Should I buy ServiceNow (NOW) stock or is it too late?
⭐ The most reliable of them, either direction: BTIG — 82% of its targets hit on this sector (67 calls tested). It aims for $150 (+8.4 %), call made on July 23, 2026, maturing on July 23, 2027 (36 d ago).
Firm-by-firm track record on ServiceNow
| Firm | % right | Gain vs sector | Calls | Aims for |
|---|---|---|---|---|
| Deutsche Bank | 87 % | +44.4 % | 15 | $135 -2% |
| Guggenheim | 92 % | +41.1 % | 13 | $125 -10% |
| Bernstein | 80 % | +39.2 % | 5 | $248 +79% |
| Wolfe Research | 83 % | +38.8 % | 6 | $166 +20% |
| Barclays | 73 % | +28.5 % | 44 | $134 -3% |
| BMO Capital | 74 % | +26.7 % | 34 | $118 -15% |
| Stifel | 83 % | +26.7 % | 23 | $120 -13% |
| Piper Sandler | 67 % | +24.1 % | 15 | $140 +1% |
✅ Reasons to believe
- 87% of analysts rate it a buy (Buy consensus, 31 ratings) — a sign of market conviction.
- 8 analysts rated reliable (≥55% hit rate, beat their sector) are bullish on the stock.
⚠️ Reasons to hesitate
- Even the most reliable firm on NOW, Macquarie (100% hit rate, 4 scored calls), only targets $110 (call made on July 23, 2026, maturing on July 23, 2027) (-21%) in its most recent call, and $172 (call made on January 8, 2026, maturing on January 8, 2027) (+24%) in the one coming due soonest. The stock may already have run past its target.
- The consensus is not unanimous: of 31 ratings, 2 are neutral and 2 are sells.
- Limited upside: the median target is only +1% from the current price.
- High valuation (P/E ~79): strong growth is already "priced in", leaving little room for error.
- A 12-month target is not a guaranteed path: the price can fall in the meantime.
- Volatile stock: sharp swings — including steep drops — are part of its profile.
- No dividend: your return depends only on price appreciation.
The analyst consensus on NOW
Median target $140 (+1%) · 31 ratings · Buy consensus
⚠️ Information, not investment advice. Past performance does not guarantee future results. Analyst targets on a ~12-month horizon.
Frequently asked questions
Should you invest in ServiceNow now?
We won't decide for you. The facts: 87% of analysts rate it a buy, median target $140 (+1%), and Macquarie (most reliable on NOW, 100%) targets $110. Weigh that against valuation (P/E ~79) and volatility. This is not personalized advice.
Is it too late to invest in ServiceNow?
The stated upside is small: the median target ($140) sits just +1% from the price ($138) (most reliable on NOW: Macquarie, 100%). The real question isn't "too late" but the price-to-value gap and risk. Not advice.
Is ServiceNow still worth investing in?
It depends on the gap between the price ($138) and its estimated value: analysts target $140 on median (+1%), with 87% buys (most reliable on NOW: Macquarie, 100%). Cross-check with their real reliability on NOW and the cautions above. Information, not advice.
What's the main risk in buying NOW?
Even the most reliable firm on NOW, Macquarie (100% hit rate, 4 scored calls), only targets $110 (call made on July 23, 2026, maturing on July 23, 2027) (-21%) in its most recent call, and $172 (call made on January 8, 2026, maturing on January 8, 2027) (+24%) in the one coming due soonest. The stock may already have run past its target.
→ Go deeper: the full ServiceNow profile (consensus, analyst reliability, price target, performance).