# Asset-Map, Irwin vs Morningstar Direct Comparison

| | Asset-Map | Irwin | Morningstar Direct | 
|---|---|---|---|
| **Star Rating** | 4.8 out of 5 | 4.5 out of 5 | 4.0 out of 5 | 
| **Total Reviews** | 129 | 57 | 405 | 
| **Largest Market Segment** | Small-Business (85.3% of reviews) | Small-Business (75.4% of reviews) | Enterprise (36.9% of reviews) | 
| **Entry Level Price** | $149.00 1 Seats Per Month | Contact Us Per Year | No pricing available | 

---
## Top Pros & Cons

### Asset-Map

**Not enough data**

### Irwin

Pros:
- Customization (1 reviews)

Cons:
- Limited Accessibility (1 reviews)
- Limited Data (1 reviews)

### Morningstar Direct

Pros:
- Data Accessibility (63 reviews)
- Ease of Use (48 reviews)

Cons:
- Poor Usability (51 reviews)
- Slow Performance (50 reviews)

---
## Ratings Comparison
| Rating | Asset-Map | Irwin | Morningstar Direct | 
|---|---|---|---|
  | **Meets Requirements** | 9.2 (95 reviews) | 8.9 (35 reviews) | 8.0 (326 reviews) | 
  | **Ease of Use** | 9.3 (98 reviews) | 8.9 (35 reviews) | 6.5 (365 reviews) | 
  | **Ease of Setup** | 9.4 (41 reviews) | 9.1 (13 reviews) | 7.4 (273 reviews) | 
  | **Ease of Admin** | 9.2 (16 reviews) | 8.9 (12 reviews) | 7.1 (63 reviews) | 
  | **Quality of Support** | 9.8 (91 reviews) | 9.5 (35 reviews) | 7.4 (326 reviews) | 
  | **Has the product been a good partner in doing business?** | 9.8 (16 reviews) | 9.4 (12 reviews) | 7.7 (61 reviews) | 
  | **Product Direction (% positive)** | 9.9 (87 reviews) | 9.6 (30 reviews) | 6.6 (328 reviews) | 

---
## Pricing

### Asset-Map

#### Entry-Level Pricing

Plan: Asset-Map Professional

Price: $149.00 1 Seats Per Month

Description: Our core solution transforms spreadsheet meetings into visual financial planning breakthroughs.

Key Features:
- Target-Map Planning Engine
- Target-Map Cashflow Details
- Discovery Interview for Prospecting and Fact-finding

[Browse all 3 editions](https://www.g2.com/products/asset-map/pricing)

#### Free Trial

Yes

### Irwin

#### Entry-Level Pricing

Plan: Irwin Pricing

Price: Contact Us Per Year

Key Features:
- The most powerful investor relations software made for modern IR teams

[Learn more about Irwin](https://www.g2.com/products/irwin/reviews)

#### Free Trial

Yes

### Morningstar Direct

#### Entry-Level Pricing

No pricing available

#### Free Trial

Yes

---
## Features Comparison By Category

### Financial Research

| Product | Score | Reviews |
|---|---|---|
| **Asset-Map** | N/A | N/A |
| **Irwin** | 8.5/10 | 7 |
| **Morningstar Direct** | 6.1/10 | 188 |

#### Financial Information

| Feature | Asset-Map | Irwin | Morningstar Direct | 
|---|---|---|---|
| **Data Visualization** | Not enough data | 8.9 (6 reviews) | 7.4 (184 reviews) | 
| **Document Search** | Not enough data | Not enough data | 5.6 (178 reviews) | 

#### Analysis

| Feature | Asset-Map | Irwin | Morningstar Direct | 
|---|---|---|---|
| **Financial Analysis** | Not enough data | 8.3 (5 reviews) | 7.4 (182 reviews) | 
| **Charting** | Not enough data | 8.6 (6 reviews) | 7.5 (182 reviews) | 
| **Risk Analysis** | Not enough data | Not enough data | 7.0 (180 reviews) | 
| **Document Annotation** | Not enough data | Feature Not Available | 5.2 (171 reviews) | 
| **Collaboration** | Not enough data | Not enough data | 6.0 (171 reviews) | 

#### Market News

| Feature | Asset-Map | Irwin | Morningstar Direct | 
|---|---|---|---|
| **Alerts and Monitoring** | Not enough data | Not enough data | 6.1 (176 reviews) | 
| **Market Information** | Not enough data | 8.0 (5 reviews) | 6.7 (180 reviews) | 
| **Market News** | Not enough data | Not enough data | 5.5 (176 reviews) | 

#### Platform Basics

| Feature | Asset-Map | Irwin | Morningstar Direct | 
|---|---|---|---|
| **Mobility** | Not enough data | Not enough data | 4.6 (170 reviews) | 
| **Interoperability** | Not enough data | Not enough data | 5.7 (174 reviews) | 

#### Agentic AI - Financial Research

| Feature | Asset-Map | Irwin | Morningstar Direct | 
|---|---|---|---|
| **Multi-step Planning** | Not enough data | Not enough data | 4.3 (35 reviews) | 

### Investment Portfolio Management

| Product | Score | Reviews |
|---|---|---|
| **Asset-Map** | N/A | N/A |
| **Irwin** | N/A | N/A |
| **Morningstar Direct** | 6.3/10 | 255 |

#### Functionality

| Feature | Asset-Map | Irwin | Morningstar Direct | 
|---|---|---|---|
| **Customizable Reporting** | Not enough data | Not enough data | 8.1 (240 reviews) | 
| **Market Analytics** | Not enough data | Not enough data | 7.5 (234 reviews) | 
| **Client Portal** | Not enough data | Not enough data | 5.8 (217 reviews) | 
| **Investment Accounting** | Not enough data | Not enough data | Feature Not Available | 
| **Real time ** | Not enough data | Not enough data | 6.4 (221 reviews) | 
| **Compliance** | Not enough data | Not enough data | 5.9 (217 reviews) | 
| **Customizable Reporting** | Not enough data | Not enough data | 8.1 (127 reviews) | 

#### Integration

| Feature | Asset-Map | Irwin | Morningstar Direct | 
|---|---|---|---|
| **Data aggregation** | Not enough data | Not enough data | 7.7 (233 reviews) | 
| **Accounting Integration** | Not enough data | Not enough data | 5.5 (216 reviews) | 
| **Risk Management** | Not enough data | Not enough data | 6.7 (220 reviews) | 

#### Agentic AI - Investment Portfolio Management

| Feature | Asset-Map | Irwin | Morningstar Direct | 
|---|---|---|---|
| **Multi-step Planning** | Not enough data | Not enough data | 5.1 (59 reviews) | 
| **Cross-system Integration** | Not enough data | Not enough data | 5.2 (60 reviews) | 
| **Adaptive Learning** | Not enough data | Not enough data | 4.9 (59 reviews) | 
| **Proactive Assistance** | Not enough data | Not enough data | 4.9 (60 reviews) | 

### Financial Analytics

| Product | Score | Reviews |
|---|---|---|
| **Asset-Map** | 8.9/10 | 72 |
| **Irwin** | 9.1/10 | 6 |
| **Morningstar Direct** | N/A | N/A |

#### Platform Additional Functionality

| Feature | Asset-Map | Irwin | Morningstar Direct | 
|---|---|---|---|
| **Dashboard** | 9.1 (64 reviews) | 9.2 (6 reviews) | Not enough data | 
| **Cloud** | 8.8 (53 reviews) | Not enough data | Not enough data | 

#### Platform Content

| Feature | Asset-Map | Irwin | Morningstar Direct | 
|---|---|---|---|
| **Automation** | 8.6 (56 reviews) | Not enough data | Not enough data | 
| **Content Library** | 8.9 (60 reviews) | Not enough data | Not enough data | 

#### Platform Data

| Feature | Asset-Map | Irwin | Morningstar Direct | 
|---|---|---|---|
| **Visualization** | 9.6 (67 reviews) | Not enough data | Not enough data | 

#### Platform Interoperability

| Feature | Asset-Map | Irwin | Morningstar Direct | 
|---|---|---|---|
| **API** | 8.3 (49 reviews) | Feature Not Available | Not enough data | 

#### Platform Performance

| Feature | Asset-Map | Irwin | Morningstar Direct | 
|---|---|---|---|
| **Reporting** | 8.8 (62 reviews) | 9.0 (5 reviews) | Not enough data | 

#### Agentic AI  - Financial Analytics

| Feature | Asset-Map | Irwin | Morningstar Direct | 
|---|---|---|---|
| **Proactive Assistance** | Feature Not Available | Not enough data | Not enough data | 

### Investor Reporting

| Product | Score | Reviews |
|---|---|---|
| **Asset-Map** | N/A | N/A |
| **Irwin** | 8.0/10 | 16 |
| **Morningstar Direct** | N/A | N/A |

#### Platform Additional Functionality

| Feature | Asset-Map | Irwin | Morningstar Direct | 
|---|---|---|---|
| **Portal** | Not enough data | 8.9 (9 reviews) | Not enough data | 
| **Messaging** | Not enough data | Feature Not Available | Not enough data | 
| **White-Labeling** | Not enough data | Feature Not Available | Not enough data | 

#### Platform Data

| Feature | Asset-Map | Irwin | Morningstar Direct | 
|---|---|---|---|
| **Report Manipulation** | Not enough data | 7.0 (9 reviews) | Not enough data | 
| **Platform Search** | Not enough data | 8.8 (13 reviews) | Not enough data | 
| **Document Automation** | Not enough data | Feature Not Available | Not enough data | 

#### Platform Content

| Feature | Asset-Map | Irwin | Morningstar Direct | 
|---|---|---|---|
| **Email Templates** | Not enough data | 7.3 (8 reviews) | Not enough data | 
| **Email Automation** | Not enough data | 7.8 (10 reviews) | Not enough data | 
| **Custom Reports** | Not enough data | 8.0 (11 reviews) | Not enough data | 
| **Alerts** | Not enough data | 8.3 (6 reviews) | Not enough data | 

### Investor Relationship Management

| Product | Score | Reviews |
|---|---|---|
| **Asset-Map** | N/A | N/A |
| **Irwin** | 7.9/10 | 27 |
| **Morningstar Direct** | N/A | N/A |

#### Sales Force Automation

| Feature | Asset-Map | Irwin | Morningstar Direct | 
|---|---|---|---|
| **Segmenting** | Not enough data | 8.4 (16 reviews) | Not enough data | 
| **Contract Management** | Not enough data | Feature Not Available | Not enough data | 
| **Pipeline Management** | Not enough data | Feature Not Available | Not enough data | 
| **White-Labeling** | Not enough data | Feature Not Available | Not enough data | 

#### Platform Analytics

| Feature | Asset-Map | Irwin | Morningstar Direct | 
|---|---|---|---|
| **Forecasting** | Not enough data | Feature Not Available | Not enough data | 
| **Reports** | Not enough data | 8.1 (19 reviews) | Not enough data | 
| **Analytics** | Not enough data | 8.3 (21 reviews) | Not enough data | 

#### Marketing Automation

| Feature | Asset-Map | Irwin | Morningstar Direct | 
|---|---|---|---|
| **Email Templates** | Not enough data | 7.1 (13 reviews) | Not enough data | 
| **Email Automation** | Not enough data | 7.6 (17 reviews) | Not enough data | 
| **Lead Management** | Not enough data | Not enough data | Not enough data | 

### Financial Services CRM

| Product | Score | Reviews |
|---|---|---|
| **Asset-Map** | N/A | N/A |
| **Irwin** | 8.7/10 | 6 |
| **Morningstar Direct** | N/A | N/A |

#### Content

| Feature | Asset-Map | Irwin | Morningstar Direct | 
|---|---|---|---|
| **Automation** | Not enough data | 8.3 (5 reviews) | Not enough data | 

#### Platform Additional Functionality

| Feature | Asset-Map | Irwin | Morningstar Direct | 
|---|---|---|---|
| **Pre-Built Connectors** | Not enough data | Not enough data | Not enough data | 
| **Dashboard** | Not enough data | 8.6 (6 reviews) | Not enough data | 
| **Cloud** | Not enough data | Not enough data | Not enough data | 
| **Mobility** | Not enough data | Not enough data | Not enough data | 
| **Messaging** | Not enough data | Not enough data | Not enough data | 

#### Platform Reporting and Analytics

| Feature | Asset-Map | Irwin | Morningstar Direct | 
|---|---|---|---|
| **Reporting** | Not enough data | 8.0 (5 reviews) | Not enough data | 
| **Forecasting** | Not enough data | Not enough data | Not enough data | 

#### Customer Support

| Feature | Asset-Map | Irwin | Morningstar Direct | 
|---|---|---|---|
| **Case Management** | Not enough data | 8.7 (5 reviews) | Not enough data | 
| **Customer Support Portal** | Not enough data | 9.2 (6 reviews) | Not enough data | 
| **Knowledge Base** | Not enough data | 8.9 (6 reviews) | Not enough data | 
| **Support Analytics** | Not enough data | Feature Not Available | Not enough data | 

#### Marketing Automation

| Feature | Asset-Map | Irwin | Morningstar Direct | 
|---|---|---|---|
| **Campaign Management** | Not enough data | 9.0 (5 reviews) | Not enough data | 
| **Lead Management** | Not enough data | 8.9 (6 reviews) | Not enough data | 
| **Marketing Analytics** | Not enough data | 9.2 (6 reviews) | Not enough data | 

#### Sales Force Automation

| Feature | Asset-Map | Irwin | Morningstar Direct | 
|---|---|---|---|
| **Pipeline Management** | Not enough data | Feature Not Available | Not enough data | 
| **Task Management** | Not enough data | 8.0 (5 reviews) | Not enough data | 
| **Product and Price List Management** | Not enough data | Feature Not Available | Not enough data | 
| **Quote and Order Management** | Not enough data | Feature Not Available | Not enough data | 
| **Contract Management** | Not enough data | Feature Not Available | Not enough data | 

#### Agentic AI - Financial Services CRM

| Feature | Asset-Map | Irwin | Morningstar Direct | 
|---|---|---|---|
| **Decision Making** | Not enough data | Not enough data | Not enough data | 

---
## Categories

**Unique to Asset-Map (1):** [Financial Analytics Software](https://www.g2.com/categories/financial-analytics)

**Unique to Irwin (5):** [Investor Reporting Software](https://www.g2.com/categories/investor-reporting), [Investor Relationship Management Software](https://www.g2.com/categories/investor-relationship-management), [Financial Analytics Software](https://www.g2.com/categories/financial-analytics), [Financial Research Software](https://www.g2.com/categories/financial-research), [Financial Services CRM Software](https://www.g2.com/categories/financial-services-crm)

**Unique to Morningstar Direct (2):** [Investment Portfolio Management Software](https://www.g2.com/categories/investment-portfolio-management), [Financial Research Software](https://www.g2.com/categories/financial-research)


---
## Reviewer Demographics

### By Company Size

| Segment | Asset-Map | Irwin | Morningstar Direct | 
|---|---|---|---|
| **Small-Business** | 85.3% | 75.4% | 35.3% | 
| **Mid-Market** | 3.9% | 17.5% | 27.8% | 
| **Enterprise** | 10.9% | 7.0% | 36.9% | 

### By Industry

#### Asset-Map

- **Financial Services:** 89.9%
- **Investment Management:** 7.0%
- **Insurance:** 3.1%

#### Irwin

- **Mining & Metals:** 28.1%
- **Financial Services:** 14.0%
- **Capital Markets:** 7.0%
- **Biotechnology:** 5.3%
- **Chemicals:** 5.3%
- **Information Technology and Services:** 5.3%
- **Oil & Energy:** 3.5%
- **Management Consulting:** 3.5%
- **Consumer Goods:** 3.5%
- **Accounting:** 1.8%
- **Other:** 22.8%

#### Morningstar Direct

- **Financial Services:** 53.6%
- **Investment Management:** 28.3%
- **Banking:** 4.3%
- **Insurance:** 3.0%
- **Capital Markets:** 1.9%
- **Research:** 1.9%
- **Higher Education:** 1.6%
- **Investment Banking:** 1.6%
- **Consulting:** 1.1%
- **Marketing and Advertising:** 0.5%
- **Other:** 2.2%

---
## Alternatives

### Alternatives to Asset-Map

- [eMoney](https://www.g2.com/products/emoney/reviews) — 4.7/5 stars (67 reviews)
- [RightCapital](https://www.g2.com/products/rightcapital/reviews) — 4.6/5 stars (14 reviews)
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- [Spreadsheet Server by insightsoftware](https://www.g2.com/products/spreadsheet-server-by-insightsoftware/reviews) — 4.4/5 stars (81 reviews)
- [FactSet Workstation](https://www.g2.com/products/factset-workstation/reviews) — 4.3/5 stars (35 reviews)
- [Amazon Finspace](https://www.g2.com/products/amazon-finspace/reviews) — 4.6/5 stars (67 reviews)
- [Aumni](https://www.g2.com/products/aumni/reviews) — 4.5/5 stars (23 reviews)
- [Dynamo Software](https://www.g2.com/products/dynamo-software-dynamo-software/reviews) — 4.2/5 stars (34 reviews)

### Alternatives to Irwin

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- [Crunchbase](https://www.g2.com/products/crunchbase/reviews) — 4.4/5 stars (407 reviews)
- [AlphaSense](https://www.g2.com/products/alphasense/reviews) — 4.6/5 stars (317 reviews)
- [Perplexity](https://www.g2.com/products/perplexity/reviews) — 4.4/5 stars (303 reviews)
- [Backstop Solutions Suite](https://www.g2.com/products/backstop-solutions-suite/reviews) — 4.7/5 stars (46 reviews)
- [Acquire.com](https://www.g2.com/products/acquire-com/reviews) — 4.9/5 stars (281 reviews)
- [Morningstar Direct Advisory Suite (formerly Advisor Workstation)](https://www.g2.com/products/morningstar-direct-advisory-suite-formerly-advisor-workstation/reviews) — 4.1/5 stars (275 reviews)
- [Redtail Technology](https://www.g2.com/products/redtail-technology/reviews) — 4.3/5 stars (268 reviews)
- [PitchBook](https://www.g2.com/products/pitchbook/reviews) — 4.5/5 stars (253 reviews)
- [Agentforce Financial Services (formerly Salesforce Financial Services Cloud)](https://www.g2.com/products/agentforce-financial-services-formerly-salesforce-financial-services-cloud/reviews) — 4.3/5 stars (225 reviews)

### Alternatives to Morningstar Direct

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- [AlphaSense](https://www.g2.com/products/alphasense/reviews) — 4.6/5 stars (317 reviews)
- [Simply Wall St](https://www.g2.com/products/simply-wall-st/reviews) — 4.5/5 stars (12 reviews)
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- [Crunchbase](https://www.g2.com/products/crunchbase/reviews) — 4.4/5 stars (407 reviews)
- [Koyfin](https://www.g2.com/products/koyfin/reviews) — 4.8/5 stars (123 reviews)
- [YCharts](https://www.g2.com/products/ycharts/reviews) — 4.7/5 stars (115 reviews)
- [PitchBook](https://www.g2.com/products/pitchbook/reviews) — 4.5/5 stars (253 reviews)
- [Perplexity](https://www.g2.com/products/perplexity/reviews) — 4.4/5 stars (303 reviews)

---
## Top Discussions

### Asset-Map

- Title: [What are the benefits of asset mapping?](https://www.g2.com/discussions/what-are-the-benefits-of-asset-mapping) — 2 comments, 1 upvote
  > **Top comment:** "It provides a simplified, one page snapshot, of the clients entire financial situation. "
- Title: [What does asset map do?](https://www.g2.com/discussions/what-does-asset-map-do) — 2 comments, 1 upvote
  > **Top comment:** "Helps me have better conversations."
- Title: [How much does asset map cost?](https://www.g2.com/discussions/how-much-does-asset-map-cost) — 1 comment, 1 upvote *(includes official response)*
  > **Top comment:** "https://www.asset-map.com/pricing"
- Title: [Who owns asset map?](https://www.g2.com/discussions/who-owns-asset-map) — 1 comment
  > **Top comment:** "My experience here was a very terrible one. After I had made my second deposit I was blocked out. Nothing I did worked. I was so frustrated and giving up on..."

### Irwin

No discussions available for this product.

### Morningstar Direct

No discussions available for this product.

---
**Source:** [G2.com](https://www.g2.com) | [Comparison Page](https://www.g2.com/compare/asset-map-vs-irwin-vs-morningstar-direct)