2025 has certainly been a year of eye-catching headlines in the ServiceNow ecosystem. We’ve had another memorable Knowledge conference in Las Vegas, followed by a new raft of product announcements, including the ServiceNow AI Platform, AI Control Tower, and more. The company has also reported three successive quarters of strong earnings growth – and we’ve also seen some surprising volatility in the ServiceNow stock price.
Through all that, ServiceNow’s north star has been clear: To become the ‘AI operating system’ for large enterprises around the world. As part of that drive, this year has also seen an unprecedented number of acquisitions, with some particularly interesting names being bought under the ServiceNow brand. As 2025 draws to a close, we thought it would be worthwhile recapping the acquisitions that ServiceNow announced in 2025 and consider the wider role they played in the company’s strategy.
ServiceNow’s 2025 Strategy: Acquisitions + AI
In 2025, ServiceNow announced a total of six acquisitions, more than any other year since it first bought Mirror 42 – all the way back in 2013. Before we dive into the what, who, and how, it’s perhaps useful to consider the reason why there have been so many recently – and why ServiceNow has acquired the companies it did.
Broadly, the conversation can be summed up with two letters: a and i. Like most large tech organizations, ServiceNow is now firmly placing itself in the race to dominate the future tech AI market. Indeed, there are plenty of reasons to think it stands in a uniquely strong place to do so – not least the company’s existing scale and reach within large global enterprises.
But it’s also clear that finding and acquiring successful AI startups is a huge part of this strategy. As we’ll see in the list below, almost every company on the list is an AI company of some sort. In many ways, this makes sense: Smaller and younger companies are generally better placed to create innovative AI products, particularly those aimed towards a particular sector or industry. ServiceNow’s approach here is to combine the innovative, dynamic spirit of these smaller companies with its own enterprise scale and heritage.
Across 2025, this strategy has resulted in a number of high-profile acquisition announcements. Here, we recap all six of them, starting with the most recent:
1. Veza
After a record-breaking year of acquisitions, ServiceNow has clearly decided to go out with a bang. Just last week, the company announced its sixth acquisition of the year: The identity security startup Veza.
The five-year-old security company helps customers to identify, visualize, and manage the user accounts and permissions in use across an organization’s IT systems. This unified approach to managing identities has become an increasingly important feature of the cybersecurity market in recent years.
From ServiceNow’s perspective, the acquisition is clearly an attempt to improve the security, compliance, and governance capabilities of the Now platform. Clearly, the investment is an important one for ServiceNow, since the acquisition is reported to be worth at least $1B. If true, this would make it the second most-expensive acquisition in ServiceNow’s history, behind only Moveworks.
2. data.world
After Veza, the most recent ServiceNow acquisition was announced in May this year: data.world. The Austin-based company had gained attention in the last few years by taking a data-focused approach to helping customers get ‘AI-ready’.
The company’s thesis is simple: To operationalize and gain ROI from AI, companies first need to provide it with high-quality data. To do this, it offers a number of products that help organizations complete complex data cleansing tasks, including data discovery, data governance, and DataOps.
Like most of ServiceNow’s recent acquisitions, data.world was clearly chosen for its focus on the operational challenges of AI implementation. This is a continuing theme we’ll see throughout this list. Clearly, ServiceNow is using acquisitions like this to cement its position as the AI-enabler of choice for large, complex, and highly-regulated organizations.
3. Logik.ai
Logik.ai provides AI-powered sales tools. The ServiceNow acquisition was first announced in April this year – though it flew somewhat under the radar after the much higher-profile Moveworks acquisition a few weeks beforehand.
Logik.ai is an AI-powered ‘configure, price, quote’ tool. CPQs are a fairly well-known product category – it’s essentially a lightweight CRM for sales teams. Logik.ai’s USP here is in adding AI functionality to the classic product.
For ServiceNow, the acquisition was clearly designed to help bolster its increasingly competitive CRM offering. The company isn’t traditionally considered a CRM vendor, but it has been chasing the tails of Salesforce, Microsoft, and SAP much more in recent years.
In fact, 2025 has been a big year in ServiceNow’s CRM journey. In January, a company spokesperson declared, “We are in CRM”, just weeks after being named a ‘Leader’ in the 2025 Magic Quadrant for the CRM Customer Engagement Center. A few months later, the company’s new “ServiceNow CRM” product was announced at the 2025 Knowledge conference. Clearly, the Logik.ai acquisition comes as part of this broader trend.
4. Moveworks
2025 might have seen more acquisitions than any other year in ServiceNow history. But of the six announced, one has dominated the headlines far more than any other: Moveworks. The main reason for this is fairly straightforward – it’s by far the highest value acquisition that ServiceNow has ever announced. Valued at $2.85B, it remains over 2.5 times the value of any other acquisition.
Moveworks is a leader in the agentic AI space, offering a number of tools to help organizations build workplace AI agents. The company particularly focuses on complex IT platforms like ITSM, service management, CRM, and more. Given this niche, it’s no great mystery why the company caught ServiceNow’s eye.
However, the acquisition has gained its fair share of controversy in the months since it was first announced. First of all, ServiceNow investors expressed some concerns, worrying about the price tag and the complexity of integrating two companies of this scale. As a result, ServiceNow’s stock price dropped in the weeks after the announcement.
Since then, the deal has been on hold due to an in-depth antitrust review by the US Department of Justice, which finally completed just a few days back. ServiceNow and Moveworks have now confirmed the acquisition will go ahead as planned.
5. Quality 360
Quality 360 was a Swedish product that specialized in commercial operations for the manufacturing sector, acquired by ServiceNow at the start of 2025.
It was built by Advania, a Swedish tech company. The technology offers a unique way for large manufacturers to manage and improve quality control in their operations. To do this, it uses root cause analysis, automated issue detection, and structured resolution frameworks to better identify and remove quality issues.
This acquisition might not have gained the same headlines as Moveworks, Veza, and others, but it’s a classic of the ServiceNow genre. The combination of Quality 360’s industry-specific technology, enterprise scale, and focus on complex operational logistics made it a no-brainer purchase for ServiceNow.
6. Cuein AI
ServiceNow kicked off 2025 as it meant to go on, with its first acquisition announcement, Cuein AI, being announced just a few weeks into the year.
Cuein AI was founded in California in 2021 and describes itself as “an AI co-pilot for customer experience teams”. Its products use large language model (LLM) technology to analyze and summarize customer conversations and data across various channels. The goal is to help customer service teams more efficiently find the answers to complex questions and customer requests.
The rationale behind the Cuein AI acquisition is clear. It’s a product that focuses on offering sector-specific AI functionality, with a particular focus on customer service teams. This places the product quite squarely in ServiceNow’s wheelhouse.
As of today, Cuein AI is still being maintained as a separate brand, though clearly now under the wider ServiceNow umbrella.
Does ServiceNow Have a Christmas Acquisition Surprise in Store?
At the time of writing, this post contains all six acquisitions officially announced in 2025. But in recent days, rumours have begun to emerge that a seventh may yet be on the cards before the year is out.
Now, reports suggest that ServiceNow is in advanced talks to acquire another company: The Israeli cybersecurity company Armis. At this stage, there is no official confirmation, and the negotiations could yet fall through. But if correct, current reports suggest it would be ServiceNow’s largest single acquisition to date, with a price tag of around $7B.
If this goes ahead, it would certainly be a memorable coda to what has already been the busiest year for ServiceNow acquisitions in the company’s history. But, like with the Moveworks acquisition, the investor response has been muted, with concerns about the size of the price tag once again pushing ServiceNow’s stock beneath the $800 mark, for only the second time this year.
Final Thoughts: Looking Ahead to 2026
2025 has indeed been a bumper year for ServiceNow acquisitions, with more announced than in any other year so far. As of yet, it remains to be seen whether this is a sustained strategy going into 2026, or just the result of a handful of deals all being sealed within a few months of each other. That being said, it will be surprising if we get too far into the year before another acquisition is announced.
Whatever happens, one thing’s for certain: ServiceNow has dominance of the AI market firmly in its sights as it looks ahead to 2026.