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NOWServiceNow · Insider ownership research

ServiceNow insiders sold $9.3M in the past 12 months. How much of their stake is that?

About 11% overall. As a group they ended with more shares than they started with. The biggest seller whose stake can be measured, Anita Sands, gave up 35% of starting holdings. These figures leave out Frederic Luddy, the largest holder (most holdings were last confirmed in 2018).

Updated Oct 9, 2026 from SEC filings · covers Oct 10, 2025 to Oct 9, 2026
How this comparesMore of their stake sold than at 352 of the 490 other companies we can measure (#139 of 491)See ranking
1
buyer among officers and directors (2 trades), past 12 months
61%
of sales were under disclosed trading plans, past 12 months
10 of 20
officers and directors sold shares, past 12 months
Recent activity · past 30 days, Sep 10, 2026 to Oct 9, 2026

No officer or director trades were reported for the past 30 days. The most recent before that:

Aug 31, 2026Paul Fipps sold 2K shares ($301K) with no plan disclosed. That is 10% of the total stake held that day.
WhoSharesPrice% of total stakeTotal stake afterTrade dateFiled
Paul Fipps
President, Global Customer Ops
2,034$147.8710%18KAug 31, 2026Sep 1, 2026

"% of total stake" is the shares in this event against all the vested shares the person held that day, across every share class and holding entity, after that day's vesting. "n/a" means the person's holdings don't reconcile, or the row is a purchase. "Holdings record incomplete" means more shares were sold than the filings show the person held that day, so a percentage would be wrong.

Is this normal? Less than usual: about one-twelfth of the 5-year average. 10 insiders sold; the average is 14 a year. Year by year
Latest filing: Filed Sep 1 for a sale on Aug 28. Jacqueline Canney sold 7.8K shares ($1.1M) under a disclosed plan. Filing
134 SEC ownership filings in the period · See the evidence

What stands out

Anita Sands sold 35% of vested holdings: 16K shares for $1.5M, none under a disclosed plan.Largest sale, May 14, 2026
William McDermott bought 29K shares for $3.0M, first on Feb 27, 2026. These are the first by current officers or directors since Nov 25, 2019.Purchase, Feb 27, 2026
Two directors sold shares but ended with larger stakes, because more shares came in than were sold: Lawrence Jackson (sold 1.3K, 45% of starting holdings; 3.3K added) and Teresa Briggs (sold 1.6K, 17% of starting holdings; 3.3K added).Lawrence Jackson: largest sale, Nov 28, 2025 · Teresa Briggs: largest sale, May 28, 2026

Percentages cover 11 of 20 officers and directors. 9 are left out

i
Left out: Frederic Luddy (most holdings were last confirmed in 2018); Gina Mastantuono, Kevin McBride, Russell Elmer, Jacqueline Canney, Nicholas Tzitzon and Paul Fipps (most of their shares vested during the period, so a percentage would mislead); Hossein Nowbar and Eric Yuan (held no vested shares at the start).
Disclosed company stock is not an insider's whole wealth.

Who sold, and how much of their stake

Officers and directors, past 12 months. Each bar is 100% of that person's own stake; not comparable between people. The stake is the vested shares held at the start of the period (Oct 9, 2025); the gold part is what they sold.

SoldRest of starting stake
Jacqueline Canney
Chief People & AI Enblmt. Off.
Sold $2.4M (plan status beside the amount). That is 39% of the shares held or received (after tax withholding) during the period†. A share of the starting stake is not shown: most of these shares arrived during the period. Why
$2.4M66% planned 34% no plan disclosed
Paul Fipps
President, Global Customer Ops
Sold $2.1M (plan status beside the amount). That is 50% of the shares held or received (after tax withholding) during the period†. A share of the starting stake is not shown: most of these shares arrived during the period. Why
$2.1M73% planned 27% no plan disclosed
Anita Sands
Director
35% · $1.5MNo plan disclosed
Paul Chamberlain
Director
18% · $1.1M66% planned 34% no plan disclosed
Gina Mastantuono
President and CFO
Sold $690K (plan status beside the amount). That is 4% of the shares held or received (after tax withholding) during the period†. A share of the starting stake is not shown: most of these shares arrived during the period. Why
$690KDisclosed plan
All 10 sellers

Selling by month

Officers and directors, Oct 2025 to Oct 2026. Each sale is counted once: under a disclosed plan, else to cover taxes, else no plan disclosed.

Disclosed planNo plan disclosedOne dollar scale for every month; the tallest bar is labeled
OctNov 2025: $2.1M under a disclosed planNov 2025: $464K no plan disclosed$2.6MNovDec 2025: $353K under a disclosed planDecJanFeb 2026: $1.7M under a disclosed planFebMarApr 2026: $800K no plan disclosedAprMay 2026: $248K under a disclosed planMay 2026: $1.7M no plan disclosedMayJunJulAug 2026: $1.3M under a disclosed planAug 2026: $667K no plan disclosedAugSepOct

Common questions

Is the ServiceNow CEO selling stock?

No. William McDermott reported no open-market sales in the past 12 months.

Why are ServiceNow insiders selling?

Filings rarely give a reason, and we don't guess at one. What they show is how the sales were made: 61% of sales by value ran under 10b5-1 trading plans disclosed in the filings and 39% had no disclosed plan. A trading plan schedules sales in advance.

Are any ServiceNow insiders buying?

Yes. 1 officer or director reported 2 purchases in the past 12 months (Form 4 code P, which includes private purchases).

How much of their stake did ServiceNow insiders sell?

About 11% overall. As a group they ended with more shares than they started with. The biggest seller whose stake can be measured, Anita Sands, gave up 35% of starting holdings. These figures leave out Frederic Luddy, the largest holder (most holdings were last confirmed in 2018). That covers the 12 months to Oct 9, 2026 and counts vested shares reported on SEC Forms 3, 4 and 5, which is not an insider's whole wealth.

The evidence

Who sold10 officers and directors: amount, % of holdings, trading plan
Who soldAmount% of holdingsTrading plan
Jacqueline Canney
Chief People & AI Enblmt. Off.
$2.4M
20K shares
39%†
i
† Most of the shares Jacqueline Canney sold arrived during the period, so this is shares sold as a share of the 15K held at the start plus the 68K received, less 33K withheld by the company for taxes.
66% under a disclosed plan 34% no plan disclosed
Paul Fipps
President, Global Customer Ops
$2.1M
18K shares
50%†
i
† Most of the shares Paul Fipps sold arrived during the period, so this is shares sold as a share of the 2.3K held at the start plus the 55K received, less 21K withheld by the company for taxes.
73% under a disclosed plan 27% no plan disclosed
Anita Sands
Director
$1.5M
16K shares
35%No plan disclosed
Paul Chamberlain
Director
$1.1M
8.7K shares
18%66% under a disclosed plan 34% no plan disclosed
Gina Mastantuono
President and CFO
$690K
4.2K shares
4%†
i
† Most of the shares Gina Mastantuono sold arrived during the period, so this is shares sold as a share of the 61K held at the start plus the 107K received, less 55K withheld by the company for taxes.
Disclosed plan
Nicholas Tzitzon
Vice Chairman
$432K
2.6K shares
10%†
i
† Most of the shares Nicholas Tzitzon sold arrived during the period, so this is shares sold as a share of the 15K held at the start plus the 17K received, less 6.5K withheld by the company for taxes.
Disclosed plan
Kevin McBride
Former Principal Acctg Officer
$384K
2.8K shares
8%†
i
† Most of the shares Kevin McBride sold arrived during the period, so this is shares sold as a share of the 25K held at the start plus the 16K received, less 6.1K withheld by the company for taxes.
Disclosed plan
Russell Elmer
General Counsel
$378K
2.2K shares
7%†
i
† Most of the shares Russell Elmer sold arrived during the period, so this is shares sold as a share of the 22K held at the start plus the 16K received, less 7K withheld by the company for taxes.
Disclosed plan
Lawrence Jackson
Director
$215K
1.3K shares
45%No plan disclosed
Teresa Briggs
Director
$173K
1.6K shares
17%No plan disclosed
The full ownership picture20 of 20 insiders fully reconciled · 20 officers and directors

Vested shares across all share classes, held directly and through trusts, LLCs and family members, as reported on SEC Forms 3, 4 and 5. Unvested awards and options are never counted as owned shares.

InsiderHeld Oct 9, 2025SoldHeld Oct 9, 2026Still held
Frederic Luddy
!
Most of this insider's holdings were last confirmed in 2018. Confirmed in the last three years: 926,420 shares. Not confirmed since: 6,268,000 shares, left out of this row. "Still held" is not shown because it would cover only the smaller, confirmed part.
Director
941K0926Ksee note
Vesting, gifts, unvested awards and holding lines for Frederic Luddy
0shares vested or exercised
−18Kgifted (net of own trusts)
none reportedunvested awards, start → end
  • Includes unvested RSUs, amount not disclosed.
  • An owner entity could not be identified from the footnotes.
  • Starting holdings restated for a probable stock split.
  • Additional holdings last reported more than 3 years ago are shown separately and excluded from totals.
Held throughShare classOct 9, 2025Oct 9, 2026
Direct
includes unvested RSUs, amount not disclosed
Common Stock1,5954,855
TrustCommon Stock633,140615,565
Luddy Family Dynasty Trust LLCCommon Stock153,000153,000
LLCCommon Stock153,000153,000

Additional holdings last reported Jan 10, 2018, not confirmed since: 6,268,000 shares. Not included in any total or percentage on this page.

Gina Mastantuono
i
Minor difference of 168 shares. Difference is under 0.5% of holdings. Starting holdings restated for a probable stock split.
President and CFO
61K−4.2K109Knot meaningful
Vesting, gifts, unvested awards and holding lines for Gina Mastantuono
+107Kshares vested or exercised
0gifted (net of own trusts)
−55Kwithheld by the company for taxes
77K → 77Kunvested awards, start → end
  • Starting holdings restated for a probable stock split.
Held throughShare classOct 9, 2025Oct 9, 2026
DirectCommon Stock61,140109,256

Stock options (not counted as shares):

Options heldStrike priceExpiresIntrinsic value (estimate)
195,775$131.19Dec 13, 2031$3.3M
234,930$655.94Dec 13, 2031$0

Estimate: options held × ($147.87 − strike price), using the most recent insider trade price on Form 4 (Aug 31, 2026), not a market close.

Reconciliation: minor difference of 168 shares. Difference is under 0.5% of holdings.

William McDermott
i
Starting holdings restated for a probable stock split. Additional holdings last reported more than 3 years ago are shown separately and excluded from totals.
Chairman & CEO, Director
57K0209Kno sales
Vesting, gifts, unvested awards and holding lines for William McDermott
+256Kshares vested or exercised
0gifted (net of own trusts)
−134Kwithheld by the company for taxes
195K → 144Kunvested awards, start → end
  • Starting holdings restated for a probable stock split.
  • Additional holdings last reported more than 3 years ago are shown separately and excluded from totals.
Held throughShare classOct 9, 2025Oct 9, 2026
DirectCommon Stock33,070184,199
TrustCommon Stock24,40524,405

Additional holdings last reported Aug 7, 2023, not confirmed since: 9,665 shares. Not included in any total or percentage on this page.

Stock options (not counted as shares):

Options heldStrike priceExpiresIntrinsic value (estimate)
1,734,600$139.55Oct 29, 2031$14.4M
2,081,520$697.76Oct 29, 2031$0

Estimate: options held × ($147.87 − strike price), using the most recent insider trade price on Form 4 (Aug 31, 2026), not a market close.

Paul Chamberlain
i
Includes unvested RSUs, amount not disclosed. Starting holdings restated for a probable stock split.
Director
49K−8.7K44K89%
Vesting, gifts, unvested awards and holding lines for Paul Chamberlain
0shares vested or exercised
0gifted (net of own trusts)
none reportedunvested awards, start → end
  • Includes unvested RSUs, amount not disclosed.
  • Starting holdings restated for a probable stock split.
Held throughShare classOct 9, 2025Oct 9, 2026
Direct
includes unvested RSUs, amount not disclosed
Common Stock49,43043,990
Anita Sands
i
Includes unvested RSUs, amount not disclosed. Starting holdings restated for a probable stock split.
Director
47K−16K33K72%
Vesting, gifts, unvested awards and holding lines for Anita Sands
0shares vested or exercised
0gifted (net of own trusts)
none reportedunvested awards, start → end
  • Includes unvested RSUs, amount not disclosed.
  • Starting holdings restated for a probable stock split.
Held throughShare classOct 9, 2025Oct 9, 2026
Direct
includes unvested RSUs, amount not disclosed
Common Stock46,53533,350
Amit Zavery
i
Starting holdings restated for a probable stock split.
President, CPO and COO
33K086Kno sales
Vesting, gifts, unvested awards and holding lines for Amit Zavery
+108Kshares vested or exercised
0gifted (net of own trusts)
−55Kwithheld by the company for taxes
92K → 101Kunvested awards, start → end
  • Starting holdings restated for a probable stock split.
Held throughShare classOct 9, 2025Oct 9, 2026
DirectCommon Stock32,79586,065
TrustCommon Stock040
Kevin McBride
i
Minor difference of 138 shares. Difference is stated in footnotes (unreported vesting, exempt acquisition or transfer). Starting holdings restated for a probable stock split.
Former Principal Acctg Officer
25K−2.8K32Knot meaningful
Vesting, gifts, unvested awards and holding lines for Kevin McBride
+16Kshares vested or exercised
0gifted (net of own trusts)
−6.1Kwithheld by the company for taxes
26K → 35Kunvested awards, start → end
  • Starting holdings restated for a probable stock split.
Held throughShare classOct 9, 2025Oct 9, 2026
DirectCommon Stock25,28032,141

Reconciliation: minor difference of 138 shares. Difference is stated in footnotes (unreported vesting, exempt acquisition or transfer).

Russell Elmer
i
Starting holdings restated for a probable stock split.
General Counsel
22K−2.2K29Knot meaningful
Vesting, gifts, unvested awards and holding lines for Russell Elmer
+16Kshares vested or exercised
0gifted (net of own trusts)
−7Kwithheld by the company for taxes
41K → 47Kunvested awards, start → end
  • Starting holdings restated for a probable stock split.
Held throughShare classOct 9, 2025Oct 9, 2026
DirectCommon Stock21,66028,819

Stock options (not counted as shares):

Options heldStrike priceExpiresIntrinsic value (estimate)
97,875$131.19Dec 13, 2031$1.6M

Estimate: options held × ($147.87 − strike price), using the most recent insider trade price on Form 4 (Aug 31, 2026), not a market close.

Susan Bostrom
i
Includes unvested RSUs, amount not disclosed. Starting holdings restated for a probable stock split.
Director
18K022Kno sales
Vesting, gifts, unvested awards and holding lines for Susan Bostrom
0shares vested or exercised
0gifted (net of own trusts)
none reportedunvested awards, start → end
  • Includes unvested RSUs, amount not disclosed.
  • Starting holdings restated for a probable stock split.
Held throughShare classOct 9, 2025Oct 9, 2026
Direct
includes unvested RSUs, amount not disclosed
Common Stock18,42521,685
Jonathan Chadwick
i
Includes unvested RSUs, amount not disclosed. Starting holdings restated for a probable stock split.
Director
18K018Kno sales
Vesting, gifts, unvested awards and holding lines for Jonathan Chadwick
0shares vested or exercised
0gifted (net of own trusts)
none reportedunvested awards, start → end
  • Includes unvested RSUs, amount not disclosed.
  • Starting holdings restated for a probable stock split.
Held throughShare classOct 9, 2025Oct 9, 2026
Direct
includes unvested RSUs, amount not disclosed
Common Stock17,62017,620
Jacqueline Canney
i
Starting holdings restated for a probable stock split.
Chief People & AI Enblmt. Off.
15K−20K30Knot meaningful
Vesting, gifts, unvested awards and holding lines for Jacqueline Canney
+68Kshares vested or exercised
0gifted (net of own trusts)
−33Kwithheld by the company for taxes
49K → 49Kunvested awards, start → end
  • Starting holdings restated for a probable stock split.
Held throughShare classOct 9, 2025Oct 9, 2026
DirectCommon Stock15,13530,042

Stock options (not counted as shares):

Options heldStrike priceExpiresIntrinsic value (estimate)
97,875$131.19Dec 13, 2031$1.6M
117,450$655.94Dec 13, 2031$0

Estimate: options held × ($147.87 − strike price), using the most recent insider trade price on Form 4 (Aug 31, 2026), not a market close.

Nicholas Tzitzon
i
Starting holdings restated for a probable stock split.
Vice Chairman
15K−2.6K23Knot meaningful
Vesting, gifts, unvested awards and holding lines for Nicholas Tzitzon
+17Kshares vested or exercised
0gifted (net of own trusts)
−6.5Kwithheld by the company for taxes
44K → 48Kunvested awards, start → end
  • Starting holdings restated for a probable stock split.
Held throughShare classOct 9, 2025Oct 9, 2026
DirectCommon Stock15,00023,209

Stock options (not counted as shares):

Options heldStrike priceExpiresIntrinsic value (estimate)
97,875$131.19Dec 13, 2031$1.6M

Estimate: options held × ($147.87 − strike price), using the most recent insider trade price on Form 4 (Aug 31, 2026), not a market close.

Teresa Briggs
i
Includes unvested RSUs, amount not disclosed. Starting holdings restated for a probable stock split.
Director
9.3K−1.6K11K+18%
Vesting, gifts, unvested awards and holding lines for Teresa Briggs
0shares vested or exercised
0gifted (net of own trusts)
none reportedunvested awards, start → end
  • Includes unvested RSUs, amount not disclosed.
  • Starting holdings restated for a probable stock split.
Held throughShare classOct 9, 2025Oct 9, 2026
Direct
includes unvested RSUs, amount not disclosed
Common Stock9,34511,010
Danielle Fontaine
i
Started reporting during the period; starting holdings are from the Form 3.
Principal Accounting Officer
8.3K011Kno sales
Vesting, gifts, unvested awards and holding lines for Danielle Fontaine
+4Kshares vested or exercised
0gifted (net of own trusts)
−1.4Kwithheld by the company for taxes
7.7K → 16Kunvested awards, start → end
  • Started reporting during the period; starting holdings are from the Form 3.
Held throughShare classOct 9, 2025Oct 9, 2026
DirectCommon Stock8,29610,887
Larry Quinlan
i
Includes unvested RSUs, amount not disclosed. Starting holdings restated for a probable stock split.
Director
8.2K011Kno sales
Vesting, gifts, unvested awards and holding lines for Larry Quinlan
0shares vested or exercised
0gifted (net of own trusts)
none reportedunvested awards, start → end
  • Includes unvested RSUs, amount not disclosed.
  • Starting holdings restated for a probable stock split.
Held throughShare classOct 9, 2025Oct 9, 2026
Direct
includes unvested RSUs, amount not disclosed
Common Stock8,20511,465
Lawrence Jackson
i
Includes unvested RSUs, amount not disclosed. Starting holdings restated for a probable stock split.
Director
2.9K−1.3K4.9K+66%
Vesting, gifts, unvested awards and holding lines for Lawrence Jackson
0shares vested or exercised
0gifted (net of own trusts)
none reportedunvested awards, start → end
  • Includes unvested RSUs, amount not disclosed.
  • Starting holdings restated for a probable stock split.
Held throughShare classOct 9, 2025Oct 9, 2026
Direct
includes unvested RSUs, amount not disclosed
Common Stock2,9404,875
Paul Fipps
i
Minor difference of 149 shares. Small increase from an employee stock purchase plan. Small increase from an employee stock purchase plan. Starting holdings restated for a probable stock split.
President, Global Customer Ops
2.3K−18K18Knot meaningful
Vesting, gifts, unvested awards and holding lines for Paul Fipps
+55Kshares vested or exercised
0gifted (net of own trusts)
−21Kwithheld by the company for taxes
49K → 79Kunvested awards, start → end
  • Small increase from an employee stock purchase plan. Filing
  • Starting holdings restated for a probable stock split.
Held throughShare classOct 9, 2025Oct 9, 2026
DirectCommon Stock2,28318,305

Reconciliation: minor difference of 149 shares. Small increase from an employee stock purchase plan.

Deborah Black
i
Includes unvested RSUs, amount not disclosed. Starting holdings restated for a probable stock split.
Director
2.1K02.1Kno sales
Vesting, gifts, unvested awards and holding lines for Deborah Black
0shares vested or exercised
0gifted (net of own trusts)
none reportedunvested awards, start → end
  • Includes unvested RSUs, amount not disclosed.
  • Starting holdings restated for a probable stock split.
Held throughShare classOct 9, 2025Oct 9, 2026
Direct
includes unvested RSUs, amount not disclosed
Common Stock2,1402,140
Hossein Nowbar
i
Minor difference of 212 shares. Small increase from an employee stock purchase plan. Small increase from an employee stock purchase plan.
Pres. & Chief Legal Officer
008.5Kno sales
Vesting, gifts, unvested awards and holding lines for Hossein Nowbar
+13Kshares vested or exercised
0gifted (net of own trusts)
−4.7Kwithheld by the company for taxes
34K → 48Kunvested awards, start → end
  • Small increase from an employee stock purchase plan. Filing
Held throughShare classOct 9, 2025Oct 9, 2026
DirectCommon Stock08,514

Reconciliation: minor difference of 212 shares. Small increase from an employee stock purchase plan.

Eric Yuan
i
Includes unvested RSUs, amount not disclosed.
Director
002.7Kno sales
Vesting, gifts, unvested awards and holding lines for Eric Yuan
0shares vested or exercised
0gifted (net of own trusts)
none reportedunvested awards, start → end
  • Includes unvested RSUs, amount not disclosed.
Held throughShare classOct 9, 2025Oct 9, 2026
Direct
includes unvested RSUs, amount not disclosed
Common Stock02,747

20 of 20 insiders fully reconciled: starting holdings plus reported transactions match ending holdings (16 exactly, 4 with a minor or footnoted difference). Percentages cover 11 of 20 officers and directors. Left out: Frederic Luddy (most holdings were last confirmed in 2018); Gina Mastantuono, Kevin McBride, Russell Elmer, Jacqueline Canney, Nicholas Tzitzon and Paul Fipps (most of their shares vested during the period, so a percentage would mislead); Hossein Nowbar and Eric Yuan (held no vested shares at the start). "Still held" compares ending with starting vested shares; a plus sign means the holding grew.

What explains the selling$9.3M of sales by plan status, purpose, seller and month

Officer and director open-market sales: $9.3M across 77,534 shares. Plan status and stated purpose are separate questions, and a sale can have both.

By plan status

The lighter segment is sales with no plan disclosed in the filing ($3.6M), including tax-related sales outside a plan.

No plan disclosed · $3.6M

Sales with no 10b5-1 plan and no tax reference in the filing. $1.5M of it is Anita Sands. No plan disclosed is a statement about the filing, not about why the sale happened. Largest such sale: Anita Sands, May 14, 2026

Taxes

324,250 shares ($37.0M) were withheld by the company for taxes, which isn't a market sale.

Purchases · 1 buyer (2 trades)

1 officer or director bought shares in this period, in 2 trades(Form 4 code P). Across all their filings on record there are 3 purchase trades.

Charitable gifts · 18K shares

Gifts the filings describe as charitable. Gifts are not sales and are not included in the sale totals.

SellerShares soldProceedsUnder a disclosed planShare of totalSales dates
Jacqueline Canney
Chief People & AI Enblmt. Off.
20K$2.4M66%26%Nov 10, 2025 to Aug 28, 2026
Paul Fipps
President, Global Customer Ops
18K$2.1M73%22%Nov 18, 2025 to Aug 31, 2026
Anita Sands
Director
16K$1.5M0%16%May 14, 2026 to May 14, 2026
Paul Chamberlain
Director
8.7K$1.1M66%12%Nov 28, 2025 to Aug 27, 2026
Gina Mastantuono
President and CFO
4.2K$690K100%7%Nov 28, 2025 to Dec 5, 2025
Nicholas Tzitzon
Vice Chairman
2.6K$432K100%5%Nov 18, 2025 to Nov 18, 2025
Kevin McBride
Former Principal Acctg Officer
2.8K$384K100%4%Nov 14, 2025 to Feb 13, 2026
Russell Elmer
General Counsel
2.2K$378K100%4%Nov 10, 2025 to Nov 18, 2025
Lawrence Jackson
Director
1.3K$215K0%2%Nov 28, 2025 to Nov 28, 2025
Teresa Briggs
Director
1.6K$173K0%2%May 28, 2026 to May 28, 2026

Sales by month

MonthSale proceedsDisclosed planTo cover taxesNo plan disclosed
Oct 2025$0$0$0$0
Nov 2025$2.6M$2.1M$0$464K
Dec 2025$353K$353K$0$0
Jan 2026$0$0$0$0
Feb 2026$1.7M$1.7M$0$0
Mar 2026$0$0$0$0
Apr 2026$800K$0$0$800K
May 2026$1.9M$248K$0$1.7M
Jun 2026$0$0$0$0
Jul 2026$0$0$0$0
Aug 2026$1.9M$1.3M$0$667K
Sep 2026$0$0$0$0
Oct 2026$0$0$0$0
Is this normal? Selling year by year5 earlier years to compare with

Less than usual: about one-twelfth of the 5-year average. 10 insiders sold; the average is 14 a year.

12 months endingShares soldInsiders who soldProceeds
Oct 9, 2026
Latest 12 months
78K10$9.3M
Oct 9, 2025
1 year earlier
533K17$104M
Oct 9, 2024
2 years earlier
491K15$73.0M
Oct 10, 2023
3 years earlier
732K15$70.1M
Oct 10, 2022
4 years earlier
865K13$95.2M
Oct 10, 2021
5 years earlier
1.81M11$194M

Open-market sales (Form 4 code S) by people who were officers or directors, in split-adjusted shares. Earlier years include people who have since left. A sale that an outside holder also reports (a family trust, a fund) is counted with outside holders in every year. Shares, not dollars, are compared, so a change in the stock price doesn't look like a change in selling. Years the filings don't fully cover are shown but left out of the average.

Known gaps and uncertaintyEvery officer and director reconciles

Every officer and director reconciles for this period.

Gina Mastantuono: minor difference of 168 shares. Difference is under 0.5% of holdings.

Kevin McBride: minor difference of 138 shares. Difference is stated in footnotes (unreported vesting, exempt acquisition or transfer).

Paul Fipps: minor difference of 149 shares. Small increase from an employee stock purchase plan.

Hossein Nowbar: minor difference of 212 shares. Small increase from an employee stock purchase plan.

Inferred rename: "Frederic B. Luddy Family Trust" is treated as the same holder as "Trust", because the old name was never reported again and the new one opened with the same balance (647,860 shares). Old name, new name

Inferred rename: "Miller Living Trust, dtd 7/7/85" is treated as the same holder as "Trust", because the old name was never reported again and the new one opened with the same balance (215,200 shares). Old name, new name

Inferred rename: "Equity V Funds" is treated as the same holder as "Equity V Funds and this report shall not be deemed an admission that such reporting person", because the old name was never reported again and the new one opened with the same balance (120,340 shares). Old name, new name

Inferred rename: "Equity IV Funds" is treated as the same holder as "Equity IV Funds and this report shall not be deemed an admission that such reporting person", because the old name was never reported again and the new one opened with the same balance (42,170 shares). Old name, new name

Inferred rename: "As of the date hereof, JMI Equity Side Fund, L.P" is treated as the same holder as "Equity Side Fund and this report shall not be deemed an admission that such reporting person", because the old name was never reported again and the new one opened with the same balance (750 shares). Old name, new name

Inferred rename: "As of the date hereof, JMI Participating Partners" is treated as the same holder as "Participating Partners and this report shall not be deemed an admission that such reporting person", because the old name was never reported again and the new one opened with the same balance (39,230 shares). Old name, new name

Inferred rename: "As of the date hereof, JMI Services, LLC" is treated as the same holder as "Services and this report shall not be deemed an admission that such reporting person", because the old name was never reported again and the new one opened with the same balance (19,095 shares). Old name, new name

Inferred rename: "Equity V Funds" is treated as the same holder as "Equity V Funds and this report shall not be deemed an admission that such reporting person", because the old name was never reported again and the new one opened with the same balance (120,340 shares). Old name, new name

Inferred rename: "Equity IV Funds" is treated as the same holder as "Equity IV Funds and this report shall not be deemed an admission that such reporting person", because the old name was never reported again and the new one opened with the same balance (42,170 shares). Old name, new name

Inferred rename: "As of the date hereof, JMI Equity Side Fund, L.P" is treated as the same holder as "Equity Side Fund and this report shall not be deemed an admission that such reporting person", because the old name was never reported again and the new one opened with the same balance (750 shares). Old name, new name

Inferred rename: "three family trusts as of the date hereof which Mr" is treated as the same holder as "Family Trusts described in footnote", because the old name was never reported again and the new one opened with the same balance (3,971,455 shares). Old name, new name

Inferred rename: "Family Trusts described in footnote" is treated as the same holder as "Living Trust described in footnote", because the old name was never reported again and the new one opened with the same balance (3,551,145 shares). Old name, new name

Inferred rename: "Living Trust described in footnote" is treated as the same holder as "a revocable, living trust", because the old name was never reported again and the new one opened with the same balance (3,471,455 shares). Old name, new name

Inferred rename: "As of the date hereof, JMI Participating Partners" is treated as the same holder as "JMI Participating Partners", because the old name was never reported again and the new one opened with the same balance (48,758,270 shares). Old name, new name

Inferred rename: "As of the date hereof, JMI Services, LLC" is treated as the same holder as "In connection with the Follow-on Offering, JMI Services, LLC", because the old name was never reported again and the new one opened with the same balance (21,361,295 shares). Old name, new name

Inferred rename: "As of the date hereof, JMI Equity Side Fund, L.P" is treated as the same holder as "In connection with the Follow-on Offering, JMI Equity Side Fund, L.P", because the old name was never reported again and the new one opened with the same balance (933,310 shares). Old name, new name

Inferred rename: "Equity V Funds" is treated as the same holder as "Equity V Funds and this report shall not be deemed an admission that such reporting person", because the old name was never reported again and the new one opened with the same balance (120,340 shares). Old name, new name

Inferred rename: "Equity IV Funds" is treated as the same holder as "Equity IV Funds and this report shall not be deemed an admission that such reporting person", because the old name was never reported again and the new one opened with the same balance (42,170 shares). Old name, new name

Inferred rename: "As of the date hereof, JMI Equity Side Fund, L.P" is treated as the same holder as "Equity Side Fund and this report shall not be deemed an admission that such reporting person", because the old name was never reported again and the new one opened with the same balance (750 shares). Old name, new name

External context: we only cite outside events when a documented connection exists. None is shown for this period.

Sources and methodology1,900 filings from SEC EDGAR, and how we read them

All 1,900 Forms 3, 4 and 5 filed for ServiceNow (SEC CIK 1373715) from Jun 28, 2012 to Sep 1, 2026, retrieved from SEC EDGAR on Oct 9, 2026. Prices are the ones reported in each filing, often weighted averages.

Probable 5-for-1 stock split on or before Dec 17, 2025 (split date stated in a footnote). Splits aren't reported as transactions; 15 holding lines changed by exactly this ratio, so earlier share counts are restated.

Holdings. Each holding line (a share class plus an owner, such as a trust or LLC) carries its last reported balance forward. Entities first reported during the period start at zero, so transfers between an insider's own trusts don't count as selling. Lines not reported for three years or more are listed separately and left out of totals.

Sales. A sale counts as under a 10b5-1 plan if its footnote cites one or the filing's Rule 10b5-1 box is checked, and as tax-related if its footnote cites tax obligations or sell-to-cover. Shares withheld by the company for taxes are listed separately. Sales with neither attribute are labeled "no plan disclosed".

Full methodology

Former or inactive filers (34)No filing in 18 months; last reported balances, not in any total
NameLast filedLast reported balance
Paul SmithFeb 21, 202526,120 shares, last reported balance as of Feb 19, 2025
Jeffrey MillerFeb 11, 2025205,330 shares, last reported balance as of Feb 7, 2025
Christopher BediJun 7, 202479,460 shares, last reported balance as of Jun 5, 2024
Chirantan DesaiMay 21, 2024235,725 shares, last reported balance as of May 17, 2024
Lara CaimiMay 23, 2023490 shares, last reported balance as of May 22, 2023
Dennis WoodsideJun 13, 202241,645 shares, last reported balance as of Jun 9, 2022
Sukumar RathnamJun 13, 20225,375 shares, last reported balance as of Jun 9, 2022
Kevin HavertyJan 26, 2022183,750 shares, last reported balance as of Nov 17, 2021
Fay GoonAug 24, 202122,490 shares, last reported balance as of Aug 20, 2021
Gabrielle ToledanoFeb 10, 2021340 shares, last reported balance as of Jan 26, 2021
Patricia WadorsAug 19, 2020No balance on record
Tamar YehoshuaJun 19, 202011,780 shares, last reported balance as of Jun 17, 2020
David SchneiderMay 19, 2020185,240 shares, last reported balance as of May 18, 2020
John DonahoeMay 14, 2020219,130 shares, last reported balance as of May 12, 2020
Michael ScarpelliAug 14, 2019No balance on record
Ronald CoddFeb 5, 2019146,890 shares, last reported balance as of Feb 1, 2019
Frank SlootmanJun 4, 2018475,380 shares, last reported balance as of Jun 1, 2018
Charles GiancarloJun 15, 201796,185 shares, last reported balance as of Jun 13, 2017
William StraussJun 12, 201746,395 shares, last reported balance as of Jun 8, 2017
Daniel McGeeNov 15, 201650,515 shares, last reported balance as of Nov 11, 2016
Paul BarberJun 10, 201612,348,455 shares, last reported balance as of Jun 8, 2016
Paul BarberJun 10, 2016154,022,445 shares, last reported balance as of Nov 20, 2012
Douglas LeoneAug 7, 20155,017,035 shares, last reported balance as of Aug 6, 2015
Douglas LeoneAug 7, 2015No balance on record
Charles Noell IIIFeb 20, 20146,118,440 shares, last reported balance as of Feb 19, 2014
Charles Noell IIIFeb 20, 2014154,022,445 shares, last reported balance as of Nov 20, 2012
JMI Associates V LLCAug 7, 2013154,734,190 shares, last reported balance as of Nov 20, 2012
Arne JosefsbergJun 5, 2013173,280 shares, last reported balance as of Jun 3, 2013
SCGF GENPAR LTDMay 30, 201361,548,360 shares, last reported balance as of May 28, 2013
John MooresMar 19, 201354,313,070 shares, last reported balance as of Mar 18, 2013
John MooresMar 19, 2013170,312,645 shares, last reported balance as of Nov 20, 2012
El Camino Advisors, LLCFeb 26, 201353,473,425 shares, last reported balance as of Nov 20, 2012
Harry GrunerNov 21, 2012154,022,445 shares, last reported balance as of Nov 21, 2012
Rebecca MooresJul 6, 201224,175,975 shares, last reported balance as of Jul 5, 2012

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