What the executives and directors of ServiceNow actually did with their own shares, decoded from three years of SEC Form 4 filings.
The tape: three years of insider trades
Every marker sits at the exact price reported on the Form 4. The line is the monthly median of all prices insiders reported, so the chart needs no market feed; the gray strip is routine flow (vestings, tax withholding, gifts) that headlines love to miscount as selling.
Where the shares went, last 12 months
Every Form 4 movement decomposed: what flowed in (grants, vested equity, purchases) and what flowed out (tax withholding, plan sales, discretionary sales, gifts). Counted in shares, because grants carry no price.
Skin in the game
Directly held shares as reported after each trade, indexed to 100 five years back. Direct holdings only: trust and family-entity positions are per-entity in the filings and do not sum honestly, so this chart refuses to guess. The steps are the trades.
Who holds what
| Insider | Role | Shares held | Buys 12 m | Sales 12 m |
|---|---|---|---|---|
| McDermott William R Chairman & CEO | CEO | 171.3K | $3M | $6.8M |
| LUDDY FREDERIC B | Director | 128K | — | — |
| Mastantuono Gina President and CFO | CFO | 100.1K | — | $2.5M |
| Zavery Amit President, CPO and COO | COO | 75.1K | — | — |
| Chamberlain Paul Edward | Director | 48.2K | — | $783K |
| Desai Chirantan Jitendra President & COO | COO | 47.4K | — | — |
| MILLER JEFFREY A | Director | 44.4K | — | — |
| Sands Anita M | Director | 33.4K | — | $2.5M |
| Canney Jacqueline P Chief People & AI Enblmt. Off. | Officer | 31.7K | — | $2.9M |
| ELMER RUSSELL S | Other | 31.1K | — | $1.9M |
| McBride Kevin Thomas Former Principal Acctg Officer | Officer | 28.2K | — | $622K |
| Tzitzon Nicholas Vice Chairman | Officer | 25K | — | $1.9M |
| BOSTROM SUSAN L | Director | 21.7K | — | — |
| Bedi Christopher Chief Digital Information Ofc | Officer | 15.9K | — | — |
Open-market trade log
| Date | Insider | Type | Shares | Price | Value |
|---|---|---|---|---|---|
| 2026-05-28 | Briggs Teresa (Director) | Discretionary sale | 1,595 | $108.70 | $173K |
| 2026-05-18 | Fipps Paul (Officer) | Planned sale (10b5-1) | 1,048 | $98.51 | $103K |
| 2026-05-14 | Sands Anita M (Director) | Discretionary sale | 16.4K | $90.14 | $1.5M |
| 2026-05-14 | Chamberlain Paul Edward (Director) | Planned sale (10b5-1) | 1,500 | $87.23 | $131K |
| 2026-05-08 | Fipps Paul (Officer) | Planned sale (10b5-1) | 151 | $90.47 | $14K |
| 2026-04-24 | Canney Jacqueline P (Officer) | Discretionary sale | 8,927 | $89.60 | $800K |
| 2026-02-27 | McDermott William R (CEO) | Open-market buy | 5 | $105.96 | $530 |
| 2026-02-27 | McDermott William R (CEO) | Open-market buy | 28.7K | $104.60 | $3M |
| 2026-02-23 | Fipps Paul (Officer) | Planned sale (10b5-1) | 3,696 | $101.77 | $376K |
| 2026-02-18 | Fipps Paul (Officer) | Planned sale (10b5-1) | 9,641 | $105.93 | $1M |
| 2026-02-13 | McBride Kevin Thomas (Officer) | Planned sale (10b5-1) | 1,400 | $105.71 | $148K |
| 2026-02-12 | Chamberlain Paul Edward (Director) | Planned sale (10b5-1) | 1,500 | $101.17 | $152K |
| 2025-12-05 | Mastantuono Gina (CFO) | Planned sale (10b5-1) | 415 | $850.00 | $353K |
| 2025-11-28 | Mastantuono Gina (CFO) | Planned sale (10b5-1) | 417 | $808.00 | $337K |
| 2025-11-28 | Chamberlain Paul Edward (Director) | Planned sale (10b5-1) | 300 | $808.00 | $242K |
| 2025-11-28 | Jackson Lawrence (Director) | Discretionary sale | 265 | $810.22 | $215K |
| 2025-11-18 | ELMER RUSSELL S (Officer) | Planned sale (10b5-1) | 81 | $827.08 | $67K |
| 2025-11-18 | Canney Jacqueline P (Officer) | Planned sale (10b5-1) | 94 | $827.08 | $78K |
| 2025-11-18 | Fipps Paul (Officer) | Discretionary sale | 305 | $817.55 | $249K |
| 2025-11-18 | Tzitzon Nicholas (Officer) | Planned sale (10b5-1) | 522 | $827.08 | $432K |
| 2025-11-17 | ELMER RUSSELL S (Officer) | Planned sale (10b5-1) | 110 | $846.92 | $93K |
| 2025-11-17 | Canney Jacqueline P (Officer) | Planned sale (10b5-1) | 145 | $846.92 | $123K |
| 2025-11-14 | McBride Kevin Thomas (Officer) | Planned sale (10b5-1) | 280 | $842.48 | $236K |
| 2025-11-13 | ELMER RUSSELL S (Officer) | Planned sale (10b5-1) | 62 | $852.38 | $53K |
| 2025-11-13 | Canney Jacqueline P (Officer) | Planned sale (10b5-1) | 66 | $852.38 | $56K |
| 2025-11-10 | ELMER RUSSELL S (Officer) | Planned sale (10b5-1) | 191 | $863.86 | $165K |
| 2025-11-10 | Canney Jacqueline P (Officer) | Planned sale (10b5-1) | 257 | $863.86 | $222K |
| 2025-08-29 | Sands Anita M (Director) | Discretionary sale | 85 | $912.24 | $78K |
| 2025-08-29 | Sands Anita M (Director) | Discretionary sale | 124 | $918.82 | $114K |
| 2025-08-29 | Sands Anita M (Director) | Discretionary sale | 147 | $917.58 | $135K |
| 2025-08-29 | Sands Anita M (Director) | Discretionary sale | 212 | $914.16 | $194K |
| 2025-08-29 | Sands Anita M (Director) | Discretionary sale | 215 | $913.14 | $196K |
| 2025-08-29 | Sands Anita M (Director) | Discretionary sale | 314 | $915.25 | $287K |
| 2025-08-28 | McDermott William R (CEO) | Planned sale (10b5-1) | 10 | $924.93 | $9K |
| 2025-08-28 | McDermott William R (CEO) | Planned sale (10b5-1) | 100 | $913.96 | $91K |
| 2025-08-28 | McDermott William R (CEO) | Planned sale (10b5-1) | 129 | $932.14 | $120K |
| 2025-08-28 | McDermott William R (CEO) | Planned sale (10b5-1) | 134 | $912.86 | $122K |
| 2025-08-28 | McDermott William R (CEO) | Planned sale (10b5-1) | 138 | $931.19 | $129K |
| 2025-08-28 | McDermott William R (CEO) | Planned sale (10b5-1) | 190 | $922.82 | $175K |
| 2025-08-28 | McDermott William R (CEO) | Planned sale (10b5-1) | 200 | $903.34 | $181K |
| 2025-08-28 | McDermott William R (CEO) | Planned sale (10b5-1) | 200 | $920.27 | $184K |
| 2025-08-28 | McDermott William R (CEO) | Planned sale (10b5-1) | 221 | $910.46 | $201K |
| 2025-08-28 | McDermott William R (CEO) | Planned sale (10b5-1) | 265 | $906.76 | $240K |
| 2025-08-28 | McDermott William R (CEO) | Planned sale (10b5-1) | 273 | $918.20 | $251K |
| 2025-08-28 | McDermott William R (CEO) | Planned sale (10b5-1) | 287 | $908.05 | $261K |
| 2025-08-28 | McDermott William R (CEO) | Planned sale (10b5-1) | 300 | $905.22 | $272K |
| 2025-08-28 | McDermott William R (CEO) | Planned sale (10b5-1) | 300 | $909.26 | $273K |
| 2025-08-28 | McDermott William R (CEO) | Planned sale (10b5-1) | 355 | $900.00 | $320K |
| 2025-08-28 | McDermott William R (CEO) | Planned sale (10b5-1) | 400 | $902.29 | $361K |
| 2025-08-28 | McDermott William R (CEO) | Planned sale (10b5-1) | 489 | $933.35 | $456K |
| 2025-08-28 | McDermott William R (CEO) | Planned sale (10b5-1) | 595 | $929.71 | $553K |
| 2025-08-28 | McDermott William R (CEO) | Planned sale (10b5-1) | 616 | $912.17 | $562K |
| 2025-08-28 | McDermott William R (CEO) | Planned sale (10b5-1) | 623 | $928.69 | $579K |
| 2025-08-20 | ELMER RUSSELL S (Officer) | Planned sale (10b5-1) | 1,698 | $884.26 | $1.5M |
| 2025-08-20 | Fipps Paul (Officer) | Discretionary sale | 1,452 | $895.06 | $1.3M |
| 2025-08-19 | McDermott William R (CEO) | Planned sale (10b5-1) | 1,585 | $900.00 | $1.4M |
| 2025-08-18 | Mastantuono Gina (CFO) | Planned sale (10b5-1) | 1,762 | $866.45 | $1.5M |
| 2025-08-18 | Canney Jacqueline P (Officer) | Planned sale (10b5-1) | 1,562 | $866.45 | $1.4M |
| 2025-08-18 | Tzitzon Nicholas (Officer) | Planned sale (10b5-1) | 1,719 | $866.45 | $1.5M |
| 2025-08-15 | McBride Kevin Thomas (Officer) | Planned sale (10b5-1) | 280 | $851.77 | $238K |
“Since trade” compares with the latest insider-implied price, not a market quote; this site carries no market data by design.
Filing hygiene
How to read this
A Form 4 transaction code decides everything. P is an open-market purchase and S an open-market sale; those two are the only codes where an insider chose to trade. A is a grant, M an option exercise or vesting, F shares withheld to cover tax, G a gift. Most “insiders dumped billions” headlines are code F and M mechanics.
Sales flagged 10b5-1 run on a plan the insider adopted in advance; since 2023 every Form 4 carries that flag. Buys have historically predicted returns, sales mostly have not, and this page states filings, not advice.