Prime Capital Investment Advisors LLC Grows Holdings in ServiceNow, Inc. $NOW

09 Apr 2026, 15:28 by Danessa Lincoln · The Markets Daily

Prime Capital Investment Advisors LLC increased its position in shares of ServiceNow, Inc. (NYSE:NOW – Free Report) by 324.3% during the 4th quarter, according to the company in its most recent Form 13F filing with the SEC. The fund owned 81,880 shares of the information technology services provider’s stock after purchasing an additional 62,583 shares during the quarter. Prime Capital Investment Advisors LLC’s holdings in ServiceNow were worth $12,543,000 as of its most recent SEC filing.

Other hedge funds and other institutional investors have also added to or reduced their stakes in the company. IAG Wealth Partners LLC boosted its holdings in ServiceNow by 200.0% during the third quarter. IAG Wealth Partners LLC now owns 27 shares of the information technology services provider’s stock worth $25,000 after purchasing an additional 18 shares during the last quarter. Total Investment Management Inc. purchased a new position in ServiceNow during the second quarter worth about $31,000. Bogart Wealth LLC boosted its holdings in ServiceNow by 93.8% during the third quarter. Bogart Wealth LLC now owns 31 shares of the information technology services provider’s stock worth $29,000 after purchasing an additional 15 shares during the last quarter. Wealth Watch Advisors INC purchased a new position in ServiceNow during the third quarter worth about $29,000. Finally, Albion Financial Group UT boosted its holdings in ServiceNow by 78.9% during the third quarter. Albion Financial Group UT now owns 34 shares of the information technology services provider’s stock worth $31,000 after purchasing an additional 15 shares during the last quarter. 87.18% of the stock is currently owned by hedge funds and other institutional investors.

Wall Street Analyst Weigh In

Several brokerages have commented on NOW. Arete Research set a $200.00 price objective on shares of ServiceNow in a research report on Tuesday, January 6th. Guggenheim raised shares of ServiceNow from a “sell” rating to a “neutral” rating in a research report on Tuesday, December 16th. Cantor Fitzgerald reaffirmed an “overweight” rating and issued a $200.00 price objective on shares of ServiceNow in a research report on Thursday, January 29th. Jefferies Financial Group lowered their price objective on shares of ServiceNow from $230.00 to $175.00 and set a “buy” rating on the stock in a research report on Friday, January 23rd. Finally, Wall Street Zen lowered ServiceNow from a “buy” rating to a “hold” rating in a report on Saturday, February 28th. Three investment analysts have rated the stock with a Strong Buy rating, thirty-four have assigned a Buy rating, five have issued a Hold rating and one has given a Sell rating to the company’s stock. According to MarketBeat, the stock has an average rating of “Moderate Buy” and a consensus target price of $187.46.

Check Out Our Latest Report on ServiceNow

ServiceNow Price Performance

Shares of NYSE NOW opened at $97.41 on Thursday. The firm has a market cap of $101.89 billion, a price-to-earnings ratio of 58.40, a price-to-earnings-growth ratio of 1.71 and a beta of 1.01. The company has a current ratio of 1.00, a quick ratio of 1.00 and a debt-to-equity ratio of 0.12. The stock has a fifty day simple moving average of $108.49 and a two-hundred day simple moving average of $145.21. ServiceNow, Inc. has a 1-year low of $96.96 and a 1-year high of $211.48.

ServiceNow (NYSE:NOW – Get Free Report) last announced its quarterly earnings results on Wednesday, January 28th. The information technology services provider reported $0.92 EPS for the quarter, beating analysts’ consensus estimates of $0.89 by $0.03. The company had revenue of $3.57 billion for the quarter, compared to analysts’ expectations of $3.53 billion. ServiceNow had a net margin of 13.16% and a return on equity of 18.54%. ServiceNow’s revenue was up 20.7% compared to the same quarter last year. During the same period in the prior year, the company posted $0.73 EPS. Analysts anticipate that ServiceNow, Inc. will post 8.93 earnings per share for the current year.

Key Headlines Impacting ServiceNow

Here are the key news stories impacting ServiceNow this week:

Positive Sentiment: Goldman Sachs keeps a buy rating on NOW, which provides institutional support for the shares despite recent volatility. Goldman Sachs Sticks to Its Buy Rating for ServiceNow
Positive Sentiment: Industry checks suggest the Microsoft/Salesforce/ServiceNow sell‑off is overdone as CIOs move AI from experimentation to deployment — a near‑term narrative that supports upside if execution follows. Microsoft, Salesforce, ServiceNow Sell-Off Is Overdone: Dan Ives
Positive Sentiment: New commercial momentum and partnerships (DXC multi‑year AI engagement; launch of Naitiv, an AI‑native ServiceNow consultancy) highlight enterprise demand and ecosystem expansion that could lift adoption and revenue over time. DXC Partners with ServiceNow on a New Wave of AI-first Enterprise Transformation Naitiv Launches as the First AI-Native ServiceNow Consultancy
Positive Sentiment: Notable investors (e.g., Stephanie Link) adding to ServiceNow signals conviction from some active managers amid the pullback. Trade Tracker: Stephanie Link buys Marvell, more ServiceNow and sells Chevron
Neutral Sentiment: Coverage pieces note software stocks are broadly discounted and compare NOW to peers like Snowflake — framing the pullback as both risk and potential buying opportunity depending on investor horizon. Should Investors Buy ServiceNow Stock Instead of Snowflake Stock?
Neutral Sentiment: Analysts at Erste Group made a very small FY2027 EPS tweak — a modest data point rather than a major catalyst for direction near term.
Negative Sentiment: BTIG cut its price target to $185 (from $200), signaling increased scrutiny of FY26 revenue growth; price‑target cuts reduce near‑term upside expectations. ServiceNow Price Target Cut to $185 by BTIG
Negative Sentiment: Goldman also trimmed its price target (reported coverage), and the stock recently hit a 52‑week low — concrete indicators that analyst sentiment and market positioning have turned cautious. Servicenow stock hits 52-week low at 97.96 USD Goldman Sachs adjusts price target on ServiceNow to 188
Negative Sentiment: Real‑time market coverage notes the share price dipped in the latest session amid the sector rout, reinforcing momentum‑driven selling pressure. ServiceNow (NOW) Stock Dips While Market Gains: Key Facts

Insider Activity at ServiceNow

In related news, insider Kevin Thomas Mcbride sold 1,400 shares of the company’s stock in a transaction that occurred on Friday, February 13th. The shares were sold at an average price of $105.71, for a total transaction of $147,994.00. Following the sale, the insider directly owned 26,314 shares in the company, valued at approximately $2,781,652.94. This represents a 5.05% decrease in their position. The sale was disclosed in a filing with the SEC, which can be accessed through this hyperlink. Also, Director Paul Edward Chamberlain sold 1,500 shares of the company’s stock in a transaction that occurred on Thursday, February 12th. The shares were sold at an average price of $101.17, for a total transaction of $151,755.00. Following the sale, the director owned 46,430 shares in the company, valued at $4,697,323.10. The trade was a 3.13% decrease in their ownership of the stock. The SEC filing for this sale provides additional information. In the last ninety days, insiders have sold 16,237 shares of company stock worth $1,697,162. 0.34% of the stock is owned by corporate insiders.

ServiceNow Profile

(Free Report)

ServiceNow (NYSE: NOW) is a cloud computing company that builds enterprise software to manage digital workflows and automate business processes. Its offerings are designed to replace manual work and legacy systems with cloud-based, service-oriented applications that support IT operations, customer service, human resources, security response and other enterprise functions.