The new AI capability is designed to transform Direct Advisory Suite into an interactive, connected workspace that helps streamline key tasks from research and meeting prep to client-ready proposals
Morningstar, Inc. (NASDAQ:MORN), a leading provider of independent investment insights, today introduced an AI assistant embedded in Direct Advisory Suite, its flagship advisor platform. The launch reflects a transformation toward an AI-first advisor experience, helping reshape how advisors prepare, respond, and manage client needs across the core stages of investment advice.
Direct Advisory Suite's AI assistant is an interactive, AI-powered workspace that brings together investment research, portfolio analysis, and proposal generation within a single, connected environment. Drawing on Morningstar's independent data and research, the AI assistant surfaces timely insights and automates multi-step tasks to help advisors produce client-ready output with greater speed and confidence.
"Advisors are facing rising client expectations and growing workloads, and incremental efficiency gains aren't enough," said Thomas Aviles, head of advisor software at Morningstar. "Our AI assistant delivers outcome-orientated support so advisors can walk into client conversations better prepared to deliver high-quality guidance."
The AI assistant is woven throughout Direct Advisory Suite; using natural-language requests, advisors can move from client setup to portfolio analysis to a finished report or proposal without switching tools — work that previously required navigating multiple steps and modules. By carrying context across each stage, the AI assistant is designed to apply relevant data and capabilities along the way, cutting clicks and reducing the learning curve that can slow advisors down.
The AI assistant supports key tasks such as identifying meaningful rating changes, preparing meeting briefs, supporting research and portfolio analysis, and can turn client statements into actionable proposals directly within the advisor's workflow. Because it is powered by Morningstar's independent data and research, outputs are grounded in the same trusted insights advisors use today. The platform is protected by enterprise‑grade security, and client data is never used to train AI models.
The launch marks a meaningful step forward in Morningstar's AI strategy to become the intelligence layer for investing—the grounding source investors need for analyst-backed, precise, and comprehensive ratings and insights. The new AI assistant in Morningstar Direct advances the firm's efforts to use AI to transform its in-platform experiences and replaces its former AI chatbot, Mo. In Direct Advisory Suite, that strategy is designed to modernize how advisors work and strengthen their value in a new era of advice.
"Our mission has always been to empower investor success, and advisors are central to that work," Aviles said. "By standing alongside them with innovative tools designed to elevate their insight and sharpen their recommendations, we're helping advisors guide investors with clarity and confidence."
The AI assistant is integrated directly into Direct Advisory Suite and can also be accessed through other AI tools advisors use via Morningstar's Model Context Protocol (MCP) connections. The initial rollout is available to a subset of US-based Direct Advisory Suite users, with continued enhancements and broader availability anticipated for US and Canadian clients throughout 2026.
Learn more about Morningstar Direct Advisory Suite here.
About Morningstar, Inc.
Morningstar, Inc. is a leading provider of independent investment insights in North America, Europe, Australia, and Asia. The Company offers an extensive line of products and services for individual investors, financial advisors, asset managers and owners, retirement plan providers and sponsors, institutional investors in the debt and private capital markets, and alliances and redistributors. Morningstar provides data and research insights on a wide range of investment offerings, including managed investment products, publicly listed companies, private capital markets, debt securities, and real-time global market data. Morningstar also offers investment management services through its investment advisory subsidiaries, with approximately $378 billion in AUMA as of Dec. 31, 2025. The Company operates through wholly-owned subsidiaries in 32 countries. For more information, visit www.morningstar.com/company. Follow Morningstar on LinkedIn @Morningstar.
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Michael Claussen, +1 312 696-6037, [email protected]