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GS vs MORN
Which Stock Would AI Choose? Goldman Sachs (GS) vs. Morningstar (MORN) Stock Comparison
Key Takeaways
- GS is a large-cap global investment bank with a market capitalization near $270 billion, while MORN is a mid-cap investment research and data provider valued near $7.9 billion.
- Goldman Sachs has pulled back roughly 13%–15% over the past month and three months, cooling from a strong multi-year run, while Morningstar has been more volatile and remains down about 18%–19% over the trailing year.
- Both companies have leaned into artificial intelligence, but in different ways: Goldman uses AI to modernize banking operations, while Morningstar is monetizing AI through data licensing and research products.
- Goldman trades at a materially lower valuation (a trailing price-to-earnings ratio near 14) than Morningstar (near 20), reflecting different growth profiles and risk frameworks.
- Momentum, catalysts, and sector exposure differ sharply: Goldman is tied to capital-markets activity, while Morningstar depends on recurring subscriptions and asset-linked revenue.
Introduction
This stock comparison examines two very different companies that both serve the financial-services ecosystem. Goldman Sachs is a storied global investment bank whose results swing with deal-making, trading, and market conditions. Morningstar is an independent provider of investment data, ratings, software, and index benchmarks whose revenue is largely subscription-based. Comparing GS and MORN is useful for investors weighing a cyclical, capital-markets-driven franchise against a steadier, data-and-software business model. Their recent relative performance, valuations, and catalysts offer a clear lens on how market positioning and risk differ across the financial sector.
GS Overview and Recent Performance
The Goldman Sachs Group is a leading global investment bank, generating revenue across investment banking, global markets and trading, and asset and wealth management. Its return on equity (a measure of profitability relative to shareholder capital) has hovered in the mid-teens, and the firm has been expanding more predictable, fee-based businesses such as asset and wealth management.
In recent weeks, GS shares have pulled back roughly 13%–15% from earlier highs, a notable cooling after a strong longer-term rally that lifted the stock more than 15% over the trailing year and well over 100% over five years. The shares now trade near $895, toward the lower end of a 52-week range between roughly $740 and $1,154. Sentiment has been shaped by softer near-term expectations for fixed-income trading and by reported succession discussions, with media reports indicating President and COO John Waldron may eventually succeed CEO David Solomon. The stock carries a beta (a measure of volatility versus the broader market) around 1.28, reflecting above-average sensitivity to market swings.
MORN Overview and Recent Performance
Morningstar is an investment research, data, and technology company best known for its fund ratings, the Morningstar Direct platform, and its PitchBook private-market data unit. Its revenue is largely recurring, driven by subscriptions across segments including Morningstar Data and Analytics, PitchBook, and Morningstar Wealth.
Recent quarters have been strong: second-quarter revenue rose about 9.6% year over year to roughly $663 million, with diluted earnings per share (EPS) up about 35%. Growth has been led by Morningstar Credit, the Direct platform, and PitchBook. Despite solid fundamentals, MORN shares have been volatile and remain down roughly 18%–19% over the trailing year, trading near $209 within a 52-week range of about $141 to $261. Recent catalysts include the launch of Morningstar Direct AI, an agentic platform for investment professionals; the integration of PitchBook data into ChatGPT for Financial Services; and the rebranding of CRSP market indexes under the Morningstar name.
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Head-to-Head Comparison
The most fundamental contrast between GS and MORN is business model. Goldman is a cyclical capital-markets franchise whose earnings depend heavily on mergers and acquisitions (M&A) activity, trading volumes, and financing markets. Morningstar is a steadier information-services business with recurring subscription revenue and a growing index-licensing footprint.
Their growth drivers differ as well. Goldman's momentum is tied to a resurgence in investment banking and the expansion of fee-based asset and wealth management, while Morningstar's story leans on AI-driven product development, PitchBook data licensing, and index adoption. On valuation, GS screens considerably cheaper, with a trailing price-to-earnings (P/E) ratio near 14 versus roughly 20 for MORN, though Morningstar's premium reflects its subscription quality and lower beta (near 0.94).
Risk factors also diverge. Goldman faces exposure to market downturns, trading revenue normalization, and execution risk around succession. Morningstar faces competition in data and index markets, elevated debt levels, and sensitivity to institutional technology spending. In terms of recent momentum, Goldman is in a corrective phase after a multi-year advance, while Morningstar has been consolidating after a difficult stretch despite improving quarterly results.
Tickeron AI Verdict
Based on observable factors such as trend consistency, catalyst visibility, stability, and relative positioning, Tickeron's AI would likely favor MORN on a stability and catalyst basis and GS on a valuation and scale basis. Morningstar's improving fundamentals, recurring revenue model, and expanding AI and index catalysts suggest steadier, more predictable positioning, while Goldman's lower valuation and capital-markets leverage offer greater upside potential but higher cyclical risk. Given recent momentum trends—Goldman's corrective pullback versus Morningstar's stabilization and product catalysts—the AI framework leans toward MORN for trend consistency, while recognizing that GS remains a more attractively valued, higher-beta alternative. As always, these signals are probabilistic and should be evaluated alongside broader research.
Disclaimer
The information on this webpage is provided for general informational and educational purposes only and is not intended as investment advice, a recommendation to purchase or sell any security, or an offer or solicitation related to investments. It does not consider your personal financial situation, goals, or risk profile, and all investing carries inherent risks, including the possibility of losing your entire investment. For more details, please review our full disclaimer.
To compare these two companies we present long-term analysis, their fundamental ratings and make comparative short-term technical analysis which are presented below. The conclusion is GS is a Hold and MORN is a Buy.
GS in -1.74% downward trend, falling for three consecutive days on October 19, 2026
Moving lower for three straight days is viewed as a bearish sign. Keep an eye on this stock for future declines. Considering data from situations where GS declined for three days, in 158 of 283 cases, the price declined further within the following month. The odds of a continued downward trend are 56%.
Technical Analysis (Indicators)
Bearish Trend Analysis
The Aroon Indicator for GS entered a downward trend on October 19, 2026. This could indicate a strong downward move is ahead for the stock. Traders may want to consider selling the stock or buying put options.
Bullish Trend Analysis
The RSI Oscillator points to a transition from a downward trend to an upward trend -- in cases where GS's RSI Oscillator exited the oversold zone, 20 of 22 resulted in an increase in price. Tickeron's analysis proposes that the odds of a continued upward trend are 90%.
The Stochastic Oscillator suggests the stock price trend may be in a reversal from a downward trend to an upward trend. 40 of 54 cases where GS's Stochastic Oscillator exited the oversold zone resulted in an increase in price. Tickeron's analysis proposes that the odds of a continued upward trend are 74%.
The Moving Average Convergence Divergence (MACD) for GS just turned positive on October 12, 2026. Looking at past instances where GS's MACD turned positive, the stock continued to rise in 32 of 46 cases over the following month. The odds of a continued upward trend are 70%.
GS may jump back above the lower band and head toward the middle band. Traders may consider buying the stock or exploring call options.
Fundamental Analysis (Ratings)
The Tickeron SMR rating for this company is 4 (best 1 - 100 worst), indicating very strong sales and a profitable business model. SMR (Sales, Margin, Return on Equity) rating is based on comparative analysis of weighted Sales, Income Margin and Return on Equity values compared against S&P 500 index constituents. The weighted SMR value is a proprietary formula developed by Tickeron and represents an overall profitability measure for a stock.
The Tickeron Profit vs. Risk Rating rating for this company is 20 (best 1 - 100 worst), indicating low risk on high returns. The average Profit vs. Risk Rating rating for the industry is 87, placing this stock better than average.
The Tickeron PE Growth Rating for this company is 56 (best 1 - 100 worst), pointing to consistent earnings growth. The PE Growth rating is based on a comparative analysis of stock PE ratio increase over the last 12 months compared against S&P 500 index constituents.
The Tickeron Price Growth Rating for this company is 61 (best 1 - 100 worst), indicating fairly steady price growth. GS’s price grows at a lower rate over the last 12 months as compared to S&P 500 index constituents.
The Tickeron Seasonality Score of 85 (best 1 - 100 worst) indicates that the company is significantly overvalued in the industry. The Tickeron Seasonality score describes the variance of predictable price changes around the same period every calendar year. These changes can be tied to a specific month, quarter, holiday or vacation period, as well as a meteorological or growing season.
The Tickeron Valuation Rating of 88 (best 1 - 100 worst) indicates that the company is significantly overvalued in the industry. This rating compares market capitalization estimated by our proprietary formula with the current market capitalization. This rating is based on the following metrics, as compared to industry averages: P/B Ratio (2.324) is normal, around the industry mean (3.602). P/E Ratio (13.346) is within average values for comparable stocks, (9.027). Projected Growth (PEG Ratio) (1.133) is also within normal values, averaging (0.809). Dividend Yield (0.023) settles around the average of (7.277) among similar stocks. P/S Ratio (4.394) is also within normal values, averaging (16.763).
MORN in upward trend: 10-day moving average crossed above 50-day moving average on October 19, 2026
The 10-day moving average for MORN crossed bullishly above the 50-day moving average on October 19, 2026. This indicates that the trend has shifted higher and could be considered a buy signal. In 14 of 18 past instances when the 10-day crossed above the 50-day, the stock continued to move higher over the following month. The odds of a continued upward trend are 78%.
Technical Analysis (Indicators)
Bullish Trend Analysis
The Momentum Indicator moved above the 0 level on October 06, 2026. You may want to consider a long position or call options on MORN as a result. In 46 of 87 past instances where the momentum indicator moved above 0, the stock continued to climb. The odds of a continued upward trend are 53%.
The Moving Average Convergence Divergence (MACD) for MORN just turned positive on October 07, 2026. Looking at past instances where MORN's MACD turned positive, the stock continued to rise in 25 of 46 cases over the following month. The odds of a continued upward trend are 54%.
MORN moved above its 50-day moving average on October 08, 2026 date and that indicates a change from a downward trend to an upward trend.
Following a +1.89% 3-day Advance, the price is estimated to grow further. Considering data from situations where MORN advanced for three days, in 172 of 309 cases, the price rose further within the following month. The odds of a continued upward trend are 56%.
MORN may jump back above the lower band and head toward the middle band. Traders may consider buying the stock or exploring call options.
Bearish Trend Analysis
The Stochastic Oscillator demonstrated that the ticker has stayed in the overbought zone for 7 days. The longer the ticker stays in the overbought zone, the sooner a price pull-back is expected.
Following a 3-day decline, the stock is projected to fall further. Considering past instances where MORN declined for three days, the price rose further in 50 of 62 cases within the following month. The odds of a continued downward trend are 62%.
The Aroon Indicator for MORN entered a downward trend on October 12, 2026. This could indicate a strong downward move is ahead for the stock. Traders may want to consider selling the stock or buying put options.
Fundamental Analysis (Ratings)
The Tickeron SMR rating for this company is 31 (best 1 - 100 worst), indicating very strong sales and a profitable business model. SMR (Sales, Margin, Return on Equity) rating is based on comparative analysis of weighted Sales, Income Margin and Return on Equity values compared against S&P 500 index constituents. The weighted SMR value is a proprietary formula developed by Tickeron and represents an overall profitability measure for a stock.
The Tickeron Price Growth Rating for this company is 50 (best 1 - 100 worst), indicating fairly steady price growth. MORN’s price grows at a lower rate over the last 12 months as compared to S&P 500 index constituents.
The Tickeron PE Growth Rating for this company is 61 (best 1 - 100 worst), pointing to average earnings growth. The PE Growth rating is based on a comparative analysis of stock PE ratio increase over the last 12 months compared against S&P 500 index constituents.
The Tickeron Valuation Rating of 68 (best 1 - 100 worst) indicates that the company is slightly overvalued in the industry. This rating compares market capitalization estimated by our proprietary formula with the current market capitalization. This rating is based on the following metrics, as compared to industry averages: P/B Ratio (7.536) is normal, around the industry mean (3.968). P/E Ratio (19.439) is within average values for comparable stocks, (17.047). Projected Growth (PEG Ratio) (0.770) is also within normal values, averaging (1.780). Dividend Yield (0.010) settles around the average of (0.019) among similar stocks. MORN's P/S Ratio (3.171) is slightly lower than the industry average of (7.166).
The Tickeron Seasonality Score of 75 (best 1 - 100 worst) indicates that the company is slightly overvalued in the industry. The Tickeron Seasonality score describes the variance of predictable price changes around the same period every calendar year. These changes can be tied to a specific month, quarter, holiday or vacation period, as well as a meteorological or growing season.
The Tickeron Profit vs. Risk Rating rating for this company is 100 (best 1 - 100 worst), indicating that the returns do not compensate for the risks. MORN’s unstable profits reported over time resulted in significant Drawdowns within these last five years. A stable profit reduces stock drawdown and volatility. The average Profit vs. Risk Rating rating for the industry is 77, placing this stock worse than average.
GS | MORN | ||
|---|---|---|---|
OUTLOOK RATING 1..100 | 60 | 22 | |
VALUATION overvalued / fair valued / undervalued 1..100 | 88 Overvalued | 68 Overvalued | |
PROFIT vs RISK RATING 1..100 | 20 | 100 | |
SMR RATING 1..100 | 4 | 31 | |
PRICE GROWTH RATING 1..100 | 61 | 50 | |
P/E GROWTH RATING 1..100 | 56 | 61 | |
SEASONALITY SCORE 1..100 | 85 | 75 |
Tickeron ratings are formulated such that a rating of 1 designates the most successful stocks in a given industry, while a rating of 100 points to the least successful stocks for that industry.
MORN's Valuation (68) in the Financial Publishing Or Services industry is in the same range as GS (88) in the Investment Banks Or Brokers industry. This means that MORN’s stock grew similarly to GS’s over the last 12 months.
GS's Profit vs Risk Rating (20) in the Investment Banks Or Brokers industry is significantly better than the same rating for MORN (100) in the Financial Publishing Or Services industry. This means that GS’s stock grew significantly faster than MORN’s over the last 12 months.
GS's SMR Rating (4) in the Investment Banks Or Brokers industry is in the same range as MORN (31) in the Financial Publishing Or Services industry. This means that GS’s stock grew similarly to MORN’s over the last 12 months.
MORN's Price Growth Rating (50) in the Financial Publishing Or Services industry is in the same range as GS (61) in the Investment Banks Or Brokers industry. This means that MORN’s stock grew similarly to GS’s over the last 12 months.
GS's P/E Growth Rating (56) in the Investment Banks Or Brokers industry is in the same range as MORN (61) in the Financial Publishing Or Services industry. This means that GS’s stock grew similarly to MORN’s over the last 12 months.
| GS | MORN | |
|---|---|---|
| RSI ODDS (%) | 1 day ago 90% | N/A |
| Stochastic ODDS (%) | 1 day ago 74% | 1 day ago 63% |
| Momentum ODDS (%) | N/A | 1 day ago 53% |
| MACD ODDS (%) | 1 day ago 70% | 1 day ago 54% |
| TrendWeek ODDS (%) | 1 day ago 59% | 1 day ago 53% |
| TrendMonth ODDS (%) | 1 day ago 59% | 1 day ago 52% |
| Advances ODDS (%) | N/A | 11 days ago 56% |
| Declines ODDS (%) | 1 day ago 56% | 1 day ago 62% |
| BollingerBands ODDS (%) | 6 days ago 71% | 1 day ago 57% |
| Aroon ODDS (%) | 1 day ago 45% | 1 day ago 66% |
Long-Term Analysis
It is best to consider a long-term outlook for a ticker by using Fundamental Analysis (FA) ratings. The rating of 1 to 100, where 1 is best and 100 is worst, is divided into thirds. The first third (a green rating of 1-33) indicates that the ticker is undervalued; the second third (a grey number between 34 and 66) means that the ticker is valued fairly; and the last third (red number of 67 to 100) reflects that the ticker is overvalued. We use an FA Score to show how many ratings show the ticker to be undervalued (green) or overvalued (red).
GS’s FA Score shows that 2 FA rating(s) are green while MORN’s FA Score has 1 green FA rating(s).
- GS’s FA Score: 2 green, 3 red.
- MORN’s FA Score: 1 green, 4 red.
Short-Term Analysis
It is best to consider a short-term outlook for a ticker by using Technical Analysis (TA) indicators. We use Odds of Success as the percentage of outcomes which confirm successful trade signals in the past.
If the Odds of Success (the likelihood of the continuation of a trend) for each indicator are greater than 50%, then the generated signal is confirmed. A green percentage from 90% to 51% indicates that the ticker is in a bullish trend. A red percentage from 90% - 51% indicates that the ticker is in a bearish trend. All grey percentages are below 50% and are considered not to confirm the trend signal.
GS’s TA Score shows that 4 TA indicator(s) are bullish while MORN’s TA Score has 6 bullish TA indicator(s).
- GS’s TA Score: 4 bullish, 2 bearish.
- MORN’s TA Score: 6 bullish, 3 bearish.
Price Growth
GS (@Investment Banks/Brokers) experienced а -2.03% price change this week, while MORN (@Financial Publishing/Services) price change was +0.67% for the same time period.
The average weekly price growth across all stocks in the @Investment Banks/Brokers industry was -8.09%. For the same industry, the average monthly price growth was -15.66%, and the average quarterly price growth was -17.09%.
The average weekly price growth across all stocks in the @Financial Publishing/Services industry was -0.11%. For the same industry, the average monthly price growth was -0.38%, and the average quarterly price growth was +1.85%.
Reported Earning Dates
GS is expected to report earnings on Jan 19, 2027.
MORN is expected to report earnings on Oct 28, 2026.
Industries' Descriptions
@Investment Banks/Brokers (-8.09% weekly)These banks specialize in underwriting (helping companies with debt financing or equity issuances), IPOs, facilitating mergers and other corporate reorganizations and acting as a broker or financial advisor for institutions. They might also trade securities on their own accounts. Investment banks potentially thrive on expanding its network of clients, since that could help them increase profits. Goldman Sachs, Morgan Stanley and CME Group Inc are some of the largest investment banking companies.
@Financial Publishing/Services (-0.11% weekly)The financial publishing /services sector includes companies that provide informational products and services that are of value to investors, financial/analytics professionals and other interested readers. The products include real-time stock quotes, financial news and analyses. Think S&P Global, Inc., Moody`s Corporation, Thomson-Reuters Corp and IHS Markit Ltd. Information is critical in making financial or investment decisions, and what makes this industry’s output relevant at all times, across various economic conditions.
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GS and
Correlation & Price change
A.I.dvisor indicates that over the last year, GS has been closely correlated with MS. These tickers have moved in lockstep 84% of the time. This A.I.-generated data suggests there is a high statistical probability that if GS jumps, then MS could also see price increases.