ServiceNow (NOW)
Automates enterprise workflows across IT, customer operations, business functions, security, and low-code development.
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ServiceNow sells cloud software that routes a company’s everyday work—from broken computers to customer complaints, employee requests, and security alerts—to the right people and systems. Almost all of its money comes from subscriptions. The center is corporate technology support; the expansion is customer service, employee work, security, connected data, and automated helpers that can carry out tasks.
Item facts: FY2025 · year ended Dec 31, 2025, from filings, earnings calls and company pages.
Judgment weights, not filed revenue
The band summarizes business focus and direction. ~ marks estimates.
8 in detail · 18 more below
Cloud Subscriptions
Hosted software and support are the cash engine, backed by a large store of signed customer commitments at June 2026. Customers usually pay ahead, and the business depends on them continuing to renew.
Competes with Jira Service Management (Atlassian) · Service Cloud (Salesforce) · Power Platform (Microsoft) · HR Service Delivery (Workday)
In plain English
This is the cash engine. A customer rents ServiceNow’s online tools, gets updates and support, and usually signs for one to three years. It is closer to an office utility bill than a one-off software purchase: the service stays available while the customer keeps paying.
Bills usually go out yearly in advance, so cash arrives before ServiceNow delivers the whole contract. Nearly all customers have kept renewing, helped by the difficulty of replacing workflows that touch many departments. Hosting those workflows—and increasingly their automated helpers—still consumes computers, data-center space, and outside cloud capacity.
Technology
The largest product family organizes technology help, equipment, outages, changes, projects, and risk. Its lead rests on accurate records; missing or stale information makes the automation less useful.
Competes with Jira Service Management (Atlassian) · BMC Helix ITSM and Operations Management (BMC)
In plain English
When an employee’s laptop fails or a company service stops working, Technology opens a ticket, finds what equipment and software are involved, sends the job to the right team, and records the fix. The same system plans changes and keeps a running inventory.
Large technology departments pay subscriptions based mainly on users or the amount of equipment being watched. Once many teams rely on the same history and rules, replacing it becomes a major project. Consultants also earn money moving customers onto the system, while ServiceNow depends on the customer’s equipment records being complete and current.
Security Operations and Risk Management
Security teams use this line to find exposed equipment, risky access, and weak spots, then route repairs. Armis and Veza broadened the view; integrating their information without gaps is the watchpoint.
Competes with Asset Cloud (Axonius) · Cortex Exposure Management (Palo Alto Networks)
In plain English
A company can own thousands of computers, factory devices, and accounts without knowing which ones are exposed. This line builds the inventory, matches it with warning signs, ranks what matters, and sends each repair to an owner.
ServiceNow sells the tools as added subscriptions to large organizations already using its technology workflows. Armis brought information about exposed devices, while Veza brought information about who can reach what. The attraction is a single path from finding a weakness to fixing it; the hard part is joining incomplete equipment, identity, and security records reliably.
ServiceNow AI Platform
Automated helpers read requests, suggest answers, and carry out approved steps across the product range. Yearly contract value rose past $1B by Q2 2026; use, trust, and computing cost now matter as much as sales.
Competes with Agentforce (Salesforce) · Copilot Studio (Microsoft) · Enterprise AI (Glean)
In plain English
Think of a careful digital clerk placed beside every ServiceNow queue. It can read an employee question, search company information, suggest the next action, or complete a permitted task. AI Control Tower is the supervisor: it keeps track of these helpers and the rules they must follow.
Customers pay more for upgraded subscriptions and may pay again when use exceeds the included allowance. ServiceNow can sell first to companies whose requests, permissions, and process rules already live on its system. But every automated action uses outside computing power, so wider use must remain trustworthy without letting delivery costs outrun the extra revenue.
CRM and Industry
This family carries customer problems from first contact through field work, pricing, orders, and delivery. It appeared in sixteen of ServiceNow’s twenty biggest Q2 2026 deals; connections to billing and order records decide whether it works.
Competes with Service Cloud (Salesforce) · Dynamics 365 Customer Service (Microsoft)
In plain English
A customer complaint rarely ends with the person who answers it. A technician may need to visit, a replacement may need shipping, or a billing record may need changing. CRM and Industry links that front-door case to the teams that can actually finish the job.
Companies pay subscriptions for customer service, field scheduling, selling, pricing, and order handling, often shaped for a particular industry. Vodafone, a global phone company, entered a five-year program spanning service and network work. ServiceNow wins more money when customers join these steps together, but the promise breaks if billing, network, and order information cannot connect cleanly.
Creator and Other
Company teams assemble their own controlled tools on ServiceNow instead of waiting for packaged products. Creator appeared in eighteen of the twenty biggest Q2 2026 deals; lasting use depends on useful connections and firm guardrails.
Competes with Power Apps and Power Platform (Microsoft) · Mendix Platform (Mendix)
In plain English
Sometimes a company has a job no ready-made product fits. Creator gives its builders reusable blocks for forms, approvals, data, permissions, and automatic steps, so they can make a tool without starting from bare computer code.
ServiceNow charges subscriptions for this shared building kit. Internal software teams and outside consultants create tools on it, which can pull more departments onto the wider platform. The bet is that a controlled workshop beats a pile of disconnected homemade programs. Customers still need people to build useful tools, connect outside information, and stop poorly governed experiments from reaching everyday operations.
Workflow Data Fabric and RaptorDB
This layer lets workflows reach information stored elsewhere and keeps ServiceNow’s own records fast. It appeared in seventeen of the twenty biggest Q2 2026 deals; quality, permission, and connector failures are the risk.
Competes with Intelligent Data Management Cloud (Informatica) · Denodo Platform (Denodo)
In plain English
Useful automation needs facts that often sit in many different computer systems. Workflow Data Fabric acts like a set of controlled pipes: it brings outside information to a task without forcing the customer to move everything first. RaptorDB is the database layer, where ServiceNow keeps its own records.
Customers add these capabilities when workflows need controlled access to information spread across many systems. Data partners widen the number of systems ServiceNow can reach. The economic loop is simple: more connected information makes more tasks possible, but a bad connection or wrong permission can also spread an error farther.
Core Business
This family routes employee questions, legal work, buying, contracts, and workplace requests. It showed up in twelve of the twenty biggest Q2 2026 deals; adoption and dependable links to employee and purchasing records matter most.
Competes with HR Service Delivery (Workday) · SuccessFactors Enterprise Service Management (SAP)
In plain English
The unglamorous office chores add up: asking an employee question, approving a purchase, reviewing a contract, or booking a desk. Core Business gives each request one doorway, then sends it through the right approvals and back-office teams.
Large employers subscribe to reduce email chains and combine shared services. Moveworks, bought in December 2025, added a conversational front door that helps employees search and ask for help. ServiceNow earns more as one department expands into several, but the routes only work when employees use them and the company’s employee, purchasing, legal, and workplace records remain dependable.
Cloud SubscriptionsHosted software and support are the cash engine, backed by a large store of signed customer commitments at June 2026. Customers usually pay ahead, and the business depends on them continuing to renew.Hosted software and support are the cash engine, backed by a large store of signed customer commitments at June 2026. Customers usually pay ahead, and the business depends on them continuing to renew.
In plain English
This is the cash engine. A customer rents ServiceNow’s online tools, gets updates and support, and usually signs for one to three years. It is closer to an office utility bill than a one-off software purchase: the service stays available while the customer keeps paying.
Bills usually go out yearly in advance, so cash arrives before ServiceNow delivers the whole contract. Nearly all customers have kept renewing, helped by the difficulty of replacing workflows that touch many departments. Hosting those workflows—and increasingly their automated helpers—still consumes computers, data-center space, and outside cloud capacity.
Competes with Jira Service Management (Atlassian) · Service Cloud (Salesforce) · Power Platform (Microsoft) · HR Service Delivery (Workday)
TechnologyThe largest product family organizes technology help, equipment, outages, changes, projects, and risk. Its lead rests on accurate records; missing or stale information makes the automation less useful.The largest product family organizes technology help, equipment, outages, changes, projects, and risk. Its lead rests on accurate records; missing or stale information makes the automation less useful.
In plain English
When an employee’s laptop fails or a company service stops working, Technology opens a ticket, finds what equipment and software are involved, sends the job to the right team, and records the fix. The same system plans changes and keeps a running inventory.
Large technology departments pay subscriptions based mainly on users or the amount of equipment being watched. Once many teams rely on the same history and rules, replacing it becomes a major project. Consultants also earn money moving customers onto the system, while ServiceNow depends on the customer’s equipment records being complete and current.
Competes with Jira Service Management (Atlassian) · BMC Helix ITSM and Operations Management (BMC)
Security Operations and Risk ManagementSecurity teams use this line to find exposed equipment, risky access, and weak spots, then route repairs. Armis and Veza broadened the view; integrating their information without gaps is the watchpoint.Security teams use this line to find exposed equipment, risky access, and weak spots, then route repairs. Armis and Veza broadened the view; integrating their information without gaps is the watchpoint.
In plain English
A company can own thousands of computers, factory devices, and accounts without knowing which ones are exposed. This line builds the inventory, matches it with warning signs, ranks what matters, and sends each repair to an owner.
ServiceNow sells the tools as added subscriptions to large organizations already using its technology workflows. Armis brought information about exposed devices, while Veza brought information about who can reach what. The attraction is a single path from finding a weakness to fixing it; the hard part is joining incomplete equipment, identity, and security records reliably.
Competes with Asset Cloud (Axonius) · Cortex Exposure Management (Palo Alto Networks)
ServiceNow AI PlatformAutomated helpers read requests, suggest answers, and carry out approved steps across the product range. Yearly contract value rose past $1B by Q2 2026; use, trust, and computing cost now matter as much as sales.Automated helpers read requests, suggest answers, and carry out approved steps across the product range. Yearly contract value rose past $1B by Q2 2026; use, trust, and computing cost now matter as much as sales.
In plain English
Think of a careful digital clerk placed beside every ServiceNow queue. It can read an employee question, search company information, suggest the next action, or complete a permitted task. AI Control Tower is the supervisor: it keeps track of these helpers and the rules they must follow.
Customers pay more for upgraded subscriptions and may pay again when use exceeds the included allowance. ServiceNow can sell first to companies whose requests, permissions, and process rules already live on its system. But every automated action uses outside computing power, so wider use must remain trustworthy without letting delivery costs outrun the extra revenue.
Competes with Agentforce (Salesforce) · Copilot Studio (Microsoft) · Enterprise AI (Glean)
CRM and IndustryThis family carries customer problems from first contact through field work, pricing, orders, and delivery. It appeared in sixteen of ServiceNow’s twenty biggest Q2 2026 deals; connections to billing and order records decide whether it works.This family carries customer problems from first contact through field work, pricing, orders, and delivery. It appeared in sixteen of ServiceNow’s twenty biggest Q2 2026 deals; connections to billing and order records decide whether it works.
In plain English
A customer complaint rarely ends with the person who answers it. A technician may need to visit, a replacement may need shipping, or a billing record may need changing. CRM and Industry links that front-door case to the teams that can actually finish the job.
Companies pay subscriptions for customer service, field scheduling, selling, pricing, and order handling, often shaped for a particular industry. Vodafone, a global phone company, entered a five-year program spanning service and network work. ServiceNow wins more money when customers join these steps together, but the promise breaks if billing, network, and order information cannot connect cleanly.
Competes with Service Cloud (Salesforce) · Dynamics 365 Customer Service (Microsoft)
Creator and OtherCompany teams assemble their own controlled tools on ServiceNow instead of waiting for packaged products. Creator appeared in eighteen of the twenty biggest Q2 2026 deals; lasting use depends on useful connections and firm guardrails.Company teams assemble their own controlled tools on ServiceNow instead of waiting for packaged products. Creator appeared in eighteen of the twenty biggest Q2 2026 deals; lasting use depends on useful connections and firm guardrails.
In plain English
Sometimes a company has a job no ready-made product fits. Creator gives its builders reusable blocks for forms, approvals, data, permissions, and automatic steps, so they can make a tool without starting from bare computer code.
ServiceNow charges subscriptions for this shared building kit. Internal software teams and outside consultants create tools on it, which can pull more departments onto the wider platform. The bet is that a controlled workshop beats a pile of disconnected homemade programs. Customers still need people to build useful tools, connect outside information, and stop poorly governed experiments from reaching everyday operations.
Competes with Power Apps and Power Platform (Microsoft) · Mendix Platform (Mendix)
Workflow Data Fabric and RaptorDBThis layer lets workflows reach information stored elsewhere and keeps ServiceNow’s own records fast. It appeared in seventeen of the twenty biggest Q2 2026 deals; quality, permission, and connector failures are the risk.This layer lets workflows reach information stored elsewhere and keeps ServiceNow’s own records fast. It appeared in seventeen of the twenty biggest Q2 2026 deals; quality, permission, and connector failures are the risk.
In plain English
Useful automation needs facts that often sit in many different computer systems. Workflow Data Fabric acts like a set of controlled pipes: it brings outside information to a task without forcing the customer to move everything first. RaptorDB is the database layer, where ServiceNow keeps its own records.
Customers add these capabilities when workflows need controlled access to information spread across many systems. Data partners widen the number of systems ServiceNow can reach. The economic loop is simple: more connected information makes more tasks possible, but a bad connection or wrong permission can also spread an error farther.
Competes with Intelligent Data Management Cloud (Informatica) · Denodo Platform (Denodo)
Core BusinessThis family routes employee questions, legal work, buying, contracts, and workplace requests. It showed up in twelve of the twenty biggest Q2 2026 deals; adoption and dependable links to employee and purchasing records matter most.This family routes employee questions, legal work, buying, contracts, and workplace requests. It showed up in twelve of the twenty biggest Q2 2026 deals; adoption and dependable links to employee and purchasing records matter most.
In plain English
The unglamorous office chores add up: asking an employee question, approving a purchase, reviewing a contract, or booking a desk. Core Business gives each request one doorway, then sends it through the right approvals and back-office teams.
Large employers subscribe to reduce email chains and combine shared services. Moveworks, bought in December 2025, added a conversational front door that helps employees search and ask for help. ServiceNow earns more as one department expands into several, but the routes only work when employees use them and the company’s employee, purchasing, legal, and workplace records remain dependable.
Competes with HR Service Delivery (Workday) · SuccessFactors Enterprise Service Management (SAP)
Named in filings, launches and programs
- IT Service ManagementProductRecords technology incidents, requests, changes, known fixes, and service work inside the Technology family.
- IT Operations ManagementProductFinds equipment and online services, watches warning signals, and maps operational health; it produced $1.224B of FY2024 subscription revenue.
- Asset ManagementProduct lineTracks technology and other company equipment from purchase through use and retirement.
- Operational Technology ManagementProductApplies service and equipment tracking to factories and other industrial settings.
- Strategic Portfolio ManagementProductConnects investment choices, programs, and the work needed to deliver them.
- Customer Service ManagementProductPushes customer cases beyond the help desk into the operating teams that can resolve them.
- Field Service ManagementProductSchedules field workers, replacement parts, and on-site service visits.
- Sales and Order Management / CPQProduct line · RampingLinks product choices, pricing, quotes, and order delivery; Logik.io’s technology joined the line in May 2025.
- HR Service Delivery / EmployeeWorksProduct line · RampingHandles employee questions, knowledge, and self-service, with Moveworks folded in after December 2025.
- Legal and Contract OperationsProduct lineOrganizes requests, matters, and contract work for legal teams.
- Source-to-Pay OperationsProduct lineRoutes purchase requests, supplier tasks, approvals, and buying work.
- Workplace Service DeliveryProduct lineManages workplace help, space, reservations, and facilities jobs.
- ServiceNow ImpactServiceA subscription program combining guidance, tools, and training to help customers use more of what they bought.
- Professional Services and TrainingServiceCustomers pay for setup and education; this was 3% of FY2025 revenue and cost more to deliver than it brought in.
- U.S. Federal Channel ProgramCustomer programOne unnamed federal channel partner supplied 13% of H1 2026 revenue; Carahsoft is likely, but not confirmed.
- Vodafone five-year collaborationCustomer programA telecom service, operations, and network-inventory program begun in April 2025; its financial terms were not disclosed.
- Maybank five-year programCustomer programA July 2026 commitment covering resilience, security, and rules for automated helpers; its financial terms were not disclosed.
- Large-deal cohortCustomer programA small group of very large customers buys across several products, but their identities and exact contract values remain undisclosed.
IT Service ManagementProduct
Records technology incidents, requests, changes, known fixes, and service work inside the Technology family.
IT Operations ManagementProduct
Finds equipment and online services, watches warning signals, and maps operational health; it produced $1.224B of FY2024 subscription revenue.
Asset ManagementProduct line
Tracks technology and other company equipment from purchase through use and retirement.
Operational Technology ManagementProduct
Applies service and equipment tracking to factories and other industrial settings.
Strategic Portfolio ManagementProduct
Connects investment choices, programs, and the work needed to deliver them.
Customer Service ManagementProduct
Pushes customer cases beyond the help desk into the operating teams that can resolve them.
Field Service ManagementProduct
Schedules field workers, replacement parts, and on-site service visits.
Sales and Order Management / CPQProduct line · Ramping
Links product choices, pricing, quotes, and order delivery; Logik.io’s technology joined the line in May 2025.
HR Service Delivery / EmployeeWorksProduct line · Ramping
Handles employee questions, knowledge, and self-service, with Moveworks folded in after December 2025.
Legal and Contract OperationsProduct line
Organizes requests, matters, and contract work for legal teams.
Source-to-Pay OperationsProduct line
Routes purchase requests, supplier tasks, approvals, and buying work.
Workplace Service DeliveryProduct line
Manages workplace help, space, reservations, and facilities jobs.
ServiceNow ImpactService
A subscription program combining guidance, tools, and training to help customers use more of what they bought.
Professional Services and TrainingService
Customers pay for setup and education; this was 3% of FY2025 revenue and cost more to deliver than it brought in.
U.S. Federal Channel ProgramCustomer program
One unnamed federal channel partner supplied 13% of H1 2026 revenue; Carahsoft is likely, but not confirmed.
Vodafone five-year collaborationCustomer program
A telecom service, operations, and network-inventory program begun in April 2025; its financial terms were not disclosed.
Maybank five-year programCustomer program
A July 2026 commitment covering resilience, security, and rules for automated helpers; its financial terms were not disclosed.
Large-deal cohortCustomer program
A small group of very large customers buys across several products, but their identities and exact contract values remain undisclosed.