HUBS vs FRSH vs NOW Stock Comparison

Hubspot, Freshworks and ServiceNow Prices as of Oct 28, 2026 Peers: Industry group
HUBS Hubspot Inc
$248.89 +22.5% 1M -47.0% 1Y
Market cap
$12.03B
P/E
81.9x
Revenue (TTM)
$3.45B
Div. yield
–
CRM and Sales Software Technology
1 win
FRSH Freshworks Inc.
$15.38 +22.7% 1M +36.1% 1Y
Market cap
$4.02B
P/E
21.7x
Revenue (TTM)
$903.87M
Div. yield
–
CRM and Sales Software Technology
5 wins
NOW ServiceNow, Inc.
$149.85 +14.0% 1M -20.1% 1Y
Market cap
$114.28B
P/E
79.1x
Revenue (TTM)
$15.43B
Div. yield
–
Business Process Automation Technology
3 wins

Head to Head

9 decided of 12

Freshworks leads on 5 of the 12 questions below (Freshworks 5, ServiceNow 3, Hubspot 1). Which ones matter depends on what you are buying for; a cheap multiple and slow growth often come together.

QuestionHUBSFRSHNOWLeader
Larger companyMarket capitalisation $12.03B $4.02B $114.28B NOW
Cheaper on earningsLower P/E, profitable companies only 81.9x 21.7x 79.1x FRSH
Cheaper on forward earningsLower price / next fiscal year consensus EPS 19.8x 22.3x 38.9x HUBS
Faster revenue growthRevenue growth, trailing twelve months +21.1% +15.6% +21.8% NOW
More profitableNet margin, trailing twelve months 4.3% 20.5% 9.4% FRSH
Better return on capitalReturn on invested capital — — 5.2% –
Less leveragedLower net debt / EBITDA — — 0.8x –
Higher dividend yieldTrailing dividend yield 0.00% 0.00% 0.00% –
Better 1-year returnPrice return, last 12 months -47.0% +36.1% -20.1% FRSH
Better 5-year returnAnnualised price return, 5 years -21.0%/yr -21.1%/yr +1.4%/yr NOW
Less volatileAnnualised volatility, 1 year 76.0% 50.6% 58.8% FRSH
Higher overall scoreMean of the five percentile scores vs peers 76/100 77/100 51/100 FRSH

Percentile Scorecard

HUBSFRSHNOW

Each axis is the mean percentile of its metrics against the company's industry group. 100 is the best in the group, 50 the middle.

Scores by Axis

AxisHUBSFRSHNOW
Valuation 56 #45 of 101 63 #38 of 101 33 #68 of 101
Growth 95 #6 of 97 93 #8 of 97 50 #49 of 97
Profitability 72 #27 of 94 70 #29 of 94 80 #20 of 94
Financial Health 77 #26 of 108 75 #28 of 108 53 #51 of 108
Shareholder Returns 81 #13 of 64 83 #12 of 64 38 #40 of 64
Overall 76 77 51
  • HUBS ranked among 114 companies in Business Applications
  • FRSH ranked among 114 companies in Business Applications
  • NOW ranked among 114 companies in Business Applications

Price Performance

Price return, split-adjusted, before dividends. Click a name to hide or show it.

Returns

PeriodHUBSFRSHNOWSPY
1 month +22.5%+22.7%+14.0% +0.9%
3 months -0.9%+32.5%+29.4% +5.9%
6 months +9.5%+86.4%+68.6% +8.5%
Year to date -38.0%+25.6%-2.2% +13.3%
1 year -47.0%+36.1%-20.1% +12.4%
3 years -40.2%-13.0%+35.2% +88.1%
3 years, per year -15.8%-4.5%+10.6% +23.5%
5 years -69.3%-69.4%+7.4% +68.2%
5 years, per year -21.0%-21.1%+1.4% +11.0%
10 years +375.4%—+770.2% +263.4%
10 years, per year +16.9%—+24.2% +13.8%

Risk

MeasureHUBSFRSHNOWSPY
Volatility, 1Y 76.0%50.6%58.8% 12.7%
Downside volatility, 1Y 82.6%54.1%61.5% 12.7%
Beta vs S&P 500, 1Y 0.420.590.60 1.00
Return / volatility, 1Y -0.620.71-0.34 0.98
Max drawdown, 5Y -80.0%-86.3%-64.5% -25.4%
From 52-week high -49.7%-0.7%-20.1% -0.9%
52-week high $494.58$15.49$187.58 $779.14
52-week low $170.28$6.88$83.00 $631.97

Valuation History

Weekly multiples on trailing twelve-month fundamentals. Negative or extreme readings (a loss year, a collapsed denominator) are left out so the chart stays readable.

MultipleHUBSFRSHNOW
P/E now vs peer median 85.7xmedian 27.6x 22.6xmedian 27.6x 107.3xmedian 27.6x
P/S now vs peer median 3.6xmedian 2.7x 4.5xmedian 2.7x 10.1xmedian 2.7x
EV/EBITDA now vs peer median 41.9xmedian 17.4x 36.2xmedian 17.4x 46.0xmedian 17.4x
P/FCF now vs peer median 15.5xmedian 15.8x 17.3xmedian 15.8x 32.7xmedian 15.8x
P/B now vs peer median 7.5xmedian 3.2x 4.5xmedian 3.2x 11.9xmedian 3.2x
PEG now vs peer median 2.13median 0.84 0.50median 0.84 -31.41median 0.84

Financial History

Reported figures by fiscal period, placed on the calendar year (or quarter) each period ended in, so companies with different fiscal years line up.

Trailing twelve monthsHUBSFRSHNOW
Revenue $3.45B $903.87M $15.43B
Gross profit $2.87B $767.96M $11.28B
Operating income $130.74M $30.28M $1.49B
Net income $146.85M $185.20M $1.45B
Free cash flow $797.50M $233.75M $4.75B
R&D $908.52M $176.34M $3.47B
EPS (diluted) $2.90 $0.68 $1.39
Cash & equivalents $958.31M $494.67M $2.39B
Total debt – – $7.52B
Shares (diluted) 50.62M 272.99M 1.04B
Enterprise value $5.82B $981.49M $93.54B

All Metrics

58 metrics · best in bold

Bold marks the best reading: the lowest positive value for multiples, leverage and payout, the highest for everything else. The bar under each value is its percentile against that company's own peers. Hover a value for its rank and the peer median.

Valuation

12 metrics
MetricHUBSFRSHNOW
P/E 85.7x 22.6x 107.3x
P/FCF 15.5x 17.3x 32.7x
P/Operating cash flow 14.4x 16.4x 29.2x
P/S 3.6x 4.5x 10.1x
P/B 7.5x 4.5x 11.9x
P/Tangible book 7.6x 5.0x 16.4x
EV/EBITDA 41.9x 36.2x 46.0x
EV/EBIT 84.3x 111.6x 106.1x
EV/Revenue 3.2x 3.7x 10.3x
EV/FCF 13.8x 14.5x 33.4x
EV/Operating cash flow 12.9x 13.7x 29.7x
PEG (3Y EPS CAGR) 2.13 0.50 -31.41

Growth

14 metrics
MetricHUBSFRSHNOW
Revenue growth (1Y) 21.1% 15.6% 21.8%
Revenue CAGR (3Y) 21.1% 18.4% 22.1%
Gross profit growth (1Y) 19.2% 16.0% 14.1%
Gross profit CAGR (3Y) 20.9% 19.9% 19.2%
Operating income growth (1Y) 280.3% 137.0% -14.9%
Operating income CAGR (3Y) 38.5% 28.9% 32.1%
Net income growth (1Y) 1,332% 437.3% -16.5%
Net income CAGR (3Y) 40.5% 43.7% -3.1%
EPS growth (1Y) 1,382% 463.8% -16.2%
EPS CAGR (3Y) 40.2% 44.8% -3.4%
Operating cash flow growth (1Y) 26.0% 23.2% 10.2%
Operating cash flow CAGR (3Y) 40.7% 93.0% 21.8%
Free cash flow growth (1Y) 27.3% 21.5% 20.0%
Free cash flow CAGR (3Y) 42.7% 98.5% 25.9%

Profitability

14 metrics
MetricHUBSFRSHNOW
Gross margin 83.2% 85.0% 73.1%
EBITDA margin 7.6% 10.3% 22.3%
Operating margin 3.8% 3.3% 9.7%
Pretax margin 5.0% 5.6% 13.1%
Net margin 4.3% 20.5% 9.4%
FCF margin 23.1% 25.9% 30.8%
Operating cash flow margin 24.8% 27.3% 34.6%
Return on equity 8.0% 19.3% 11.3%
Return on assets 4.0% 12.0% 4.6%
Return on invested capital – – 5.2%
Return on capital employed 6.2% 3.0% 7.5%
Asset turnover 0.9x 0.6x 0.5x
Cash conversion (OCF / net income) 5.8x 1.3x 3.7x
Stock comp / revenue 14.9% 14.1% 10.4%

Financial Health

11 metrics
MetricHUBSFRSHNOW
Debt / assets – – 23.6%
Debt / equity – – 0.6x
Net debt / EBITDA – – 0.8x
Debt / FCF – – 1.6x
Liabilities / assets 52.7% 39.9% 58.9%
Equity / assets 47.3% 60.1% 41.1%
Interest coverage 203.0x – 14.6x
Current ratio 1.4x 1.7x 0.7x
Quick ratio 1.1x 1.5x 0.6x
Cash ratio 0.9x 1.2x 0.4x
Altman Z-score 5.05 1.71 5.77

Shareholder Returns

7 metrics
MetricHUBSFRSHNOW
Dividend yield – – –
Net buyback yield 8.6% 8.9% 1.7%
Shareholder yield 8.6% 8.9% 1.7%
Payout ratio (earnings) – – –
Payout ratio (FCF) – – –
Dividend growth (1Y) – – –
Dividend CAGR (3Y) – – –

Analyst Estimates

Solid lines are reported fiscal-year results; dashed lines are the consensus for the years ahead. Hover a year for the analysts' high and low, and how each result compared with its estimate.

ConsensusHUBSFRSHNOW
Forward P/E 19.8xFY2026 22.3xFY2026 38.9xFY2026
EPS, next fiscal year $12.58FY2026 $0.69FY2026 $3.85FY2026
EPS growth, next FY +29.7%FY2026 +4.5%FY2026 +9.7%FY2026
EPS growth, the year after +30.9% +23.2% +27.0%
Revenue, next fiscal year $3.46BFY2026 $1.01BFY2026 $15.25BFY2026
Revenue growth, next FY +10.5%FY2026 +20.3%FY2026 +14.8%FY2026
Revenue growth, the year after +26.7% +15.4% +17.7%

Institutional Ownership

13F filings, quarter ended Jun 30, 2026
HoldersHUBSFRSHNOW
Held by institutions 96.4% 87.8% 81.6%
Institutions holding 594 339 2,224
Change in shares held, QoQ -0.6% +0.7% -2.1%
Institutions buying 317 217 1,285
Institutions selling 221 74 779
Buyers to sellers 1.43 2.93 1.65

Return Correlation

Daily returns, last 12 months

1.00 means two stocks move in lockstep, 0 that they move independently. Pairs below about 0.5 diversify each other.

HUBSFRSHNOW
HUBS 1.00 0.72 0.72
FRSH 0.72 1.00 0.73
NOW 0.72 0.73 1.00

Add a Peer

Largest companies in the same industry

Related Comparisons

Frequently Asked Questions

Which is bigger, HUBS, FRSH and NOW?

ServiceNow (NOW) is the largest by market capitalisation: Hubspot (HUBS) $12.03B, Freshworks (FRSH) $4.02B, ServiceNow (NOW) $114.28B.

Which stock is cheaper, HUBS, FRSH and NOW?

Freshworks (FRSH) trades on the lowest price-to-earnings ratio (Hubspot (HUBS) 81.9x, Freshworks (FRSH) 21.7x, ServiceNow (NOW) 79.1x). On next year's consensus earnings, Hubspot (HUBS) is cheapest (Hubspot (HUBS) 19.8x, Freshworks (FRSH) 22.3x, ServiceNow (NOW) 38.9x). A lower multiple can reflect slower expected growth, so read it next to the growth figures.

Which company is growing faster?

ServiceNow (NOW) grew revenue fastest over the trailing twelve months: Hubspot (HUBS) +21.1%, Freshworks (FRSH) +15.6%, ServiceNow (NOW) +21.8%.

Which company is more profitable?

Freshworks (FRSH) has the highest net margin (Hubspot (HUBS) 4.3%, Freshworks (FRSH) 20.5%, ServiceNow (NOW) 9.4%).

Which stock has performed better?

Over the past year Freshworks (FRSH) returned the most: Hubspot (HUBS) -47.0%, Freshworks (FRSH) +36.1%, ServiceNow (NOW) -20.1%. Over five years, ServiceNow (NOW) compounded fastest (Hubspot (HUBS) -21.0%/yr, Freshworks (FRSH) -21.1%/yr, ServiceNow (NOW) +1.4%/yr). Returns are price only, before dividends.

Which stock is riskier?

By one-year price volatility, Freshworks (FRSH) has been the steadiest (Hubspot (HUBS) 76.0%, Freshworks (FRSH) 50.6%, ServiceNow (NOW) 58.8%). Volatility measures how widely the price swings, not the risk of the business.

Which is the better stock, HUBS, FRSH and NOW?

There is no single answer; it depends on what you are buying for. On the 12 head-to-head measures on this page, Freshworks (FRSH) leads on 5. Business Quant does not give investment advice; use the comparison as a starting point for your own research.

Data from SEC filings, exchange prices and consensus estimates, via Business Quant. Percentile scores compare each company with its own peer group, so two companies' scores are each relative to different peers unless you rank against the whole market. Price returns exclude dividends. Nothing on this page is investment advice.