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 (71 calls tested). It aims for $170 (+23 %), call made on October 13, 2026, maturing on October 13, 2027 (1 d ago).
Firm-by-firm track record on ServiceNow
| Firm | % right | Gain vs sector | Calls | Aims for |
|---|---|---|---|---|
| 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 | $160 +15% |
| BMO Capital | 74 % | +26.7 % | 34 | $118 -15% |
| Stifel | 83 % | +26.7 % | 23 | $160 +15% |
| Argus Research | 67 % | +25.6 % | 6 | $170 +23% |
| Piper Sandler | 67 % | +24.1 % | 15 | $140 +1% |
✅ Reasons to believe
- 87% of analysts rate it a buy (Buy consensus, 30 ratings) — a sign of market conviction.
- 10 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 $109 (call made on April 23, 2026, maturing on April 23, 2027) (-21%) in the one coming due soonest. The stock may already have run past its target.
- The consensus is not unanimous: of 30 ratings, 2 are neutral and 2 are sells.
- Limited upside: the median target is only +6% from the current price.
- High valuation (P/E ~86): 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 $148 (+6%) · 30 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 $148 (+6%), and Macquarie (most reliable on NOW, 100%) targets $110. Weigh that against valuation (P/E ~86) and volatility. This is not personalized advice.
Is it too late to invest in ServiceNow?
Not according to analysts: the median target ($148) is still +6% above the current price ($139) (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 ($139) and its estimated value: analysts target $148 on median (+6%), 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 $109 (call made on April 23, 2026, maturing on April 23, 2027) (-21%) 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).