HUBS vs NOW: Correlation
HubSpot, Inc. (HUBS) and ServiceNow (NOW) show a strong relationship: their 3-year correlation of weekly returns is 0.66.
Data as of 2026-08-27 · refreshed every trading day · weekly returns · methodology
How correlated are HUBS and NOW?
Over the past 3 years, HUBS and NOW moved with a correlation of 0.66, which is strong. Little has changed lately, as the 1-year reading of 0.70 lands near the 3-year figure. Over 5 years the correlation is 0.72, and the annualized covariance of weekly returns is 1439.5 %².
In HUBS's tracked universe of 30 assets, NOW sits right near the top at #2. Their recent paths diverged sharply: over the last 12 months NOW outperformed by 23.4 percentage points (-45.5% for HUBS against -22.1% for NOW).
How is this computed?
Pearson correlation on weekly returns: ρ(A,B) = cov(rA, rB) / (σA · σB), over windows of 52, 156 and 260 weeks. Covariance is annualized (×52) and expressed in %². Full definitions on the methodology page.
HUBS vs NOW: side by side
| HUBS (HubSpot, Inc.) | NOW (ServiceNow) | |
|---|---|---|
| 1-year return | -45.5% | -22.1% |
| 5-year return | -63.5% | +7.9% |
| Volatility (ann.) | 50.4% | 43.2% |
| Beta vs S&P 500 | 1.18 | 1.38 |
| Max drawdown (3Y) | -79.2% | -64.5% |
| Market cap | $13.1B | $143.1B |
| P/E (trailing) | 90.7 | 78.7 |
| Dividend yield | 0.00% | 0.00% |
| Sector / category | US Listed | Information Technology |
Year-by-year returns
| Year | HUBS | NOW |
|---|---|---|
| 2022 | -56.1% | -40.2% |
| 2023 | +100.8% | +82.0% |
| 2024 | +20.0% | +50.1% |
| 2025 | -42.4% | -27.7% |
| 2026 | -36.2% | -9.6% |
Calendar-year price returns; the current year is year-to-date as of the data date above.
Are HUBS and NOW good diversifiers for each other?
Only partially. A correlation of 0.66 means HUBS and NOW share most of their swings. Pairing them dampens volatility somewhat, but it will not protect against a common drawdown.
FAQ
What is the correlation between HUBS and NOW?
As of 2026-08-27, the correlation of weekly returns between HUBS and NOW is 0.66 over 3 years, 0.70 over 1 year and 0.72 over 5 years.
Is NOW a good diversifier for HUBS?
Only partially. A correlation of 0.66 means HUBS and NOW share most of their swings. Pairing them dampens volatility somewhat, but it will not protect against a common drawdown.
What does a correlation of 0.66 mean?
A reading of 0.66 sits on a scale from −1 (opposite moves) through 0 (unrelated) to +1 (identical moves). Correlation captures direction, not magnitude or performance.
Use this data
$ curl https://www.pairbook.io/api/v1/pairs/hubs-vs-now.json
Drop this badge in a README or notebook; it updates with the data:
[](https://www.pairbook.io/pair/hubs-vs-now/)
No key needed, free to use. Full endpoint list in the API documentation.
Related comparisons
Hubs: HUBS correlations · NOW correlations
