ServiceNow vs Jira Service Mangement: which ITSM tool meets your business needs?
When it comes to service management, two giants dominate the field: ServiceNow and Jira Service Management. Two powerful tools, two different philosophies. The first relies on an ultra-structured, centralised platform, designed for complex businesses. The second, more agile and intuitive, appeals to DevOps teams and PMOs looking for rapid, efficient deployment.
So, between intelligent automation, incident management, low-code application creation and user experience, which really comes out on top?
In this comprehensive comparison, we guide you through the key features, prices, integrations, use cases and interface of each solution. The aim is to help you choose the tool best suited to your level of ITSM maturity, your type of organisation and your operational priorities.
What is ServiceNow?
Overview of ServiceNow
ServiceNow is much more than just an IT ticketing tool. It's a complete cloud-based Service Management platform, designed to centralise, automate and optimise workflows throughout the organisation - IT, HR, finance, legal, facilities... you name it.
Designed primarily for large organisations and complex structures, ServiceNow stands out for its high level of customisation, scalability and advanced integration capabilities. It manages incidents, assets, requests and changes, as well as end-to-end employee experiences.
🎯The product has attracted a large number of customers with a solid base in the healthcare, financial services, manufacturing and public sectors. These include Airbus, Carrefour, Accenture and Thales. And with good reason: ServiceNow makes it possible to build true digital service centres, powered by automation, generative AI and low-code.
Implementation can be cumbersome, but that's the price to pay for a fully customisable solution, capable of adapting to the operational structure of each organisation.
Key features of ServiceNow
If ServiceNow has established itself as a benchmark in management, it's thanks to the richness of its features and the coherence of its ecosystem. Here are the pillars of its strength in IT service management, and far beyond:
- incident, problem and change management: at the heart of the product are robust ITSM modules for tracking, prioritising and automating critical operations;
- Intelligent automation: using Now Assist, ServiceNow integrates generative AI to sort, assign and resolve tickets more quickly;
- the creation of low-code or no-code applications: with App Engine, teams can design business apps without writing a single line of code;
- CMDB (Configuration Management Database): a centralised, customisable repository of assets, essential for total visibility;
- a unified experience in the cloud: all workflows (IT, HR, finance) coexist in a single interface, simplifying collaboration.
- a self-service portal and chatbot to reduce the workload on agents while providing a fluid user experience.
- an IntegrationHub: connect ServiceNow to your business tools (Salesforce, Azure, SAP, etc.) painlessly.
ServiceNow isn't just a tool. It's a tailor-made platform, designed to support large-scale digital transformation.
ServiceNow
Advantages and disadvantages of ServiceNow
ServiceNow ticks a lot of boxes for companies looking for a powerful, customisable ITSM tool. But like any ambitious solution, it comes with its strengths... and limitations.
✅ Let's start with what makes ServiceNow a market benchmark, thanks to these advantages it offers:
- a unified platform with a single cloud environment to manage all business services: IT, HR, legal, facilities, etc ;
- advanced automation, with impressive automation and intelligent workflow capabilities and integrated AI;
- a high degree of customisation by adapting it to your organisation, perfect for complex structures;
- a fluid user experience via modern interfaces, a self-service portal, intelligent notifications... a polished agent and customer experience;
- an extensible ecosystem with thousands of apps and integrations, with an in-house App Store and low-code options.
❌ But be warned, not everything is perfect under the bonnet:
- high cost: ServiceNow is aimed primarily at large businesses. As such, the investment can climb very quickly depending on the level of customisation.
- lengthy implementation. Between configuration, testing and organisational change, implementation can take several months.
- Functional complexity, because such a comprehensive platform requires trained teams and even external assistance for operation.
- a long learning curve, because advanced functionalities (automation, AI, app development) take time to master fully.
What is Jira Service Management?
Overview of Jira Service Management
Jira Service Management, or JSM for short, is Atlassian's agile ITSM solution. Unlike ServiceNow, Jira Service Management is lighter, quicker to deploy and resolutely collaborative. It integrates natively with other Atlassian tools such as Confluence, Bitbucket or Opsgenie, creating a fluid ecosystem for any type of organisation, from tech SMEs to large agile enterprises.
🎯Developed on the basis of Jira Software, it meets the needs of IT, DevOps and product teams who want to efficiently manage requests, incidents, changes... while remaining aligned with the development cycle. Today, over 50,000 customers use JSM, including Lufthansa Systems, Airbnb, Puppet and Square.
Its strengths? An intuitive interface, accessible pricing plans and simplified configuration logic, even without code!
Jira Service Management doesn't try to do everything, but to do it well. It's a tool designed for teams, built to adapt to agile environments, without sacrificing the essential features of a true Service Management tool.
Key features of Jira Service Management
Jira Service Management doesn't rival ServiceNow in terms of depth, but it does shine in terms of simplicity, connectivity and its ability to integrate into the heart of IT operations. Here are the features that make all the difference:
- request and incident management with a ticketing system that is fast, customisable and easy to control from an intuitive interface;
- workflow automation via no-code automation rules, with triggers, conditions and actions to streamline processes;
- a personalised service centre with a self-service portal, a dynamic FAQ with Confluence, and shortcuts to internal apps;
- Change and deployment tracking: IT change management integrated with Git, Bitbucket or Jenkins, ideal for DevOps teams;
- Alerting and Ops management with Opsgenie: to manage major incidents, escalate automatically and reduce resolution time;
- Reports and dashboards: visualise SLAs, backlogs and agent queues, with advanced customisation options;
- Atlassian and marketplace integrations: over 5,000 apps available via the Atlassian Marketplace, from Microsoft Teams to Slack and AWS.
In short, a solid, well thought-out tool for those who want to move fast, without sacrificing operational efficiency.
JIRA Service Management
Advantages and disadvantages of Jira Service Management
Jira Service Management appeals for its pragmatic approach: an efficient tool, quick to implement, and tailored to agile IT teams. But like any solution, it is not without its compromises.
✅ Let's start with its key strengths:
- ultra-fast deployment: where ServiceNow takes months, JSM can be up and running in a matter of days;
- A simple, effective interface: a fluid user experience that is appreciated by agents and end-users alike;
- transparent pricing: affordable and scalable plans, with a free offer for up to 3 agents;
- native Atlassian integration: Jira Software, Bitbucket, Confluence... everything works together right out of the box;
- a rich marketplace: over 5,000 apps and integrations, to adapt JSM to almost any use case;
- an agile by design approach: perfect for DevOps, product or hybrid IT teams.
❌ But some points are worth weighing up:
- limited advanced functionality: some advanced ITSM options (CMDB, fine-grained asset management, AI) require third-party apps ;
- less robust for large structures: in very complex organisations, JSM can quickly show its limitations ;
- less customisation: you can do a lot, but not as much as with a platform like ServiceNow;
- support and SLA depending on the plan: certain critical functions are reserved for Premium or Enterprise plans.
ServiceNow vs Jira Service Management: compare features
When it comes to Service Management, certain features are essential: incident management, automation, app creation, integrations, etc. This table will help you to see clearly what each solution offers as standard and what needs to be added or developed.
| Features | ServiceNow | Jira Service Management |
| Incident management | ✅ Highly advanced, with AI and automation | ✅ Simple and efficient |
| Change management | ✅ Highly configurable according to ITIL | ✅ Integrated with DevOps tools |
| CMDB (asset management) | ✅ Native and powerful | ⚠️ Third-party app required |
| Workflow automation | ✅ AI + low-code + powerful engine | ✅ Integrated no-code rules |
| Self-service portal | ✅ Highly customisable | ✅ Simple, connected to Confluence |
| Reporting / analytics tools | ✅ Advanced and predictive dashboards | ✅ Customisable reports |
| Creation of internal applications | ✅ Yes - App Engine (low-code) | ❌ No - third-party apps required |
| AI and intelligent assistants | ✅ Now Assist integrated | ⚠️ Partial - simple automation |
| Implementation time | ⏳ Long (2 to 6 months) | ⚡ Short (days to weeks) |
| Application Marketplace | ✅ ServiceNow Store | ✅ Atlassian Marketplace (5000+ apps) |
| Native integrations | ✅ Very numerous (Salesforce, SAP...) | ✅ Excellent in the Atlassian ecosystem |
🧠 Verdict:
- ServiceNow is a true Swiss Army Knife of Service Management, designed for large companies with complex needs.
- Jira Service Management, on the other hand, remains an agile, intuitive and cost-effective option for IT teams who want to move fast without sacrificing the essentials.
Focus on ticket management
Ticket management remains the number one point of entry for end-users. What they want from a good system: simplicity, visibility, automation, and of course... reduced processing time. Here's how ServiceNow and Jira Service Management fare on this fundamental point.
👉 ServiceNow offers ultra-complete ticket management, designed to adapt to the most complex environments. It includes :
- a dynamic form, customisable by type of request ;
- automated prioritisation using AI (Now Assist);
- an intelligent assignment engine based on skills or queues;
- conditional approval workflows;
- real-time dashboards for agents, managers and customers.
It's a scalable system, which can be extended to other departments (HR, finance, legal, etc.). But it can also be perceived as cumbersome for structures that don't need as much granularity.
👉 Jira Service Management focuses on fast, intuitive and fluid ticket management. Its interface enables you to :
- create and track tickets in just a few clicks (or via the self-service portal) ;
- drag tickets into queues or sprints;
- use automation rules for assignment, notifications and status changes;
- add comments, attachments and links with Confluence to enrich responses.
You can also connect Jira Service Management to tools like Slack or Microsoft Teams to create tickets from the usual communication channels.
🧠 To sum up:
- ServiceNow is a solution designed for complex service centres, where rigorous processes are key.
- Jira is ideal for IT teams in agile mode, who are looking for speed and collaboration rather than formalism.
Focus on automation and AI
Let's take a look at how ServiceNow and Jira Service Management approach this strategic lever, and what they offer in terms of artificial intelligence.
👉 ServiceNow stands out for the depth and power of its automation engine. Thanks to Flow Designer, teams can create complex workflows without code, while integrating AI modules via Now Assist (ticket summary generation, intelligent classification, automatic suggestions...). In addition, the IntegrationHub makes it easy to connect workflows to other tools (Salesforce, SAP, Slack, etc.), creating an end-to-end automated ecosystem.
👉 Jira Service Management includes a highly accessible no-code automation editor . You can trigger automatic actions (assignments, notifications, status transitions...) based on events or defined rules. It's perfect for agile IT teams who want to automate without getting bogged down. As far as AI is concerned, we're sticking to a more basic logic. No native AI engine for the moment, but integration is possible via third-party apps on the marketplace.
🧠 The conclusion is that :
- ServiceNow is ideal for: large organisations that want to industrialise their processes, with advanced, multi-department automation scenarios.
- Jira Service Management is ideal for: organisations looking for rapid and simple automation, without the need for a heavy infrastructure or an increase in technical skills.
Focus on predictive analysis
Service Management tools are evolving to incorporate advanced analytics and predictive capabilities, to prevent incidents, optimise resources, and support strategic decisions.
👉 ServiceNow is betting big on predictive analysis with its Performance Analytics engine, integrated natively into the platform. It enables you to :
- visualise changes in KPIs over time (MTTR, backlog, SLA, etc.) ;
- detect trends, incident peaks and bottlenecks;
- deploy intelligent alerts and proactive recommendations;
- cross-reference ITSM, CMDB and operations data to model future scenarios.
Added to this, Now Assist's AI continuously refines recommendations by analysing historical data. The result: a strategic view of IT operations, not just a retroactive reading.
👉 Jira Service Management offers powerful, customisable reports via its native dashboards. You can track essential metrics (tickets, SLAs, queues) and build views by team or project.
However, when it comes to prediction, we're stuck with advanced reporting, with no native predictive analysis functionalities. Solutions like Atlassian Analytics (ex-Chartio) can fill the gap, but require an extra layer of configuration.
🧠 The verdict:
- ServiceNow is suited to organisations that want to run their IT like a business, with dynamic dashboards and intelligent alerts.
- Jira Service Management is perfect for teams that need day-to-day operational visibility, without the need for complex strategic foresight.
ServiceNow vs Jira Service Management: compare prices
The cost of an ITSM solution is not limited to the licence: it also reflects the philosophy of the product, its target audience and its level of sophistication. Here's a table comparing the plans available from ServiceNow and Jira Service Management, to help you project your budget.
| Plan | ServiceNow | Jira Service Management (for 100 agents) |
| Free offer | ❌ Not available | ✅ "Free" plan:
|
| Basic plan | On quotation | Standard" plan: €16.43 / agent / month :
|
| Intermediate plan | On quotation | Premium Plan: €41.62 / agent / month :
|
| High-end plan | On quotation | Enterprise Plan: on quotation :
|
ServiceNow vs Jira Service Management: which interface is more intuitive?
Here's a table comparing the key aspects of each solution's interface, with a focus on the agent experience, navigation, customisation and ease of use.
| Aspect of the interface | ServiceNow | Jira Service Management |
| General ergonomics | ⚠️ Dense, highly customisable but complex interface | Uncluttered interface, designed for speed of use |
| Learning curve | ⚠️ Steep - requires training and support | Smooth - quick to learn, even without technical expertise |
| Agent experience | Very comprehensive, but sometimes busy, depending on configuration | Smooth, focused on tickets, queues and SLAs |
| UI customisation | Very advanced (tables, fields, conditional views) | ⚠️ Average - customisation of queues and portals |
| End-user portal | Professional, configurable by department | Simple, intuitive, linked to Confluence |
| Speed and fluidity | ⚠️ Sometimes slower depending on active modules | Very fast, even for large projects |
| Mobile / responsive mode | Yes, but with UX limitations | Yes - responsive and native mobile-friendly |
💡 To remember:
- Jira Service Management takes the cake for simplicity and speed, perfect for agile IT teams who want to get straight to the point.
- ServiceNow, on the other hand, offers an ultra-customisable interface, but at the cost of higher initial complexity.
ServiceNow vs Jira Service Management: compare integrations
In a modern IT ecosystem, a good Service Management tool doesn't operate in a vacuum. The more it can interface with your business tools and technical platforms, the more it becomes a central lever for automation, collaboration and operational performance.
👉 Number of integrations available
- ServiceNow: ⭐⭐⭐⭐⭐
More than 400 native integrations via IntegrationHub and an extensive library in the ServiceNow Store: Microsoft 365, Salesforce, SAP, Slack, Zoom, AWS... Very broad coverage for multi-system enterprise environments. - Jira Service Management: ⭐⭐⭐⭐☆
More than 5,000 applications available on the Atlassian Marketplace. Native connection with the Atlassian ecosystem (Bitbucket, Confluence, Opsgenie), and various third-party integrations (GitHub, Azure, Zoom...). However, some complex integrations require additional apps.
👉 Ease of configuration:
- ServiceNow: ⭐⭐⭐☆☆
Integrations are powerful, but configuration can be technical and even time-consuming. Often, an IT team or service provider is required to set them up correctly, especially on multi-tool workflows. - Jira Service Management : ⭐⭐⭐⭐☆
Most integrations are just a few clicks away via a clear, well thought-out interface. You can link Slack, Microsoft Teams, Confluence or GitHub quickly, with guided configuration. There are very few barriers to adoption.
👉 Customisation and automation:
- ServiceNow: ⭐⭐⭐⭐⭐
Each integration can trigger advanced workflows via Flow Designer. Complex processes can be orchestrated (e.g. HR approval, cross-functional incident handling, synchronisation with an ERP) with conditional logic and automated alerts. - Jira Service Management: ⭐⭐⭐⭐☆
Very high level of automation, directly linked to integrations. Example: a ticket is created from Slack or GitHub, and an assignment rule is automatically applied. Less powerful than ServiceNow, but more than sufficient for agile or DevOps cases.
💡 Conclusion:
If you're looking for a centralised integration platform that's powerful and controllable at enterprise level, ServiceNow is unbeatable.
But if your priority is speed, simplicity and native alignment with your team tools, Jira Service Management offers an excellent compromise, especially in an Atlassian environment.
When to choose ServiceNow or Jira Service Management?
Both solutions are brilliant in their field, but they're clearly not in the same league. Here are some case studies to help you make the right choice for your organisation, your level of ITSM maturity and your operational objectives.
ServiceNow use case
ServiceNow is the right choice if you are a large company or a multi-site group, with cross-functional needs and a strong need for control. For example, ServiceNow will be the best choice if :
- you manage several departments (IT, HR, finance, legal) via a single platform ;
- you need a centralised, up-to-date CMDB linked to your business processes;
- you deploy complex, multi-stage workflows, with approvals, escalations, business rules, etc;
- you want to create in-house applications without depending on the IT department, with low-code/no-code;
- you manage critical SLAs, predictive reporting and ITIL or ISO audits;
- you have a structured IT team with a budget and resources to implement the solution over several months.
👉 ServiceNow shines in structured, regulated and highly industrialised environments.
Jira Service Management use cases
Jira Service Management is perfectly suited to agile IT teams, scale-ups, or SMEs that want to move fast with a simple, effective and well-integrated tool. Jira Service Management is ideal if :
- you are already an Atlassian customer (Jira Software, Confluence, Bitbucket) ;
- you need a lightweight, easy-to-deploy ITSM solution with an intuitive UX;
- your teams work in DevOps, with a need for a direct link between tickets and deployment pipelines;
- you're looking for a simple way to automate the management of incidents, SLAs and recurring requests;
- you have a medium-sized IT team with no resources for a long or complex project;
- you prioritise budget and speed of implementation.
👉 Jira Service Management excels in agile, collaboration-oriented contexts with short cycles.
ServiceNow or Jira Service Management, which is right for you?
You can't just choose the right ITSM tool from a catalogue. It depends on the way you work, the maturity of your organisation, and the level of complexity you need to manage on a day-to-day basis.
👉 Do you need a comprehensive, modular platform that's interconnected with your IS and capable of managing several departments (IT, HR, finance, etc.) with complex workflows and large-scale automation?
ServiceNow is clearly cut out for this. It stands out for its orchestration power, integration capacity and extreme flexibility. Perfect for large enterprises, ESNs, or organisations subject to strong regulatory constraints.
👉 Looking for a tool that's quick to learn, easy to deploy, aligned with DevOps practices, and connected to your Atlassian tools?
Jira Service Management has the edge. Its simplicity, agile logic and excellent value for money make it a real winner. It's ideal for agile IT teams, scale-ups and tech SMEs who want to move forward quickly without overloading the machine.
| Need | Our recommendation |
| Unified, multi-department ITSM platform | ✅ ServiceNow |
| Rapid deployment, without complex training | ✅ Jira Service Management |
| Creation of customised in-house applications | ✅ ServiceNow |
| Native integration with development tools | ✅ Jira Service Management |
| Centralised management with complex automation | ✅ ServiceNow |
| Agile ITSM, simple collaboration, DevOps logic | ✅ Jira Service Management |
☝️ Test both solutions in a pilot environment. A well-targeted POC will quickly show you which one really matches your reality on the ground.
FAQ : ServiceNow vs Jira Service Management
What is the main difference between ServiceNow and Jira Service Management?
ServiceNow is a comprehensive ITSM platform designed for large organisations with complex, multi-departmental needs. Jira Service Management is a lighter, agile solution, ideal for IT, DevOps or product teams looking for a tool that can be deployed quickly.
Is ServiceNow too heavy for an SME?
Yes, in most cases. ServiceNow is powerful, but its cost, learning curve and implementation complexity make it difficult for a typical SME to make a profit. It is better suited to large accounts or organisations undergoing advanced digital transformation.
Is Jira Service Management suitable for ITIL use?
Yes, Jira Service Management covers the main ITIL processes (incident management, problems, changes, SLAs, etc.). It is even PinkVERIFY certified for several practices. It's a credible alternative to ServiceNow for 'agile' ITIL management.
Can custom applications be created with Jira Service Management?
Not natively. Unlike ServiceNow, JSM does not offer an integrated module for creating business applications. You'll have to use Marketplace apps or external API integrations to go beyond customising workflows.
Can I migrate from Jira to ServiceNow (or vice versa)?
Yes, but that's a project in itself. The two tools don't have the same architecture, so migration requires data recovery, a reworking of processes, and often specialist support. Avoid this unless you have a strong strategic reason to do so.
Article translated from French