ServiceNow Acquisitions: Complete Guide [+Analysis]

ServiceNow has transformed from a leading IT Service Management (ITSM) into an AI-powered cloud platform that helps organizations manage work across the entire enterprise, including IT, HR, security, and operations.

By acquiring pioneering companies, ServiceNow has expanded the platform capabilities in AI, workflow automation, and data intelligence. Most recent acquisitions of ServiceNow in 2024-25, including Moveworks and data.world, Logik.ai, and Cuein AI highlight the same.

This blog analyzes acquisitions from the first acquisition in 2013, of Mirror42, to the most recent one, examining the reasons behind each acquisition.

ServiceNow Acquisitions in 2025: The vision of Agentic AI enterprise

The acquisitions of 2025 mark a pivotal shift. This year is about AI maturity, data intelligence, and vertical-specific automation at scale.

data.world (Data catalog & governance) – May 07, 2025

What is data.world?

data.world is a leading enterprise data catalog platform. It organizes data into a searchable, understandable knowledge graph with built-in governance. It turns data chaos into clarity for organizations.

Why did ServiceNow acquire data.world?

ServiceNow’s AI engines require trusted and governed data to manage reliable automation. The platform lacked a native, enterprise-grade system to catalog and govern the data at scale. data.world fills this gap, providing the semantic layer that makes the Workflow Data Fabric intelligent and trustworthy.

“As part of the Workflow Data Network, ServiceNow is working with some of the largest companies in the world to eliminate data silos head‑on, enabling enterprises to accelerate AI adoption at scale,” said, Gaurav Rewari, senior vice president and general manager of data and analytics products at ServiceNow.

“At data.world, our mission has always been to turn data chaos into clarity, and now, together with ServiceNow, we’ll be able to take that mission further across the enterprise,” said, Brett Hurt, CEO and co‑founder of data.world.”

Capabilities added: Data catalog + semantic layer that helps ServiceNow structure enterprise data for AI and analytics.

Customer value: Customers can trust their data for AI use cases, improve compliance, and unlock more insights from siloed systems.

Logik.ai (AI-Driven CPQ & Revenue Workflows) – April 3, 2025

What is Logik.ai?

It is an AI-native configure, price, quote (CPQ) platform. It uses generative AI to automate the creation of complex, accurate sales quotes and proposals. It simplifies selling across any channel with consumer-grade experiences.

Why did ServiceNow acquire Logik.ai?

ServiceNow wanted to offer a complete, AI-powered CRM suite that can unify selling, fulfillment, and service through its single platform. For that, they needed a best-in-class CPQ automation to connect sales workflows to backend operations, ensuring accurate and rapid quote-to-cash processes.

“ServiceNow is advancing our commitment to offer robust, deeply connected CRM tools. The CPQ space is evolving, and Logik.ai is leading the way to a simpler, AI‑powered selling experience across channels. By adding Logik.ai’s industry‑leading sales and commerce solution to our CRM offering, ServiceNow will further enhance our capability to sell, fulfill, and service on a single platform,” said, John Ball, EVP and GM of CRM & Industry Workflows at ServiceNow.

“We invested early in innovations like AI and consumer‑grade experiences that are rewriting how products of any complexity are sold. ServiceNow CRM is built for the era of AI, making it the perfect partner to continue that momentum,” said, Christopher Shutts, CEO and cofounder of Logik.ai.”

Capabilities added: AI models that automatically generate accurate pricing and configuration options, integrated into CRM and sales workflows.

Customer value: Sales teams spend less time configuring complex deals, while organizations reduce revenue leakage and speed up deal cycles.

Moveworks (Agentic AI for Enterprise Automation) – Mar 10, 2025

What is Moveworks?

Moveworks is a pioneer in conversational AI, providing an enterprise copilot that uses advanced large language models (LLMs) to resolve employee requests across IT, HR, and workplace services.

Why did ServiceNow acquire Moveworks?

ServiceNow acquired Moveworks to integrate its copilot technology directly into the Now Platform and improve its generative AI roadmap, and lead the shift to agentic AI. It enables ServiceNow’s AI to move from assisting workflows to autonomously driving them.

“With the acquisition of Moveworks, ServiceNow will take another giant leap forward in agentic AI‑powered business transformation,” said, Amit Zavery, president, chief operating officer, and chief product officer at ServiceNow.

“Moveworks hides the complexity employees face at work by giving them an intuitive, engaging starting place to search and drive action across any enterprise system,” said, Bhavin Shah, co‑founder and CEO, Moveworks.

Capabilities added: Moveworks brought autonomous AI agents that resolve requests in real-time across IT, HR, and workplace services. It’s LLM-powered automation plugs directly into ServiceNow workflows.

Customer value: Employees can resolve issues instantly (resetting passwords, finding policies, reporting incidents) without waiting for human intervention. This reduces ticket volume, boosts self-service adoption, and cuts operational costs.

Quality360 (AI for Quality & Compliance Automation) – Feb 26, 2025

What is Quality360?

Quality 360, part of Advania, is an AI-powered quality and compliance management solution built on the ServiceNow platform. It helps manufacturers proactively detect defects, manage non-conformances, and ensure audit readiness.

Why did ServiceNow acquire Quality360?

This acquisition integrates specialized quality management capabilities directly into the Now Platform, enabling a closed-loop system from production floor issues to resolution and compliance reporting.

“Manufacturers are under increasing pressure to maintain high‑quality standards while managing complex supply chains,” said, Rohit Batra, vice president and general manager, Manufacturing, Telecom, Media & Tech Industries at ServiceNow.”

“By integrating Advania’s Quality 360 into the ServiceNow platform, we’re providing manufacturers with the AI‑driven insights and automation they need to proactively manage quality issues, drive operational efficiency, and enhance customer trust. This acquisition exemplifies our commitment to partner‑led innovation and delivering industry‑specific solutions that drive meaningful transformation,” said, Hege Støre, Group Chief Executive Officer at Advania.

Capabilities added: Automated defect detection, compliance workflows, and audit readiness integrated into ServiceNow.

Customer value: Customers reduce compliance risks, improve product/service quality, and cut the cost of audits and regulatory reporting.

Cuein – Jan 17, 2025

What is Cuein?

Cuein is a conversation intelligence platform that analyzes customer interactions (like chat, email, and voice) in real-time. It extracts insights such as sentiment, intent, and satisfaction to improve service experiences.

Why did ServiceNow acquire Cuein?

As ServiceNow pushes deeper into agentic AI (AI agents/copilots, etc.), it needs better, real-time insight from conversations (both human-human and human-AI). Cuein is a conversation data platform that can analyze chat, email, voice, etc., turning those into insights (CSAT, sentiment, patterns) so AI agents can act.

ServiceNow is at the forefront of the agentic AI revolution, redefining what human‑centered AI can achieve across the enterprise, and the acquisition of Cuein is essential to our vision of creating more integrated, intelligent systems that connect AI agents, data, and workflows,” said, Dorit Zilbershot, group vice president of AI Experiences and Innovation at ServiceNow.

“At Cuein, our mission is to help companies improve service experiences by analyzing conversation data to uncover deeper insights within business processes,” said, Mayukh Bhaowal, co‑founder and CEO of Cuein.

Capabilities added to ServiceNow

• Adds conversational analytics capabilities, real-time insight into interactions, and automatic extraction of satisfaction, sentiment, and issues.
• Enhances workflow data fabric, combining data from many sources, structured and unstructured, giving AI agents the context they need.

Customer value: Faster resolution of customer issues, because service teams and agents can see what is going on in conversations immediately. Proactive insight into dissatisfaction and a better service experience. More efficient workflows because agents are equipped with actionable insights rather than going blind.

The 2024 ServiceNow acquisitions: Vertical expansion and unified intelligence

Before the AI agents could run, the platform needed vertical expertise and a unified view of all enterprise data. The 2024 acquisitions showcase this thoughtful groundwork of ServiceNow.

Mission Secure (Operational Technology Security) – Nov 18, 2024

What is Mission Secure?

Mission Secure is a provider of operational technology (OT) security solutions. It offers visibility and cybersecurity for critical industries like PLCs, sensors, and control systems.

Why did ServiceNow acquire Mission Secure?

ServiceNow wanted to bridge the gap between IT and OT security and provide a unified view of risk. This acquisition integrates OT asset discovery and security monitoring into the Now Platform, enabling customers to secure their entire industrial infrastructure.

Capabilities added to ServiceNow

• OT asset discovery and visibility are built into the platform.
• Metadata about OT devices, more context, enabling workflows over OT assets (monitoring, querying, incident management, maintenance) within the Now Platform.

Customer value: Reduced risk, fewer blind spots. Industrial customers can better plan maintenance, anticipate failures, optimize operations, and save downtime. Also helps align OT with IT workflows so monitoring, security, and response are more unified.

Raytion (Enterprise Search and Knowledge Retrieval) – July 24, 2024

What is Raytion?

Raytion provides enterprise search and knowledge retrieval software. It connects to a wide range of data sources to deliver unified, relevant search results across an organization’s entire information landscape.

Why did ServiceNow acquire Raytion?

The goal was to unify search & knowledge retrieval across siloed enterprise data sources. Modern enterprises have data everywhere, but finding the right info quickly (especially with GenAI) requires strong retrieval/intelligent search layers.

Capabilities added to ServiceNow

• Raytion’s retrieval tech is integrated into ServiceNow’s AI Search / GenAI-powered search / Knowledge Management.
• The acquisition helps enable cross-enterprise search: not just whatever is in ServiceNow, but third-party systems, external documents, etc., with relevance and speed.

Customer value: Employees, support agents, and users will find answers more quickly without needing to know where the data lives. Better case deflection, self-service, more efficient knowledge workflows, and reduced time wasted in hunting for info.

4Industry – Mar 18, 2024

What is 4Industry?

4Industry is a smart factory solution built on the ServiceNow Platform. It digitizes manufacturing operations by providing capabilities for production monitoring, downtime analysis, and overall equipment effectiveness (OEE) tracking.

Why did ServiceNow acquire 4industry?

ServiceNow aims to double down on the manufacturing vertical, connecting the factory floor to the top floor. 4Industry specializes in smart factory solutions that digitize manufacturing operations, a critical piece of ServiceNow’s vertical industry strategy.

Capabilities Added: Capabilities for production monitoring, downtime analysis, overall equipment effectiveness (OEE) tracking, and shift management, all integrated into the Now Platform.

Customer Value: Manufacturers can break down silos between OT and IT, gain real-time visibility into production lines, reduce equipment downtime, improve quality control, and make faster, better-informed decisions to optimize plant performance.

Atrinet/ NetACE (Telecommunication Network Management) – Feb 26, 2024

What is Atrinet/ NetACE?

NetACE from Atrinet is a network automation and management solution for telecommunications providers. It provides capabilities for network discovery, inventory management, and service activation.

Why did ServiceNow acquire Atrinet?

ServiceNow wanted to strengthen its offerings in the telecommunications vertical. Telcos often have complex network inventories, many manual processes, activation/discovery workflows, and fragmented tools. ServiceNow needed more automated, end-to-end network lifecycle management capabilities.

Capabilities added to ServiceNow:

• NetACE brings network discovery and activation technology (network inventory/order management).
• It enhances telco-focused workflows: from sales to field activation to assurance.
• Low-code tools to automate discovery, provisioning, and activation.

Customer value: Telecom operators can now manage large, distributed networks more efficiently. They’ll have fewer manual handoffs, faster activation of services, better visibility into what’s deployed in their networks, and better alignment across sales, operations, and field service.

ServiceNow acquisitions 2023 – Industry-specific intelligence

By 2023, ServiceNow had AI, automation, and observability capabilities, but customers wanted industry-tailored solutions and process visibility. Here’s ServiceNow acquired the companies that defined the year:

G2K (Smart environment AI)

What is G2K?

G2K provides AI-powered solutions for smart environments, using sensor data and analytics to optimize spaces in retail, airports, and logistics.

Why did ServiceNow acquire G2K?

Industries like retail, airports, and logistics need real-time environmental intelligence (e.g., people flow, sensor data). G2K specializes in this space. ServiceNow sought to expand its industry vertical offerings with real-time environmental intelligence, enabling customers to optimize operations, such as store layouts and passenger flow.

Customer value: Now, retailers could optimize store operations, airports could improve passenger flow, and facility managers could gain live operational insights.

Ultimate Suite (Process mining and task mining)

What is Ultimate Suite?

Ultimate Suite offers process and task mining capabilities that visualize how work is actually performed across digital systems.

Why did ServiceNow acquire Ultimate Suite?

Enterprises wanted to see how work actually happened, not just how it was designed. UltimateSuite offered process and task mining. It is integrated into process optimization, giving customers transparency into bottlenecks. ServiceNow understands this to provide overall transparency into how work actually happens.

Customer value: Organizations could eliminate inefficiencies, automate intelligently, and design workflows based on real usage patterns, not assumptions.

ServiceNow acquisitions 2022 – Skills and Observability Expansion

2022 was a year for ServiceNow in terms of volumes, but their strategy is in focus and is clear, which includes skills, intelligence, and observability to the platform.

Era Software (Log Management)

What is Era Software?

Era Software provides scalable cloud-native log management solutions for modern IT environments.

Why did ServiceNow acquire Era Software?

ServiceNow needed broader log analytics to complement Lightstep’s tracing. Era specializes in scalable log management. It strengthened ServiceNow’s observability stack, especially for cloud-native environments.

Customer value: IT and DevOps teams could correlate logs, metrics, and traces in one platform, cutting mean time to resolution.

Hitch Works (Skills Intelligence)

What is Hitch Works?

Hitch Works offers a skills intelligence platform that maps employee capabilities to organizational needs and projects.

Why did ServiceNow acquire Hitch Works?

The talent crisis made workforce planning urgent for the organizations. Hitch Works helped map employee skills to roles and projects. It became part of ServiceNow’s HR and workforce solutions.

Customer value: HR leaders could identify skill gaps, plan reskilling programs, and align workforce capabilities with business goals.

ServiceNow acquisitions 2021- Transformation at scale

In 2021, ServiceNow scaled its AI intelligence, which it built in 2020. Also, this was the busiest year as ServiceNow made six acquisitions.

Lightstep (observability for modern apps)

What is Lightstep?

Lightstep provides advanced application performance monitoring and distributed tracing for cloud-native applications.

Why did ServiceNow acquire Lightstep?

Enterprises were going cloud-native, and ServiceNow needed visibility into modern, distributed systems. That’s why the Lightstep acquisition provided best-in-class observability and tracing within ServiceNow to users. This extended ServiceNow’s capabilities into DevOps and SRE domains.

Customer value: Teams gained end-to-end visibility into app performance, bridging IT operations and developers.

Intellibot (Robotic Process Automation-RPA)

What is Intellibot?

Intellibot offers robotic process automation (RPA) capabilities for automating repetitive tasks across enterprise applications.

Why did ServiceNow acquire Intellibot?

ServiceNow’s customers wanted automation for repetitive tasks. So, ServiceNow acquired Intellibot to deliver RPA capabilities. By integrating native RPA into the Now Platform’s Automation Engine, it enables automation of tasks both within and outside ServiceNow workflows.

This acquisition became part of Automation Engine, combining RPA with ServiceNow workflows.

Customer value: Mundane tasks like data entry could be automated, freeing employees for higher-value work.

Gekkobrain (ERP modernization)

What is Gekkobrain?

Gekkobrain provides AI-powered solutions for analyzing and modernizing complex ERP systems like SAP.

Why did ServiceNow acquire Gekkobrain?

Large enterprises run on complex ERP systems like SAP, but upgrading them is slow, risky, and expensive due to vast amounts of custom code. Gekkobrain provided an AI-powered solution to automate this modernization process. This acquisition allowed ServiceNow to move beyond just connecting to ERP systems and actively help customers modernize their core business applications safely.

Capabilities added: AI-driven code analysis that scans an ERP system to map customizations, identify what will break during an upgrade, and automatically generate the necessary fixes and test cases. This integrates into ServiceNow’s platform for application management and DevOps.

Customer value: Enterprises can perform ERP upgrades in a fraction of the time with significantly less risk and cost. This translates to faster access to new features, reduced downtime, and a much higher return on investment in their critical ERP systems.

Swarm64 (Analytics Acceleration)

What is Swarm64?

Swarm64 develops database acceleration technology that improves analytics performance for large-scale data operations.

Why did ServiceNow acquire Swarm64?

Big data was growing, and ServiceNow needed faster analytics performance. Swarm64 specializes in scalable database acceleration, and the acquisition allowed ServiceNow to improve reporting and performance analytics across the platform.

Customer value: Enterprises could run large-scale reports without performance bottlenecks.

DotWalk (Automated testing for upgrades)

What is DotWalk?

DotWalk provides automated testing solutions specifically designed for enterprise software upgrades.

Why did ServiceNow acquire DotWalk?

ServiceNow customers fear upgrades due to regression risks. DotWalk automated testing and validation. ServiceNow streamlines the upgrade process for customers by automating testing and validating with the DotWalk integration. It eliminates the manual efforts and reduces risks.

Customer value: Smoother upgrades, reduced manual testing, and faster adoption of new features.

Mapwize (Indoor mapping)

What is Mapwize?

Mapwize offers indoor mapping and wayfinding solutions for workplace navigation and space management.

Why did ServiceNow acquire Mapwize?

With hybrid work rising, ServiceNow wanted to improve workplace experiences. Mapwize provided indoor maps and wayfinding. It enhanced Workplace Service Delivery, making the return-to-office smoother.

Customer value: Employees could book rooms, navigate offices, and manage space usage more effectively.

ServiceNow acquisitions 2020- The AI Acceleration Year

2020, the year when ServiceNow doubled down on its AI-first capabilities. The goals were not only to automate workflows, but to predict, prevent, and intelligently respond. Four acquisitions powered this leap:

Element AI (For AI research and IP)

What is Element AI?

Element AI was an advanced artificial intelligence research company focused on developing enterprise AI solutions.

Why did ServiceNow acquire Element AI?

AI was becoming a priority, and ServiceNow needed top-tier research talent to stay competitive. Thus, they acquired Element AI, based in Canada, which is now renowned for cutting-edge AI innovation. ServiceNow was able to accelerate AI innovation across the Now platform by integrating AI research talent and intellectual property, leading to the formation of the backbone of ServiceNow’s GenAI strategy.

Customer Value: Customers got smarter recommendations, predictive capabilities, and the promise of AI that’s deeply embedded into workflows with ServiceNow.

Sweagle (Configuration Data Management)

What is Sweagle?

Sweagle provides enterprise configuration data management solutions for ensuring consistency and compliance across IT environments.

Why did ServiceNow acquire Sweagle?

Enterprise environments were drowning in misconfigured settings. The acquisition of Sweagle transformed ServiceNow ITOM, bringing robust configuration data governance to ensure deployment reliability and reduce errors.

Customer Value: The integration eventually reduced downtime and compliance risks caused by configuration errors, resulting in a huge win for IT operations.

Passage AI (Multilingual Conversational AI)

What is Passage AI?

Passage AI offers multilingual conversational AI and chatbot capabilities for natural language interactions.

Why did ServiceNow acquire Passage AI?

ServiceNow wanted to improve its self-service offering for users. Passage AI allowed multilingual chatbots that could plug into enterprise systems. This acquisition allowed ServiceNow to offer Virtual Agent with more conversational capabilities.

Customer Value: Global organizations using ServiceNow could roll out chatbots in local languages, improving adoption across regions.

Loom Systems (AIOps for predictive monitoring)

What is Loom Systems?

Loom Systems provides AI-driven log analysis and predictive monitoring for IT operations.

Why did ServiceNow acquire Loom Systems?

Enterprises wanted to predict incidents, not just react to them when they happened. Loom Systems offered AI-driven log analysis and predictive monitoring. This strengthened ServiceNow’s IT Operations Management (AIOps) suite, equipped with predictive monitoring.

Customer Value: IT teams working on ServiceNow could spot anomalies before they caused outages, leading to a shift from reactive firefighting to proactive resilience.

ServiceNow acquisitions 2019

2019 was the year ServiceNow extended its scope to business continuity, enterprise search, and intuitive user experience analytics. The acquisition in 2019 highlighted this evolution:

Fairchild Resiliency Systems

What is Fairchild Resiliency Systems?

Fairchild specializes in business continuity management solutions for organizational resilience.

Why did ServiceNow acquire Fairchild Resiliency?

Organizations were realizing that IT outages could impact business operations. Fairchild specialized in business continuity management (BCM).

Impact: Strengthened ServiceNow’s risk and resilience workflows.

Customer value: Enterprises could plan, test, and respond to disruptions more effectively, reducing business downtime during crises.

Attivio

What is Attivio?

Attivio provides AI-powered enterprise search and relevance ranking technology.

Why did ServiceNow acquire Attivio?

ServiceNow’s knowledge base was growing, but finding the right information was still painful. Attivio integration brought AI-powered search and relevance ranking. It enhances knowledge management with intelligent search capabilities, helping users find the right information across the platform.

Impact: Became the foundation for AI Search within ServiceNow.

Customer value: Employees found answers faster, improving self-service success rates and reducing IT workload.

Appsee

What is Appsee?

Appsee offers mobile user experience analytics and session recording capabilities.

Why did ServiceNow acquire Appsee?

This acquisition was likely focused on mobile user experience analytics, providing insights into how users interact with ServiceNow applications on mobile devices, helping to improve UI/UX design.

Impact: Became the foundation for AI Search within ServiceNow.

Customer value: Employees found answers faster, improving self-service success rates and reducing IT workload.

ServiceNow acquisitions 2018

2018 reflected two major enterprise pain points: SaaS sprawl and making technology easy to use. Hence, ServiceNow acquired Parlo, VendorHawk, and FriendlyData.

Parlo (Natural Language Processing)

What is Parlo?

Parlo specialized in natural language processing for conversational AI applications.

Why did ServiceNow acquire Parlo?

ServiceNow was lacking in answering in plain English. Parlo specialized in natural language processing (NLP), and it improved the Virtual Agent and natural language search. Also, it makes the platform feel more intuitive.

Customer Value: Faster adoption and usability. Employees could “speak human” while ServiceNow translated it into actions.

VendorHawk (SaaS Management)

What is VendorHawk?

VendorHawk provided SaaS management and optimization solutions for tracking software subscriptions.

Why did ServiceNow acquire VendorHawk?

In ServiceNow, CIOs were not able to track SaaS spend and license usage accurately. VendorHawk helped optimize SaaS subscriptions. With this acquisition, ServiceNow added SaaS license management into ITAM.

Customer Value: Enterprises saved money by eliminating redundant SaaS apps and ensuring compliance.

FriendlyData (Natural Language Queries for Analytics)

What is FriendlyData?

FriendlyData enabled natural language queries for business intelligence and analytics.

Why did ServiceNow acquire FriendlyData?

Business users wanted to run reports without learning SQL. FriendlyData allowed natural language queries on data. ServiceNow acquired FriendlyData to make analytics more accessible through natural language questioning, reducing dependency on technical reporting skills.

Impact: Enhanced Performance Analytics and reporting inside ServiceNow.

Customer Value: Empowered business users to self-serve analytics, reducing reliance on IT or BI teams.

ServiceNow acquisitions 2017

2017 was a turning point for ServiceNow as it moved beyond a simple workflow platform into a more intelligent, conversational, and mobile-first platform. Here are the acquisitions that drive the strategic shift:

DxContinuum (Predictive Intelligence)

What is DxContinuum?

DxContinuum provided machine learning models for IT service management automation.

Why did ServiceNow acquire DxContinuum?

Ticket routing and prioritization were draining IT productivity, as it was done manually. DxContinuum’s machine learning models could predict the correct assignment of a member to the category and urgent matter. ServiceNow acquisition helps build predictive capabilities for automated ticket routing and prioritization within IT workflows.

The impact of this acquisition: It became the backbone of Predictive Intelligence in ServiceNow. The platform is not only automating, but it is also learning over time.

Customer value: IT teams saw fewer misrouted tickets, faster mean time to resolution (MTTR), and a glimpse of how AI-driven ITSM would look.

Qlue (Conversational Automation)

What is Qlue?

Qlue offered conversational AI technology for employee self-service.

Why did ServiceNow acquire Qlue?

ServiceNow’s acquisitions hint that they wanted to experiment with conversational self-service. Here, the rise of chatbots had begun, and Qlue gave it the technology to power Virtual Agent’s earliest iteration.

Impact: Instead of navigating portals, employees could “chat” with ServiceNow to reset a password, request hardware, or check ticket status.

Customer Value: Reduced helpdesk call volume and an improved employee experience, self-service became truly self-service.

Sky Giraffe (Mobile-first workflows)

What is Sky Giraffe?

Sky Giraffe provided mobile application development and deployment capabilities.

Why did ServiceNow acquire SkyGiraffe?

Enterprise wanted to extend ServiceNow to the field and C-suite. SkyGiraffe enabled native mobile access to workflows across industries. It further led to ServiceNow’s mobile platform vision, which later led to the Now mobile app.

Customer value: Field engineers, sales executives, and front-line employees could access workflows anywhere, increasing productivity outside the office.

Overall, 2017 was the year ServiceNow became smarter and more human-centric. AI lightened IT’s workload, chatbots opened the door to conversational service, and mobile access democratized workflows.

ServiceNow acquisitions 2016

By 2016, ServiceNow was shifting its focus from IT-only to broader enterprise use cases. These two acquisitions reflected the same:

BrightPoint Security: ServiceNow acquired BrightPoint as they identified that their security teams were struggling to collaborate on threat data. Its threat intelligence exchange became part of ServiceNow’s Security Operations, enabling automated incident response.

ITapp: Enterprises were adopting AWS, Azure, and other private clouds quickly. ITapp helped ServiceNow deliver cloud resource automation and governance, strengthening its ITOM cloud capabilities.

Why did ServiceNow acquire BrightPoint Security and ITapp?

ServiceNow was aiming to deliver a connected enterprise platform service, not just ITSM, and both these acquisitions highlighted the vision as well.

Customer value: After the acquisition, customers saw that workflows could extend to SecOps and cloud management.

ServiceNow acquisitions 2014

ServiceNow’s 2nd initial acquisition was Neebula, which is known for its ServiceWatch product.

What is Neebula?

Neebula specializes in automated service mapping and discovery for IT environments.

Why did ServiceNow acquire Neebula?

At that time, ServiceNow’s workflows were dependent on the CMDB. But most CMDBs are unreliable and incomplete, while Neebula specializes in automated service mapping.

Impact: Neebula’s service modeling capabilities evolved into Discovery and Service Mapping, now core ITOM products. This allowed enterprises to build accurate dependency maps across hybrid infrastructure, cutting downtime and accelerating root-cause analysis.

Customer Value: This was game-changing for CIOs as ServiceNow moved from a system of record to a system of action because it could now see the full IT landscape.

ServiceNow acquisitions 2013

Mirror42: Analytics becomes core to workflows

ServiceNow, back in 2013, was growing quickly as an ITSM leader. But CIOs were asking a hard question: “How do we measure the value of IT?” And here comes their first big acquisition, which starts with Mirror 42, a provider of KPI and performance analytics dashboards.

What is Mirror 42?

Mirror42 provided business performance monitoring and KPI dashboard capabilities.

Why did ServiceNow acquire Mirror 42?

At the time, ServiceNow was primarily a ticketing and ITSM tool. By acquiring Mirror42, ServiceNow shifted toward business-value measurement. They wanted organizations not only to resolve incidents but to measure IT’s contribution to business outcomes.

Impact: Mirror42’s capabilities are visible today in ServiceNow’s Performance Analytics, where organizations can track SLA adherence, incident resolution trends, and even employee experience KPIs. ServiceNow ITSM became measurable and strategic, not just operational.

Conclusion

ServiceNow’s acquisition journey showcases its strategic execution and future-proof planning. It started by making IT measurable and reliable (Mirror42, Neebula), then expanded the platform’s scope across the enterprise (SecOps, HR, Customer Service). It built a core of intelligence with AI and observability (Element AI, Lightstep), and then unified enterprise data and knowledge (Raytion).

Now, in 2025, the acquisitions of Moveworks, data.world, and others are not sole risks; they are the real picture of what a long-vision plan can create on a single platform where interconnected, agentic AI workflows automate and optimize the entire enterprise. ServiceNow is no longer just a workflow automation platform; it is building the autonomous, self-optimizing enterprise of the future.

AUTHOR

Vishwajeet Srivastava

Salesforce Data Cloud, AI Products, ServiceNow, Product Engineering

Co-founder and CTO at Cyntexa also known as “VJ”. With 10+ years of experience and 22+ Salesforce certifications, he’s a seasoned expert in Salesforce Data Cloud & AI Products, Product Engineering, AWS, Google Cloud Platform, ServiceNow, and Managed Services. Known for blending strategic thinking with hands-on expertise, VJ is passionate about building scalable solutions that drive innovation, operational efficiency, and enterprise-wide transformation.