At the Morningstar Investment Conference 2025, we were honored to be named "Best in Show" at the Morningstar Fintech Showcase. Among over 40 fintech companies competing for recognition, Habits was selected for its innovative approach to one of the oldest problems in financial services: matching advisors with clients who actually need them.
What the award recognizes
The Morningstar recognition validates the fundamental insight behind Habits: that the future of financial advisory isn't about advisors chasing clients through cold outreach. It's about creating a platform where clients actively seek advisors - and the matching is algorithmic, values-driven, and mutually beneficial.
Morningstar judges the showcase based on innovation, market impact, and alignment with where financial services is actually going. Habits won because the problem we're solving - how advisors connect with clients in a way that works for both sides - is central to the industry's evolution.
“"Morningstar's recognition meant a lot. They understand the financial advisory business at a deeper level than almost anyone. To be recognized by them, among some incredibly impressive fintech companies, validates the direction we're building toward."”
Jack Boudreau, CEO & Co-Founder, HabitsWhat's next
This award is a milestone, not an endpoint. It reflects where the platform has come, and it motivates where we're going. The future of advisory is about better matching, better discovery, and better outcomes for both advisors and the professionals they serve.
We're grateful to Morningstar for the recognition, and to our advisors and users who have built this platform with us.
Thank you to Morningstar, and to our community. Learn more at www.usehabits.com/habits-for-advisors