Morningstar vs Zacks: Quick Verdict
Morningstar and Zacks both offer stock research and rating systems, but they solve different problems. Morningstar Investor ($249/year) is built for long-term, fundamentals-driven investors who want fair value estimates, economic moat analysis, and deep portfolio tools. Zacks Premium ($249/year) is built for active traders who want quantitative rankings based on earnings estimate revisions and momentum signals.
Short version: if you buy and hold, Morningstar. If you trade on earnings momentum, Zacks. Here's the full breakdown.
Rating Systems Compared
Morningstar's Star Rating & Moat System
Morningstar's approach is fundamentally about intrinsic value. Their analysts build discounted cash flow models for over 1,500 stocks and assign fair value estimates — specific dollar amounts they believe each stock is worth.
The star rating flows directly from this:
- 5 stars — Stock is trading significantly below fair value (strong buy territory)
- 4 stars — Trading somewhat below fair value
- 3 stars — Fairly valued
- 2 stars — Trading above fair value
- 1 star — Significantly overvalued
On top of this, Morningstar assigns economic moat ratings — Wide, Narrow, or None — measuring a company's sustainable competitive advantage. A company with a wide moat (think Visa, Microsoft, or Coca-Cola) can defend its market position for 20+ years.
This is genuinely unique research you can't replicate with free tools. Morningstar employs over 100 equity analysts who maintain these models.
Zacks Rank System
Zacks takes a completely different approach. Their proprietary Zacks Rank is a quantitative system built entirely around earnings estimate revisions — the idea that when analysts raise their earnings estimates for a stock, the price tends to follow.
The Zacks Rank scores stocks 1-5:
- #1 Strong Buy — Earnings estimates being revised sharply upward
- #2 Buy — Positive estimate revisions
- #3 Hold — Neutral revisions
- #4 Sell — Negative estimate revisions
- #5 Strong Sell — Estimates being cut sharply
Zacks claims their #1 Strong Buy stocks have averaged +24.3% annual returns since 1988. The system is entirely quantitative — no analyst opinions, no subjective moat assessments. It's pure data.
The Zacks Rank updates daily based on the latest analyst estimate revisions, making it more reactive to short-term changes than Morningstar's approach.
Which Rating System Is Better?
Neither — they measure different things. Morningstar tells you what a stock is worth. Zacks tells you which direction earnings expectations are moving. A stock can be overvalued by Morningstar's metrics but still a Zacks #1 if analysts are raising estimates. Both can be right simultaneously because they're answering different questions.
Research Quality and Depth
Morningstar's Research
Morningstar's analyst reports are among the most thorough in the retail investment space. A typical stock report includes:
- Fair value estimate with detailed assumptions
- Economic moat assessment with competitive analysis
- Uncertainty rating (how confident they are in the fair value)
- Bull and bear case scenarios
- Capital allocation rating (how well management deploys capital)
- ESG risk assessment
These reports read like institutional research. They're written by sector specialists who follow companies for years. For investors who want to understand why a stock might be undervalued, Morningstar's depth is unmatched at this price point.
Morningstar also excels at mutual fund and ETF research — their fund star ratings and analyst reports are the industry standard. If your portfolio includes funds alongside individual stocks, this is a significant advantage.
Zacks Research
Zacks Premium research is more surface-level compared to Morningstar. You get:
- Zacks Rank and component scores
- Earnings estimate data and revision history
- Industry rank comparisons
- Basic analyst research reports
- Premium stock screener with custom filters
The research is functional but not deep. Zacks doesn't attempt to tell you what a company is worth or analyze its competitive position. It tells you whether earnings estimates are going up or down, and how the stock ranks within its industry. For active traders who make decisions based on momentum and earnings trends, that's enough. For investors who want to understand a business, it's not.
Tools and Features
| Feature | Morningstar Investor | Zacks Premium |
|---|
| Stock screener | Yes — filter by fair value, moat, star rating | Yes — filter by Zacks Rank, industry, style |
| Portfolio tracker | Excellent — X-ray analysis, asset allocation, overlap detection | Basic — tracking and alerts |
| Mutual fund/ETF research | Industry-leading | Available but limited |
| Watchlists | Yes | Yes |
| Earnings data | Included | Core strength — estimate revisions, surprises, history |
| Stock comparisons | Side-by-side with valuation metrics | Side-by-side with Zacks Rank components |
| Mobile app | Yes | Yes |
| Educational content | Strong — investing courses, methodology guides | Moderate — articles and webinars |
Morningstar's Portfolio X-Ray tool is a standout. It breaks down your entire portfolio by sector, geography, asset class, and fee exposure — revealing overlap and concentration risks that are invisible without this kind of analysis. If you hold multiple funds, this alone may justify the subscription.
Zacks' strength is its earnings data infrastructure. The estimate revision history, earnings surprise tracking, and quantitative screening tools are best-in-class for momentum-oriented investors.
Pricing Comparison
| Plan | Morningstar Investor | Zacks Premium |
|---|
| Annual | $249/year | $249/year |
| Monthly | $34.95/month | $24.95/month |
| Trial | 7-day free trial | 30 days for $1 |
| Higher tier | N/A | Zacks Investor Collection ($59/month) |
At the annual rate, they're identically priced at $249/year. Zacks is cheaper on a monthly basis ($24.95 vs $34.95). Zacks also offers a more generous trial — 30 days for $1 versus Morningstar's 7-day free trial.
One note: Zacks aggressively upsells to their higher-tier products. The Zacks Investor Collection ($59/month) bundles additional model portfolios and is heavily promoted within the platform.
Who Should Choose Morningstar?
- Buy-and-hold investors who want to find undervalued stocks and hold them
- Fund investors who need the best mutual fund and ETF research available
- Portfolio-focused investors who want X-Ray analysis and allocation tools
- Value investors who care about intrinsic value and economic moats
- Retirement planners who need comprehensive portfolio analysis
Read our full Morningstar Premium review for a deeper dive.
Who Should Choose Zacks?
- Active traders who make decisions based on earnings momentum
- Quantitative investors who prefer data-driven signals over analyst opinions
- Short-term investors who hold positions for weeks or months, not years
- Earnings-focused investors who want to trade around estimate revisions and earnings surprises
Read our full Zacks Premium review for more detail.
Our Verdict: Morningstar Wins for Most Investors
At the same $249/year price point, Morningstar Investor delivers more value for the majority of retail investors. The fair value estimates, moat ratings, and portfolio tools provide a complete research framework that helps you make better long-term decisions. The mutual fund and ETF coverage alone sets it apart.
Zacks Premium has a narrower but valid use case. If your strategy revolves around earnings momentum and you trade actively, the Zacks Rank system is a proven quantitative tool. But for most investors building a long-term portfolio, Morningstar's depth and breadth win out.
The best approach? Use Zacks' $1 trial and Morningstar's free trial back-to-back. Spend a week with each and see which research style matches how you actually invest.
Frequently Asked Questions
Is Morningstar better than Zacks?
For most long-term investors, yes. Morningstar offers deeper fundamental research, fair value estimates, economic moat ratings, and superior portfolio tools. Zacks is better specifically for active traders who focus on earnings momentum and quantitative signals.
Are Morningstar and Zacks the same price?
Both charge $249/year for their premium subscriptions. Zacks is cheaper on a monthly basis ($24.95/month vs $34.95/month) and offers a more generous trial period (30 days for $1 vs 7-day free trial).
Can I use both Morningstar and Zacks together?
Yes, and some investors do. Morningstar identifies undervalued stocks with strong competitive positions, while Zacks signals which of those stocks have positive earnings momentum. Using both creates a value-plus-momentum screen. However, at $498/year combined, most individual investors are better served picking the one that matches their style.
Is the Zacks Rank accurate?
Zacks reports that their #1 Strong Buy stocks have averaged +24.3% annual returns since 1988. The system is backtested and quantitative. However, past performance doesn't guarantee future results, and the Zacks Rank works best as one factor in a broader analysis, not as a standalone buy signal.
