Owner Scorecard


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MKTW, MarketWise Inc.

Software asset-light Cyclical

A software business, earning high margins on code once it is written.

Latest annual: FY2025 10-K
MKTW · MarketWise Inc.
I

The business

What it sells, where the money comes from, the kind of company it is.

Revenue · FY2025
$328M
−19.7% YoY · −2% 5-yr CAGR
Vital signs · TTM, with 5-yr average
Revenue $322M 5-yr avg $449M
Operating margin 13.9% 5-yr avg −21.3%
Owner-earnings margin 13% 5-yr avg 9%
Free cash flow margin 13% 5-yr avg 9%

The business in brief

What this business is and what moves its needle, from its own SEC filings.

Situation
Cyclical. Margins collapse and recover repeatedly across the record; a single year, good or bad, misstates the through-cycle earning power.
What moves the needle
Gross margin has run about 86% and operating margin about 12% through the cycle, a wide spread between price and the cost of what it sells — whether that advantage is durable pricing power or a margin that can erode is the question the record is for. The margin is cyclical, swinging between −176% and 22% over the years, so the through-cycle figure carries more than any single year — and the balance sheet at the trough more than the peak. Read this kind of business on retention and the cost of growth.

Every line is arithmetic on the company's filings, shown in full in the sections below.

II

The record

Ten years of arithmetic, read across the cycle.

The record, 2019–2025

realized figures from each filing · older years to the left
2019’192020’202021’212022’222023’232024’242025’25TTMTTMMar 2026
Income statement
$265M$361M$549M$512M$448M$409M$328M$322MRevenueRevenue
84%57%56%Gross marginGross mgn
35%146%175%22%28%22%24%26%SG&A / revenueSG&A/rev
1%1%1%2%2%2%3%3%R&D / revenueR&D/rev
$26M($539M)($968M)$87M$52M$89M$63M$45MOperating incomeOp. inc.
9.6%−149.3%−176.2%17.0%11.6%21.8%19.1%13.9%Operating marginOp. mgn
$28M($538M)($1.0B)$18M$2M$7M$6M$4MNet incomeNet inc.
0%8%50%32%31%28%Effective tax rateTax rate
Cash flow & returns
$54M$56M$64M$48M$62M($22M)$46M$42MOperating cash flowOp. cash
$2M$3M$3M$3M$4M$3M$2M$2MDepreciationDeprec.
$15M$573M$863M$18M$33M($44M)$27M$26MWorking capital & otherWC & other
$177K$290K$157K$35K$65K$133K$391K$819KCapexCapex
0.1%0.1%0.0%0.0%0.0%0.0%0.1%0.3%Capex / revenueCapex/rev
$54M$56M$63M$48M$62M($22M)$46M$41MOwner earningsOwner earn.
20.4%15.4%11.6%9.4%13.9%−5.5%13.9%12.8%Owner earnings marginOE mgn
$54M$56M$63M$48M$62M($22M)$46M$41MFree cash flowFCF
20.4%15.4%11.6%9.4%13.9%−5.5%13.9%12.8%Free cash flow marginFCF mgn
$1M$0$7M$13M$170K$0$0$0AcquisitionsAcquis.
$0$0$3M$13M$0$11M$3MBuybacksBuybacks
Balance sheet
$171M$114M$139M$159M$155M$98M$70M$53MCash & investmentsCash+inv
$7M$12M$8M$4M$5M$2M$6M$5MReceivablesReceiv.
$7M$12M$8M$4M$5M$2M$6M$4MOperating working capitalOper. WC
$181M$246M$279M$268M$169M$132M$112MCurrent assetsCur. assets
$346M$395M$386M$374M$260M$234M$229MCurrent liabilitiesCur. liab.
0.5×0.6×0.7×0.7×0.6×0.6×0.5×Current ratioCurr. ratio
$18M$18M$23M$31M$31M$30M$30M$30MGoodwillGoodwill
$285M$422M$443M$397M$260M$218M$202MTotal assetsAssets
$0($49M)($21M)($11M)($13M)($12M)($12M)Shareholders’ equityEquity
3.2%5.2%38.4%1.8%5.2%3.0%3.4%3.2%Stock comp / revenueSBC/rev
Per share
10.3M24.7M1.7M2.0M2.4M2.5MShares out (diluted)Shares
$34.86$20.71$269.18$207.36$134.70$129.12Revenue / shareRev/sh
$-52.02$0.73$1.07$3.58$2.31$1.67EPS (diluted)EPS
$5.37$1.95$37.46$-11.31$18.71$16.59Owner earnings / shareOE/sh
$5.37$1.95$37.46$-11.31$18.71$16.59Free cash flow / shareFCF/sh
$0.03$0.00$0.04$0.07$0.16$0.33Cap. spending / shareCapex/sh
$0.00$-0.86$-6.66$-6.36$-4.80$-4.91Book value / shareBVPS

The diluted share count moved ×2.39 into 2022 — shares issued, not a split the totals corroborate — and the per-share figures carry the counts as filed.

The diluted share count moved ×1/14.86 into 2023 — shares retired, not a split the totals corroborate — and the per-share figures carry the counts as filed.

Per-share growththe realized rate an owner's share compounded
6-yr5-yr
Revenue / share+31.0%/yr (5-yr)+31.0%/yr
Owner earnings / share+28.3%/yr (5-yr)+28.3%/yr
Capital spending / share+41.8%/yr (5-yr)+41.8%/yr

The record, charted

FY2019–2025

Each measure over its full record; the current point and the worst year marked.

Share count
2Mpeak FY2022
Gross margin
56%low FY2021

Owner earnings vs. net income

Owner earningsNet income

The accountant's number, and the cash an owner can take; the gap is the tell.

$46Mowner earningsvs.$6Mnet incomelow FY2024

Where the cash went

ReinvestBuybacksDividendsAcquisitionsRetained

Each year's operating cash, by what management did with it: the mix, and how it drifts.

FY2019FY2025

Net income is the accountant's number; owner earnings is the cash an owner could take out. The walk between them, off the cash-flow statement, and whether the gap is widening or holding.

In fiscal 2025 the business turned $6M of profit into $46M of owner earnings: more cash than the profit line showed, after the non-cash charges and the capital it put back in.

Reported net income$6M
Owner earnings$46M · 14% of revenue
FY2025FY2024FY2023FY2022FY2021
Reported net income$6M$7M$2M$18M($1.0B)
Depreciation & amortizationnon-cash charge added back+$2M+$3M+$4M+$3M+$3M
Stock-based compensationreal costnon-cash, but a real cost+$11M+$12M+$23M+$9M+$211M
Working capital & othertiming of cash in and out, other non-cash items+$27M−$44M+$33M+$18M+$863M
Cash from operations$46M($22M)$62M$48M$64M
Capital expenditurecash put back in to keep running and to grow−$391K−$133K−$65K−$35K−$157K
Owner earnings$46M($22M)$62M$48M$63M
Owner-earnings marginowner earnings ÷ revenue14%-5%14%9%12%

Owner earnings is the cash an owner could pull out without starving the business: operating cash less the capital it must spend to hold its position . The cash-flow statement also adds stock comp back as non-cash, but it is a real cost paid in shares; counted as the expense it is (less $11M), owner earnings is nearer $34M.

Maintenance capex is estimated as depreciation where a growing business invests above it; free cash flow is the figure the scorecard's free-cash margin reads.

III

Quality & stewardship

Returns, the balance sheet, capital allocation, and pay.

Owner’s Scorecard

FY2025 10-K · source on SEC EDGAR →

Will it survive?

  • No meaningful interest burden
    Little or no interest expense reported
    What this means

    Little or no interest expense reported, the business isn't leaning on lenders to operate.

  • Net cash, debt-free
    Cash $70M − debt $0
    What this means

    Cash and short-term investments exceed every dollar of debt by $70M, on net the company owes nothing, and can act from strength when others can't. Net debt is the leverage figure that matters: the cash is already set against the debt. Strategic or illiquid investments aren't counted here.

  • Tight
    DSO 6 + DIO 0 − DPO 0 days
    What this means

    Days cash is tied up between paying suppliers and collecting from customers. Lower is better; a long cycle means growth itself eats cash. (Little or no inventory, a services / asset-light model, so the inventory leg is ~0.)

Is it a good business?

  • Not enough data
    Industry peers: median -11%
    What this means

    The filing data didn't include the inputs for this check.

  • Solid through the cycle
    7-yr median margin, range -5%–20%; latest $46M = operating cash $46M − maintenance capex $391K
    Industry peers: median -4%
    What this means

    What an owner could take out without starving the business: operating cash less the maintenance capital it must spend to hold its position — Buffett's owner earnings. That's 14% of revenue this year, a 14% median across 7 years. Treating stock comp as the real expense it is (less $11M of SBC) leaves $34M.

  • Cash-backed
    Cash from ops $46M ÷ net income $6M
    What this means

    How much of reported profit showed up as operating cash. Above 1× is reassuring; well below suggests earnings lean on accruals. One year is noisy, growth and working-capital swings distort it, and this is operating cash, not free cash. Watch the multi-year trend.

How is the cash used?

  • Reinvests most of it
    Dividends + buybacks $3M ÷ Owner Earnings $46M
    What this means

    Of $46M Owner Earnings, $3M (7%) went back to shareholders, $0 dividends, $3M buybacks. But the buybacks barely exceed stock issued to employees ($11M SBC), net of dilution, little was truly returned. Returning most of it is the mark of a mature business with little left to reinvest at a high return; reinvesting most could mean a long runway, or empire-building. The split doesn't say which; the return earned on it (see ROIC) does.

  • Investing or harvesting? 0.18×
    Harvesting
    Capex $391K ÷ depreciation $2M
    What this means

    Descriptive, not a grade. Above ~1× means investing faster than assets wear out (growth, or, sustained for years, today's earnings carrying less depreciation than tomorrow's will). Below means spending less than it's wearing out (efficiency, or a melting asset base). The ratio won't tell you which; the filings will.

Graham’s defensive tests · 0 of 4 met

Graham’s numerical criteria for the defensive investor (The Intelligent Investor, ch. 14), run on the filings. A floor of safety, not a buy signal; many fine modern businesses fail his strictest liquidity rules by design.

  • Adequate size Miss
    Revenue ≥ $2B · $328M
    What this means

    Big enough to weather a storm. Graham's 1972 floor was ~$100M of sales (≈ $700M today); we use a $2B revenue line as a conservative modern stand-in.

  • Strong liquidity Miss
    Current ratio ≥ 2× · 0.56×
    What this means

    Current assets at least twice current liabilities, near-term bills covered without touching the business. Strict by design: many cash-rich modern firms run leaner and miss it, holding their cushion in longer-dated securities.

  • Earnings stability Miss
    A profit every year (7-yr record) · 2 loss years
    What this means

    Graham wanted earnings in each of the past ten years, the stability a defensive owner leans on.

  • Dividend record Miss
    Uninterrupted dividends · none paid
    What this means

    An unbroken dividend was Graham's mark of durability. He wanted twenty years; the filings show about ten, and a single suspension breaks the streak. Non-payers, many fine modern compounders, fall outside his defensive net by design.

  • Earnings growth
    Earnings +33% over the record ·
    What this means

    Earnings were negative early in the record, a growth rate isn't meaningful.

  • Moderate price
    P/E ≤ 15 and P/E × P/B ≤ 22.5 · decided by the price
    What this means

    Graham's valuation gate, the wall he kept between a sound business and a sound investment. Three-year average earnings are $1.94/share (latest year $2.26), the averaged base the calculator's gate runs on, and book value is $-4.69/share. Enter a price in “What the price implies” just below for the P/E, P/B, and whether it clears. But this is the rule Buffett outgrew: there's no hard P/E law, and a wonderful business can deserve a far richer multiple if the thesis holds, treat it as the bargain-hunter's floor, not a verdict on the price.

Durability & moat, 2019–2025

Whether the record’s returns held, and what the capital reinvested earned.

  • Profitable years 5 of 7
    What this means

    Lost money in 2 year(s), look at what happened there before trusting the average.

  • Operating margin −105% → 17% (3-yr avg ends)
    What this means

    Through the cycle the operating margin widened — about −105% early to 17% lately, median 12% — pricing power intact or improving.

  • Owner earnings growth −23%/yr
    What this means

    Owner earnings shrank about 23% a year over the record.

  • Worst year 2021 · −176.2% op. margin
    What this means

    Operations went underwater in 2021, understand why before trusting the good years.

Does AI threaten the moat?

Elevated contestability

The product is software or information, the very thing capable AI now produces more cheaply, so the moat is more contestable than the record alone implies.

AI has collapsed the cost of building a capable substitute for the very thing this business sells. When a credible alternative can be assembled for a fraction of the incumbent's price, it is pricing power that erodes first, not revenue tomorrow. The live question is whether the moat survives that, not whether it held in the past. Whether that question is answerable at all is yours to decide, against your own circle of competence.

Read from the filing's own risk factors, paired with the industry's structure under its SIC code; the durability is read above, the price below.

All figures as filed; the source filing is linked above.

Current Position

as of the latest quarter, Mar 31, 2026

Can the business pay what it owes this year, off the freshest balance sheet: the quality of the assets, the debt actually coming due, and what a low ratio means here.

Current assets$112M
  • Cash & short-term investments$53M
  • Receivables$5M
  • Other current assets$55M
Current liabilities$229M
  • Accounts payable$275K
  • Other current liabilities$229M
Current ratio0.49×all current assets ÷ what's due · Graham looked for 2×
Quick ratio0.49×stricter: inventory excluded
Cash ratio0.23×strictest: cash alone against what's due
Working capital($117M)the cushion left after near-term bills
Revenue, latest quarter vs. a year ago−7.8%the freshest read on whether the business is still growing
Current ratio, recent quarters0.6× → 0.5×
Deeper floors
Tangible book value($46M)equity stripped of goodwill & intangibles
Net current asset value($317M)Graham's net-net: current assets less all liabilities
Debt incl. operating leases$6M$6M of it operating leases
Deferred revenue$372Mcustomer cash collected before delivery; operating float

From the company's latest filing.

How the cash was used, 2019–2025

Over the record, the business generated $308M of operating cash; how management split it reads as a balanced allocator, splitting cash between the business, owners, and the balance sheet.

  • Reinvested$1M · 0%
  • Buybacks$31M · 10%
  • Retained (debt / cash)$276M · 90%
  • Returned to owners$31M

    10% of the owner earnings the business produced over the span, $0 as dividends and $31M as buybacks.

  • Source of fundingOperating cash

    Operating cash covered reinvestment and returns; over the span cash and short-term investments fell $118M.

  • Average price paid for buybacks$6.19

    Across the years where the filing reports a share count, 3M shares were bought for $20M, about $6.19 each. Year to year the price paid ranged from $5.25 (2022) to $16.11 (2025); its heaviest year, 2022, paid $5.25 ($13M).

  • Net change in share count−75.9%

    The diluted count fell from 10M to 2M, so the buybacks outran the stock issued to staff.

  • Dividend record

    No dividend line was reported in the filing data over the span; the record here neither confirms nor rules out a payout.

Buybacks are gross of stock issued to staff; the share-count line above is the net of that, the figure that decides whether owners gained. The average price paid blends a year of purchases (and any accelerated repurchase), so it is close, not exact. The record of where the cash went and on what terms.

Management, ownership & pay

From the proxy: how much of the business the people running it own, and how they are paid.

  • Stock-based compensation$11M

    The slice of the business handed to employees in shares this year, 3% of revenue, equal to 18% of operating profit. Buffett's oldest accounting fight: this is compensation, compensation is an expense, real whether or not the headline earnings admit it. One trap: the cash-flow statement adds SBC back, so the operating cash, and the owner earnings drawn from it, are flattered by exactly this amount; counted as the cost it is, what an owner keeps is lower.

Inverting the record

Invert: instead of why MarketWise Inc. is a good business, the question is what would make owning it a mistake, and whether those marks are in the record. Disconfirming tests across 2019–2025.

1 of the 4 tests turned up something to look into; the other 3 came back clean.

  • Look hereIs it less profitable than it was?7.4% vs 15.8%

    The owner-earnings margin averaged 15.8% early in the record and 7.4% across the last three years, and the latest year has not recovered. Ask the filing whether that is a structural drift or a cyclical trough — price, mix, cost, or a competitor — and whether it is permanent.

And these came back clean
  • Did the share count rise anyway?
  • Did receivables and inventory outpace sales?
  • Are "one-time" charges a yearly habit?

Each test is read from the filings and is noisy alone; a flag can mark a cyclical trough or a year of heavy investment as easily as a problem. The filing says which.

Peers, Software

The same industry, side by side on owner economics. Each figure is a through-cycle median, so a peak or trough year can’t distort it; the group median at the foot is the line to read each against.

CompanyRevenueGross marginOp. marginROICOwner earn. margin
AVPTAvePoint Inc.$419M72%-10.2%12%
PRCHPorch Group Inc.$419M66%-58.4%-26%-10%
CERTCertara Inc.$419M61%4.7%-0%21%
DDD3D Systems Corporation$387M42%-15.2%-11%-6%
CCSIConsensus Cloud Solutions Inc.$350M83%43.0%24%30%
AMPLAmplitude Inc.$343M70%-32.2%-77%-4%
MKTWMarketWise Inc.$328M57%11.6%14%
DOMODomo, Inc.$319M73%-34.5%-8%
Group median68%-12.7%4%
IV

The price

What a price has to assume.

What the price implies

reverse-DCF

Type today's close and see the owner-earnings growth you'd have to believe to justify it, beside what MarketWise Inc. has delivered.

$

Through the cycle, MarketWise Inc. earns about $46M on its 13.9% median owner-earnings margin. This year’s 13.9% margin runs in line with that. Normalize, below, values the price on that through-cycle figure rather than the latest year.

Base

The assumptions

9.0% = the 4.55% 10-year Treasury (Jul 15, 2026) + 4.45 points of equity premium. The rate you require is yours to set.

Enter a price above to run it.

Implied by the price
Owner-earnings growth · ’21→’25−32%/yr
Owner-earnings growth · ’19→’25−23%/yr
Owner-earnings yield
P/E (3-yr earnings ’23–’25)
P/B
Graham’s price gate

Graham capped the multiple at 15×; Buffett and Munger let that rule go: a wonderful business can deserve 50× if the thesis holds. The gate marks the bargain-hunter's floor.

Against a high-grade bond: Graham’s yardstick bond yield%

Prefilled with the 10-year Treasury (4.55%, as of Jul 15, 2026). Edit it for today’s exact figure, or a AAA corporate yield.

Graham measured a stock against the bond you could own instead, the heart of his margin of safety. Enter a price above to weigh the owner-earnings yield against this bond.

Free cash flow $41M on 2M shares outstanding (a weighted basic average, the only count this filer tags); net cash $52M. The base is the latest year by default; Normalize values it on the through-cycle median owner-earnings margin (to avoid paying on a peak year). Net of stock comp treats option pay as the expense it is. Capex ($819K) runs well above depreciation ($2M), so this is a build-out; Steady-state swaps total capex for maintenance (≈ depreciation), lifting the base to about $42M, the cash it would throw off if it stopped expanding. The dials set the multiple a growth belief justifies; the price, and every dollar on this page, is yours.

Cite: Owner Scorecard, "MarketWise Inc. (MKTW), the owner's record," https://ownerscorecard.com/c/MKTW, data as of 2026-07-09.

Manual order: ← MKSI its page in the Manual MKTX →

Industry order: ← MGNI the Software chapter MNDY →