Fifteen years ago, ServiceNow was an important tech company and the cornerstone of the IT services market. Since then, it has transformed into something else entirely: One of a handful of tech companies that’s so large it has created its own industry.
You only need to look at the recent Q2 earnings figures to understand this sense of scale. In fact, the company exceeded all topline growth and profitability metrics. This included a total revenue of $3.2B, representing a year-on-year growth of 22.5%. At the same time, the number of customers with more than $20M in annual contract value (ACV) grew by more than 30% year-on-year.
So, in short, ServiceNow is bigger than ever. And much of this growth and market dominance can be summed up in two words: AI and acquisitions. Here’s what you need to know.
ServiceNow, Acquisitions, and AI
To put all this into context, let’s compare where ServiceNow has come from. Between 2010 and 2024, company revenues grew from a very respectable $43.3 million to a staggering $10.3 billion. In response to the recent better-than-expected Q2 figures, that number is now forecast to grow to between $12.78B and $12.8B for 2025.
Today, ServiceNow has a 30% market share in the IT asset management market, making it by far the largest single player. Much of this growth and market dominance comes down to the company’s vigorous acquisitions policy. In fact, there have been a total of 35 since 2013. But more recently, ServiceNow has rapidly picked up the pace, announcing a total of five already this year.
With so many recent acquisitions being announced, there’s a good chance you might have missed some of the announcements. But the direction and pace of these acquisitions have a lot of implications for the ServiceNow ecosystem and the way the technology will develop in the coming years. Therefore, it’s helpful to recap the five acquisitions we’ve seen so far this year – and what that means for the big picture of ServiceNow.
Source: ServiceNow Q4 2024, Q1 2025, and Q2 2025
5 ServiceNow Acquisitions for 2025
ServiceNow is no stranger to acquisitions. But already, we’ve seen more acquisitions announced in 2025 than in most years since 2013.
And looking over the specific deals, some interesting trends emerge. First, the most obvious: All five acquisitions in 2025 have been AI companies. But arguably, there’s a more interesting pattern. All five also offer industry or job-role-specific tools, aiming to integrate AI functionality into specific business workflows. This includes AI products aimed towards manufacturing, customer service, or sales teams.
Clearly, ServiceNow’s priority is to corner the market for industry-specific tools that help organizations to integrate AI into their everyday tools and processes.
Against that backdrop, the five announcements from this year offer a unique insight into ServiceNow’s strategy and direction:
1. May 2025: data.world
“To truly harness the power of AI, enterprises need more than data – they need trusted, connected intelligence.
data.world’s data catalog and modern governance capabilities will supercharge ServiceNow’s Workflow Data Fabric, giving every AI agent and workflow the context it needs to drive smarter, faster outcomes.”
Gaurav Rewari, Senior Vice President and General Manager of Data and Analytics Products at ServiceNow
At a Glance: Key Details
- Date announced: May 7, 2025
- Number of employees: c. 200
- Location: United States (Austin, Texas)
- Product description: Data catalog and governance platform
“The path to agentic AI heaven goes through some form of data hell,” says ServiceNow spokesperson Gaurav Rewari.
This is the key problem that Austin-based startup data.world aims to solve. The company helps organizations to easily organize and search through their data, essentially helping to make it ‘AI-ready’.
Like many recent acquisitions, the data.world deal is clearly designed to extend ServiceNow’s AI capabilities. But the product is more focused on operationalizing and integrating AI tools, rather than extending AI functionality.
While the terms of the deal weren’t disclosed, the startup was recently valued at $350 million, according to TechCrunch.
What Is data.world?
data.world is a US startup based in Austin, Texas, founded in 2016. Its tools rely on a unique ‘Knowledge Graph’, which enables organizations to get “accurate, explainable, and governed” responses from large language models (LLMs).
Why Has ServiceNow Acquired data.world?
data.world’s technology will help to extend and unify ServiceNow’s increasingly sophisticated AI capabilities. It’ll make it easier for organizations to operationalize and get the most out of new developments in AI.
2. April 2025: Logik.ai
“Customers want consumer‑grade experiences that are simple, scalable, fast, and accurate so they can focus on what matters most: Closing deals, enabling customer success, and driving expansion opportunities.
Logik.ai’s next-generation technology will enable us to rapidly deliver that unique value. When combined with our powerful AI platform for business transformation, we will redefine what a leading CRM solution can do.”
John Ball, EVP and GM of CRM & Industry Workflows at ServiceNow
At a Glance: Key Details
- Date announced: April 3, 2025
- Number of employees: c. 100
- Location: US (Illinois)
- Product description: AI-powered sales agent
In April this year, ServiceNow announced the acquisition of Logik.ai. The company uses AI tools to create smoother and more efficient sales processes, helping to remove issues like product misconfigurations, pricing inconsistencies, and error-prone manual quoting.
Logik.ai’s product is essentially an AI-powered “Configure, Price, Quote” tool. This is a well-known industry category – essentially a slimmed-down CRM aimed squarely at sales teams. The tool is particularly popular among industries with complex sales processes, such as manufacturing, technology, and healthcare.
In these industries, quoting can be complex, bespoke, and manual, leading to inefficiency and long sales cycles at scale. This is the key problem that Logik.ai aims to address.
What Is Logik.ai?
Logik.ai is a Chicago-based startup that helps customers to create end-to-end, AI-powered sales processes. Customers use its technology to reduce manual errors, shorten sales cycles, and ultimately convert more customers.
Why Has ServiceNow Acquired Logik.ai?
ServiceNow is looking to Logik.ai to help enhance its Customer Relationship Management (CRM) and Sales and Order Management (SOM) capabilities. This will be particularly useful for industries with complex sales processes.
3. March 2025: Moveworks
“Moveworks hides the complexity employees face at work, by giving them an intuitive, engaging starting place to search and drive action across any enterprise system.
Becoming part of ServiceNow presents an incredible opportunity to accelerate our innovation and deliver on our promise through their AI agent-fueled platform to redefine the user experience for employees and customer service teams.”
Bhavin Shah, CEO and Founder of Moveworks
At a Glance: Key Details
- Date announced: March 10, 2025
- Number of employees: c. 700
- Location: US (Mountain View, California)
- Product description: Enterprise automation and Agentic AI
Announced in March 2025, the Moveworks acquisition is by far the most significant of the five announced this year.
Indeed, it might just be the most substantial purchase made so far and is by far the highest-value deal of any acquisition announced. It’s the first acquisition since 2013 to have broken the billion-dollar mark, and is at least five times the value of the next most expensive deal (LightStep, 2021, at $510 million.)
What Is Moveworks?
Created in 2016, Moveworks is a market leader in the agentic AI space. The company was an early pioneer in generative AI technology, creating tools to automate and assist with employee support across IT, HR, finance, and other departments.
Why Has ServiceNow Acquired Moveworks?
Unsurprisingly, ServiceNow is keen to become a market leader in service-related AI. Movework’s unique agent-driven approach to AI means it’s particularly valuable for traditional ITSM and ITOM processes. With ServiceNow being a market leader in the IT services market, this makes Moveworks the perfect match.
4. February 2025: Quality 360
“Manufacturers are under increasing pressure to maintain high‑quality standards while managing complex supply chains.
By integrating Advania’s Quality 360 into the ServiceNow platform, we’re providing manufacturers with the AI‑driven insights and automation they need to proactively manage quality issues, drive operational efficiency, and enhance customer trust.”
Rohit Batra, Vice President and General Manager, Manufacturing, Telecom, Media & Tech Industries, ServiceNow
At a Glance: Key Details
- Date announced: February 26, 2025
- Number of employees: Unclear, though the parent company Advania has more than 5,500
- Location: Sweden (Stockholm)
- Product description: AI-powered commercial operations for manufacturing
Quality 360 is the first acquisition on this list to come from a non-US company. The Swedish product, built by Advania, brings AI functionality to complex manufacturing processes.
The product provides AI-powered root cause analysis, automated issue detection, and structured resolution frameworks. The goal is to help manufacturers identify and resolve quality issues across all stages of production.
According to the ServiceNow press release, quality issues can cost manufacturers as much as 15-20% of revenue. It’s this issue that Quality 360 principally aims to solve, by enabling a proactive and insight-driven approach to resolving quality issues.
What Is Quality 360?
Quality 360 is an AI-powered manufacturing solution built by Swedish tech company Advania. It helps to accelerate quality management by providing data-driven insights that help to minimize operational costs and reputational risks.
Why Has ServiceNow Acquired Quality 360?
The acquisition aims to strengthen ServiceNow’s Manufacturing Commercial Operations (MCO) functionality.
5. January 2025: Cuein AI
“For AI agents to truly be effective, they need access to accurate, realtime insights.
Cuein’s ability to quickly process and transform data into actionable intelligence will enable customers to unlock the full potential of agentic AI, streamlining operations, and accelerating smarter decision making.”
Dorit Zilbershot, Group Vice President of AI Experiences and Innovation, ServiceNow
At a Glance: Key Details
- Date announced: January 17, 2025
- Number of employees: 0-10
- Location: USA (California)
- Product description: AI-Powered Conversational Analytics
Founded in Belmont, California in 2021, Cuein AI is a startup aimed squarely at customer service teams. It uses large language models (similar to the technology behind ChatGPT) to analyze customer interactions across various channels, including chat, email, voice, and support tickets.
The product aims to bring recent developments in AI to the helpdesk, offering actionable consumer insights to CS agents. By processing and analyzing information from different customer channels, it helps agents to quickly answer customer queries and reduce overall call times.
What Is Cuein AI?
Cuein AI is an AI-native conversational data analysis platform. The California-based company uses large language models (LLMs) to create a “co-pilot for customer experience teams.” It uses AI technology to help CS agents improve answers, reduce escalations, and improve the customer experience.
Why Has ServiceNow Acquired Cuein AI?
Cuein AI’s acquisition aims to upgrade ServiceNow’s AI offerings for customer service teams. It will be integrated into ServiceNow’s Workflow Data Fabric platform, aiming to create a “unified layer of insights that powers productivity and more informed decision-making”.
ServiceNow Acquisitions: From 2013 to 2025
The five acquisitions we’ve discussed on this list clearly reflect an ambitious strategy from ServiceNow. As well as ramping up the pace, the company has also set its sights on some important and strategic products that will cement its market share in particular industries.
But when we consider the wider journey ServiceNow has been on, we can see the seeds of this strategy being laid for some years now.
| # | Date | Company | Description |
| 1 | May 2025 | data.world | Helping customers get AI-ready data with data.world, enabling accurate, explainable, and governable responses from large language models (LLMs). |
| 2 | April 2025 | Logik.ai | Bringing AI technology to everyday sales processes with Logik.ai’s Configure, Price, Quote solution. |
| 3 | March 2025 | Moveworks | Breaking the billion-dollar boundary with Moveworks, a market leader in agentic AI. |
| 4 | February 2025 | Quality 360 | Improving quality in complex manufacturing processes with Quality 360’s data-driven operations platform. |
| 5 | January 2025 | Cuein AI | Delivering AI-powered conversational data analysis for support teams, with Cuein AI’s LLM-powered tools to monitor chat, email, voice, and support tickets. |
| 6 | November 2024 | Mission Secure | Integrating Mission Secure’s asset discovery and inventory tools to offer real-time visibility and anomaly detection for enterprise assets. |
| 7 | July 2024 | Raytion | Enabling real-time access to business-critical data with Raytion’s GenAI-powered enterprise search tools. |
| 8 | March 2024 | 4Industry | Digitizing and centralizing shop floor processes to enhance quality and safety, with 4Industry’s leading manufacturing and logistics platform. |
| 9 | February 2024 | NetACE (Atrinet) | Improving connectivity and efficiency for telcos with NetACE, a network discovery and activation tool from Atrinet. |
| 10 | December 2023 | UltimateSuite | Boosting process insights with UltimateSuite, which helps customers to identify inefficiencies in large-scale enterprise workflows. |
| 11 | July 2023 | G2K | Creating a single home for digital and in-store data with the help of G2K’s AI-driven IoT platform. |
| 12 | October 2022 | Era Software | Consolidating observability data with Era Software’s scalable log management product, which provides unified telemetry across logs, metrics, and traces. |
| 13 | June 2022 | Hitch Works | Creating a dynamic market for internal talent with Hitch Works, an enterprise skills mapping tool that supports internal mobility and workforce planning. |
| 14 | October 2021 | Gekkobrain | Simplifying ERP migrations with Gekkobrain’s tools to map, identify, and analyze custom code. |
| 15 | August 2021 | Mapwize | Enhancing complex hybrid work environments with Mapwize’s indoor mapping and wayfinding platform. |
| 16 | August 2021 | Swarm64 | Accelerating data processing with Swarm64, a real-time analytics platform combining analytics with traditional database functionality. |
| 17 | May 2021 | Lightstep | Enabling customers to monitor the performance of their cloud-native applications in real-time, through Lightstep’s ‘next‑generation observability’ platform. |
| 18 | March 2021 | Intellibot | Boosting enterprise automation with Intellibot’s RPA processes, bringing operational efficiency to enterprise customers. |
| 19 | November 2020 | Element AI | Advancing AI readiness with Element AI, a pioneer startup in natural language processing, machine learning, and deep learning. |
| 20 | June 2020 | Sweagle | Tightening DevOps governance and reducing misconfigurations through Sweagle’s configuration data management (CDM) platform. |
| 21 | January 2020 | Passage AI | Improving the virtual agent experience with Passage AI’s multilingual chatbot engine. |
| 22 | January 2020 | Loom Systems | Enhancing AIOps via ‘Sophie’ from Loom Systems, an AI platform to aggregate logs, metrics, and other operational data. |
| 23 | November 2019 | Fairchild Resiliency Systems | Strengthening disaster recovery and resiliency planning through Fairchild’s MaestroRS™, a native tool built on ServiceNow. |
| 24 | May 2019 | Appsee | Advancing mobile and user behavior analytics with Appsee, through session recordings, heatmaps, and real-time data. |
| 25 | October 2018 | FriendlyData | Doubling down on AI with FriendlyData, an enterprise platform that lets users interact with complex data through plain text queries. |
| 26 | May 2018 | Parlo | Improving human-machine interaction with ServiceNow’s first major AI acquisition: Parlo, a pioneer in natural language understanding (NLU). |
| 27 | April 2018 | VendorHawk | Offering better visibility over on-premises and SaaS licenses with VendorHawk’s subscription management tools. |
| 28 | October 2017 | SkyGiraffe | Helping customers go mobile-first through SkyGiraffe’s no-code enterprise app products. |
| 29 | October 2017 | Telepathy | Investing in Telepathy’s advanced UX and design tools to offer a sharper and more user-friendly experience. |
| 30 | January 2017 | DxContinuum | Improving automated service requests for enterprises with DxContinuum’s machine learning engine. |
| 31 | June 2016 | Brightpoint Security | Boosting cybersecurity intelligence and collaboration with Brightpoint Security’s leading threat intelligence technology. |
| 32 | April 2016 | ITapp | Enabling customers to effectively manage public, private, and hybrid cloud environments with ITApp’s cloud management solution. |
| 33 | February 2015 | Intréis | Doubling down on governance, risk, and compliance (GRC) with Intréis’ compliance integration platform. |
| 34 | July 2014 | Neebula Systems | Enhancing ITOM discovery with Neebula’s automated asset discovery portfolio. |
| 35 | July 2013 | Mirror42 | Upgrading ITOM capabilities with leading performance analytics platform Mirror42. |
2025: The Year of Acquisitions
Over the years, ServiceNow has acquired a broad and diverse range of companies, with a particular focus on AI products and industry-specific tools. This has enabled it to remain the service platform of choice for enterprises across a broad range of complex industries.
While we can’t say for certain where this strategy is going in the future, one thing’s for certain: ServiceNow isn’t going anywhere. We can expect many more acquisitions to be added to this list over the coming years.
So here’s the million (or perhaps billion…) dollar question: What’s next?