ServiceNow, Inc.
US ˙ NYSE ˙ US81762P1021

SecurityNOW / ServiceNow, Inc.
InstitutionAdvisor Group Holdings, Inc.
Latest Disclosed Ownership352,569 shares
Latest Disclosed Value $ 36,860,663
Advisor Group Holdings, Inc. ownership in NOW / ServiceNow, Inc.

On May 15, 2026 - Advisor Group Holdings, Inc. filed a 13F-HR form disclosing ownership of 352,569 shares of ServiceNow, Inc. (US:NOW) valued at $36,861,089 USD as of March 31, 2026. The entity filed a previous 13F-HR on February 17, 2026 disclosing 335,621 shares of ServiceNow, Inc.. This represents a change in shares of 5.05% during the quarter. The current value of the position is $39,646,384 USD.

Advisor Group Holdings, Inc. has a history of taking positions in derivatives of the underlying security (NOW) in the form of stock options. The firm currently holds call options representing 302 of underlying shares valued at $37,405 USD and put options representing 0 of underlying shares valued at $0 USD .

Note: prior versions of this page mistakenly stated that the share values represented the number of options, not the number of underlying shares. For more information on the data backing these reports, please see the SEC document Frequently Asked Questions About Form 13F.

Institutional Ownership: 13F and NPORT Filings

The Security and Class in the table below are shown exactly as filed by the investor. We do our best to track continuity of investments through acquisitions, and this will be reflected in the table as changes in names. In addition to descriptive data, performance of the investment is shown over time. To calculate quarterly performance, we first calculate cost basis of the shares purchased during the quarter, then use that to calculate gross profit. Quarterly return is Gross Profit / Starting Portfolio value.

Note that cost basis is calculated and stored in thousands, so small quarterly changes in shares frequently result in a cost basis of zero.

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Institutional Put/Call Ratios
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In addition to reporting standard equity and debt issues, institutions with more than 100MM assets under management must also disclose their put and call option holdings. Since put options generally indicate negative sentiment, and call options indicate positive sentiment, we can get a sense of the overall institutional sentiment by plotting the ratio of puts to calls. The chart to the right plots the historical put/call ratio for this instrument.

Using Put/Call Ratio as an indicator of investor sentiment overcomes one of the key deficiencies of using total institutional ownership, which is that a significant amount of assets under management are invested passively to track indices. Passively-managed funds do not typically buy options, so the put/call ratio indicator more closely tracks the sentiment of actively-managed funds.

NOW / ServiceNow, Inc. Historical Put/Call Ratio
Disclosed Equity Positions (from 13F/NPORT Filings)
File
Date
Effective
Date
Form Security Class ID Avg Price
Paid (Est)
Reported
Shares
ΔShares ΔShares
(%)
Reported
Value
(x1000)
ΔValue
(%)
Alloc
(%)
ΔAlloc ΔAlloc (%) Cost Basis
(x1000)
Unrealized
Gain/Loss
(x1000)
2026-05-15 2026-03-31 13F SERVICENOW COM 81762P102 352,569 16,948 5.05 36,861 -28.31 0.0314
2026-02-17 2025-12-31 13F SERVICENOW COM 81762P102 335,621 266,141 383.05 51,414 -19.66 0.0751
2025-11-14 2025-09-30 13F SERVICENOW COM 81762P102 69,480 32,642 88.61 63,999 72.51 0.0896
2025-09-04 2025-06-30 13F/A-1 ERVICENOW COM 81762P102 36,838 4,738 14.76 37,100 45.16 0.0661
2025-08-13 2025-06-30 13F ERVICENOW COM 81762P102 34,279 2,179 35,174 0.0407
2025-05-12 2025-03-31 13F SERVICENOW COM 81762P102 32,100 -23,705 -42.48 25,559 -17.73 0.0570
2025-06-06 2024-12-31 13F/A-1 SERVICENOW COM 81762P102 55,805 18,999 51.62 31,067 -5.63 0.0697
2025-02-07 2024-12-31 13F SERVICENOW COM 81762P102 51,806 15,000 23,845 0.0608
2024-11-13 2024-09-30 13F SERVICENOW COM 81762P102 36,806 -4,096 -10.01 32,922 2.31 0.0742
2024-08-13 2024-06-30 13F SERVICENOW COM 81762P102 40,902 2,098 5.41 32,177 8.77 0.0760
2024-05-10 2024-03-31 13F SERVICENOW COM 81762P102 38,804 -27,686 -41.64 29,584 -37.02 0.0661
2024-02-12 2023-12-31 13F SERVICENOW COM 81762P102 66,490 -19,433 -22.62 46,973 -2.19 0.0822
2023-11-13 2023-09-30 13F SERVICENOW COM 81762P102 85,923 21,484 33.34 48,027 32.59 0.0710
2023-08-21 2023-06-30 13F/A-1 SERVICENOW COM 81762P102 64,439 -276 -0.43 36,222 20.34 0.0650
2023-08-10 2023-06-30 13F SERVICENOW COM 81762P102 125,585 60,870 36,161 0.0098
2023-05-12 2023-03-31 13F SERVICENOW COM 81762P102 64,715 -1,541 -2.33 30,100 17.00 0.0566
2023-02-10 2022-12-31 13F SERVICENOW COM 81762P102 66,256 8,861 15.44 25,726 18.70 0.0521
2022-11-14 2022-09-30 13F SERVICENOW COM 81762P102 57,395 -6,884 -10.71 21,672 -29.17 0.0495
2022-08-10 2022-06-30 13F SERVICENOW COM 81762P102 64,279 -277 -0.43 30,598 -9.01 0.0675
2022-05-04 2022-03-31 13F SERVICENOW COM 81762P102 64,556 2,478 3.99 33,627 -16.36 0.0653
2022-02-03 2021-12-31 13F SERVICENOW COM 81762P102 62,078 3,260 5.54 40,205 9.71 0.0761
2021-11-05 2021-09-30 13F SERVICENOW COM 81762P102 58,818 1,921 3.38 36,647 17.30 0.0764
2021-08-02 2021-06-30 13F SERVICENOW COM 81762P102 56,897 1,259 2.26 31,241 12.21 0.0676
2021-05-13 2021-03-31 13F SERVICENOW COM 81762P102 55,638 1,078 1.98 27,842 -7.28 0.0670
2021-02-10 2020-12-31 13F SERVICENOW COM 81762P102 54,560 6,795 14.23 30,029 31.56 0.0802
2020-11-12 2020-09-30 13F SERVICENOW COM 81762P102 47,765 1,544 3.34 22,826 21.91 0.0683
2020-08-14 2020-06-30 13F SERVICENOW COM 81762P102 46,221 2,981 6.89 18,724 140.17 0.0628
2020-05-18 2020-03-31 13F SERVICENOW COM 81762P102 43,240 43,240 7,796 0.0319
Disclosed Call Options
File
Date
Effective
Date
Form Security Class ID Opt Avg Share
Price
Shares ΔShares
(%)
Value
(x1000)
ΔValue
(%)
Prior Allocation
(%)
Allocation
(%)
ΔAllocation
(%)
Cost Basis
(x1000)
Profit
(x1000)
Return
(%)
2026-05-15 2026-03-31 13F SERVICENOW CALL Call 302 -39.60 37 -51.32 n/a n/a n/a
2026-02-17 2025-12-31 13F SERVICENOW CALL Call 500 49,900.00 77 171.43 n/a n/a n/a
2025-11-14 2025-09-30 13F SERVICENOW CALL Call 1 0.00 28 -28.21 n/a n/a n/a
2025-09-04 2025-06-30 13F/A SERVICENOW CALL Call 1 0.00 39 95.00 n/a n/a n/a
2025-08-13 2025-06-30 13F SERVICENOW CALL Call 1 45 n/a n/a n/a
2025-05-12 2025-03-31 13F SERVICENOW CALL Call 1 0.00 21 -54.55 n/a n/a n/a
2025-06-06 2024-12-31 13F/A SERVICENOW CALL Call 1 0.00 45 46.67 n/a n/a n/a
2025-02-07 2024-12-31 13F SERVICENOW CALL Call 1 31 n/a n/a n/a
2024-11-13 2024-09-30 13F SERVICENOW CALL Call 1 0.00 31 36.36 n/a n/a n/a
2024-08-13 2024-06-30 13F SERVICENOW CALL Call 1 0.00 23 -4.35 n/a n/a n/a
2024-05-10 2024-03-31 13F SERVICENOW CALL Call 1 23 n/a n/a n/a
2024-02-12 2023-12-31 13F SERVICENOW INC CALL COM Call 0 -100.00 0 -100.00 n/a n/a n/a
2023-11-13 2023-09-30 13F SERVICENOW INC CALL COM Call 1 0.00 12 -7.69 n/a n/a n/a
2023-08-21 2023-06-30 13F/A SERVICENOW INC CALL COM Call 1 0.00 14 85.71 n/a n/a n/a
2023-08-10 2023-06-30 13F SERVICENOW INC CALL COM Call 1 14 n/a n/a n/a
2023-05-12 2023-03-31 13F SERVICENOW INC CALL COM Call 1 0.00 8 40.00 n/a n/a n/a
2023-02-10 2022-12-31 13F SERVICENOW INC CALL COM Call 1 0.00 5 -16.67 n/a n/a n/a
2022-11-14 2022-09-30 13F SERVICENOW INC CALL COM Call 1 0.00 6 -50.00 n/a n/a n/a
2022-08-10 2022-06-30 13F SERVICENOW INC CALL COM Call 1 0.00 12 -33.33 n/a n/a n/a
2022-05-04 2022-03-31 13F SERVICENOW INC CALL COM Call 1 18 n/a n/a n/a
Disclosed Put Options
File
Date
Effective
Date
Form Security Class ID Opt Avg Share Price Shares ΔShares
(%)
Value
(x1000)
ΔValue
(%)
Prior Allocation
(%)
Allocation
(%)
ΔAllocation
(%)
Cost Basis
(x1000)
Profit
(x1000)
Return
(%)
2023-05-12 2023-03-31 13F SERVICENOW INC PUT COM Put 0 -100.00 0 -100.00 n/a n/a n/a
2023-02-10 2022-12-31 13F SERVICENOW INC PUT COM Put 3 39 n/a n/a n/a
Legend
Shares
The total number of shares held by the institution at the end of the reporting period (the effective date). This is provided in the filing.
Value
The total value of the shares as of the effective date. This is provided in the filing.
Avg. Share Price
The weighted average share price of the shares held by the institution. We use FIFO accounting to determine this price
Class
This is the security class as indicated by the filer. There are a variety of values for this field. Common values include "EC" = equity common, "EP" - equity preferred
Allocation (%)
The percent of the institution's portfolio that this position represents. This is provided in NPORT filings. For 13F filings, we calculate it.
Change in Allocation
The change in allocation from the prior reporting period. This is calculated as current allocation - prior allocation.
Change in Allocation (%)
The percent change in allocation from the prior reporting period. This is calculated as (current allocation - prior allocation) / prior allocation.
Cost Basis
The total cost of the shares held. This is calculated as reported shares * avg. share price
Unrealized Gain/Loss
This is the market value of the position as of the effective date minus the cost basis.