ServiceNow
- Company typePublic
- Founded2004
- HeadquartersSanta Clara, United States
- Headcount5,001–10,000
- GTM typeB2B
- OfferingSoftware
ServiceNow firmographics
Firmographics- Name
- ServiceNow
- Legal name
- ServiceNow, Inc.
- Website
- https://servicenow.com
- Company type
- Public
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Ownership category
- akta.pro rank
ServiceNow industry classification
Industry- Product category
- Enterprise Workflow Software
- NAICS
- Software Publishers (5132), Software Publishers (513210), Computer Systems Design and Related Services (54151)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- End-to-End Enterprise AI Platforms (MLOps & Model Lifecycle Management) (HDAEANAA)
- akta.pro secondary industries
- AI Integration & Orchestration Platforms (Connectors, Workflow, iPaaS for AI) (HDAEANAI), AI Application Enablement Platforms (Copilot/Agent Frameworks, SDKs) (HDAEANAJ), Managed Application Platforms (App PaaS & Runtime Services) (HDABAAAD)
Keywords
Where ServiceNow is headquartered
LocationHeadquarters
- HQ city
- Santa Clara
- HQ country
- United States
- HQ region
- North America
Offices9 records
Markets served
ServiceNow business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Subscription Revenue (Primary): ServiceNow's primary revenue stream comes from subscription fees for access to the Now Platform and its various products. The company reported $13 billion in 2025 subscription revenue with approximately 20-21% year-over-year growth. Subscriptions are typically sold on a per-seat or platform basis with annual or multi-year contracts.
- Professional Services: Implementation, customization, and consulting services to help customers deploy and optimize the ServiceNow platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise subscription tiers with AI and agentic functionality |
| Per seat | Annual | Per-seat licensing |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels10 records
ServiceNow product offering
Product offeringCore offering
ServiceNow sells the Now Platform, a unified AI-powered cloud platform that combines AI, data, and workflows to automate enterprise operations. The platform underpins a modular portfolio of enterprise software products spanning IT Service Management, IT Operations Management with AIOps, Customer Service Management, HR Service Delivery, Security Operations, Governance Risk and Compliance, Field Service Management, Strategic Portfolio Management, and vertical-specific solutions for healthcare, financial services, telecommunications, public sector, and manufacturing. Native AI capabilities include Now Assist (generative AI), AI Agents (autonomous AI), AI Control Tower (governance), and ServiceNow Otto (AI experience layer), sold primarily as multi-year enterprise subscriptions with professional services for implementation.
Product overview
ServiceNow is an AI platform company offering a unified platform-plus-modules architecture for enterprise workflow automation and digital transformation. The core AI Platform combines AI, data, and workflows together, with flagship AI products including Now Assist (generative AI assistant), AI Agents (autonomous agents), and AI Control Tower (governance). Key platform capabilities include Workflow Data Fabric for data integration, App Engine for low-code development, and RaptorDB for fast data processing. The product portfolio spans IT Service Management, IT Operations Management (with AIOps), Customer Service Management, Employee Experience (HR Service Delivery, EmployeeWorks), Security and Risk (Security Operations, Veza identity security, Vault), CRM (Sales and Order Management, CPQ), and Industry-specific solutions (Healthcare, Financial Services, Government, Telecommunications, Manufacturing, Banking, Insurance, Automotive, Retail, Technology Providers). Notable recent acquisitions include Armis ($7.75B, cybersecurity), Veza (identity security), Traceloop (AI observability), Raytion (search/knowledge management), and Quality 360 (manufacturing quality). The platform integrates with partners including IBM watsonx, AWS Bedrock, Google Cloud Gemini, HPE GreenLake, Cognizant Neuro AI, NICE CXone, and Wipro for cross-platform AI orchestration.
Differentiator
Problem solved
Functional benefit
Brands
- Now Platform: The underlying platform powering ServiceNow's workflow automation and AI capabilities.
- Now Assist
- AI Control Tower (AICT)
- ServiceNow Otto
- Now Platform App Engine
- ServiceNow University
- RaptorDB
- ServiceNow EmployeeWorks
- Autonomous Workforce
Products and services
- ServiceNow AI Platform (Now Platform) The unified AI-powered cloud platform combining AI, data, and workflows that underpins all ServiceNow enterprise software products. Sold as a platform subscription to large enterprises globally.
- Now Assist Generative AI assistant that enables customer self-service, boosts agent productivity, and helps developers create and automate workflows using natural language processing. Embedded across IT, HR, and customer service workflows.
- AI Agents Autonomous AI agents that take action across IT, customer service, employee workflows, and security operations, assigned to roles with business context and permissions to handle complex workflows end-to-end.
- AI Control Tower Centralized AI governance platform that connects strategy, governance, management, and performance for all AI across the enterprise, providing visibility and oversight of AI agents, models, datasets, prompts, and skills.
- ServiceNow Otto Unified AI experience for every person in the organization where users ask and work gets done from start to finish on the platform that already runs the business.
- IT Service Management (ITSM) Transforms IT service management for productivity and ROI, enabling digital workflows across service delivery, incident management, and change management for enterprise IT organizations.
- Customer Service Management Empowers self-service, boosts agent productivity, and speeds up resolution across multiple customer communication channels for enterprise customer service organizations.
- HR Service Delivery Gives employees instant answers, guidance, and fast issue resolution for HR-related requests and workflows across the enterprise.
- Security Operations Defends against security threats and attacks with AI-powered security incident response and vulnerability management for enterprise security operations teams.
- Governance, Risk, and Compliance Enables an integrated approach that builds operational resilience and mitigates risk across the enterprise for compliance and risk management teams.
- Field Service Management Reduces field service costs and improves efficiency with AI-powered scheduling optimization and technician empowerment for organizations with field service operations.
- Strategic Portfolio Management Provides insights to move from strategy to business outcomes, aligning portfolio investments with organizational goals for enterprise program and portfolio management.
- ServiceNow Store Certified marketplace with hundreds of ready-to-use applications that extend and complement the ServiceNow AI Platform with third-party integrations and industry solutions.
Quantifiable outcome
- 98% customer renewal rate over 20 consecutive quarters
- +10 more outcomes
Companies that use ServiceNow
Customer profileNamed customers8 records
Segments10 records
Ideal customer profiles2 records
ServiceNow technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration22 records
AI capability12 records
Feature9 records
ServiceNow partnerships and signals
Strategic signalPartnerships
21 partnerships are on record, tiered core, major and minor.
- HCLTechcoreHCLTech expanded collaboration with Google Cloud and ServiceNow to deliver AI agents for enterprise adoption on the Gemini Enterprise platform. Solutions include Factory Shop Floor Assistant for manufacturing, Gemini Live with ServiceNow Field Service Management for field technicians, and customer experience solutions. HCLTech showcases collaboration at Google Cloud Summit 2026 and ServiceNow World Forum.
- ScienceLogicmajorScienceLogic announced Skylar AI updates with new integration with ServiceNow Knowledge Bases, enhancing usability features, expanded analytics datasets, and improved scalability. ScienceLogic recognized as Leader in IDC MarketScape Worldwide AIOps 2026.
- ID.memajorID.me, Servos, and ServiceNow announced three-way partnership to create integrated platform for modernizing state health and human services systems. Partnership combines ID.me's digital identity wallet with ServiceNow AI Platform and Servos' implementation expertise to help state agencies comply with federal mandates including twice-yearly Medicaid redeterminations.
- NametagmajorNametag deepened integration with ServiceNow, embedding identity assurance engine directly into ServiceNow IT Service Management. Integration allows service desk agents to verify user identity before performing sensitive actions like password resets, MFA changes, and account unlocks. Certified and available on ServiceNow Store.
- ExperianmajorExperian launched Agent Operating System within its Ascend Platform with ServiceNow as first partner. Multi-year partnership enables financial institutions to access trusted data and governance capabilities within ServiceNow workflows to automate processes like fraud detection and credit risk.
- Aria SystemsmajorAria Systems and ServiceNow launched world's first agentic Business Support System solution for communication service providers. Joint cloud-native platform combines ServiceNow's AI Platform and workflow automation with Aria's real-time billing and monetization. Targets 70% reduction in cost-to-serve and 50%+ TCO savings.
- T-Systems / Deutsche TelekomminorT-Systems and SupplyOn partnership connecting SupplyOn's supply chain platform to T-Systems Industrial AI Cloud. ServiceNow is a founding partner of the Industrial AI Cloud alongside SAP and Siemens, enabling AI-powered automation of procurement, logistics, and supplier management.
- ARD Consortium (Microsoft, Google, Cisco, NVIDIA, Salesforce, Snowflake, Databricks, GitHub, Hugging Face)coreConsortium of 11 major technology companies including ServiceNow launched AI agent open protocol ARD (Agentic Resource Discovery) under Apache 2.0 license. Protocol designed as discovery layer enabling AI agents to find, evaluate, and verify tools and services without hardcoded integration.
- Hewlett Packard Enterprise (HPE)coreHPE and ServiceNow partnership to integrate GreenLake Intelligence with ServiceNow's autonomous AI workforce for end-to-end autonomous service delivery. HPE announced at Discover Las Vegas 2026, connecting GreenLake's agentic AI framework with ServiceNow IT workflows for hybrid cloud and AI operations governance.
- The Hackett GroupmajorThe Hackett Group joined ServiceNow Partner Program as Consulting and Implementation partner, combining Hackett AI XPLR tool with ServiceNow AI Platform to help organizations identify and prioritize high-value AI initiatives. Partnership enables enterprises to evaluate AI opportunities based on expected business impact and implementation complexity.
- Inspira EnterprisecoreInspira Enterprise expanded to become full-spectrum ServiceNow delivery partner across AI, cybersecurity, and identity platforms. Inspira has deployed ServiceNow AI Control Tower internally with 50+ onboarded AI agents, achieving 40% increase in AI adoption and 35% improvement in operational productivity. Partnership enables enterprises to govern, implement, and scale AI investments globally.
- NetoxminorNordic IT services provider Netox announced deployment of ServiceNow AI Control Tower across its business operations, positioned among first organizations in Europe to publicly commit to AI governance platform. Implementation delivered in partnership with Synechron | ServiceNow.
- Reason GroupminorReason Group, Canberra-based technology service provider founded in 2007, has deepened partnership with ServiceNow over 18 months, implementing AI capabilities across government agencies in IT service management, HR, and mission-critical areas.
- DigimarcmajorDigimarc extending agent-native provenance and verification platform to leading agentic AI ecosystems including ServiceNow Action Fabric. Partnership enables AI agents to cryptographically stamp outputs, verify incoming content authenticity, and retrieve complete lineage chains for audit and compliance.
- Amazon Web Services (AWS)coreServiceNow expanded partnership with AWS to build governance architecture for AI agents, integrating ServiceNow AI Control Tower with Amazon Bedrock AgentCore. Partnership allows customers to build AI agents on AWS while using ServiceNow for governance. ServiceNow has surpassed $1 billion in sales through AWS Marketplace.
- Tata Consultancy Services (TCS)minorTCS forming strategic partnership with Anthropic to help customers scale enterprise AI adoption using Claude models. Mentioned alongside IBM expanding collaboration with ServiceNow for joint AI solutions.
- IBMcoreIBM and ServiceNow expanded multi-year collaboration to help enterprises modernize legacy systems and apply AI at scale. Partnership combines IBM's AI, data, and automation capabilities (watsonx, Red Hat Ansible, Hashicorp) with ServiceNow AI Platform across three areas: application modernization, enterprise data governance, and autonomous infrastructure operations. Joint solutions expected H2 2026.
- PhenommajorPhenom announced collaboration with ServiceNow to integrate AI hiring agents into ServiceNow AI Platform. Integration enables hiring managers to autonomously handle intake meetings, job description generation, candidate sourcing, screening, and interview scheduling within ServiceNow workflows. Built on A2A and MCP open standards.
- NICEmajorServiceNow and NICE Ltd. launched unified AI customer engagement and workflow solution integrating NICE's CXone AI platform with ServiceNow Customer Service Management. Partnership enables real-time intent and sentiment-based routing of customer inquiries, triggering automated workflows across IT, operations, and finance.
- CognizantcoreServiceNow and Cognizant announced partnership to enhance AI governance for enterprise customers by integrating Cognizant's Neuro AI Trust feature into ServiceNow AI Control Tower solution. Integrated offering targets regulated enterprises, helping companies manage and govern AI systems at scale while supporting audit readiness and faster deployment.
- WiprocoreServiceNow expanded partnership with Wipro to deploy agentic AI workflows at scale across core enterprise functions. Combined platform integrates Wipro's AI-powered enterprise solutions with ServiceNow AI Platform for traceable, accountable, and governance-compliant AI-driven actions. Partnership positions ServiceNow as the workflow backbone to close the execution gap between AI pilots and operational scale.
Scale indicators18 records
Recent moves8 records
Expansion highlights8 records
ServiceNow competitors and assessment
Company assessmentDirect peers
- Salesforce: Salesforce competes directly with ServiceNow across CRM, customer service management, and increasingly AI agent platforms (Agentforce), serving the same Fortune 500 enterprise buyers with overlapping workflow automation capabilities.
- Microsoft (Dynamics 365 and Power Platform): Microsoft's Dynamics 365, Power Platform, and Copilot Studio compete with ServiceNow across CRM, low-code app development, IT service management, and AI agents, with the advantage of native Office 365 and Azure distribution.
- Atlassian: Atlassian competes with ServiceNow in ITSM (Jira Service Management), team workflows, and increasingly in AI-powered work management, targeting overlapping enterprise IT and software team buyers.
- Workday: Workday is a direct competitor in HR service delivery, employee experience, and finance workflows, and is expanding into AI agents for the enterprise, competing for the same CHRO and CFO buyer.
- Pegasystems: Pega competes with ServiceNow in low-code workflow automation, CRM, and customer service, particularly in process-heavy industries like financial services and telecommunications.
- BMC Software: BMC is a longstanding competitor in IT service management, IT operations management (Helix ITSM), and AIOps, competing for the same CIO buyer and Fortune 500 IT organization.
Broad incumbents
- SAP: SAP competes with ServiceNow across enterprise workflows, HR (SuccessFactors), finance, and procurement, and is a co-founding partner with ServiceNow in the T-Systems Industrial AI Cloud, making it both a competitor and ecosystem partner.
- IBM: IBM's watsonx, Red Hat Ansible, HashiCorp, and Instana compete with ServiceNow in AI, automation, and IT operations, while also being a core strategic partner for joint solutions; the relationship is deeply cooperative and competitive.
Emerging players
- Zoho: Zoho competes with ServiceNow in CRM, IT management, and HR through its integrated suite, targeting mid-market and cost-sensitive enterprises that find ServiceNow expensive.
Others
- Moveworks: Moveworks was an AI-native IT support platform that competed directly with ServiceNow ITSM and Now Assist; ServiceNow acquired Moveworks in March 2025 for $2.85B, making it a now-owned subsidiary and a relevant peer for AI agent capabilities.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
ServiceNow social profiles
Digital presenceServiceNow financial estimates
Financial estimateRevenue estimate
Valuation estimate
ServiceNow leadership team
Management profileNumber of profiles
Profiles9 records
ServiceNow subsidiaries and ownership
Company hierarchySubsidiaries11 records
ServiceNow funding detail
Funding detailFunding overview
Funding rounds8 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ServiceNow M&A and investment
M&A and investmentM&A44 records
Investments43 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ServiceNow
What does ServiceNow do?
ServiceNow sells the Now Platform, a unified AI-powered cloud platform that combines AI, data, and workflows to automate enterprise operations. The platform underpins a modular portfolio of enterprise software products spanning IT Service Management, IT Operations Management with AIOps, Customer Service Management, HR Service Delivery, Security Operations, Governance Risk and Compliance, Field Service Management, Strategic Portfolio Management, and vertical-specific solutions for healthcare, financial services, telecommunications, public sector, and manufacturing. Native AI capabilities include Now Assist (generative AI), AI Agents (autonomous AI), AI Control Tower (governance), and ServiceNow Otto (AI experience layer), sold primarily as multi-year enterprise subscriptions with professional services for implementation.
Is ServiceNow a public or private company?
ServiceNow is a public company. It is classified as public and is currently operating.
When was ServiceNow founded?
ServiceNow was founded in 2004. It employs 5,001 to 10,000 people.
Where is ServiceNow based?
ServiceNow is headquartered in Santa Clara, United States, in the North America region.
How does ServiceNow make money?
Two revenue lines are on record. Subscription Revenue (Primary) is the primary driver. The others are professional Services.
Who are ServiceNow's main competitors?
Direct peers on record are Salesforce, Microsoft (Dynamics 365 and Power Platform), Atlassian, Workday, Pegasystems and BMC Software. Broad incumbents are SAP and IBM. Zoho is listed as an emerging player. Moveworks is listed as an others.
Does ServiceNow have an API?
Yes. ServiceNow provides a comprehensive developer portal (developer.servicenow.com) with reference documentation, APIs, libraries, development tools, code snippets, and sample code. The platform supports customization and configuration of ServiceNow Products through Development Tools including APIs, with several sources noting that developers can access APIs, guides, learning plans, and community resources. Developer documentation is at developer.servicenow.com/dev.do#!/reference.
What industry is ServiceNow in?
ServiceNow's product category is Enterprise Workflow Software. Its primary akta.pro industry code is HDAEANAA, End-to-End Enterprise AI Platforms (MLOps & Model Lifecycle Management), with a secondary code of HDAEANAI, AI Integration & Orchestration Platforms (Connectors, Workflow, iPaaS for AI). Its NAICS code is 5132 and its SIC code is 7372.