Comprehensive Stock Comparison
Compare Upland Software, Inc. (UPLD) 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 UPLD's -7.7% |
| Value | UPLD | Better valuation composite |
| Quality / Margins | NOW | 13.2% net margin vs UPLD's -18.4% |
| Stability / Safety | UPLD | Beta 1.43 vs NOW's 1.52 |
| Dividends | Tie | Neither pays a meaningful dividend |
| Momentum (1Y) | UPLD | -72.2% vs NOW's -88.4% |
| Efficiency (ROA) | NOW | 6.7% ROA vs UPLD's -10.6%, ROIC 12.4% vs -18.5% |
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
Upland Software is a cloud-based enterprise work management software provider offering applications for marketing, sales, contact center, project management, and other business functions. It generates revenue primarily through subscription fees for its software-as-a-service products—supplemented by professional services like implementation and training—with the majority coming from recurring subscriptions. The company's competitive advantage lies in its integrated family of applications that address multiple enterprise needs through a unified platform, creating cross-selling opportunities and reducing customer churn.
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
Financial Metrics Comparison
Side-by-side fundamentals across 2 stocks. BestLagging
Financial Scorecard
NOW leads in 3 of 6 categories (Financial Metrics, Profitability & Efficiency). UPLD leads in 2 (Valuation Metrics, Risk & Volatility).
Financial Metrics (TTM)
NOW is the larger business by revenue, generating $13.3B annually — 56.4x UPLD's $236M. NOW is the more profitable business, keeping 13.2% of every revenue dollar as net income compared to UPLD's -18.4%. On growth, NOW holds the edge at +20.7% YoY revenue growth, suggesting stronger near-term business momentum.
| Metric | UPLDUpland Software, … | NOWServiceNow, Inc. |
|---|---|---|
| RevenueTrailing 12 months | $236M | $13.3B |
| EBITDAEarnings before interest/tax | $33M | $2.6B |
| Net IncomeAfter-tax profit | -$43M | $1.7B |
| Free Cash FlowCash after capex | $26M | $4.6B |
| Gross MarginGross profit ÷ Revenue | +73.2% | +77.5% |
| Operating MarginEBIT ÷ Revenue | -2.0% | +13.7% |
| Net MarginNet income ÷ Revenue | -18.4% | +13.2% |
| FCF MarginFCF ÷ Revenue | +11.1% | +34.5% |
| Rev. Growth (YoY)Latest quarter vs prior year | -24.2% | +20.7% |
| EPS Growth (YoY)Latest quarter vs prior year | +18.2% | +2.7% |
Valuation Metrics
| Metric | UPLDUpland Software, … | NOWServiceNow, Inc. |
|---|---|---|
| Market CapShares × price | $26M | $113.1B |
| Enterprise ValueMkt cap + debt − cash | $261M | $112.6B |
| Trailing P/EPrice ÷ TTM EPS | -0.21x | 64.68x |
| Forward P/EPrice ÷ next-FY EPS est. | — | 25.81x |
| PEG RatioP/E ÷ EPS growth rate | — | 0.93x |
| EV / EBITDAEnterprise value multiple | — | 43.94x |
| Price / SalesMarket cap ÷ Revenue | 0.09x | 8.52x |
| Price / BookPrice ÷ Book value/share | 0.23x | 8.72x |
| Price / FCFMarket cap ÷ FCF | 1.09x | 24.71x |
Profitability & Efficiency
NOW delivers a 13.5% return on equity — every $100 of shareholder capital generates $13 in annual profit, vs $-65 for UPLD. NOW carries lower financial leverage with a 0.25x debt-to-equity ratio, signaling a more conservative balance sheet compared to UPLD's 2.78x. On the Piotroski fundamental quality scale (0–9), UPLD scores 7/9 vs NOW's 3/9, reflecting strong financial health.
| Metric | UPLDUpland Software, … | NOWServiceNow, Inc. |
|---|---|---|
| ROE (TTM)Return on equity | -64.6% | +13.5% |
| ROA (TTM)Return on assets | -10.6% | +6.7% |
| ROICReturn on invested capital | -18.5% | +12.4% |
| ROCEReturn on capital employed | -17.8% | +13.2% |
| Piotroski ScoreFundamental quality 0–9 | 7 | 3 |
| Debt / EquityFinancial leverage | 2.78x | 0.25x |
| Net DebtTotal debt minus cash | $236M | -$523M |
| Cash & Equiv.Liquid assets | $56M | $3.7B |
| Total DebtShort + long-term debt | $292M | $3.2B |
| Interest CoverageEBIT ÷ Interest expense | -2.94x | 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 $175 for UPLD. Over the past 12 months, UPLD leads with a -72.2% total return vs NOW's -88.4%. The 3-year compound annual growth rate (CAGR) favors NOW at -37.0% vs UPLD's -46.6% — a key indicator of consistent wealth creation.
| Metric | UPLDUpland Software, … | NOWServiceNow, Inc. |
|---|---|---|
| YTD ReturnYear-to-date | -41.1% | -26.7% |
| 1-Year ReturnPast 12 months | -72.2% | -88.4% |
| 3-Year ReturnCumulative with dividends | -84.7% | -75.0% |
| 5-Year ReturnCumulative with dividends | -98.3% | -80.6% |
| 10-Year ReturnCumulative with dividends | -85.8% | +96.4% |
| CAGR (3Y)Annualised 3-year return | -46.6% | -37.0% |
Risk & Volatility
UPLD is the less volatile stock with a 1.43 beta — it tends to amplify market swings less than NOW's 1.52 beta. A beta below 1.0 means the stock typically moves less than the S&P 500. UPLD currently trades 22.6% from its 52-week high vs NOW's 10.2% drawdown — a narrower gap to the peak suggests stronger recent price momentum.
| Metric | UPLDUpland Software, … | NOWServiceNow, Inc. |
|---|---|---|
| Beta (5Y)Sensitivity to S&P 500 | 1.43x | 1.52x |
| 52-Week HighHighest price in past year | $3.91 | $1057.39 |
| 52-Week LowLowest price in past year | $0.88 | $98.00 |
| % of 52W HighCurrent price vs 52-week peak | +22.6% | +10.2% |
| RSI (14)Momentum oscillator 0–100 | 22.6 | 30.9 |
| Avg Volume (50D)Average daily shares traded | 146K | 15.0M |
Analyst Outlook
| Metric | UPLDUpland Software, … | NOWServiceNow, Inc. |
|---|---|---|
| Analyst RatingConsensus buy/hold/sell | — | Buy |
| Price TargetConsensus 12-month target | — | $196.29 |
| # AnalystsCovering analysts | — | 67 |
| Dividend YieldAnnual dividend ÷ price | — | — |
| Dividend StreakConsecutive years of raises | — | — |
| Dividend / ShareAnnual DPS | — | — |
| Buyback YieldShare repurchases ÷ mkt cap | +43.0% | +1.6% |
Historical Charts
Charts are rendered on first load. Hover for details.
Chart 1Total Return — 5 Years (Rebased to 100)
| Stock | Mar 20 | Feb 26 | Change |
|---|---|---|---|
| Upland Software, In… (UPLD) | 100 | 3.38 | -96.6% |
| ServiceNow, Inc. (NOW) | 100 | 34.26 | -65.7% |
ServiceNow, Inc. (NOW) returned -81% over 5 years vs Upland Software, In… (UPLD)'s -98%.
Chart 2Revenue Growth — 10 Years
| Stock | 2016 | 2025 | Change |
|---|---|---|---|
| Upland Software, In… (UPLD) | $75M | $275M | +267.5% |
| 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 |
|---|---|---|---|
| Upland Software, In… (UPLD) | -18.1% | -41.0% | -127.0% |
| 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 |
|---|---|---|---|
| Upland Software, In… (UPLD) | -0.82 | -4.26 | -419.5% |
| 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
Upland Software, Inc. generated $23M FCF in 2024 (-43% vs 2021). ServiceNow, Inc. generated $5B FCF in 2025 (+155% vs 2021).
UPLD vs NOW: Frequently Asked Questions
7 questions · data-driven answers · updated daily
01Is UPLD 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 ServiceNow, Inc. (NOW) a "Buy" — based on 67 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 is the better long-term investment — UPLD or NOW?
Over the past 5 years, ServiceNow, Inc. (NOW) delivered a total return of -80.6%, compared to -98.3% for Upland Software, Inc. (UPLD). 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 UPLD's -85.8%. Past returns do not guarantee future results, and the stock with the higher historical return may already have its best growth priced in.
03Which is safer — UPLD or NOW?
By beta (market sensitivity over 5 years), Upland Software, Inc. (UPLD) is the lower-risk stock at 1.43β versus ServiceNow, Inc.'s 1.52β — meaning NOW is approximately 6% more volatile than UPLD relative to the S&P 500. On balance sheet safety, ServiceNow, Inc. (NOW) carries a lower debt/equity ratio of 25% versus 3% for Upland Software, Inc. — giving it more financial flexibility in a downturn.
04Which has better profit margins — UPLD or NOW?
ServiceNow, Inc. (NOW) is the more profitable company, earning 13.2% net margin versus -41.0% for Upland Software, 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 -37.2% for UPLD. At the gross margin level — before operating expenses — NOW leads at 77.5%, 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.
05Which pays a better dividend — UPLD 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.
06Is UPLD 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. Both have compounded well over 10 years (NOW: +96.4%, UPLD: -85.8%), 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.
07What are the main differences between UPLD 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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