COFS
ChoiceOne Financial Services, Inc.
COFS has a slight edge over MS overall, supported by stronger fundamentals and stronger valuation.
MS
Morgan Stanley
MS has lower modeled downside risk, despite its lower overall score.
COFS Fundamentals
| Metric | Status |
|---|---|
| Stable | |
| Strong | |
| N/A | |
| N/A |
COFS's profitability is currently strong, and its revenue is stable. Free cash flow and net leverage aren't meaningful measures for financial services companies like COFS.
MS Fundamentals
| Metric | Status |
|---|---|
| Healthy | |
| Strong | |
| N/A | |
| N/A |
MS's revenue and profitability are currently healthy. Free cash flow and net leverage aren't meaningful measures for financial services companies like MS.
COFS PE Valuation
| Level | PE | Price | Vs current |
|---|---|---|---|
| Cheap | 7.8x | $32.20 | -13% |
| Current | 8.9x | $36.87 | — |
| Forward | 9.7x | $36.87 | — |
| Fair | 9.8x | $40.45 | +9.7% |
| Expensive | 19x | $78.62 | +113% |
Historical ranges are pointers, not guarantees.
COFS has the edge over MS in the historical PE scenario, which offers more potential upside but is not a forecast.
MS PE Valuation
| Level | PE | Price | Vs current |
|---|---|---|---|
| Cheap | 11x | $134 | -29% |
| Fair | 14x | $178 | -5.7% |
| Forward | 14x | $189 | — |
| Current | 15x | $189 | — |
| Expensive | 18x | $223 | +18% |
Historical ranges are pointers, not guarantees.
MS's PE is in its fair range at 15x. If earnings grow as analysts expect, today's price would be 14x next year's earnings.
COFS Forward outlook
| Metric | Outlook |
|---|---|
| Deteriorating | |
| Growth | |
| Stable | |
| Improving | |
| Limited | |
| High |
Analysts expect COFS's earnings to grow and its profitability to improve, with its revenue holding steady.
MS Forward outlook
| Metric | Outlook |
|---|---|
| Improving | |
| Growth | |
| Growth | |
| Improving | |
| Limited | |
| Moderate |
MS has the edge over COFS on the outlook, with more favorable valuation and revenue expectations.
COFS Earnings Per Share
| Quarter | TTM EPS | YoY |
|---|---|---|
| Forward | $3.80 | -8.2% |
| Q3 2026 | $4.14 | +202% |
| Q2 2026 | $4.14 | +231% |
| Q1 2026 | $4.21 | +245% |
| Q4 2025 | $2.01 | -38% |
| Q3 2025 | $1.37 | -57% |
| Q2 2025 | $1.25 | -58% |
| Q1 2025 | $1.22 | -57% |
| Q4 2024 | $3.25 | +15% |
COFS earned $4.14 per share over the past year, about three times what it earned the year before.
MS Earnings Per Share
| Quarter | TTM EPS | YoY |
|---|---|---|
| Forward | $13.39 | +6.3% |
| Q3 2026 | $12.60 | +29% |
| Q2 2026 | $12.37 | +40% |
| Q1 2026 | $11.04 | +29% |
| Q4 2025 | $10.21 | +28% |
| Q3 2025 | $9.76 | +48% |
| Q2 2025 | $8.84 | +45% |
| Q1 2025 | $8.53 | +55% |
| Q4 2024 | $7.95 | +53% |
MS has the edge over COFS on earnings, with more consistent year-over-year improvement.
COFS Quarterly Revenue
| Quarter | Revenue | YoY |
|---|---|---|
| Q3 2026 | $45.2M | +1% |
| Q2 2026 | $41.6M | -2.8% |
| Q1 2026 | $42.5M | +36% |
| Q4 2025 | $42.9M | +76% |
| Q3 2025 | $44.7M | +78% |
| Q2 2025 | $42.8M | +91% |
| Q1 2025 | $31.2M | +52% |
| Q4 2024 | $24.3M | +18% |
COFS's revenue is growing: $45M last quarter, up 1% from the same quarter a year ago.
| Quarter | Margin | YoY |
|---|---|---|
| Q3 2026 | 39% | -1.7 points |
| Q2 2026 | 36% | -2.8 points |
| Q1 2026 | 39% | +96 points |
| Q4 2025 | 39% | +3 points |
| Q3 2025 | 41% | +4 points |
| Q2 2025 | 39% | +2.5 points |
| Q1 2025 | -56% | -90 points |
| Q4 2024 | 36% | +4.8 points |
COFS has the edge over MS on profitability, with a higher operating margin.
MS Quarterly Revenue
| Quarter | Revenue | YoY |
|---|---|---|
| Q3 2026 | $20.3B | +12% |
| Q2 2026 | $21.3B | +27% |
| Q1 2026 | $20.6B | +16% |
| Q4 2025 | $17.9B | +10% |
| Q3 2025 | $18.2B | +18% |
| Q2 2025 | $16.8B | +12% |
| Q1 2025 | $17.7B | +17% |
| Q4 2024 | $16.2B | +26% |
MS's revenue has grown year over year for 14 quarters in a row: $20.3B last quarter, up 12% from the same quarter a year ago.
| Quarter | Margin | YoY |
|---|---|---|
| Q3 2026 | 32% | -1.2 points |
| Q2 2026 | 34% | +6.9 points |
| Q1 2026 | 34% | +2.8 points |
| Q4 2025 | 32% | +2 points |
| Q3 2025 | 33% | +5.6 points |
| Q2 2025 | 28% | +0.4 points |
| Q1 2025 | 31% | +2.2 points |
| Q4 2024 | 30% | +14 points |
MS's operating margin was 32% last quarter, down 1.2 points from the same quarter a year ago.
COFS Free Cash Flow
| Quarter | Free cash flow | YoY |
|---|---|---|
| Q3 2026 | $14.6M | +6.4% |
| Q2 2026 | $27.1M | +294% |
| Q1 2026 | -$1.7M | +$5.6M |
| Q4 2025 | $11.9M | -49% |
| Q3 2025 | $13.7M | +$20.4M |
| Q2 2025 | $6.9M | -55% |
| Q1 2025 | -$7.3M | -149% |
| Q4 2024 | $23.3M | +$35M |
COFS has the edge over MS on cash generation, producing positive trailing cash flow while its opponent burns cash.
MS Free Cash Flow
| Quarter | Free cash flow | YoY |
|---|---|---|
| Q3 2026 | -$46B | -$42.7B |
| Q2 2026 | -$2.7B | -123% |
| Q1 2026 | -$7.1B | +$16.9B |
| Q4 2025 | -$2.4B | -120% |
| Q3 2025 | -$3.3B | +$14B |
| Q2 2025 | $11.8B | +368% |
| Q1 2025 | -$24B | -650% |
| Q4 2024 | $11.8B | +$29.6B |
MS's free cash flow was −$58.3B over the past year, against −$3.7B the year before. Free cash flow isn't a meaningful measure for financial services companies like MS.
COFS Total Shares
| Period | Change % | Net change |
|---|---|---|
| Quarterly | 0% | -4.7K shares |
| 1 year | -0.4% | -59.3K shares |
| 3 years | +98% | +7.4M shares |
| 5 years | +97% | +7.4M shares |
| Available history | +107% | +7.7M shares |
COFS has 15M diluted shares, about the same as a year ago.
| Quarter | Spent |
|---|---|
| Q3 2026 | $1.3M |
| Q2 2026 | $1.1M |
| Q1 2026 | $1.4M |
| Q1 2025 | $2.1M |
| Q4 2023 | — |
| Q3 2023 | — |
| Q2 2023 | — |
| Q1 2023 | — |
MS Total Shares
| Period | Change % | Net change |
|---|---|---|
| Quarterly | -0.2% | -3M shares |
| 1 year | -1.5% | -24M shares |
| 3 years | -4.7% | -77M shares |
| 5 years | -14% | -246M shares |
| Available history | -4.5% | -74M shares |
MS has the edge over COFS on shareholder dilution, with a more favorable share count trend.
COFS Net Leverage
| Quarter | Net Leverage | Status |
|---|---|---|
| Q3 2026 | -0.6x | Net Cash |
| Q2 2026 | -0.5x | Net Cash |
| Q1 2026 | -0.5x | Net Cash |
| Q4 2025 | -0.9x | Net Cash |
| Q3 2025 | -1.5x | Net Cash |
| Q2 2025 | -4.8x | Net Cash |
| Q1 2025 | -7.4x | Net Cash |
| Q4 2024 | -1.7x | Net Cash |
COFS has the edge over MS on leverage, with a lower net debt burden relative to earnings.
MS Net Leverage
| Quarter | Net Leverage | Status |
|---|---|---|
| Q3 2026 | 7.8x | High |
| Q2 2026 | 7.3x | High |
| Q1 2026 | 8.2x | High |
| Q4 2025 | 8.6x | High |
| Q3 2025 | 8.4x | High |
| Q2 2025 | 8.7x | High |
| Q1 2025 | 8.7x | High |
| Q4 2024 | 7.9x | High |
MS's net debt is about 7.8 years of its operating earnings (EBITDA), down from 8.4 years a year ago. Net leverage isn't a meaningful measure for financial services companies like MS.
COFS Weekly Momentum
| Metric | Value | Status |
|---|---|---|
| RSI | 68.5 | Neutral |
| Stochastic | 69.3 | Neutral |
COFS's weekly RSI is 69 (neutral) and its Stochastic is 69 (neutral).
MS Weekly Momentum
| Metric | Value | Status |
|---|---|---|
| RSI | 45.0 | Neutral |
| Stochastic | 18.7 | Oversold |
MS's weekly RSI is 45 (neutral) and its Stochastic is 19 (oversold).
COFS PE vs Financial Services Sector
| Metric | COFS | Sector median | Relative |
|---|---|---|---|
| PE | 8.9x | 13x | 32% below |
| PE % | 33 | 63 | 30 pts below |
COFS has the edge over MS on valuation relative to its sector.
MS PE vs Financial Services Sector
| Metric | MS | Sector median | Relative |
|---|---|---|---|
| PE | 15x | 13x | 15% above |
| PE % | 59 | 63 | 4 pts below |
MS is trading at 15x earnings, a 15% premium to the Financial Services sector's median of 13x.
COFS Weekly Moving Averages
| Moving average | MA price | Relative |
|---|---|---|
| 8 week MA | $34.4 | 7.2% above |
| 20 week MA | $34.0 | 8.6% above |
| 50 week MA | $31.6 | 17% above |
| 100 week MA | $30.8 | 20% above |
| 200 week MA | $28.6 | 29% above |
COFS has the edge over MS on trend strength, trading above more of its moving averages.
MS Weekly Moving Averages
| Moving average | MA price | Relative |
|---|---|---|
| 8 week MA | $186.5 | 1.5% above |
| 20 week MA | $203.3 | 6.9% below |
| 50 week MA | $191.9 | 1.4% below |
| 100 week MA | $164.9 | 15% above |
| 200 week MA | $129.3 | 46% above |
MS's trend is mixed: it's above three of its five weekly moving averages, and 46% above its 200-week average.
COFS Yearly ROI
| Year | Start price | End price | ROI |
|---|---|---|---|
| 2020 | $32.0 | $29.9 | -6.7% |
| 2021 | $29.9 | $25.8 | -14% |
| 2022 | $25.8 | $27.2 | +5.4% |
| 2023 | $27.2 | $29.3 | +7.7% |
| 2024 | $29.3 | $35.4 | +21% |
| 2025 | $35.4 | $30.1 | -15% |
| 2026 YTD | $30.1 | $36.9 | +22% |
COFS has the edge over MS on returns for 2026, with the stronger performance.
MS Yearly ROI
| Year | Start price | End price | ROI |
|---|---|---|---|
| 2020 | $51.1 | $68.1 | +33% |
| 2021 | $68.1 | $99.3 | +46% |
| 2022 | $99.3 | $86.1 | -13% |
| 2023 | $86.1 | $93.3 | +8.3% |
| 2024 | $93.3 | $126.8 | +36% |
| 2025 | $126.8 | $181.9 | +43% |
| 2026 YTD | $181.9 | $189.2 | +4% |
MS has finished higher in five of the last six years. It's up 4% so far in 2026.