Upbound vs ServiceNow
Side-by-side comparison of AI visibility scores, market position, and capabilities
Upbound is the creator and primary maintainer of Crossplane, the CNCF-graduated open-source universal control plane for cloud-native infrastructure; raised $69M total including a $60M Series B; backed by GV (Google Ventures), Altimeter Capital, and
About
Upbound is a cloud infrastructure company founded in 2017 by Bassam Tabbara and headquartered in Seattle, Washington. The company created and is the primary steward of Crossplane — an open-source project that extends Kubernetes to become a universal control plane for managing cloud infrastructure, services, and custom APIs across any cloud provider. Crossplane enables platform engineering teams to define, provision, and manage cloud resources (databases, object storage, virtual networks, AI services) using Kubernetes-native APIs and GitOps workflows, regardless of whether the underlying infrastructure is on AWS, Azure, GCP, or private cloud. In November 2025, the Cloud Native Computing Foundation (CNCF) announced that Crossplane had officially graduated — achieving the foundation''s highest project maturity level alongside projects like Kubernetes, Prometheus, and Envoy.
NYSE-listed (NOW) enterprise workflow platform at $10.98B revenue serving 85% of Fortune 500; ITSM and AI automation competing with Atlassian and Microsoft for enterprise service management consolidation.
About
ServiceNow is a Santa Clara, California-based enterprise cloud platform — listed on NYSE (NYSE: NOW) — providing IT service management (ITSM), IT operations management (ITOM), customer service management, HR service delivery, security operations, and business process automation across enterprise departments through a unified platform that enables organizations to digitalize and automate workflows at scale. Founded in 2004 by Fred Luddy and generating $10.98 billion in subscription revenue in fiscal year 2024 with 8,100+ enterprise customers including 85% of the Fortune 500 (Apple, Amazon, Nike, Goldman Sachs), ServiceNow is the fastest enterprise software company to reach $10 billion in revenue.
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