETFs and stocks?4/4
  3. 03How can investors access market barometers without subscribing to premium services?2/4
  4. 04Do any investment research platforms offer free analysis tools with limited features?1/4
  5. 05What are some alternatives to comprehensive investment research platforms for analyzing mutual funds and stocks?4/4
  6. 06How can retirement investors use research platforms to manage required minimum distributions?0/4
  7. 07What is the typical cost range for advanced investment research and analytics platforms?2/4
  8. 08Why am I seeing inconsistent data between different stock research tools?0/4
  9. 09What’s the best way to use investment analysis tools to build a diversified portfolio?3/4
  10. 10Where can I find actionable insights on US stocks and ETFs for daily market decisions?3/4
  11. 11How can I resolve issues with missing fund ratings on investment research platforms?4/4
  12. 12Are paid investment research platforms worth the subscription for individual investors?2/4
  13. 13Should professional investors invest in premium portfolio management tools?1/4
  14. 14How does portfolio analysis differ between DIY tools and professional platforms?0/4
  15. 15Mutual fund screeners vs ETF screeners: which is better for long-term investors?2/4
Total namedOpenAI: 9/15Claude: 6/15Perplexity: 7/15Gemini: 10/15All assistants: 32/60
named the companyanswered without naming itdid not answer

Columns, left to right: OpenAI, Claude, Perplexity, Gemini. Across the study, on 50% of the questions where a company is named, only one AI assistant names it.

Transaction detailSection 02

What OpenAI actually said

An answer that names the company

OpenAInamed the company

“What are the best platforms for mutual fund research and analysis?”

Short answer — the top platforms most investors and advisors use for mutual-fund research are:

Morningstar (Investor/Direct). Strengths: deep, fund‑level analytics (performance, risk measures, Morningstar Ratings/analyst reports), category & peer comparisons, screeners. Best for: in‑depth fund due diligence and manager/strategy research. (morningstar.com)

Lipper (Refinitiv / LSEG Lipper data via brokers/research reports). Strengths: detailed performance/consistency metrics, Lipper awards/peer scoring, institutional‑grade …

The AI’s answer as we received it, shortened and not checked for accuracy.

PayeesSection 03

Where the mentions went

The companies these answers named, and how the mentions were split between this company and its peers.

Also named

CompanyTimes named
  1. 01
    Yahoo Finance
    25
  2. 02
    Seeking Alpha
    15
  3. 03
    Value Line
    1

Share of mentions

CompanyShare
  1. Morningstar
    40.0%
  2. Yahoo Finance
    23.8%
  3. Seeking Alpha
    21.3%
  4. Zacks Investment Research
    11.3%
  5. The Motley Fool
    2.5%
  6. Value Line
    1.3%
ReferrersSection 04

Websites the AI used as sources

How many times each website was listed as a source in these answers

  1. 01
    morningstar.com (its own website)
    32
  2. 02
    marketbeat.com
    18
  3. 03
    alpha-sense.com
    17
  4. 04
    visualping.io
    15
  5. 05
    reddit.com
    15
  6. 06
    fidelity.com
    15
  7. 07
    zacks.com
    12
  8. 08
    investopedia.com
    10
  9. 09
    finance.yahoo.com
    9
  10. 10
    forbes.com
    9

Morningstar is in the study as a market data company.

By assistantSection 05

Which AI assistants named the company

Answers naming it, out of answers received

Gemini
10/15
OpenAI
9/15
Perplexity
7/15
Claude
6/15
Market comparisonSection 06

How Morningstar compares with all 2,219 companies

Every tower is a company in the study, taller for a higher overall score and lit where AI assistants named it. Its own group stays lit. Hover a tower to see it, and click to open it.

What makes up the score

Each part is scored out of 100.

Visibility
47

How often AI assistants name the company, and how that compares with its peers

Citations
1

How often AI uses the company's own website as a source

Sentiment
76

How positively AI describes the company

Site quality
80

How well built the website's own pages are

AI readiness
29

How easily AI tools can read and use the website

Visibility is calculated from the answers on this page. How the score is built.

Against its sectorSection 07

Compared with financial technology and data companies

574 companies in this sector. The gold tick on each bar is the typical company.

Overall score
46
Ranks 14 of 574. Typical company: 29
Named in answers
53.3%
Ranks 3 of 574. Typical company: 1.7%
AI readiness
29
Ranks 224 of 574. Typical company: 29
Against its categorySection 08

Compared with market data companies

37 companies in this category. The gold tick on each bar is the typical company.

Overall score
46
Ranks 2 of 37. Typical company: 36
Named in answers
53.3%
Ranks 3 of 37. Typical company: 15.0%
AI readiness
29
Ranks 8 of 37. Typical company: 29
AI agentsSection 09

Ready for AI agents

What this website publishes for an AI agent to read, use and pay through, on a scale of six levels.

  1. 0
  2. 1
  3. 2
  4. 3
  5. 4
  6. 5

Level 1: Basic web presence. Two of robots.txt, a sitemap and Link headers are in place.

To reach level 2:
  • Content Signals
Can an AI agent check out here?

Not by itself. Morningstar publishes none of the agent payment protocols we look for. An agent would have to click through the website like a person.

Agent payment protocols
  • x402Not present
  • MPPNot present
  • AP2Not present
  • ACPNot present
  • UCPNot present
Interfaces for AI agents
  • MCP Server CardNot present
  • A2A Agent CardNot present
  • Agent SkillsNot present
  • API CatalogNot present
  • llms.txtNot present
  • WebMCPCould not check
Show every check, for your technical team
Discoverability
77 of 100
  • robots.txtPassed

    A valid robots.txt with crawl rules at the site root.

    study: 86.1%
  • SitemapPassed

    An XML sitemap listing the pages, ideally referenced from robots.txt.

    study: 87.9%
  • Link headersNot met

    Send Link headers such as rel="api-catalog" or rel="describedby" on the homepage.

    study: 1.5%
  • DNS for AI DiscoveryNot present

    Advertise agent endpoints with SVCB records under _agents.

    study: 4.3%
Content accessibility
0 of 100
  • Markdown negotiationNot met

    Return a markdown version when asked with Accept: text/markdown, for example at the CDN.

    study: 6.2%
  • llms.txtNot met

    Publish an llms.txt with a short summary and the key links.

    study: 31.0%
Bot access control
32 of 100
  • AI bot rulesPartly met

    Add explicit robots.txt groups for the main AI crawlers.

    study: 92.7%
  • Content SignalsNot met

    Add a Content-Signal line for search, ai-input and ai-train to robots.txt.

    study: 2.3%
  • Web Bot AuthNot present

    Only relevant if you run your own agents or crawlers: publish a signing key directory.

    study: 0.3%
APIs, auth and MCP
0 of 100
  • API CatalogNot met

    List public APIs in a linkset at /.well-known/api-catalog.

    study: 1.3%
  • OAuth discoveryNot met

    Publish OpenID Connect or OAuth server metadata under /.well-known.

    study: 6.3%
  • OAuth Protected ResourceNot met

    Serve protected resource metadata at /.well-known/oauth-protected-resource.

    study: 5.3%
  • auth.mdNot met

    Publish an auth.md describing how agents sign in.

    study: 0.2%
  • MCP Server CardNot met

    Offer an MCP server and publish its server card under /.well-known.

    study: 0.8%
  • A2A Agent CardNot met

    Publish an agent card at /.well-known/agent-card.json.

    study: 0.2%
  • Agent SkillsNot met

    Publish a skills index with the main tasks agents can do.

    study: 1.0%
  • WebMCPCould not check

    Register key actions such as search or cart as WebMCP tools.

    study: 0.0%
  • ARD manifestNot met

    Publish an ai-catalog.json listing every agent interface.

    study: 0.2%

Score 25 of 100 · 97% of checks could run · checked on October 5, 2026 · www.morningstar.com · 2,200 companies scanned

See how every company did, and how this was measured.

AI readinessSection 10

The checks behind the AI readiness score

4 of 14 passed. This list is for your technical team. The percentage is how many companies in the study pass each check.

These 14 checks ran during the audit and are what the AI readiness part of the overall score counts. The scan above ran later and is stricter on Link headers and Markdown, so a check can pass here and not there.

Show the 14 checks

Discoverability

  • Passedrobots.txt publishedstudy: 85.1%
  • PassedXML sitemapstudy: 79.4%
  • PassedHTTP Link headers (RFC 8288)study: 42.5%

Content Accessibility

  • Not metMarkdown content negotiationstudy: 7.4%
  • Not metllms.txt publishedstudy: 28.1%
  • PassedToken budget (page weight)study: 97.3%

Bot Access Control

  • Not metExplicit AI bot rulesstudy: 11.5%

API / Auth / MCP

  • Not metAPI Catalog (.well-known/api-catalog)study: 1.1%
  • Not metOAuth Authorization Server discoverystudy: 5.2%
  • Not metOAuth Protected Resource discoverystudy: 4.6%
  • Not metMCP Server Cardstudy: 0.2%
  • Not metA2A Agent Cardstudy: 0.0%
  • Not metWebMCP toolsstudy: 0.3%
  • Not metAgent Skills declaredstudy: 0.1%
AI crawlersSection 11

What AI crawlers may read (robots.txt)

This website sets no rules for any AI crawler by name, like 86% of the websites whose rules we could read. Every AI crawler follows its general rules.

Training AI

  • GPTBotpartly
  • ClaudeBotpartly
  • Anthropic-AIpartly
  • Google-Extendedpartly
  • Applebot-Extendedpartly
  • Meta-ExternalAgentpartly
  • FacebookBotpartly
  • Bytespiderpartly
  • CCBotpartly
  • Diffbotpartly
  • Omgilibotpartly

AI search

  • OAI-SearchBotpartly
  • Claude-SearchBotpartly
  • PerplexityBotpartly
  • Applebotpartly
  • Amazonbotpartly
  • YouBotpartly

Answering questions

  • ChatGPT-Userpartly
  • Claude-Userpartly
  • Perplexity-Userpartly
  • DuckAssistBotpartly
  • MistralAI-Userpartly

Read from the website’s own rules file (robots.txt). An asterisk marks a crawler the file names. The rest follow its general rules. “Partly” means only some pages are blocked.

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ShareSection 12

Share this result

Overall score 46 of 100 badge for Morningstar

A badge of this result that you can show on your own website. Copy the code below.

<a href="https://aeo-audit.rezolve.com/us/finance/morningstar.com"><img src="https://aeo-audit.rezolve.com/finance/badges/morningstar.com.svg" alt="Overall score 46 of 100, Finance AI Visibility Study 2026" width="280" height="64"></a>
End of statement
All 2,219 companiesHow we measured this
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