ETF Action adds ETF Performance, ETF Fundamentals, ETF Valuation, ETF Factors, ETF Overlap, Data Visualizations, Backtesting, 13F, Data APIs, Blogs, and Videos coverage that Morningstar Investor skips.
VOL. XCIV, NO. 247
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Tuesday, October 28, 2025
Tool Comparison
ETF Action vs Morningstar Investor comparison
Compare pricing, supported platforms, categories, and standout capabilities to decide which tool fits your workflow.
Quick takeaways
Morningstar Investor includes News, Financials, Fund Overview, Fund Performance, Fund Holdings, Fund Rating, Scores, and Bulls Say Bear Say categories that ETF Action omits.
Morningstar Investor offers mobile access, which ETF Action skips.
In depth comparison
ETF Action
etfaction.com
Independent ETF analytics platform for advisors and asset managers. Offers global ETF classification, look‑through holdings analytics, overlap analysis, flows/volumes with T+1 flow timing, live quotes (FMV) via Polygon.io, model portfolio tools, 13F screening (Advisor Pro), and enterprise options including API access. DIY/Advisor Pro plans emphasize self‑service research and Excel/CSV downloads; Enterprise adds collaboration, custom dashboards, and API. A separate Model Builder plan enables model uploads and ‘Bridge’ trading integration. API details are not publicly documented—confirm endpoints and auth with vendor.
Categories
Platforms
WebAPI
Pricing
FreeSubscription
Quick highlights
- Global ETF ‘Channels’ taxonomy with category reports and dashboards (Size & Style US/Global, Region & Country, Sector & Industry, Thematic, Fixed Income, Non‑Traditional, Commodities, Crypto).
- Look‑through analytics on fund holdings for factor/style, sector/industry, country, concentration; portfolio overlap analysis across funds or entire models.
- Flows & trading dashboards (volumes/ADV); flows noted as T+1 timing in daily updates.
- Live pricing on platform pages via Polygon.io FMV quotes (real‑time-ish indicative).
- Screeners for ETFs; watchlists; data exports to Excel/CSV (DIY 50 rows, Advisor Pro 500 rows).
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Morningstar Investor
morningstar.com
Hands-on review
Morningstar’s flagship research and portfolio platform for individual investors. Free users get access to screeners and quotes, while subscribers unlock analyst reports, expanded data, and premium ratings. A 7-day trial is available. Canceling a subscription also removes access to saved portfolios, watchlists, and screens.
Categories
Platforms
WebMobile
Pricing
FreeSubscription
Quick highlights
- Powerful screeners for stocks, funds, ETFs, and closed-end funds with over 200 searchable data points and curated pre-filtered lists.
- Portfolio X-Ray tool showing allocations by asset class, sector, and region across combined holdings.
- Analyst reports with Fair Value estimates, Moat ratings, and “Bulls Say / Bears Say” perspectives (subscriber feature).
- Quote pages enriched with Morningstar Star Ratings and detailed analysis for subscribers.
- Portfolio and watchlist alerts delivered via email to keep you informed on holdings you track.
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Where they differ
ETF Action
Distinct strengths include:
- Global ETF ‘Channels’ taxonomy with category reports and dashboards (Size & Style US/Global, Region & Country, Sector & Industry, Thematic, Fixed Income, Non‑Traditional, Commodities, Crypto).
- Look‑through analytics on fund holdings for factor/style, sector/industry, country, concentration; portfolio overlap analysis across funds or entire models.
- Flows & trading dashboards (volumes/ADV); flows noted as T+1 timing in daily updates.
- Live pricing on platform pages via Polygon.io FMV quotes (real‑time-ish indicative).
Morningstar Investor
Distinct strengths include:
- Powerful screeners for stocks, funds, ETFs, and closed-end funds with over 200 searchable data points and curated pre-filtered lists.
- Portfolio X-Ray tool showing allocations by asset class, sector, and region across combined holdings.
- Analyst reports with Fair Value estimates, Moat ratings, and “Bulls Say / Bears Say” perspectives (subscriber feature).
- Quote pages enriched with Morningstar Star Ratings and detailed analysis for subscribers.
Feature-by-feature breakdown
| Attribute | ETF Action | Morningstar Investor |
|---|---|---|
Categories Which research workflows each platform targets | Shared: ETF Overview, ETF Holdings, Screeners, Portfolio, Watchlist, Alerts Unique: ETF Performance, ETF Fundamentals, ETF Valuation, ETF Factors, ETF Overlap, Data Visualizations, Backtesting, 13F, Data APIs, Blogs, Videos | Shared: ETF Overview, ETF Holdings, Screeners, Portfolio, Watchlist, Alerts Unique: News, Financials, Fund Overview, Fund Performance, Fund Holdings, Fund Rating, Scores, Bulls Say Bear Say |
Asset types Supported asset classes and universes | ETFs, Stocks | Stocks, ETFs, Mutual Funds, Closed-End Funds |
Experience levels Who each product is built for | Beginner, Intermediate, Advanced | Beginner, Intermediate, Advanced |
Platforms Where you can access the product | Web, API | Web, Mobile |
Pricing High-level pricing models | Free, Subscription | Free, Subscription |
Key features Core capabilities called out by each vendor | Unique
| Unique
|
Tested Verified by hands-on testing inside Find My Moat | Not yet | Yes |
Editor pick Featured inside curated shortlists | Standard listing | Standard listing |
Frequently Asked Questions
Which workflows do ETF Action and Morningstar Investor both support?
Both platforms cover ETF Overview, ETF Holdings, Screeners, Portfolio, Watchlist, and Alerts workflows, so you can research those use cases in either tool before digging into the feature differences below.
Do ETF Action and Morningstar Investor require subscriptions?
Both ETF Action and Morningstar Investor keep freemium access with optional paid upgrades, so you can trial each platform before committing.
Which tool has mobile access?
Morningstar Investor ships a dedicated mobile experience, while ETF Action focuses on web or desktop access.
What unique strengths set the two platforms apart?
ETF Action differentiates itself with Global ETF ‘Channels’ taxonomy with category reports and dashboards (Size & Style US/Global, Region & Country, Sector & Industry, Thematic, Fixed Income, Non‑Traditional, Commodities, Crypto)., Look‑through analytics on fund holdings for factor/style, sector/industry, country, concentration; portfolio overlap analysis across funds or entire models., and Flows & trading dashboards (volumes/ADV); flows noted as T+1 timing in daily updates., whereas Morningstar Investor stands out for Powerful screeners for stocks, funds, ETFs, and closed-end funds with over 200 searchable data points and curated pre-filtered lists., Portfolio X-Ray tool showing allocations by asset class, sector, and region across combined holdings., and Analyst reports with Fair Value estimates, Moat ratings, and “Bulls Say / Bears Say” perspectives (subscriber feature)..
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Curation & Accuracy
This directory blends AI‑assisted discovery with human curation. Entries are reviewed, edited, and organized with the goal of expanding coverage and sharpening quality over time. Your feedback helps steer improvements (because no single human can capture everything all at once).
Details change. Pricing, features, and availability may be incomplete or out of date. Treat listings as a starting point and verify on the provider’s site before making decisions. If you spot an error or a gap, send a quick note and I’ll adjust.