{"id":1262677,"date":"2026-05-14T07:59:26","date_gmt":"2026-05-14T04:59:26","guid":{"rendered":"https:\/\/www.etoro.com\/?p=1262677"},"modified":"2026-05-14T07:59:26","modified_gmt":"2026-05-14T04:59:26","slug":"is-servicenow-a-buy-in-2026-why-retail-investors-are-piling-in","status":"publish","type":"post","link":"https:\/\/www.etoro.com\/au\/news-and-analysis\/investing\/is-servicenow-a-buy-in-2026-why-retail-investors-are-piling-in\/","title":{"rendered":"Is ServiceNow a buy in 2026? Why retail investors are piling in"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">ServiceNow is one of the worst-performing stocks on the S&amp;P 500 this year, down 40% YTD after suffering its worst day on record earlier this month.\u00a0<\/span><span style=\"font-weight: 400;\">Back in October last year, ServiceNow CEO Bill McDermott went on a Q3 earnings call and floated the idea that his company belonged in the same conversation as Apple, Microsoft, Nvidia and the rest, calling it the &#8220;Super 8&#8221;.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Shares were trading at all-time highs; investors were happy. Fast forward to today, ServiceNow shares are down 53% from all time highs. Enter the &#8220;SaaSpocalypse&#8221;, the fear that AI will eat software companies for breakfast. But, retail investors saw ServiceNow as an opportunity despite those concerns and steep sell-off. According to eToro&#8217;s latest Top Stocks data, ServiceNow saw the third largest increase in eToro investor allocations globally in Q1.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Q1 results landed at the end of April, and shares fell 18%, despite the company beating revenue expectations and raising its full-year outlook. So are retail investors catching a falling knife, or has the market overreacted to the AI threat on a fundamentally strong business?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let&#8217;s find out.<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><b>ServiceNow shares fell 18% on Q1 results, the worst day in the company&#8217;s history, despite beating revenue expectations and raising full-year guidance.\u00a0\u00a0<\/b><\/li>\n<li aria-level=\"1\"><b>Q1 results actually showed AI is growing the business rather than eating into it, with ServiceNow lifting its AI revenue guidance by around 50% from USD$1 billion to USD$1.5 billion for 2026, while projecting subscription revenue will double to USD$30 billion by 2030.\u00a0<\/b><\/li>\n<li aria-level=\"1\"><span style=\"font-weight: 400;\">According to Bloomberg\u2019s Analyst Recommendations<\/span><b>, ServiceNow has 46 buy ratings, 4 holds, and 1 sell, with an average price target of USD$143.49 signalling a potential upside of 57% from its last closing price.\u00a0<\/b><\/li>\n<\/ul>\n<h2><a class=\"e-cta\" href=\"https:\/\/etoro.tw\/3QYtRw9\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">View ServiceNow<\/a><\/h2>\n<h2><b>What does ServiceNow do?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">ServiceNow is one of the largest enterprise software companies in the world. It is often described as the &#8220;platform of platforms,&#8221; and works with more than 85% of the Fortune 500.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In simple terms, ServiceNow helps massive organisations consolidate hundreds of disconnected software tools into a single cloud-based system. The average enterprise runs more than 360 applications to support its workforce, things like payroll, IT helpdesks, and internal messaging tools. ServiceNow knits all of that together into one workflow engine, so when something happens in the business, like an employee onboarding, a customer complaint, or a security incident, the right action gets sent to the right system automatically.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It started in IT departments, but it has since expanded across HR, customer service, finance and security. Around 95 billion workflows now run through the ServiceNow platform every year. Once a business plugs ServiceNow into its operations, ripping it out is genuinely difficult, which is why the renewal rate sits at a remarkable 97% to 98%.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The reason the stock has come under pressure is that AI is fundamentally changing the way businesses operate. The fear is that as AI agents take on tasks employees used to do, businesses will cut back on the software licences they pay for. That\u2019s the SaaSpocalypse in one sentence.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">ServiceNow&#8217;s response is that it isn&#8217;t being disrupted by AI, it is becoming the operating system for it.\u00a0 With the <\/span><a href=\"https:\/\/www.idc.com\/resource-center\/blog\/agent-adoption-the-it-industrys-next-great-inflection-point\/\" rel=\"nofollow noopener noreferrer\" ><span style=\"font-weight: 400;\">IDC estimating<\/span><\/a><span style=\"font-weight: 400;\"> there will be 2.2 billion active AI agents globally by 2030, someone is going to need to manage, secure and govern all of them, and ServiceNow believes it can be that business. Management calls itself the &#8220;AI control tower&#8221;.<\/span><\/p>\n<p><b><i>Fun Fact: ServiceNow was founded in 2004 by Fred Luddy, who reportedly built the first version of the platform from his couch after being told he was &#8220;too old to code&#8221; at his previous job. He stepped down as CEO in 2011 and is now a billionaire.\u00a0<\/i><\/b><\/p>\n<figure id=\"attachment_1262678\" aria-describedby=\"caption-attachment-1262678\" style=\"width: 2048px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-1262678\" src=\"https:\/\/www.etoro.com\/wp-content\/uploads\/2026\/05\/unnamed-23.png\" alt=\"ServiceNow Spotlight\" width=\"2048\" height=\"1309\" srcset=\"https:\/\/www.etoro.com\/wp-content\/uploads\/2026\/05\/unnamed-23.png 2048w, https:\/\/www.etoro.com\/wp-content\/uploads\/2026\/05\/unnamed-23-300x192.png 300w, https:\/\/www.etoro.com\/wp-content\/uploads\/2026\/05\/unnamed-23-1024x655.png 1024w, https:\/\/www.etoro.com\/wp-content\/uploads\/2026\/05\/unnamed-23-768x491.png 768w, https:\/\/www.etoro.com\/wp-content\/uploads\/2026\/05\/unnamed-23-1536x982.png 1536w\" sizes=\"(max-width: 2048px) 100vw, 2048px\" \/><figcaption id=\"caption-attachment-1262678\" class=\"wp-caption-text\"><i><span style=\"font-weight: 400;\">* Past performance is not a reliable indicator of future results.<\/span><\/i><\/figcaption><\/figure>\n<h2><b>ServiceNow\u2019s competitors and the AI threat<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">The traditional competitors are the names you&#8217;d expect. Salesforce dominates customer relationship management and is pushing aggressively into agentic AI with its Agentforce product. Microsoft is in the mix with its productivity layer through Copilot and Dynamics. Workday is the gold standard in HR and finance. SAP and Oracle still anchor most large enterprise back offices. ServiceNow has historically beaten this group by being the platform that connects their products rather than competing head-on.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The newer threat is the agentic wave. Companies like Palantir, Glean and a long list of AI-native start-ups are arguing that traditional SaaS workflows are about to be rebuilt around AI agents from the ground up. If they are right, the moat ServiceNow has built around legacy enterprise integrations becomes less valuable.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But the AI companies themselves have a different view. ServiceNow now has direct integrations with Nvidia, OpenAI, Anthropic, Google, Microsoft and Amazon, and last week unveiled Action Fabric, which lets any AI agent execute work through the ServiceNow platform. Nvidia CEO Jensen Huang put it simply at the launch, saying AI agents &#8220;are going to run on top of ServiceNow, and you manage them just like employees.&#8221; Earlier this year, Huang also called the idea that the software industry will simply be replaced by AI &#8220;the most illogical thing in the world.&#8221;\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">More agents means more coordination is needed, not less, so ServiceNow\u2019s advantage is it should get bigger as the agent economy grows.<\/span><\/p>\n<h2><b>ServiceNow Q1 2026 results: what the numbers show<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">ServiceNow&#8217;s Q1 results at the end of April are where the disconnect between sentiment and fundamentals becomes obvious.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Total revenue grew 22% year-on-year to USD$3.77 billion while subscription revenue grew 19% year-on-year to USD$3.67 billion, both ahead of guidance. Remaining performance obligations (a forward-looking measure of contracted revenue) jumped 25% to USD$28.2 billion.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The AI side of the business is also growing fast. ServiceNow had told investors at the start of the year it expected USD$1 billion in revenue from its AI products in 2026. After Q1, management lifted that to USD$1.5 billion, with use of its &#8220;Now Assist&#8221; AI tools up 55x since last May. Customers also pay roughly 30% more for the AI version of ServiceNow than the standard product, meaning AI is currently growing the business rather than eating into it.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The result gave investors plenty to be confident about, but the market latched on to margin pressures. Gross margin came in at 79.5% in Q1, below both the 80.5% consensus expectation and last year&#8217;s 82.1%. The pressure is coming from integration costs following the company&#8217;s recent Armis acquisition, one of three deals worth a combined USD$12 billion in a single year and partly because building out infrastructure for AI features is expensive. ServiceNow expects gross margins to recover to 81.5% across the full year, but the market clearly wanted to see that improvement now, not later.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">After those results, ServiceNow held its investor day and laid out long-term targets that doubled down on the AI growth story. The company said it expects subscription revenue to grow from around USD$15.7 billion this year to between USD$30 billion and USD$32 billion by 2030, with AI products driving roughly 30% of contract value by then.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Given the recent weakness, buybacks are stepping up. ServiceNow executed a USD$2 billion accelerated share repurchase in Q1 and bought back roughly 20.2 million shares, which is double the total volume bought back across all of 2025. With the share price under pressure, buybacks are likely to stay high. The accelerated buyback program is typically interpreted by analysts as a signal that management considers the share price undervalued.\u00a0\u00a0<\/span><\/p>\n<figure id=\"attachment_1262704\" aria-describedby=\"caption-attachment-1262704\" style=\"width: 1286px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-1262704 size-full\" src=\"https:\/\/www.etoro.com\/wp-content\/uploads\/2026\/05\/unnamed-24.png\" alt=\"\" width=\"1286\" height=\"771\" srcset=\"https:\/\/www.etoro.com\/wp-content\/uploads\/2026\/05\/unnamed-24.png 1286w, https:\/\/www.etoro.com\/wp-content\/uploads\/2026\/05\/unnamed-24-300x180.png 300w, https:\/\/www.etoro.com\/wp-content\/uploads\/2026\/05\/unnamed-24-1024x614.png 1024w, https:\/\/www.etoro.com\/wp-content\/uploads\/2026\/05\/unnamed-24-768x460.png 768w\" sizes=\"(max-width: 1286px) 100vw, 1286px\" \/><figcaption id=\"caption-attachment-1262704\" class=\"wp-caption-text\"><i><span style=\"font-weight: 400;\">* Past performance is not a reliable indicator of future results.<\/span><\/i><\/figcaption><\/figure>\n<table>\n<tbody>\n<tr>\n<td>\n<h2><b>ServiceNow stock: The bull and bear case<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">For investors looking at this business from a bullish perspective, ServiceNow is genuinely growing into the AI thesis rather than being eroded by it. Q1 showed that AI is adding to the business rather than taking away from it. CEO Bill McDermott went as far as calling the company&#8217;s USD$30 billion 2030 revenue target his &#8220;bear case.&#8221; Customers remain locked in, given how deeply ServiceNow plugs into their operations, and it now trades at around 20x forward earnings, its lowest valuation in years. If you believe businesses will need something to manage and coordinate their AI agents, ServiceNow could be that business.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The bearish view is that margin pressure is here to stay rather than a short-term blip, that USD$12 billion of acquisitions in a single year is a lot of integration risk, and that customers may eventually push back on paying for both their legacy ServiceNow seats and the new AI products on top. The biggest risk of all is that the SaaSpocalypse thesis is right, that AI fundamentally changes how enterprises buy software. If businesses really do cut back on software as AI agents take over the work, ServiceNow&#8217;s whole business model comes under pressure.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">ServiceNow isn&#8217;t a broken business and that was proven with Q1 numbers. But it is going through a valuation reset while the market works out how AI changes the software industry. The combination of a 97% customer renewal rate, contracted revenue growing more than 25%, and a share price that has pulled back to a more reasonable valuation makes ServiceNow a stock that analysts continue to monitor closely.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">According to Bloomberg\u2019s Analyst Recommendations<\/span><b>, ServiceNow has 46 buy ratings, 4 holds, and 1 sell. The analyst consensus price target of USD$143.49 represents a premium to the last closing price. Analyst targets are not a reliable indicator of future performance and may not be achieved.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">ServiceNow has had a brutal six months, and the next few quarters will decide whether that continues. Q1 made a strong case that AI revenue is real and that businesses still need ServiceNow even as AI agents take over more of the work.<\/span><\/p>\n<h2><a class=\"e-cta\" href=\"https:\/\/etoro.tw\/3QYtRw9\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">View ServiceNow<\/a><\/h2>\n<p><i><span style=\"font-weight: 400;\">*Data Accurate as of 12\/05\/2026<\/span><\/i><\/p>\n<p>This communication is general information and education purposes only and should not be taken as financial product advice, a personal recommendation, or an offer of, or solicitation to buy or sell, any financial product. It has been prepared without taking your objectives, financial situation or needs into account. Any references to past performance and future indications are not, and should not be taken as, a reliable indicator of future results. Your capital is at risk<\/p>\n<p>eToro Service ARSN 637 489 466 operated by eToro Asset Management Limited ABN 51 122 005 396 AFSL 319738 and promoted by eToro AUS Capital Limited ACN 612 791 803 AFSL 491139. Investing in shares via a managed investment scheme does not result in direct ownership of the underlying assets. The scheme has legal ownership, the investor has beneficial ownership, i.e. the shares are held on your behalf. As the scheme has legal ownership, you have no rights in the securities, including voting rights. Shares are non-transferable. Your capital is at risk. Refer to the Product Disclosure Statement and Target Market Determination (PDS and TMD) before transacting. See full disclaimer.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n","protected":false},"excerpt":{"rendered":"<p>ServiceNow is one of the worst-performing stocks on the S&amp;P 500 this year, down 40% YTD after suffering its worst day on record earlier this month.\u00a0Back in October last year, ServiceNow CEO Bill McDermott went on a Q3 earnings call and floated the idea that his company belonged in the same conversation as Apple, Microsoft,&hellip;<\/p>\n","protected":false},"author":118,"featured_media":1262730,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[3172,3173],"tags":[],"asset_type":[],"class_list":["post-1262677","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-investing","category-stocks"],"acf":[],"yoast_head":"<title>Is ServiceNow a buy in 2026? Why retail investors are piling in - eToro<\/title>\n<meta name=\"description\" content=\"ServiceNow shares are down 40% in 2026 on AI fears. Inside the Q1 results, the SaaSpocalypse thesis, and why retail investors are buying the dip.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.etoro.com\/au\/wp-json\/wp\/v2\/posts\/1262677\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Is ServiceNow a buy in 2026? Why retail investors are piling in - eToro\" \/>\n<meta property=\"og:description\" content=\"ServiceNow shares are down 40% in 2026 on AI fears. Inside the Q1 results, the SaaSpocalypse thesis, and why retail investors are buying the dip.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.etoro.com\/au\/wp-json\/wp\/v2\/posts\/1262677\" \/>\n<meta property=\"og:site_name\" content=\"eToro\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/eToro\/\" \/>\n<meta property=\"article:published_time\" content=\"2026-05-14T04:59:26+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.etoro.com\/wp-content\/uploads\/2026\/05\/servicenow-image.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@eToro\" \/>\n<meta name=\"twitter:site\" content=\"@eToro\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Aoife\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"9 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.etoro.com\/au\/news-and-analysis\/investing\/is-servicenow-a-buy-in-2026-why-retail-investors-are-piling-in\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.etoro.com\/au\/news-and-analysis\/investing\/is-servicenow-a-buy-in-2026-why-retail-investors-are-piling-in\/\"},\"headline\":\"Is ServiceNow a buy in 2026? Why retail investors are piling in\",\"datePublished\":\"2026-05-14T04:59:26+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.etoro.com\/au\/news-and-analysis\/investing\/is-servicenow-a-buy-in-2026-why-retail-investors-are-piling-in\/\"},\"wordCount\":1776,\"publisher\":{\"@id\":\"https:\/\/www.etoro.com\/au\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.etoro.com\/au\/news-and-analysis\/investing\/is-servicenow-a-buy-in-2026-why-retail-investors-are-piling-in\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.etoro.com\/wp-content\/uploads\/2026\/05\/servicenow-image.png\",\"articleSection\":[\"Investing\",\"Stocks\"],\"inLanguage\":\"en-au\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.etoro.com\/au\/news-and-analysis\/investing\/is-servicenow-a-buy-in-2026-why-retail-investors-are-piling-in\/\",\"url\":\"https:\/\/www.etoro.com\/au\/news-and-analysis\/investing\/is-servicenow-a-buy-in-2026-why-retail-investors-are-piling-in\/\",\"name\":\"Is ServiceNow a buy in 2026? Why retail investors are piling in - eToro\",\"isPartOf\":{\"@id\":\"https:\/\/www.etoro.com\/au\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.etoro.com\/au\/news-and-analysis\/investing\/is-servicenow-a-buy-in-2026-why-retail-investors-are-piling-in\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.etoro.com\/au\/news-and-analysis\/investing\/is-servicenow-a-buy-in-2026-why-retail-investors-are-piling-in\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.etoro.com\/wp-content\/uploads\/2026\/05\/servicenow-image.png\",\"datePublished\":\"2026-05-14T04:59:26+00:00\",\"description\":\"ServiceNow shares are down 40% in 2026 on AI fears. Inside the Q1 results, the SaaSpocalypse thesis, and why retail investors are buying the dip.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.etoro.com\/au\/news-and-analysis\/investing\/is-servicenow-a-buy-in-2026-why-retail-investors-are-piling-in\/#breadcrumb\"},\"inLanguage\":\"en-au\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.etoro.com\/au\/news-and-analysis\/investing\/is-servicenow-a-buy-in-2026-why-retail-investors-are-piling-in\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-au\",\"@id\":\"https:\/\/www.etoro.com\/au\/news-and-analysis\/investing\/is-servicenow-a-buy-in-2026-why-retail-investors-are-piling-in\/#primaryimage\",\"url\":\"https:\/\/www.etoro.com\/wp-content\/uploads\/2026\/05\/servicenow-image.png\",\"contentUrl\":\"https:\/\/www.etoro.com\/wp-content\/uploads\/2026\/05\/servicenow-image.png\",\"width\":1920,\"height\":1080},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.etoro.com\/au\/news-and-analysis\/investing\/is-servicenow-a-buy-in-2026-why-retail-investors-are-piling-in\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.etoro.com\/au\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Investing\",\"item\":\"https:\/\/www.etoro.com\/au\/news-and-analysis\/investing\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Is ServiceNow a buy in 2026? Why retail investors are piling in\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.etoro.com\/au\/#website\",\"url\":\"https:\/\/www.etoro.com\/au\/\",\"name\":\"eToro\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/www.etoro.com\/au\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.etoro.com\/au\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-au\"},[]]}<\/script>","yoast_head_json":{"title":"Is ServiceNow a buy in 2026? Why retail investors are piling in - eToro","description":"ServiceNow shares are down 40% in 2026 on AI fears. Inside the Q1 results, the SaaSpocalypse thesis, and why retail investors are buying the dip.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.etoro.com\/au\/wp-json\/wp\/v2\/posts\/1262677","og_locale":"en_US","og_type":"article","og_title":"Is ServiceNow a buy in 2026? Why retail investors are piling in - eToro","og_description":"ServiceNow shares are down 40% in 2026 on AI fears. Inside the Q1 results, the SaaSpocalypse thesis, and why retail investors are buying the dip.","og_url":"https:\/\/www.etoro.com\/au\/wp-json\/wp\/v2\/posts\/1262677","og_site_name":"eToro","article_publisher":"https:\/\/www.facebook.com\/eToro\/","article_published_time":"2026-05-14T04:59:26+00:00","og_image":[{"width":1920,"height":1080,"url":"https:\/\/www.etoro.com\/wp-content\/uploads\/2026\/05\/servicenow-image.png","type":"image\/png"}],"twitter_card":"summary_large_image","twitter_creator":"@eToro","twitter_site":"@eToro","twitter_misc":{"Written by":"Aoife","Est. reading time":"9 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.etoro.com\/au\/news-and-analysis\/investing\/is-servicenow-a-buy-in-2026-why-retail-investors-are-piling-in\/#article","isPartOf":{"@id":"https:\/\/www.etoro.com\/au\/news-and-analysis\/investing\/is-servicenow-a-buy-in-2026-why-retail-investors-are-piling-in\/"},"headline":"Is ServiceNow a buy in 2026? Why retail investors are piling in","datePublished":"2026-05-14T04:59:26+00:00","mainEntityOfPage":{"@id":"https:\/\/www.etoro.com\/au\/news-and-analysis\/investing\/is-servicenow-a-buy-in-2026-why-retail-investors-are-piling-in\/"},"wordCount":1776,"publisher":{"@id":"https:\/\/www.etoro.com\/au\/#organization"},"image":{"@id":"https:\/\/www.etoro.com\/au\/news-and-analysis\/investing\/is-servicenow-a-buy-in-2026-why-retail-investors-are-piling-in\/#primaryimage"},"thumbnailUrl":"https:\/\/www.etoro.com\/wp-content\/uploads\/2026\/05\/servicenow-image.png","articleSection":["Investing","Stocks"],"inLanguage":"en-au"},{"@type":"WebPage","@id":"https:\/\/www.etoro.com\/au\/news-and-analysis\/investing\/is-servicenow-a-buy-in-2026-why-retail-investors-are-piling-in\/","url":"https:\/\/www.etoro.com\/au\/news-and-analysis\/investing\/is-servicenow-a-buy-in-2026-why-retail-investors-are-piling-in\/","name":"Is ServiceNow a buy in 2026? Why retail investors are piling in - eToro","isPartOf":{"@id":"https:\/\/www.etoro.com\/au\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.etoro.com\/au\/news-and-analysis\/investing\/is-servicenow-a-buy-in-2026-why-retail-investors-are-piling-in\/#primaryimage"},"image":{"@id":"https:\/\/www.etoro.com\/au\/news-and-analysis\/investing\/is-servicenow-a-buy-in-2026-why-retail-investors-are-piling-in\/#primaryimage"},"thumbnailUrl":"https:\/\/www.etoro.com\/wp-content\/uploads\/2026\/05\/servicenow-image.png","datePublished":"2026-05-14T04:59:26+00:00","description":"ServiceNow shares are down 40% in 2026 on AI fears. Inside the Q1 results, the SaaSpocalypse thesis, and why retail investors are buying the dip.","breadcrumb":{"@id":"https:\/\/www.etoro.com\/au\/news-and-analysis\/investing\/is-servicenow-a-buy-in-2026-why-retail-investors-are-piling-in\/#breadcrumb"},"inLanguage":"en-au","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.etoro.com\/au\/news-and-analysis\/investing\/is-servicenow-a-buy-in-2026-why-retail-investors-are-piling-in\/"]}]},{"@type":"ImageObject","inLanguage":"en-au","@id":"https:\/\/www.etoro.com\/au\/news-and-analysis\/investing\/is-servicenow-a-buy-in-2026-why-retail-investors-are-piling-in\/#primaryimage","url":"https:\/\/www.etoro.com\/wp-content\/uploads\/2026\/05\/servicenow-image.png","contentUrl":"https:\/\/www.etoro.com\/wp-content\/uploads\/2026\/05\/servicenow-image.png","width":1920,"height":1080},{"@type":"BreadcrumbList","@id":"https:\/\/www.etoro.com\/au\/news-and-analysis\/investing\/is-servicenow-a-buy-in-2026-why-retail-investors-are-piling-in\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.etoro.com\/au\/"},{"@type":"ListItem","position":2,"name":"Investing","item":"https:\/\/www.etoro.com\/au\/news-and-analysis\/investing\/"},{"@type":"ListItem","position":3,"name":"Is ServiceNow a buy in 2026? Why retail investors are piling in"}]},{"@type":"WebSite","@id":"https:\/\/www.etoro.com\/au\/#website","url":"https:\/\/www.etoro.com\/au\/","name":"eToro","description":"","publisher":{"@id":"https:\/\/www.etoro.com\/au\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.etoro.com\/au\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-au"},[]]}},"_links":{"self":[{"href":"https:\/\/www.etoro.com\/au\/wp-json\/wp\/v2\/posts\/1262677"}],"collection":[{"href":"https:\/\/www.etoro.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.etoro.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.etoro.com\/au\/wp-json\/wp\/v2\/users\/118"}],"replies":[{"embeddable":true,"href":"https:\/\/www.etoro.com\/au\/wp-json\/wp\/v2\/comments?post=1262677"}],"version-history":[{"count":0,"href":"https:\/\/www.etoro.com\/au\/wp-json\/wp\/v2\/posts\/1262677\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.etoro.com\/au\/wp-json\/wp\/v2\/media\/1262730"}],"wp:attachment":[{"href":"https:\/\/www.etoro.com\/au\/wp-json\/wp\/v2\/media?parent=1262677"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.etoro.com\/au\/wp-json\/wp\/v2\/categories?post=1262677"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.etoro.com\/au\/wp-json\/wp\/v2\/tags?post=1262677"},{"taxonomy":"asset_type","embeddable":true,"href":"https:\/\/www.etoro.com\/au\/wp-json\/wp\/v2\/asset_type?post=1262677"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}