HB Wealth Management 13F: Adds $91M to ServiceNow (NOW) Stake

HB Wealth Management lifted its holdings in ServiceNow, Inc. NOW by 1,765.3% during the quarter, according to a Form 13F filing with the Securities and Exchange Commission on October 23, 2026. The firm acquired an additional 678,336 shares, bringing its total stake to 716,762 shares. The investment was worth approximately $96,053,313 at the end of the period. ServiceNow shares closed at $158.96 on the day of the filing.

NOW ServiceNow, Inc.

$158.96 ▲ +7.81% year to date

1M 3M YTD

Daily close · Oct 23, 2026

What Changed in HB Wealth Management's ServiceNow Position

The fund significantly expanded its investment in the software maker by purchasing 678,336 shares over the course of the quarter. Prior to this filing, the firm owned 38,426 shares. The massive addition lifted its total position to 716,762 shares, placing the total value at $96,053,313.

ServiceNow, Inc. Stock Up 1.2%

ServiceNow recently traded around $158.99 as of October 24, 2026, putting it about equal to its close on the filing date. The stock sits 16.2% above its 50-day moving average of $136.86 and 38.2% above its 200-day moving average of $115.07. Shares trade 17.6% below their 52-week high of $192.97 and well above their 52-week low of $81.24.

Recent Earnings

ServiceNow reported trailing twelve-month revenue of $14.73 billion alongside trailing earnings of $1.64 per share. The company posted a net profit margin of 11.3% and a return on equity of 14.2%. Investors await the company's next earnings report, which is scheduled for release on October 28, 2026.

Insider Buying and Selling at ServiceNow, Inc.

Company insiders have made several transactions over the past few months. On August 13, 2026, Director Paul Edward Chamberlain sold 1,500 shares at an average price of $125.60 for a total value of $188,400. Later, on August 27, 2026, Chamberlain sold another 2,700 shares at $135.50 for a total of $365,851. Officer Jacqueline P. Canney sold 7,847 shares on August 28, 2026, at $138.00, totaling $1,082,886. Finally, Officer Paul G. Fipps sold 2,034 shares on August 31, 2026, at $147.87, valued at $300,777.

Analysts Set New Price Targets

Wall Street firms have adjusted their views on the stock ahead of upcoming results. On October 15, 2026, Mizuho maintained an Outperform rating while raising its price target from $140.00 to $170.00. Piper Sandler kept an Overweight rating on October 16, 2026, lifting its target from $140.00 to $175.00. StoneX kept a Buy rating on October 19, 2026, lifting its target from $130.00 to $165.00. Truist Securities maintained a Buy rating on October 21, 2026, raising its target from $130.00 to $180.00. Guggenheim maintained a Buy rating on October 23, 2026, raising its target from $125.00 to $175.00. Overall, the stock carries a consensus rating of Strong Buy from 46 analysts with a mean price target of $156.54.

About ServiceNow, Inc.

ServiceNow, Inc. builds cloud-based platforms that help organizations automate digital workflows and manage IT services, security operations, and customer service applications. The business operates across North America, Europe, Asia Pacific, and other international regions, serving corporate clients looking to streamline internal operations.

Bottom Line

Institutional interest in ServiceNow remains strong as the company heads toward its late-October earnings release. Investors will look to see if top-line growth matches current valuation expectations.