Morningstar vs PitchBook:Which is more popular?
In September 2026, Morningstar had more branded searches than PitchBook among financial data platforms worldwide. Morningstar had about 301,000 branded searches, while PitchBook had 90,500. Morningstar made up 14.3% of all financial data platform searches we track, and PitchBook accounted for 4.3%. When we asked ChatGPT and Google AI Overviews about financial data platforms, PitchBook appeared in two of the five answers and Morningstar in none.
Who do people search for more?
Morningstar, about 3 searches for every 1 for PitchBook
Who does AI mention more?
PitchBook, mentioned in 2 of 5 answers, Morningstar in 0
Who does AI recommend more?
PitchBook, the only one of the two named
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Top financial data platforms in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, PitchBook was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Morningstar did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Bloomberg4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
FactSet4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Koyfin4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
S&P Capital IQ4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- PitchBook2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
LSEG Workspace2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Financial Modeling Prep2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Refinitiv1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Morningstar0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about financial data platforms
5 answers
Asked ChatGPT
“Which financial data platform should I use?”
Asked ChatGPT
“What are the best financial data platforms?”
Asked ChatGPT
“What's the best financial data platform for market research?”
Searched Google, AI Overview
“financial data platform”
Searched Google, AI Overview
“financial market data”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Morningstar or PitchBook more popular in search?
This chart shows how often people search Google for Morningstar and PitchBook by name. Each line represents a brand's share of searches for all nine financial data platforms we track, month by month, from English-language searches worldwide.
Share of searches by month for Morningstar, PitchBook. The figures are in the table below the chart.
View monthly share of searches table
| Month | Bloomberg | Morningstar | FactSet | PitchBook | Koyfin | Refinitiv | LSEG Workspace | S&P Capital IQ | Financial Modeling Prep |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 73.5% | 14.8% | 3.6% | 3% | 2% | 1.6% | 0.61% | 0.64% | 0.27% |
| Nov 2025 | 70.1% | 17.2% | 4.2% | 3.5% | 1.9% | 1.6% | 0.59% | 0.61% | 0.31% |
| Dec 2025 | 68.3% | 20.5% | 3.4% | 2.8% | 2.3% | 1.5% | 0.46% | 0.49% | 0.37% |
| Jan 2026 | 70.4% | 17.3% | 3.5% | 3.5% | 2.3% | 1.6% | 0.48% | 0.61% | 0.38% |
| Feb 2026 | 69.8% | 17.2% | 4.2% | 3.5% | 2.3% | 1.5% | 0.58% | 0.61% | 0.38% |
| Mar 2026 | 76% | 12.5% | 3.1% | 3.7% | 2.1% | 1.4% | 0.49% | 0.45% | 0.34% |
| Apr 2026 | 73% | 14.7% | 3.6% | 3% | 2.4% | 1.6% | 0.61% | 0.63% | 0.48% |
| May 2026 | 70.2% | 17.2% | 3.5% | 2.8% | 2.8% | 1.6% | 0.67% | 0.61% | 0.57% |
| Jun 2026 | 73.3% | 14.7% | 3.6% | 3% | 2.4% | 1.3% | 0.57% | 0.54% | 0.48% |
| Jul 2026 | 73.2% | 14.7% | 3.6% | 3% | 2.4% | 1.3% | 0.66% | 0.64% | 0.48% |
| Aug 2026 | 70.9% | 17.4% | 3.5% | 2.9% | 2.3% | 1.3% | 0.78% | 0.62% | 0.38% |
| Sep 2026 | 71.3% | 14.3% | 4.3% | 4.3% | 2.4% | 1.6% | 0.78% | 0.77% | 0.31% |
How has the Morningstar and PitchBook comparison changed over the last 12 months?
3 findings
- Morningstar was ahead of PitchBook in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Morningstar’s share of searches among financial data platforms worldwide moved from 14.8% to 14.3%, and its estimated monthly branded searches moved from 450K to 301K.
- Across the 12 months ending September 2026, PitchBook’s share of searches among financial data platforms worldwide moved from 3% to 4.3%, and its estimated monthly branded searches held steady at 90.5K.
How did search popularity change for financial data platforms worldwide in September 2026?
2 changes
In September 2026, PitchBook gained share of searches among financial data platforms worldwide, from 2.9% to 4.3%.
In September 2026, Morningstar lost share of searches among financial data platforms worldwide, from 17.4% to 14.3%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Morningstar’s and PitchBook’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Morningstar
1 branded search term
- morningstar
PitchBook
1 branded search term
- pitchbook
Other head-to-heads among financial data platforms
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