ServiceNow

WorldBrand briefing

AI supplement

Original synthesis to sit alongside the encyclopedia article below. Not part of Wikipedia; verify facts on Wikipedia when precision matters.

ServiceNow is a leading American cloud computing company that specializes in enterprise workflow automation, IT service management (ITSM), and digital transformation solutions. Founded in 2004, it helps organizations streamline business processes, improve operational efficiency, and enhance employee and customer experiences through its unified cloud platform.

Key moments

2004Founded by Fred Luddy in San Diego, California, initially focused on IT service management software
2012Completed initial public offering (IPO) on the New York Stock Exchange under the ticker symbol NOW
2019Acquired robotic process automation (RPA) vendor Parlando to expand its automation capabilities
2023Launched Now Platform Helsinki, an updated version of its core workflow automation platform with enhanced AI and generative AI tools

ServiceNow operates in the enterprise workflow and IT service management space, facing competition from several key players:

Microsoft: Offers Microsoft Azure DevOps and Microsoft 365 Copilot integrated workflow tools, leveraging its large existing enterprise customer base
Salesforce: Provides CRM and customer workflow solutions that compete with ServiceNow's customer service management modules
Atlassian: Offers Jira Service Management for IT and team workflow automation, popular with smaller and mid-sized tech teams
VMware: Provides digital workspace and IT infrastructure management tools that overlap with ServiceNow's ITSM offerings
Freshworks: Offers affordable, user-friendly CRM and service management software targeting small to mid-sized businesses

ServiceNow is a high-equity brand in the global enterprise cloud computing and workflow automation sector, built on consistent product innovation and a customer-centric approach to solving enterprise digital transformation challenges. Over its two decades of operation, it has carved out a distinct market position by focusing on unified platform solutions that streamline IT service management and cross-functional business workflows, outpacing many legacy competitors with its cloud-first design. Its reputation for reliability, scalability, and actionable process improvement has made it a top-of-mind choice for large organizations seeking to modernize their operations.

The brand has strategically expanded its footprint beyond core IT service management into multiple high-growth verticals, including healthcare, financial services, public sector, and manufacturing. This diversification has strengthened its brand resonance among diverse stakeholder groups, from C-suite technology decision-makers to end-users of enterprise tools. ServiceNow invests heavily in annual research and development to update its platform capabilities, which keeps the brand relevant amid the fast evolution of enterprise technology demands.

Intense competition in the enterprise workflow space has not eroded ServiceNow's clear brand positioning as an innovation leader. Its investment in global partner ecosystems and structured customer success programs further reinforces long-term brand loyalty, supporting consistent gains in market share and positive brand perception across the industry.

Brand leadership

Score: 88/100

ServiceNow holds a clear leading market position in the IT service management and enterprise workflow automation space, widely recognized for driving innovation in enterprise digital transformation. It consistently ranks highly in customer satisfaction surveys for enterprise cloud platforms, with strong brand recall among C-level technology buyers and decision-makers.

Customer brand interaction

Score: 79/100

ServiceNow engages actively with its global customer base through annual industry user conferences, online user communities, and dedicated customer success programs, fostering ongoing dialogue that shapes product development. It maintains a robust digital and social media presence to share thought leadership on digital transformation, connecting with industry professionals and prospective clients.

Brand growth momentum

Score: 90/100

Driven by surging global demand for enterprise automation and cloud-based workflow solutions, ServiceNow has sustained strong double-digit revenue growth and expanded its enterprise customer base consistently year over year. Its ongoing expansion into new vertical markets and adjacent product lines keeps the brand growing, with steady gains in market share against competing providers.

Brand stability

Score: 85/100

As a publicly traded company with consistent financial performance over more than 15 years of public operation, ServiceNow demonstrates strong brand and operational stability. It has avoided major brand scandals or high-profile product failures that would erode customer trust, maintaining a steady reputation for reliability among enterprise clients.

Brand age

Score: 45/100

ServiceNow was founded in 2004, giving it just over two decades of brand history as of 2026. While it has built significant brand equity in that time, it is younger than many well-established legacy enterprise technology brands that have built market recognition over multiple decades. Its relatively young age has allowed it to maintain a modern, innovative brand identity free from outdated legacy product associations.

Industry profile

Score: 87/100

ServiceNow is one of the most widely recognized brands in the enterprise cloud computing and workflow automation industry, regularly featured in leading industry reports and technology publications for its market impact and innovation. It is universally acknowledged as a key player driving the global shift toward enterprise digital transformation and automated operational workflows.

Global brand reach

Score: 72/100

Headquartered in the United States, ServiceNow serves customers across North America, Europe, Asia-Pacific, and other global regions, with a growing network of international offices and localized operations. While its brand recognition and customer base are well-established across developed markets, it still has lower penetration and brand awareness in many emerging economies, leaving room for further global expansion.

Artificial intelligence can support analytical reasoning around a brand's value by synthesizing public data on market position, growth trends, and stakeholder perception. Any value figures derived from this type of analysis are illustrative and not formally audited. For official, audited brand value assessments and comprehensive brand valuation reports, contact World Brand Lab.

Overview

ServiceNow, Inc.

former name	Glidesoft (2003–2006)
type	Public
traded as	nyse: NOW S&P 100 component S&P 500 component
industry	Enterprise software
founded	November 5, 2003
founders	Fred Luddy David Loo Don Goodliffe Bow Ruggeri Patrick Casey
hq location	Santa Clara, California, U.S.

History

key people	Bill McDermott (CEO) Fred Luddy (chairman)

services	Cloud computing IT service management

revenue	US$13.28 billion (2025)

operating income	US$1.824 billion (2025)

net income	US$1.748 billion (2025)

assets	US$26.04 billion (2025)

equity	US$12.96 billion (2025)

num employees	29,187

num employees year	2025

website	servicenow.com

footnotes	‡R1R‡

ServiceNow was founded as Glidesoft, Inc. in 2003 by Fred Luddy, and later incorporated in California in 2004.[3] Luddy had previously served as chief technology officer (CTO) for Peregrine Systems, an enterprise software company based in San Diego, until 2002.[4] In founding the company, Luddy intended to provide the same services previously available from the then defunct Peregrine Systems.[4]

Luddy was the only employee until mid-2005[4] when US$2.5 million in venture financing from JMI Equity allowed Glidesoft to hire five additional people.[4] In 2006, the company changed its name to Service-Now.com.[5] In 2007, ServiceNow reported an annual revenue of US$13 million and opened its first Silicon Valley office, in San Jose.[6] 2007 was also the first year that the company "went cash flow positive".[4]

As of January 2011, the company had 275 employees in its San Diego, Chicago, New York, Atlanta, London and Frankfurt offices, as well as a partnership with Accenture who had more than 100 ServiceNow consultants.[4] At this time, the company was sometimes known as "Service-now".[4] By April 2011, the company had named Frank Slootman as chief executive officer.[6]

In June 2012, ServiceNow became a publicly traded company following a US$210 million IPO. Shortly thereafter, the company relocated its headquarters from San Diego to Santa Clara, California.[3] It was taken public by Morgan Stanley one month after it took Facebook public.[7]

In October 2019, the company announced that CEO John Donahoe would be succeeded by Bill McDermott, formerly CEO of SAP SE at the end of the calendar year.[8] In January 2020, Bill appointed Gina Mastantuono as Chief Financial Officer.[9] Under her leadership, ServiceNow crossed $10 billion in revenue in 2024 and grew its subscription revenue at a 26% compound annual growth rate from 2020 to 2024, earning the company a spot on the Fortune 500 list. Mastantuono was named President while continuing as CFO in 2025.[10]

In May 2023, Nvidia announced a partnership with ServiceNow to include AI services in help desk software for corporations.[11]

As of December 2023, the number of employees in ServiceNow was estimated to be around 23,000.[12]

In 2024, the platform was reported to have leaked potentially highly confidential data from the "knowledge base" module of over a thousand corporate users due to a misconfiguration of its access control settings.[13]

In October 2024, the company announced its plans to invest $1.5 billion in the UK.[14] Its data centers there are located in the cities of London and Newport, Wales.

In September 2025, ServiceNow announced that it was opening a new office in West Palm Beach, Florida.[15]

In January 2026 the company announced partnerships with Anthropic and OpenAI to add those companies' large language models into its AI platform to add agentic AI features.[16]

Acquisitions

July 2013: Mirror42, an Amsterdam-based software developer[17]
July 2014: Neebula Systems, an Israeli cloud computing tools company[18]
February 2015: Intréis[19]
June 2016: Brightpoint Security[20]
January 2017: Machine learning startup DxContinuum[21]

Platform

ServiceNow is a platform-as-a-service, that is designed to support IT service management and help desk functionality with automated workflows. Their fee model was based on a cost per user (seat) per month, with that cost ranging down from US$100.[4]

The platform is packaged into different suites of applications called "modules", which are tailored to various business processes. Some of these areas include governance, risk management, and compliance, audit, business continuity planning, disaster recovery, vendor management, and environmental, social, and corporate governance. A commonly referred to benefit of the platform is that many of these modules are interconnected, such as the IRM suite (Integrated Risk Management), which will automatically create issues and assign tickets based on various risk and audit findings, findings that can be found through the manual or automated performance of different activities such as evidence requests. There is also a data and information visualization report creator called Performance Analytics.[55]

The ServiceNow script is written in JavaScript, with database queries being made using a proprietary object-oriented API called Glide.[56]