Comprehensive Stock Comparison
Compare Asana, Inc. (ASAN) vs ServiceNow, Inc. (NOW) Stock
Analyze side-by-side fundamentals, valuation, growth, and profitability to decide which stock is the better buy.
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Quick Verdict
| Category | Winner | Why |
|---|---|---|
| Growth | NOW | 20.9% revenue growth vs ASAN's 10.9% |
| Value | NOW | Lower P/E (25.8x vs 27.7x) |
| Quality / Margins | NOW | 13.2% net margin vs ASAN's -28.3% |
| Stability / Safety | NOW | Beta 1.52 vs ASAN's 1.70, lower leverage |
| Dividends | Tie | Neither pays a meaningful dividend |
| Momentum (1Y) | ASAN | -63.1% vs NOW's -88.4% |
| Efficiency (ROA) | NOW | 6.7% ROA vs ASAN's -26.1%, ROIC 12.4% vs -58.9% |
Who Each Stock Is For
Income & stability
Growth exposure
Long-term compounding (10Y)
Sleep-well-at-night portfolio
Defensive / Recession hedge
Business Model
What each company does and how it makes money
Asana operates a cloud-based work management platform that helps teams organize, track, and manage their work—from daily tasks to strategic initiatives. It generates revenue primarily through subscription fees for its SaaS platform, with tiered pricing for individuals, teams, and enterprise customers. The company benefits from strong network effects within organizations and a user-friendly interface that drives adoption and reduces switching costs.
ServiceNow is a leading enterprise cloud platform that automates digital workflows across IT, customer service, HR, and security operations. It generates revenue primarily through subscription fees for its Now platform — with IT service management being its largest segment — and professional services. The company's competitive moat lies in its unified workflow automation platform that creates strong network effects and high switching costs as customers expand across departments.
Revenue Breakdown by Segment
How each company's revenue is distributed across its business units
Segment breakdown not available.
Financial Metrics Comparison
Side-by-side fundamentals across 2 stocks. BestLagging
Financial Scorecard
NOW leads in 2 of 6 categories (Financial Metrics, Profitability & Efficiency). ASAN leads in 1 (Valuation Metrics). 2 tied.
Financial Metrics (TTM)
NOW is the larger business by revenue, generating $13.3B annually — 17.2x ASAN's $774M. NOW is the more profitable business, keeping 13.2% of every revenue dollar as net income compared to ASAN's -28.3%. On growth, NOW holds the edge at +20.7% YoY revenue growth, suggesting stronger near-term business momentum.
| Metric | ASANAsana, Inc. | NOWServiceNow, Inc. |
|---|---|---|
| RevenueTrailing 12 months | $774M | $13.3B |
| EBITDAEarnings before interest/tax | -$175M | $2.6B |
| Net IncomeAfter-tax profit | -$219M | $1.7B |
| Free Cash FlowCash after capex | $72M | $4.6B |
| Gross MarginGross profit ÷ Revenue | +89.5% | +77.5% |
| Operating MarginEBIT ÷ Revenue | -25.4% | +13.7% |
| Net MarginNet income ÷ Revenue | -28.3% | +13.2% |
| FCF MarginFCF ÷ Revenue | +9.4% | +34.5% |
| Rev. Growth (YoY)Latest quarter vs prior year | +9.3% | +20.7% |
| EPS Growth (YoY)Latest quarter vs prior year | -16.0% | +2.7% |
Valuation Metrics
| Metric | ASANAsana, Inc. | NOWServiceNow, Inc. |
|---|---|---|
| Market CapShares × price | $1.7B | $113.1B |
| Enterprise ValueMkt cap + debt − cash | $1.7B | $112.6B |
| Trailing P/EPrice ÷ TTM EPS | -6.40x | 64.68x |
| Forward P/EPrice ÷ next-FY EPS est. | 27.68x | 25.81x |
| PEG RatioP/E ÷ EPS growth rate | — | 0.93x |
| EV / EBITDAEnterprise value multiple | — | 43.94x |
| Price / SalesMarket cap ÷ Revenue | 2.28x | 8.52x |
| Price / BookPrice ÷ Book value/share | 7.16x | 8.72x |
| Price / FCFMarket cap ÷ FCF | 176.73x | 24.71x |
Profitability & Efficiency
NOW delivers a 13.5% return on equity — every $100 of shareholder capital generates $13 in annual profit, vs $-116 for ASAN. NOW carries lower financial leverage with a 0.25x debt-to-equity ratio, signaling a more conservative balance sheet compared to ASAN's 1.18x.
| Metric | ASANAsana, Inc. | NOWServiceNow, Inc. |
|---|---|---|
| ROE (TTM)Return on equity | -116.3% | +13.5% |
| ROA (TTM)Return on assets | -26.1% | +6.7% |
| ROICReturn on invested capital | -58.9% | +12.4% |
| ROCEReturn on capital employed | -49.8% | +13.2% |
| Piotroski ScoreFundamental quality 0–9 | 3 | 3 |
| Debt / EquityFinancial leverage | 1.18x | 0.25x |
| Net DebtTotal debt minus cash | $84M | -$523M |
| Cash & Equiv.Liquid assets | $185M | $3.7B |
| Total DebtShort + long-term debt | $268M | $3.2B |
| Interest CoverageEBIT ÷ Interest expense | -65.67x | 126.61x |
Total Returns (with DRIP)
A $10,000 investment in NOW five years ago would be worth $1,941 today (with dividends reinvested), compared to $1,920 for ASAN. Over the past 12 months, ASAN leads with a -63.1% total return vs NOW's -88.4%. The 3-year compound annual growth rate (CAGR) favors ASAN at -21.7% vs NOW's -37.0% — a key indicator of consistent wealth creation.
| Metric | ASANAsana, Inc. | NOWServiceNow, Inc. |
|---|---|---|
| YTD ReturnYear-to-date | -45.2% | -26.7% |
| 1-Year ReturnPast 12 months | -63.1% | -88.4% |
| 3-Year ReturnCumulative with dividends | -52.0% | -75.0% |
| 5-Year ReturnCumulative with dividends | -80.8% | -80.6% |
| 10-Year ReturnCumulative with dividends | -75.3% | +96.4% |
| CAGR (3Y)Annualised 3-year return | -21.7% | -37.0% |
Risk & Volatility
NOW is the less volatile stock with a 1.52 beta — it tends to amplify market swings less than ASAN's 1.70 beta. A beta below 1.0 means the stock typically moves less than the S&P 500. ASAN currently trades 36.3% from its 52-week high vs NOW's 10.2% drawdown — a narrower gap to the peak suggests stronger recent price momentum.
| Metric | ASANAsana, Inc. | NOWServiceNow, Inc. |
|---|---|---|
| Beta (5Y)Sensitivity to S&P 500 | 1.70x | 1.52x |
| 52-Week HighHighest price in past year | $19.56 | $1057.39 |
| 52-Week LowLowest price in past year | $6.51 | $98.00 |
| % of 52W HighCurrent price vs 52-week peak | +36.3% | +10.2% |
| RSI (14)Momentum oscillator 0–100 | 30.3 | 30.9 |
| Avg Volume (50D)Average daily shares traded | 3.8M | 15.0M |
Analyst Outlook
Wall Street rates ASAN as "Buy" and NOW as "Buy". Consensus price targets imply 87.2% upside for ASAN (target: $13) vs 81.7% for NOW (target: $196).
| Metric | ASANAsana, Inc. | NOWServiceNow, Inc. |
|---|---|---|
| Analyst RatingConsensus buy/hold/sell | Buy | Buy |
| Price TargetConsensus 12-month target | $13.29 | $196.29 |
| # AnalystsCovering analysts | 18 | 67 |
| Dividend YieldAnnual dividend ÷ price | — | — |
| Dividend StreakConsecutive years of raises | — | — |
| Dividend / ShareAnnual DPS | — | — |
| Buyback YieldShare repurchases ÷ mkt cap | +4.7% | +1.6% |
Historical Charts
Charts are rendered on first load. Hover for details.
Chart 1Total Return — 5 Years (Rebased to 100)
| Stock | Sep 20 | Feb 26 | Change |
|---|---|---|---|
| Asana, Inc. (ASAN) | 100 | 34.41 | -65.6% |
| ServiceNow, Inc. (NOW) | 100 | 23.96 | -76.0% |
ServiceNow, Inc. (NOW) returned -81% over 5 years vs Asana, Inc. (ASAN)'s -81%.
Chart 2Revenue Growth — 10 Years
| Stock | 2016 | 2025 | Change |
|---|---|---|---|
| Asana, Inc. (ASAN) | $77M | $724M | +842.9% |
| ServiceNow, Inc. (NOW) | $1.4B | $13.3B | +854.9% |
ServiceNow, Inc.'s revenue grew from $1.4B (2016) to $13.3B (2025) — a 28.5% CAGR.
Chart 3Net Margin Trend — 10 Years
| Stock | 2016 | 2025 | Change |
|---|---|---|---|
| Asana, Inc. (ASAN) | -66.3% | -35.3% | +46.8% |
| ServiceNow, Inc. (NOW) | -32.5% | 13.2% | +140.5% |
ServiceNow, Inc.'s net margin went from -32% (2016) to 13% (2025).
Chart 4P/E Ratio History — 3 Years
| Stock | 2019 | 2025 | Change |
|---|---|---|---|
| ServiceNow, Inc. (NOW) | 443.9 | 91.7 | -79.3% |
ServiceNow, Inc. has traded in a 92x–444x P/E range over 3 years; current trailing P/E is ~65x.
Chart 5EPS Growth — 10 Years
| Stock | 2016 | 2025 | Change |
|---|---|---|---|
| Asana, Inc. (ASAN) | -0.34 | -1.11 | -226.5% |
| ServiceNow, Inc. (NOW) | -0.55 | 1.67 | +403.6% |
ServiceNow, Inc.'s EPS grew from $-0.55 (2016) to $1.67 (2025).
Chart 6Free Cash Flow — 5 Years
Asana, Inc. generated $9M FCF in 2025 (+106% vs 2021). ServiceNow, Inc. generated $5B FCF in 2025 (+155% vs 2021).
ASAN vs NOW: Frequently Asked Questions
9 questions · data-driven answers · updated daily
01Is ASAN or NOW a better buy right now?
ServiceNow, Inc. (NOW) offers the better valuation at 64.7x trailing P/E (25.8x forward), making it the more compelling value choice. Analysts rate Asana, Inc. (ASAN) a "Buy" — based on 18 analyst ratings — the highest consensus in this comparison. The "better buy" depends entirely on your goals: growth investors should weight revenue trajectory, value investors should weight P/E and PEG, and income investors should weight dividend yield and streak.
02Which has the better valuation — ASAN or NOW?
On forward P/E, ServiceNow, Inc. is actually cheaper at 25.8x.
03Which is the better long-term investment — ASAN or NOW?
Over the past 5 years, ServiceNow, Inc. (NOW) delivered a total return of -80.6%, compared to -80.8% for Asana, Inc. (ASAN). A $10,000 investment in NOW five years ago would be worth approximately $2K today (assuming dividends reinvested). Over 10 years, the gap is even starker: NOW returned +96.4% versus ASAN's -75.3%. Past returns do not guarantee future results, and the stock with the higher historical return may already have its best growth priced in.
04Which is safer — ASAN or NOW?
By beta (market sensitivity over 5 years), ServiceNow, Inc. (NOW) is the lower-risk stock at 1.52β versus Asana, Inc.'s 1.70β — meaning ASAN is approximately 11% more volatile than NOW relative to the S&P 500. On balance sheet safety, ServiceNow, Inc. (NOW) carries a lower debt/equity ratio of 25% versus 118% for Asana, Inc. — giving it more financial flexibility in a downturn.
05Which has better profit margins — ASAN or NOW?
ServiceNow, Inc. (NOW) is the more profitable company, earning 13.2% net margin versus -35.3% for Asana, Inc. — meaning it keeps 13.2% of every revenue dollar as bottom-line profit. Operating margin tells a similar story: NOW leads at 13.7% versus -36.8% for ASAN. At the gross margin level — before operating expenses — ASAN leads at 89.3%, reflecting greater pricing power or product mix advantage. Stronger margins indicate durable pricing power, lower cost of revenue, or higher mix of software/services. They are one of the clearest signs of business quality.
06Is ASAN or NOW more undervalued right now?
On forward earnings alone, ServiceNow, Inc. (NOW) trades at 25.8x forward P/E versus 27.7x for Asana, Inc. — 1.9x cheaper on a one-year earnings basis. Analyst consensus price targets imply the most upside for ASAN: 87.2% to $13.29.
07Which pays a better dividend — ASAN or NOW?
None of the stocks in this comparison currently pay a material dividend. All are effectively zero-yield and should be held for capital appreciation rather than income.
08Is ASAN or NOW better for a retirement portfolio?
For long-horizon retirement investors, ServiceNow, Inc. (NOW) is the stronger choice — it scores higher on the combination of lower volatility, dividend reliability, and long-term compounding. Asana, Inc. (ASAN) carries a higher beta of 1.70 — meaning larger drawdowns in market downturns, which matters significantly when you cannot wait years for a recovery. Both have compounded well over 10 years (NOW: +96.4%, ASAN: -75.3%), confirming both are viable long-term holds — but the lower-volatility option typically results in less emotional selling during corrections. Retirement portfolios generally favour predictability over maximum returns. Consult a financial advisor before making allocation decisions.
09What are the main differences between ASAN and NOW?
Both stocks operate in the Technology sector, making this a peer-level intra-sector comparison — the same macro tailwinds and headwinds will affect both. These fundamental differences mean investors should not choose between them on a single metric — the "better stock" depends entirely on which of these characteristics aligns with your investment strategy.
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