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Morningstar's Silent Data Giant
The invisible engine powering wealth management's data stack
While retail investors obsess over stock picks, Morningstar quietly built a $3.2M B2B data empire that aggregates every financial account you can imagine. ByAllAccounts isn't a consumer app—it's the plumbing beneath the entire wealth management industry.
"They're not competing with Plaid—they're the enterprise-grade alternative that wealth managers actually trust with their books of business."
The Wealth Manager's Data Problem
Financial advisors juggle data from dozens of sources: held-away accounts, custodians, 401(k)s, and brokerage platforms. ByAllAccounts solves this by aggregating everything into a single view. Their clients aren't retail users—they're RIAs and wealth management firms managing billions in assets who need clean, reliable data without the compliance nightmares of consumer fintech APIs.
The Morningstar Acquisition Strategy
Morningstar didn't build ByAllAccounts from scratch—they acquired it to dominate the wealth data infrastructure layer. With $10M in funding before acquisition, they proved the model: B2B data aggregation is a winner-take-most market. Now they leverage Morningstar's brand and distribution while maintaining the specialized focus wealth management requires.
- Enterprise-grade data aggregation for wealth management (not consumer fintech)
- Deep integration with custodians and advisor books of business
- Built on modern stack: Tailwind, Vite, Google Analytics, New Relic
- Focus on data accuracy and compliance over user experience polish
The absence of traffic data is telling: ByAllAccounts operates in the enterprise layer, not the consumer layer. Their '0 monthly visits' isn't a failure—it's a feature. Wealth managers don't visit their website; they integrate their API. This is infrastructure, not a product. The real metrics happen in API calls and data quality scores, not pageviews.
The Boring Infrastructure Play
While fintech startups chase consumer attention, ByAllAccounts quietly owns the data plumbing that makes wealth management possible. In a world obsessed with growth, sometimes the most valuable companies are the ones you never see.
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ByAllAccounts® | Wealth Data and Financial Account Aggregator | Morningstar
The preferred financial data and account aggregator for wealth management. Access data from held-away accounts, advisor books of business and custodians.
ByAllAccounts® | Wealth Data and Financial Account Aggregator
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About byallaccounts.morningstar.com
The preferred financial data and account aggregator for wealth management. Access data from held-away accounts, advisor books of business and custodians.
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byallaccounts.morningstar.com uses 18 technologies across their website including Amazon Web Services, AWS CloudFront, OneTrust, Microsoft Ads, and more.
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Amazon Web Services, AWS CloudFront
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byallaccounts.morningstar.com receives approximately 0 monthly visitors. The website has a bounce rate of 0% with visitors viewing an average of 0.0 pages per visit. Users spend an average of 0:00 on the site.
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