ServiceNow has reportedly reached an agreement to acquire Sweep, an Israeli startup focused on autonomous go-to-market operations, in a transaction estimated to be worth hundreds of millions of dollars. Neither ServiceNow nor Sweep has publicly confirmed the acquisition or disclosed its financial terms. The move is the latest in a series of large investments aimed at expanding ServiceNow’s artificial intelligence and autonomous work capabilities.
A Closer Look at Sweep
Sweep was founded in 2021 by Ido Gaver and Eran Kirshenboim and has raised roughly $46 million in disclosed funding. Its $22.5 million Series B round, announced in May 2025, was led by Insight Partners with participation from Bessemer Venture Partners. The company develops an agentic workspace for go-to-market operations that monitors metadata across major enterprise platforms, including ServiceNow, Salesforce and HubSpot.
What Sweep's Platform Does
Sweep’s technology is designed to identify misalignments and bottlenecks, generate documentation and provide contextual assistance to users across enterprise systems. The company has also been building an agentic layer intended to recommend or implement changes, moving beyond simple alerts and analysis. Its stated goal is to make go-to-market systems more adaptive by enabling artificial intelligence to act on information inside enterprise software rather than merely analyze it.
Customer Base and Founder Experience
Sweep’s customer base includes Brex, LG Electronics, Mass General Brigham, NBC Sports, Exiger and Wix. The company’s founders previously launched Flok, which was later acquired by Wix, adding relevant experience in scaling technology products. This track record may have strengthened Sweep’s position as an acquisition target in the enterprise software market.
A Fast-Moving Israeli Acquisition Strategy
The Sweep transaction comes less than two months after ServiceNow acquired Israeli AI startup ai.work for tens of millions of dollars. The ai.work company was founded by former WalkMe executives Maor Ezer and Nir Nahum and developed AI agents for internal processes across IT, operations, legal, human resources, procurement, travel and finance. This rapid pace highlights ServiceNow’s focus on Israeli technology talent and autonomous enterprise tools.
Billions Invested in Israeli Technology
ServiceNow’s largest Israeli deal was the 7.75 billion dollar acquisition of cybersecurity company Armis, completed earlier this year. The company also acquired analytics firm Pyramid Analytics for several hundred million dollars and AI observability startup Traceloop for an estimated 60 million to 80 million dollars. Including earlier transactions, ServiceNow has completed at least seven acquisitions involving Israeli companies or companies with Israeli roots, with a total deal value above eight billion dollars.
Building an AI Agent Roadmap
ServiceNow’s recent purchases target different layers of the technology stack, from cybersecurity and analytics to observability and AI agents. Sweep adds a go-to-market automation layer that could help customers reduce manual work and improve operational alignment across sales, marketing and customer success. This approach positions ServiceNow to offer a more complete autonomous enterprise platform as the company integrates these capabilities.
Strategic Implications for Enterprise AI
Sweep’s focus on go-to-market operations complements ai.work’s internal process automation, giving ServiceNow broader coverage across customer-facing and back-office workflows. The acquisition also reflects a wider industry shift toward AI agents that can act across enterprise platforms instead of only providing insights. As ServiceNow integrates these technologies, competitors may face increased pressure to deliver autonomous capabilities within their own product suites.
If completed at the reported valuation, the Sweep acquisition would mark another significant step in ServiceNow’s AI-first transformation. The company’s rapid and sizable investments underscore how central autonomous enterprise technology has become to its strategy. ServiceNow’s expanding portfolio of Israeli startups signals a long-term commitment to building adaptive, AI-powered business software.
Source: GeekTime