ServiceNow acquired Sweep, an Israeli startup that builds AI agents for the systems sales and marketing teams run on, Calcalist's English-language site CTech reported on September 3, 2026. ServiceNow confirmed the deal in a written statement to CTech, but neither company issued a formal announcement.
Terms were not disclosed. CTech estimated the price at hundreds of millions of dollars, and ServiceNow declined to confirm a figure when asked by the trade site Salesforce Ben, which reported that the acquisition had been completed on September 1.
ServiceNow said Sweep's technology would feed into its AI development tools and its push to deploy agents inside customer relationship management (CRM) systems. The companies did not say what will happen to Sweep's team, its brand or its existing product.
What Sweep built
Sweep was founded in 2021 by Ido Gaver and Eran Kirshenboim. It describes its product as an "agentic workspace" for go-to-market operations, the teams that configure and maintain the software behind sales, marketing and customer success.
The software connects to enterprise platforms including Salesforce, HubSpot and ServiceNow itself. It reads the metadata that describes how those systems are set up, spots conflicts and bottlenecks, writes documentation and answers users' questions in context. According to CTech, Sweep had more recently been building an "agentic layer" that can suggest changes to a system's configuration, or make them, rather than only report problems.
The wider goal, as CTech described it, is to make the systems that go-to-market teams depend on more adaptive, with AI acting on information inside enterprise software rather than only analysing it.
Sweep's customers have included Brex, LG Electronics, Mass General Brigham, NBC Sports, Exiger and Wix, according to CTech and NowBen.
“Sweep’s technology and expertise strengthen our AI-native development capabilities and advance agentic deployment for CRM. The impact for customers is direct: faster time-to-value as they scale agentic systems.”
Why ServiceNow is buying
ServiceNow, best known for IT service management software, has been moving into CRM, where Salesforce is the largest vendor. In April 2025 it bought Logik.AI, which makes AI-based configure-price-quote software, and Salesforce Ben noted that Salesforce has in turn moved into IT service management, so the two companies now compete on several fronts.
Sweep's tools already work inside Salesforce and HubSpot as well as ServiceNow, which gives the buyer a way to reach customers whose CRM data sits on rival platforms. In its statement, ServiceNow said the deal would shorten the time it takes customers to get value from agent-based systems as they scale them.
Salesforce Ben placed the deal against the two companies' AI revenue race: ServiceNow reported $1 billion in annual contract value from AI products in its second-quarter 2026 results, while Salesforce's Agentforce passed $1 billion in revenue about two months earlier.
The founders and the funding
Gaver and Kirshenboim had sold a company before. Their earlier startup, Flok, was acquired by Wix, which later appeared on Sweep's customer list.
Sweep raised $46 million in disclosed funding. Its largest round was a $22.5 million Series B announced in May 2025, led by Insight Partners with participation from Bessemer Venture Partners. CTech described the estimated deal value as notable against that funding total. The companies did not say how many people Sweep employs.
ServiceNow's Israeli buying spree
Sweep is the latest in a run of ServiceNow purchases in Israel. In July 2026 it bought ai.work, a startup founded by former WalkMe executives Maor Ezer and Nir Nahum that builds agents for internal processes in IT, legal, HR, procurement and finance, for tens of millions of dollars, according to CTech.
Its largest deal was the $7.75 billion purchase of cybersecurity company Armis, completed earlier in 2026. ServiceNow has also bought Pyramid Analytics for several hundred million dollars and the AI observability startup Traceloop for an estimated $60 million to $80 million. CTech counted at least seven ServiceNow acquisitions involving Israeli companies or companies with Israeli roots, with a combined value of more than $8 billion.
Because neither side made a formal announcement, the price and the closing date have so far come only from press reports and from ServiceNow's short statements to journalists.
