
ServiceNow is the platform brand of ServiceNow, Inc. (NYSE: NOW), a publicly traded enterprise software company headquartered in Santa Clara, California. The Now Platform automates workflows across IT, HR, customer service, and security for roughly 85% of the Fortune 500, and generated $12.88 billion in subscription revenue in FY2025. Founded in 2004 by Fred Luddy, the company is led by chairman and CEO Bill McDermott.
Parent Company
Founded
2004
Status
Publicly Traded
Headquarters
| Brand | Parent Company | Ownership Type |
|---|---|---|
| ServiceNow | ServiceNow, Inc. | Brand division |
Fred Luddy started the company in 2004 in San Diego under the name Glidesoft. A former CTO of Peregrine Systems, he had watched enterprise IT service software grow bloated and difficult. His product was a cloud-native alternative built on one data model, priced as a subscription, and simple enough to deploy without an army of consultants. It launched in 2005 as Service-Now.com.
The platform grew through IT departments in its first decade, going public on the NYSE in June 2012. CEO Frank Slootman had taken over in 2011 and drove expansion beyond the help desk into HR service delivery and customer service management. John Donahoe continued that broadening from 2017.
The McDermott era began in November 2019. Under him, ServiceNow bought Element AI (2020), Lightstep (2021), and a string of workflow and AI companies through 2023. In 2023 it introduced Now Assist, its generative AI layer, and by 2025 was repositioning the whole platform as the control plane for enterprise AI agents.
Deal-making accelerated sharply in 2025: Moveworks for approximately $2.85 billion, Logik.ai for configure-price-quote, and then the company's largest-ever transaction, a December 2025 agreement to buy cybersecurity firm Armis for about $7.75 billion alongside identity security company Veza. FY2025 total revenue reached $13.28 billion, and in Q3 2026 the company raised its AI annual contract value target to $1.7 billion.
What does ServiceNow own?
ServiceNow owns the Now Platform and its workflow products covering IT, HR, customer service, security, and field service. Its 2025 acquisitions include Moveworks, Logik.ai, Veza, and cybersecurity company Armis, pending integration. The company holds no consumer brands.
Is ServiceNow publicly traded?
Yes. It trades on the New York Stock Exchange under ticker NOW and is a member of the S&P 500. It has a single class of common stock.
When was ServiceNow founded?
Fred Luddy founded the company in 2004 in San Diego as Glidesoft. It renamed itself Service-Now.com in 2005 and went public in June 2012.
Who owns ServiceNow?
Public shareholders own it. Institutional investors hold most shares, and no founder or family controls the company. Chairman and CEO Bill McDermott has led it since November 2019.
What is ServiceNow's market position?
ServiceNow is the category leader in IT service management and a top-tier enterprise workflow platform, serving roughly 85% of the Fortune 500. It is one of the largest enterprise SaaS companies by revenue.
How does ServiceNow make money?
Almost entirely through annual software subscriptions, which produced 97% of FY2025 revenue. Customers buy the platform and activate workflow modules, with pricing tied to user counts. AI products like Now Assist are sold as premium add-ons.
As an enterprise software company, ServiceNow's sustainability work centers on data center energy and responsible AI. It reports that its cloud runs largely on renewable-powered infrastructure and publishes annual impact disclosures covering emissions and workforce metrics.
The more substantive ethics dimension is AI governance. The platform processes employee records, customer data, and security alerts, and its agentic AI products make automated decisions inside enterprises. ServiceNow publishes responsible AI principles covering transparency, human oversight, and data privacy, which function as the company's main ethical framework rather than consumer-facing certifications.
ServiceNow has no product recalls; its controversies are commercial and technical. Enterprise customers periodically criticize the total cost of ownership, noting that implementation and customization through partners can dwarf the subscription price. Analyst firms have flagged the gap between list pricing and realized value as a recurring negotiation theme.
On the technical side, a 2023 data exposure incident in which misconfigured ServiceNow instances leaked internal corporate data affected multiple large customers and forced the company to tighten default access controls. The event was widely reported as a configuration issue rather than a platform breach, but it raised questions about the security of low-code platforms broadly.
These competing brands operate in the same categories and provide similar products or services. Compare key attributes to understand market positioning and competitive landscape.
| Brand | Parent Company | Country | Founded | Market Position | Primary Market | Gender Target |
|---|---|---|---|---|---|---|
| Workday | USA | 2013 | Mass market | Global | All Genders | |
| Oracle | USA | 1977 | Mass market | Global | All Genders | |
| Salesforce | USA | 2000 | Market leader | Global | All Genders | |
| Salesforce | USA | 1999 | Market leader | Global | All Genders | |
| Workday | Sweden | 2016 | Mass market | Global | All Genders | |
| Salesforce | USA | 2009 | Market leader | Global | All Genders |
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Market Positioning: ServiceNow competes with 6 brands in the same categories, ranging from mass market to luxury positioning.
Geographic Distribution: Competitors are headquartered across multiple regions, indicating global competition in this market segment.
Brand Heritage: Competitor brands range from established heritage brands to newer market entrants, with founding years spanning several decades.
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Technology SoftwareOwned by Calendly, Inc.
Scheduling automation software platform that eliminates back-and-forth emails when booking meetings.
Calendly is privately owned, unlike ServiceNow which is under a publicly traded parent company.
Technology SoftwareOwned by Character.AI
AI chatbot platform for user-created characters, popular with younger users, whose company filed Chapter 11 in October 2026 and agreed to sell certain assets to Disney for $20 million.
Character.AI is privately owned, unlike ServiceNow which is under a publicly traded parent company.
Technology SoftwareOwned by OpenAI
Artificial intelligence chatbot developed by OpenAI, based on the GPT (Generative Pre-trained Transformer) language model series.
ChatGPT is privately owned, unlike ServiceNow which is under a publicly traded parent company.
Technology SoftwareOwned by Anthropic PBC
AI assistant and large language model platform developed by Anthropic, offering chat, coding, and agentic AI capabilities through consumer and enterprise products.
Claude AI is privately owned, unlike ServiceNow which is under a publicly traded parent company.
Technology SoftwareOwned by Databricks, Inc.
Data and AI platform brand behind the Lakehouse architecture, operated by Databricks, Inc. of San Francisco.
Databricks is privately owned, unlike ServiceNow which is under a publicly traded parent company.
Technology SoftwareOwned by Odoo S.A.
Belgian open-source business software suite offering integrated ERP, CRM, accounting, and e-commerce apps, valued near 10 billion euros in 2026.
Odoo is privately owned, unlike ServiceNow which is under a publicly traded parent company.
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