ServiceNow (NOW) insider buying and selling
Every Table I transaction reported by directors and officers of S&P 500 companies on SEC Form 4 filings (2 business days to file): each row labeled with its official transaction code, nothing filtered out beforehand.
Open-market purchases (code P) are the rare signal, in green; sales (code S) are common and often pre-scheduled (10b5-1). Table II (derivatives) is not included: its prices are exercise prices, not market values. Guide: insider buying.
| Date | Ticker | Insider | Role | Shares | Price | Amount | % of stake | Type / filing |
|---|
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ServiceNow, Inc. (NOW) insider buying and selling: 1 purchase, 31 sales
213 Form 4 Table I transactions filed with the SEC by ServiceNow, Inc. insiders between 2025-09-02 and 2026-09-01 (15-month history): 1 open-market purchase and 31 sales, plus 181 transactions under other Form 4 codes, broken down one by one below. The largest open-market trade is a sale of $5.3M by Mcdermott William R on 2025-08-28.
ServiceNow insider buying and selling over the last 12 months
Between Oct 21, 2025 and Oct 20, 2026, ServiceNow insiders filed 1 purchase worth $3.0M and 29 sales worth $9.3M on the open market. The net balance is on the sell side: $6.3M more sold than bought.
The biggest buyer was Mcdermott William R (Chairman & CEO): $3.0M in 1 purchase, the only buyer. The biggest seller was Canney Jacqueline P (Chief People & AI Enblmt. Off.): $2.4M in 6 sales, out of 10 different sellers.
The largest trade of the period was a purchase of $3.0M on Feb 27, 2026, by Mcdermott William R (Chairman & CEO). Form 4 on sec.gov (0001334944-26-000020).
Of the 29 sales, 22 (76%, $5.7M) carry the 10b5-1 plan flag on the Form 4, meaning they were scheduled months ahead; the other 7 do not.
The last three months show 0 purchases and 4 sales, against 0 and 6 in the three before. The latest purchase is from Feb 27, 2026; the latest sale from Aug 31, 2026.
Against its sector (Technology, 85 companies with an insider page on this site), over the same dates the median is 22 sales and 0 purchases on the open market. ServiceNow has more sales than 50 of the other 84, ranks 68 of 85 by net dollars sold, and 32 of the 85 have at least one purchase, ServiceNow included.
The 20 most important trades
The only open-market purchase first, then the rest, each type from largest to smallest. The full history is in the tool above, already searched.
See all 213 NOW trades in the full history →
| Trade date | Filed | Insider | Role | Amount | Code | Filing |
|---|---|---|---|---|---|---|
| 2026-02-27 | 2026-03-02 | Mcdermott William R | Chairman & CEO | $3.0M | P — Open-market purchase3 Form 4 footnotesF1 The transaction reported on this Form 4 was effected pursuant to a "non-Rule 10b5-1 trading arrangement," as defined by Regulation S-K 408(c), adopted by the Reporting Person on February 13, 2026. F2 Represents the aggregate of purchases effected on the same day at different prices. F3 Represents the weighted average purchase price per share. The shares purchased at prices ranging from $104.595 to $105.216 per share. Full information regarding the number of shares purchased at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer. | SEC |
| 2025-08-28 | 2025-09-02 | Mcdermott William R | Chairman & CEO | $5.3M | S — Open-market sale (scheduled 10b5-1)20 Form 4 footnotesF1 The transactions reported on this Form 4 were effected pursuant to the Rule 10b5-1 trading plan adopted by the Reporting Person on February 27, 2025. F2 Represents the aggregate of sales effected on the same day at different prices. F3 Represents the weighted average sales price per share. The shares sold at prices ranging from $900.00 to $900.01 per share. Full information regarding the number of shares sold at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer. F4 Represents the weighted average sales price per share. The shares sold at prices ranging from $902.20 to $902.38 per share. Full information regarding the number of shares sold at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer. F5 Represents the weighted average sales price per share. The shares sold at prices ranging from $903.33 to $903.34 per share. Full information regarding the number of shares sold at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer. F6 Represents the weighted average sales price per share. The shares sold at prices ranging from $904.84 to $905.42 per share. Full information regarding the number of shares sold at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer. F7 Represents the weighted average sales price per share. The shares sold at prices ranging from $906.21 to $906.94 per share. Full information regarding the number of shares sold at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer. F8 Represents the weighted average sales price per share. The shares sold at prices ranging from $907.90 to $908.82 per share. Full information regarding the number of shares sold at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer. F9 Represents the weighted average sales price per share. The shares sold at prices ranging from $909.215 to $909.28 per share. Full information regarding the number of shares sold at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer. F10 Represents the weighted average sales price per share. The shares sold at prices ranging from $910.38 to $911.25 per share. Full information regarding the number of shares sold at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer. F11 Represents the weighted average sales price per share. The shares sold at prices ranging from $911.73 to $912.58 per share. Full information regarding the number of shares sold at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer. F12 Represents the weighted average sales price per share. The shares sold at prices ranging from $912.84 to $912.87 per share. Full information regarding the number of shares sold at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer. F13 Represents the weighted average sales price per share. The shares sold at prices ranging from $918.11 to $918.56 per share. Full information regarding the number of shares sold at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer. F14 Represents the weighted average sales price per share. The shares sold at prices ranging from $920.26 to $920.27 per share. Full information regarding the number of shares sold at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer. F15 Represents the weighted average sales price per share. The shares sold at prices ranging from $922.81 to $922.82 per share. Full information regarding the number of shares sold at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer. F16 Represents the weighted average sales price per share. The shares sold at prices ranging from $928.26 to $929.25 per share. Full information regarding the number of shares sold at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer. F17 Represents the weighted average sales price per share. The shares sold at prices ranging from $929.36 to $930.29 per share. Full information regarding the number of shares sold at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer. F18 Represents the weighted average sales price per share. The shares sold at prices ranging from $930.55 to $931.50 per share. Full information regarding the number of shares sold at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer. F19 Represents the weighted average sales price per share. The shares sold at prices ranging from $931.70 to $932.69 per share. Full information regarding the number of shares sold at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer. F20 Represents the weighted average sales price per share. The shares sold at prices ranging from $932.73 to $933.61 per share. Full information regarding the number of shares sold at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer. | SEC |
| 2026-05-14 | 2026-05-18 | Sands Anita M | Director | $1.5M | S — Open-market sale3 Form 4 footnotesF1 Represents the aggregate of sales effected on the same day at different prices. F2 Represents the weighted average sales price per share. The shares sold at prices ranging from $90.12 to $90.18 per share. Full information regarding the number of shares sold at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer. F3 On December 17, 2025, the Issuer effected a 5-for-1 stock split of its common stock (the "Stock Split"), which resulted in the reporting person receiving four additional shares for each share of common stock of the Issuer held as of such date. | SEC |
| 2026-08-28 | 2026-09-01 | Canney Jacqueline P | Chief People & AI Enblmt. Off. | $1.1M | S — Open-market sale (scheduled 10b5-1)Form 4 footnoteF1 The transaction(s) reported on this Form 4 were effected pursuant to a Rule 10b5-1 trading plan adopted by the Reporting Person on May 29, 2026. | SEC |
| 2026-02-18 | 2026-02-19 | Fipps Paul | President, Global Customer Ops | $1.0M | S — Open-market sale (scheduled 10b5-1)Form 4 footnoteF2 The transactions reported on this Form 4 were effected pursuant to the Rule 10b5-1 trading plan adopted by the Reporting Person on November 19, 2025. | SEC |
| 2025-08-29 | 2025-09-02 | Sands Anita M | Director | $1.0M | S — Open-market sale7 Form 4 footnotesF1 Represents the aggregate of sales effected on the same day at different prices. F2 Represents the weighted average sales price per share. The shares sold at prices ranging from $911.715 to $912.702 per share. Full information regarding the number of shares sold at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer. F3 Represents the weighted average sales price per share. The shares sold at prices ranging from $912.78 to $913.704 per share. Full information regarding the number of shares sold at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer. F4 Represents the weighted average sales price per share. The shares sold at prices ranging from $913.817 to $914.806 per share. Full information regarding the number of shares sold at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer. F5 Represents the weighted average sales price per share. The shares sold at prices ranging from $914.828 to $916.82 per share. Full information regarding the number of shares sold at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer. F6 Represents the weighted average sales price per share. The shares sold at prices ranging from $917.17 to $917.925 per share. Full information regarding the number of shares sold at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer. F7 Represents the weighted average sales price per share. The shares sold at prices ranging from $918.583 to $919.01 per share. Full information regarding the number of shares sold at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer. | SEC |
| 2026-04-24 | 2026-04-28 | Canney Jacqueline P | Chief People & AI Enblmt. Off. | $800k | S — Open-market sale | SEC |
| 2025-11-18 | 2025-11-19 | Tzitzon Nicholas | Vice Chairman | $432k | S — Open-market sale (scheduled 10b5-1)Form 4 footnoteF2 The transactions reported on this Form 4 were effected pursuant to a Rule 10b5-1 trading plan adopted by the Reporting Person on February 28, 2025. | SEC |
| 2026-02-23 | 2026-02-25 | Fipps Paul | President, Global Customer Ops | $376k | S — Open-market sale (scheduled 10b5-1)Form 4 footnoteF1 The transactions reported on this Form 4 were effected pursuant to the Rule 10b5-1 trading plan adopted by the Reporting Person on November 19, 2025. | SEC |
| 2026-08-27 | 2026-08-31 | Chamberlain Paul Edward | Director | $366k | S — Open-market sale2 Form 4 footnotesF1 Represents the aggregate of sales effected on the same day at different prices. F2 Represents the weighted average purchase price per share. The shares purchased at prices ranging from $135.50 to $135.51 per share. Full information regarding the number of shares purchased at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer. | SEC |
| 2025-12-05 | 2025-12-09 | Mastantuono Gina | President and CFO | $353k | S — Open-market sale (scheduled 10b5-1)Form 4 footnoteF1 The transactions reported on this Form 4 were effected pursuant to a Rule 10b5-1 trading plan adopted by the Reporting Person on August 28, 2025. | SEC |
| 2025-11-28 | 2025-12-02 | Mastantuono Gina | President and CFO | $337k | S — Open-market sale (scheduled 10b5-1)Form 4 footnoteF1 The transactions reported on this Form 4 were effected pursuant to a Rule 10b5-1 trading plan adopted by the Reporting Person on August 28, 2025. | SEC |
| 2026-08-31 | 2026-09-01 | Fipps Paul | President, Global Customer Ops | $301k | S — Open-market sale2 Form 4 footnotesF1 Represents the aggregate of sales effected on the same day at different prices. F2 Represents the weighted average sales price per share. The shares sold at prices ranging from $147.860 to $147.875 per share. Full information regarding the number of shares sold at each price shall be provided upon request to the staff of the U.S. Securities and Exchange Commission, the Issuer, or a security holder of the Issuer. | SEC |
| 2025-11-18 | 2025-11-19 | Fipps Paul | President, Global Customer Ops | $249k | S — Open-market sale | SEC |
| 2025-11-28 | 2025-12-02 | Chamberlain Paul Edward | Director | $242k | S — Open-market sale (scheduled 10b5-1)Form 4 footnoteF1 The transactions reported on this Form 4 were effected pursuant to a Rule 10b5-1 trading plan adopted by the Reporting Person on August 29, 2025. | SEC |
| 2025-11-14 | 2025-11-18 | Mcbride Kevin Thomas | Principal Accounting Officer | $236k | S — Open-market sale (scheduled 10b5-1)Form 4 footnoteF1 The transactions reported on this Form 4 were effected pursuant to the Rule 10b5-1 trading plan adopted by the Reporting Person on February 27, 2025. | SEC |
| 2025-11-10 | 2025-11-12 | Canney Jacqueline P | Chief People & AI Enblmt. Off. | $222k | S — Open-market sale (scheduled 10b5-1)Form 4 footnoteF2 The transaction(s) reported on this Form 4 were effected pursuant to a Rule 10b5-1 trading plan adopted by the Reporting Person on February 27, 2025. | SEC |
| 2025-11-28 | 2025-12-02 | Jackson Lawrence | Director | $215k | S — Open-market sale | SEC |
| 2026-08-13 | 2026-08-17 | Chamberlain Paul Edward | Director | $188k | S — Open-market sale (scheduled 10b5-1)Form 4 footnoteF1 The transactions reported on this Form 4 were effected pursuant to a Rule 10b5-1 trading plan adopted by the Reporting Person on August 29, 2025. | SEC |
| 2026-05-28 | 2026-06-01 | Briggs Teresa | Director | $173k | S — Open-market sale | SEC |
The period balance: money in, money out
Across the Form 4 filings submitted between Sep 2, 2025 and Sep 1, 2026, ServiceNow, Inc. open-market activity adds up to 1 purchase worth $3.0M and 31 sales worth $15.6M. The net balance is $12.6M on the sell side.
Only codes P and S count, where an insider puts in or takes out their own money. A selling balance like ServiceNow, Inc.'s is the norm in the S&P 500, where much of the pay comes as stock. It is not a recommendation to buy or sell: it is what was filed.
Every transaction, code by code
| Code | What it means | Trades | Reported amount |
|---|---|---|---|
| F | Tax withholding (shares surrendered for taxes) | 86 | $37.0M |
| M | Option exercise | 86 | $0 |
| S | Open-market sale | 31 | $15.6M |
| A | Grant or award | 8 | $0 |
| G | Gift | 1 | $0 |
| P | Open-market purchase | 1 | $3.0M |
| Total | Everything filed in the period | 213 | $55.6M |
95 of the 213 rows carry no usable amount on the Form 4: they count as trades and add $0. The code labels come from the SEC index.
Who has traded
Over the 15 months of history, 18 distinct people or entities have filed ServiceNow, Inc. transactions: 1 bought on the open market and 11 sold. Counted by CIK, the fixed number the SEC gives each filer, and not by name, which each filer types their own way.
Of the 11 who sold on the open market (31 sales in all), the three biggest sellers account for $10.2M of the $15.6M: 65% of the money in three people.
| Filer | Role | Transactions | Bought (count) | Sold (count) | Last filed |
|---|---|---|---|---|---|
| Mcdermott William R | Chairman & CEO | 28 | $3.0M (1) | $5.3M (1) | 2026-08-19 |
| Sands Anita M | Director | 3 | — | $2.5M (2) | 2026-05-26 |
| Canney Jacqueline P | Chief People & AI Enblmt. Off. | 32 | — | $2.4M (6) | 2026-09-01 |
| Fipps Paul | President, Global Customer Ops | 34 | — | $2.1M (6) | 2026-09-01 |
| Chamberlain Paul Edward | Director | 6 | — | $1.1M (5) | 2026-08-31 |
| Mastantuono Gina | President and CFO | 28 | — | $690k (2) | 2026-08-19 |
| Tzitzon Nicholas | Vice Chairman | 11 | — | $432k (1) | 2026-02-10 |
| Mcbride Kevin Thomas | Former Principal Acctg Officer | 14 | — | $384k (2) | 2026-02-19 |
Shown here are the 8 who moved the most money, out of 18. The rest are in the full history, one link above. The name links to all their trades, in any company. "Transactions" counts any code; the money, open market only. Role: from their latest filing.
Month by month
By the month the trade was executed, not the month it was filed; months with no trades show zero. The busiest month was Nov 2025: 0 purchases and 14 sales, worth $2.6M. 8 of the 15 months have none.
| Month | Purchases | Amount | Sales | Amount |
|---|---|---|---|---|
| Aug 2025 | 0 | $0 | 2 | $6.3M |
| Sep 2025 | 0 | $0 | 0 | $0 |
| Oct 2025 | 0 | $0 | 0 | $0 |
| Nov 2025 | 0 | $0 | 14 | $2.6M |
| Dec 2025 | 0 | $0 | 1 | $353k |
| Jan 2026 | 0 | $0 | 0 | $0 |
| Feb 2026 | 1 | $3.0M | 4 | $1.7M |
| Mar 2026 | 0 | $0 | 0 | $0 |
| Apr 2026 | 0 | $0 | 1 | $800k |
| May 2026 | 0 | $0 | 5 | $1.9M |
| Jun 2026 | 0 | $0 | 0 | $0 |
| Jul 2026 | 0 | $0 | 0 | $0 |
| Aug 2026 | 0 | $0 | 4 | $1.9M |
| Sep 2026 | 0 | $0 | 0 | $0 |
| Oct 2026 | 0 | $0 | 0 | $0 |
The last month may be partial: a Form 4 is filed up to two business days later. The table does not say whether the pattern is good or bad; it says when it happened.
ServiceNow, Inc. (NOW) analysis page →
Other Technology companies with insider trades
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How to read this data
11 of the 19 sales in the table are flagged as scheduled (10b5-1 plan): signed months ahead and executed automatically, so they say nothing about what the insider thinks today. ServiceNow's single open-market purchase (code P) is the rare signal: insiders are already paid in stock, so buying more means putting in their own money. The latest filing is from Sep 1, 2026, and a Form 4 arrives up to two business days after the trade.
16 of the 20 rows in the table carry footnotes from the Form 4 itself, folded into the code column and copied verbatim; a row with no footnote means the filing has none.
Guide: Insider buying · all guides
What is behind these trades
The concepts on this page, explained from scratch in the Academy. Free, no account.
- What the efficiency hypothesis says and what it does NOT sayIf an insider's purchase is public and anyone can read it, is there any information left in it? That is the exact question that brings people here.
- Who really moves the market: the types of investorWho sits on the other side of each order, and where a company's own insiders fit among them.
- Supply, demand and price: why it rises and falls constantlyHow a piece of news ends up inside the price, and why the reaction to a filed sale is rarely the one you would expect.
Source: SEC EDGAR Form 4. This is a list of public facts, not financial advice or a recommendation to buy or sell.