ServiceNow, Inc.
ServiceNow is a U.S.-based enterprise software company built around the Now Platform, which helps organizations digitize and automate workflows across IT, employee, customer, and industry operations. Its offerings are delivered primarily through subscription agreements and are supported by professional services, customer support, and partner-delivered implementation services worldwide.
Fiscal year 2025 · change from previous year
Development 2020–2025
Business
Share of revenueCore platform and application subscriptions that give customers access to ServiceNow workflows and updates.
Design, implementation, architecture, and optimization work delivered directly and through partners.
Standard and enhanced support, self-service resources, and training for customers and partners.
Subscription-based adoption and optimization tools with guided plans, metrics, and expert support.
Products
Reported · share of revenue- License and Service97.0 %
- Technology Service3.0 %
Source: 10-K FY2025, revenue the company reports per product line (SEC XBRL). Shares are of the lines shown and add up to 100 %.
Customers
ServiceNow sells primarily to enterprise customers that deploy its software across multiple functions and business units. Its customer base spans a wide range of industries, with growing participation from government and heavily regulated organizations that require workflow standardization, security, and compliance support.
Buy subscription access to the Now Platform and applications to standardize workflows across the enterprise.
Use ITSM and related modules to manage incidents, requests, changes, and service operations.
Buy CRM and Industry products to connect quoting, case management, fulfillment, and resolution workflows.
Adopt the platform for enterprise workflow modernization under procurement and compliance constraints.
Implement, configure, and extend ServiceNow solutions for end customers.
Strategy
ServiceNow’s strategy centers on expanding the Now Platform, adding more applications, and deepening use cases across IT, employee, customer, and industry workflows. It also emphasizes AI-enabled products, partner-led delivery, and direct customer co-development to increase adoption, broaden the platform, and improve customer retention.
A wider workflow suite increases cross-sell opportunities and makes the platform harder to replace.
AI features can improve product differentiation and help customers automate more complex work.
Implementation support and partner reach help convert large enterprise opportunities into deployments.
Broader geographic reach diversifies demand and increases the addressable enterprise base.
Geography
Q1/2026ServiceNow is headquartered in the United States but sells globally through direct sales, managed service providers, and resale partners. Its international operations are material, with revenues outside North America representing a significant share of total revenue, and the company also maintains worldwide technical resources, support, and partner coverage.
Share of the revenue the company reports by geography.
Risks
ServiceNow faces execution risk in a highly competitive enterprise software market where product innovation and AI integration are central to differentiation. Its business is also exposed to cybersecurity, data residency, regulatory, partner-performance, and public-sector procurement risks because the platform is delivered globally and increasingly depends on third parties and cloud infrastructure.
- Intense competition and product innovation riskImpact: HighLikelihood: Medium
Enterprise software buyers can switch or delay purchases if the platform does not keep pace with alternatives.
Exposure: Core workflow and AI product portfolio
- AI deployment riskImpact: HighLikelihood: Medium
Embedding AI into customer workflows can create operational, legal, regulatory, and ethical issues.
Exposure - Cybersecurity and third-party dependencyImpact: HighLikelihood: Medium
Reliance on public cloud and external providers expands the attack surface and limits direct control.
Exposure - International regulatory and localization riskImpact: MediumLikelihood: Medium
Data residency, privacy, trade, and local ownership rules can raise costs and restrict market access.
Exposure: Non-U.S. sales and operations
- Government procurement and regulated-customer riskImpact: MediumLikelihood: Medium
Public-sector and heavily regulated buyers have longer sales cycles and stricter contracting requirements.
Exposure: Government and regulated enterprise customers
Accounting
Judgemental itemsCloud subscriptions are recognized ratably, while self-hosted arrangements can accelerate recognition at delivery.
Impact: Affects revenue timing and quarterly comparability
A higher share of new and expansion deals is signed in the fourth quarter.
Impact: Creates uneven quarterly revenue and bookings patterns
Expense levels vary with share price and ongoing equity award issuance.
Impact: Affects operating expenses and non-cash compensation trends
Business combinations and related payments can affect cash flows and intangible asset balances.
Impact: Can influence goodwill, intangibles, and integration-related estimates
Facilities and cloud service arrangements are significant operating commitments.
Impact: Affects fixed-cost structure and lease-related disclosures
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Last updated: 24/09/2026