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HUBS vs NOW
Which Stock Would AI Choose? HubSpot (HUBS) vs. ServiceNow (NOW) Stock Comparison
Key Takeaways
- HUBS and NOW both operate in the enterprise software sector with growing emphasis on artificial intelligence (AI) capabilities, yet they target distinct customer segments and workflow needs.
- Recent market activity shows HUBS experiencing notable volatility following its Analyst Day and product announcements, while NOW has demonstrated relative resilience amid broader software sector rotations toward AI-enabled platforms.
- HUBS reported Q2 2026 revenue of $911.7 million with a shift to profitability, alongside new AI tools and an OpenAI partnership.
- NOW highlighted AI annual contract value (ACV) exceeding $1 billion in its most recent quarter, supporting raised full-year guidance and stronger analyst consensus.
- Market positioning differs significantly, with HUBS holding a smaller market capitalization near $10.8 billion compared to NOW at approximately $140 billion.
- Sentiment drivers include product innovation for HUBS and enterprise AI adoption metrics for NOW, influencing relative performance in recent weeks.
Introduction
HubSpot (HUBS) and ServiceNow (NOW) represent two prominent players in the software-as-a-service (SaaS) industry, each leveraging AI to enhance customer and operational workflows. This comparison examines their business models, recent performance trends, and market positioning to assist investors and traders evaluating relative opportunities in the technology sector. The analysis draws on verifiable developments from recent market activity and is relevant for those seeking to understand contrasts in growth profiles, sector exposure, and sentiment within the broader enterprise software landscape.
HubSpot Overview and Recent Performance
HubSpot provides a customer relationship management (CRM) platform focused on marketing, sales, and service for small and medium-sized businesses (SMBs) and larger organizations. In recent weeks, the company held its 2026 Analyst Day and released foundational updates including the Breeze Assistant and Smart CRM features, alongside an expanded OpenAI partnership aimed at AI transformation for SMBs. Q2 2026 results showed revenue of $911.7 million, up approximately 20% year over year, with the firm achieving net profitability. Stock behavior reflected volatility, with shares trading near $216 amid mixed analyst target adjustments and broader year-to-date declines exceeding 45%.
ServiceNow Overview and Recent Performance
ServiceNow delivers a cloud-based platform for IT service management, workflow automation, and enterprise operations, serving large organizations across industries. Recent market activity highlighted continued AI momentum, with AI-related annual contract value surpassing $1 billion in the prior quarter and agentic AI deployments expanding significantly. The company raised full-year subscription revenue guidance following a Q2 beat. Shares traded around $135, showing relative outperformance versus some peers amid sector rotations favoring AI software, though the stock remains down approximately 11% year to date.
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Head-to-Head Comparison
HubSpot emphasizes inbound marketing and CRM tools primarily for SMB growth, while ServiceNow focuses on complex enterprise workflow automation and IT operations. Growth drivers for HUBS center on new AI product releases and platform enhancements, whereas NOW benefits from measurable AI ACV expansion and diversified enterprise demand. Recent momentum favors NOW in relative terms amid software sector shifts, though HUBS carries higher volatility tied to smaller scale and customer acquisition pace. Risk factors include execution on AI monetization for both, with HUBS exposed to SMB spending cycles and NOW to larger deal timing. Market sentiment reflects analyst dispersion for HUBS versus stronger consensus support for NOW.
Tickeron AI Verdict
Based on observable factors such as trend consistency in AI metrics, relative stability in recent performance, and enterprise positioning, Tickeron’s AI models currently assign a higher probabilistic preference to NOW over HUBS in the near term. This assessment reflects NOW’s larger scale, documented AI contract traction, and analyst alignment, though outcomes remain subject to evolving market conditions and company execution.
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.
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.
HUBS | NOW | ||
|---|---|---|---|
OUTLOOK RATING 1..100 | 57 | 88 | |
VALUATION overvalued / fair valued / undervalued 1..100 | 74 Overvalued | 80 Overvalued | |
PROFIT vs RISK RATING 1..100 | 100 | 95 | |
SMR RATING 1..100 | 76 | 58 | |
PRICE GROWTH RATING 1..100 | 62 | 40 | |
P/E GROWTH RATING 1..100 | 98 | 74 | |
SEASONALITY SCORE 1..100 | 50 | n/a |
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.
HUBS's Valuation (74) in the Information Technology Services industry is in the same range as NOW (80). This means that HUBS’s stock grew similarly to NOW’s over the last 12 months.
NOW's Profit vs Risk Rating (95) 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 (58) in the Information Technology Services industry is in the same range as HUBS (76). This means that NOW’s stock grew similarly to HUBS’s over the last 12 months.
NOW's Price Growth Rating (40) in the Information Technology Services industry is in the same range as HUBS (62). This means that NOW’s stock grew similarly to HUBS’s over the last 12 months.
NOW's P/E Growth Rating (74) in the Information Technology Services industry is in the same range as HUBS (98). This means that NOW’s stock grew similarly to HUBS’s over the last 12 months.
| HUBS | NOW | |
|---|---|---|
| RSI ODDS (%) | N/A | 3 days ago 81% |
| Stochastic ODDS (%) | 3 days ago 75% | 3 days ago 71% |
| Momentum ODDS (%) | 3 days ago 66% | 3 days ago 74% |
| MACD ODDS (%) | 3 days ago 65% | 3 days ago 72% |
| TrendWeek ODDS (%) | 3 days ago 72% | 3 days ago 68% |
| TrendMonth ODDS (%) | 3 days ago 79% | 3 days ago 64% |
| Advances ODDS (%) | 5 days ago 74% | 14 days ago 70% |
| Declines ODDS (%) | 3 days ago 72% | 3 days ago 70% |
| BollingerBands ODDS (%) | N/A | 3 days ago 76% |
| Aroon ODDS (%) | 3 days ago 75% | 3 days ago 79% |
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 overvalued. 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 while NOW’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 5 bullish TA indicator(s).
- HUBS’s TA Score: 3 bullish, 5 bearish.
- NOW’s TA Score: 5 bullish, 4 bearish.
Price Growth
HUBS (@Packaged Software) experienced а -1.10% price change this week, while NOW (@Packaged Software) price change was +0.11% for the same time period.
The average weekly price growth across all stocks in the @Packaged Software industry was -0.18%. For the same industry, the average monthly price growth was -6.40%, and the average quarterly price growth was +10.15%.
Reported Earning Dates
HUBS is expected to report earnings on Nov 11, 2026.
NOW is expected to report earnings on Oct 28, 2026.
Industries' Descriptions
@Packaged Software (-0.18% 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.
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HUBS and
Correlation & Price change
A.I.dvisor indicates that over the last year, HUBS has been closely correlated with CRM. These tickers have moved in lockstep 76% of the time. This A.I.-generated data suggests there is a high statistical probability that if HUBS jumps, then CRM could also see price increases.
| Ticker / NAME | Correlation To HUBS | 1D Price Change % | ||
|---|---|---|---|---|
| HUBS | 100% | -3.53% | ||
| CRM - HUBS | 76% Closely correlated | -1.76% | ||
| ASAN - HUBS | 73% Closely correlated | -1.53% | ||
| TEAM - HUBS | 73% Closely correlated | -2.53% | ||
| NOW - HUBS | 71% Closely correlated | -1.57% | ||
| DOCU - HUBS | 70% Closely correlated | -2.16% | ||
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