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HUBS vs NOW
Which Stock Would AI Choose? HubSpot (HUBS) vs. ServiceNow (NOW) Stock Comparison
Key Takeaways
- Both HUBS and NOW have faced significant year-to-date (YTD) declines amid tech sector pressures but exhibited rebounds in recent weeks driven by SaaS peer earnings.
- NOW trades at a lower price-to-earnings (P/E) ratio of around 55 compared to HUBS's elevated 279, reflecting differing growth expectations.
- ServiceNow demonstrates lower volatility with a beta of 0.82 versus HubSpot's 1.23, appealing to risk-averse investors.
- Recent market activity shows HUBS up nearly 10% weekly amid positive analyst calls, while NOW gains steadier traction post-earnings.
- Analyst price targets indicate potential upside for both, with HUBS at $345 average and NOW around $142.
Introduction
HubSpot (HUBS) and ServiceNow (NOW) represent key players in the software-as-a-service (SaaS) landscape, with HubSpot focusing on marketing and customer relationship management (CRM) tools and ServiceNow on enterprise workflow automation. This comparison is timely amid recent SaaS sector volatility, where both stocks have navigated macroeconomic headwinds and AI-driven shifts. Traders seeking momentum plays and long-term investors eyeing growth stability will find value in analyzing their relative performance, valuations, and market positioning in the current environment.
HUBS Overview and Recent Performance
HubSpot, Inc. (HUBS) delivers an integrated platform for inbound marketing, sales, and customer service, primarily targeting small- to medium-sized businesses (SMBs). In recent market activity, the stock has shown volatility, trading around $240 with a market capitalization of approximately $12.3 billion. It has experienced substantial YTD declines of nearly 40%, reflecting broader tech sell-offs, but recent weeks brought a sharp rebound of over 9% weekly, fueled by positive sentiment from SaaS peers' earnings and analyst upgrades like Morgan Stanley's buy recommendation. Key influences include anticipation of upcoming quarterly results and HubSpot's AI initiatives, though competition from frontier AI models has tempered enthusiasm. Earnings per share (EPS) trailing twelve months (TTM) stands at $0.86, supporting a high P/E ratio amid growth expectations.
NOW Overview and Recent Performance
ServiceNow, Inc. (NOW) provides a cloud-based platform for automating digital workflows across IT, HR, and customer service, serving large enterprises. The stock hovers near $93, with a substantial market cap of about $96 billion. Like HUBS, it has declined around 40% YTD but posted a weekly gain of over 6% in recent trading, buoyed by SaaS sector recovery and a robust $12.85 billion contractually recurring revenue backlog. Post-earnings pressure from subscription metrics and geopolitical factors contributed to a monthly dip of about 13%, yet analyst buy ratings persist with targets around $142. EPS TTM is $1.68, yielding a more moderate P/E of 55, underscoring enterprise demand stability.
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Head-to-Head Comparison
HubSpot (HUBS) emphasizes SMB-friendly CRM and marketing automation, contrasting ServiceNow’s (NOW) enterprise-grade IT service management platform. Growth drivers for both hinge on subscription revenue and AI enhancements, but NOW benefits from a larger recurring backlog and broader workflow exposure. Recent momentum favors HUBS with sharper weekly gains, while NOW offers steadier recovery. Risk factors include HUBS’ higher beta and valuation stretch versus NOW’s scale advantages. Market sentiment leans positive for both amid SaaS resurgence, though enterprise focus gives NOW an edge in economic uncertainty.
Tickeron AI Verdict
Tickeron’s AI currently leans toward ServiceNow (NOW) with moderate confidence, citing its lower volatility, attractive P/E relative to growth, and substantial recurring revenue backlog for sustained positioning. While HUBS shows stronger short-term momentum and analyst upside, NOW’s enterprise stability better suits prevailing market trends.
Disclaimer
The information on this webpage is provided for general informational and educational purposes only and is not intended as investment advice, a recommendation to purchase or sell any security, or an offer or solicitation related to investments. It does not consider your personal financial situation, goals, or risk profile, and all investing carries inherent risks, including the possibility of losing your entire investment. For more details, please review our full disclaimer. Disclaimers and Limitations
To compare these two companies we present long-term analysis, their fundamental ratings and make comparative short-term technical analysis which are presented below. The conclusion is HUBS is a Hold and NOW is a Hold.
Long-Term Analysis
It is best to consider a long-term outlook for a ticker by using Fundamental Analysis (FA) ratings. The rating of 1 to 100, where 1 is best and 100 is worst, is divided into thirds. The first third (a green rating of 1-33) indicates that the ticker is undervalued; the second third (a grey number between 34 and 66) means that the ticker is valued fairly; and the last third (red number of 67 to 100) reflects that the ticker is undervalued. We use an FA Score to show how many ratings show the ticker to be undervalued (green) or overvalued (red).
HUBS’s FA Score shows that 0 FA rating(s) are green whileNOW’s FA Score has 0 green FA rating(s).
- HUBS’s FA Score: 0 green, 5 red.
- NOW’s FA Score: 0 green, 5 red.
Short-Term Analysis
It is best to consider a short-term outlook for a ticker by using Technical Analysis (TA) indicators. We use Odds of Success as the percentage of outcomes which confirm successful trade signals in the past.
If the Odds of Success (the likelihood of the continuation of a trend) for each indicator are greater than 50%, then the generated signal is confirmed. A green percentage from 90% to 51% indicates that the ticker is in a bullish trend. A red percentage from 90% - 51% indicates that the ticker is in a bearish trend. All grey percentages are below 50% and are considered not to confirm the trend signal.
HUBS’s TA Score shows that 3 TA indicator(s) are bullish while NOW’s TA Score has 6 bullish TA indicator(s).
- HUBS’s TA Score: 3 bullish, 6 bearish.
- NOW’s TA Score: 6 bullish, 2 bearish.
Price Growth
HUBS (@Packaged Software) experienced а -22.67% price change this week, while NOW (@Packaged Software) price change was -0.52% for the same time period.
The average weekly price growth across all stocks in the @Packaged Software industry was +0.53%. For the same industry, the average monthly price growth was +14.82%, and the average quarterly price growth was +94.06%.
Reported Earning Dates
HUBS is expected to report earnings on Aug 05, 2026.
NOW is expected to report earnings on Jul 29, 2026.
Industries' Descriptions
@Packaged Software (+0.53% weekly)Packaged software comprises multiple software programs bundled together and sold as a group. For example, Microsoft Office includes multiple applications such as Excel, Word, and PowerPoint. In some cases, buying a bundled product is cheaper than purchasing each item individually[s20] . Microsoft Corporation, Oracle Corp. and Adobe are some major American packaged software makers.
| HUBS | NOW | HUBS / NOW | |
| Capitalization | 9.8B | 94.4B | 10% |
| EBITDA | 267M | 3.24B | 8% |
| Gain YTD | -52.320 | -40.277 | 130% |
| P/E Ratio | 100.71 | 54.46 | 185% |
| Revenue | 3.3B | 14B | 24% |
| Total Cash | 1.69B | 5.18B | 33% |
| Total Debt | 247M | 2.43B | 10% |
HUBS | NOW | ||
|---|---|---|---|
OUTLOOK RATING 1..100 | 4 | 12 | |
VALUATION overvalued / fair valued / undervalued 1..100 | 80 Overvalued | 77 Overvalued | |
PROFIT vs RISK RATING 1..100 | 100 | 100 | |
SMR RATING 1..100 | 85 | 53 | |
PRICE GROWTH RATING 1..100 | 90 | 65 | |
P/E GROWTH RATING 1..100 | 96 | 97 | |
SEASONALITY SCORE 1..100 | 50 | 85 |
Tickeron ratings are formulated such that a rating of 1 designates the most successful stocks in a given industry, while a rating of 100 points to the least successful stocks for that industry.
NOW's Valuation (77) in the Information Technology Services industry is in the same range as HUBS (80). This means that NOW’s stock grew similarly to HUBS’s over the last 12 months.
NOW's Profit vs Risk Rating (100) in the Information Technology Services industry is in the same range as HUBS (100). This means that NOW’s stock grew similarly to HUBS’s over the last 12 months.
NOW's SMR Rating (53) in the Information Technology Services industry is in the same range as HUBS (85). This means that NOW’s stock grew similarly to HUBS’s over the last 12 months.
NOW's Price Growth Rating (65) in the Information Technology Services industry is in the same range as HUBS (90). This means that NOW’s stock grew similarly to HUBS’s over the last 12 months.
HUBS's P/E Growth Rating (96) in the Information Technology Services industry is in the same range as NOW (97). This means that HUBS’s stock grew similarly to NOW’s over the last 12 months.
| HUBS | NOW | |
|---|---|---|
| RSI ODDS (%) | 2 days ago 78% | 2 days ago 77% |
| Stochastic ODDS (%) | 2 days ago 72% | 2 days ago 83% |
| Momentum ODDS (%) | 2 days ago 69% | 2 days ago 74% |
| MACD ODDS (%) | 2 days ago 69% | 2 days ago 69% |
| TrendWeek ODDS (%) | 2 days ago 71% | 2 days ago 68% |
| TrendMonth ODDS (%) | 2 days ago 78% | 2 days ago 65% |
| Advances ODDS (%) | 9 days ago 74% | 8 days ago 70% |
| Declines ODDS (%) | 2 days ago 71% | 13 days ago 66% |
| BollingerBands ODDS (%) | 2 days ago 77% | 2 days ago 62% |
| Aroon ODDS (%) | 2 days ago 75% | 2 days ago 83% |
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| ETFs / NAME | Price $ | Chg $ | Chg % |
| EQL | 50.27 | 0.19 | +0.38% |
| ALPS Equal Sector Weight ETF | |||
| LJUL | 23.94 | 0.04 | +0.19% |
| Innovator Premium Income 15 Buf ETF -Jul | |||
| AVDE | 91.27 | 0.14 | +0.15% |
| Avantis International Equity ETF | |||
| IHD | 7.44 | 0.01 | +0.13% |
| VOYA EMERGING MARKETS HIGH Income DIVIDEND EQUITY FUND | |||
| DEFI | 90.77 | N/A | N/A |
| Hashdex Bitcoin ETF | |||
NOW and
Correlation & Price change
A.I.dvisor indicates that over the last year, NOW has been closely correlated with CRM. These tickers have moved in lockstep 73% of the time. This A.I.-generated data suggests there is a high statistical probability that if NOW jumps, then CRM could also see price increases.
| Ticker / NAME | Correlation To NOW | 1D Price Change % | ||
|---|---|---|---|---|
| NOW | 100% | +0.34% | ||
| CRM - NOW | 73% Closely correlated | -2.38% | ||
| CRWD - NOW | 68% Closely correlated | +2.75% | ||
| TEAM - NOW | 67% Closely correlated | -4.68% | ||
| MSFT - NOW | 67% Closely correlated | -0.59% | ||
| PANW - NOW | 62% Loosely correlated | +2.78% | ||
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