This helped, thank you!
I isolated it to the actual pump. Pulled pump assy from tank (took me a bit of time to figure out how to detach fuel lines. Easy but not obvious).
I removed tested the pump assembly with a 13V power supply. Nothing. I pulled the pump motor and gave it 15vdc direct to the leads and it spun right up.
Re-assembled and ran the Morgan all day. Great day for a drive!
I'll order a backup pump rebuild kit this week. Looks to be ~$170USD.
Thank you!