Serve First, an AI-driven customer experience and performance management platform, has raised £5 million in new funding from Pembroke VCT and the Midlands Engine Investment Fund II via Mercia Ventures.
Since their initial £4.5 million funding round in June 2025, Serve First has nearly doubled its annual recurring revenue to over £2 million and gained notable clients such as Brentford FC, The Body Shop, and Topps Tiles.
The company has expanded into Europe, securing a contract with a pharmacy chain operating over 2,500 locations across seven countries.
Serve First’s platform uses AI to gather and analyze customer feedback from various sources, translating insights into actionable steps for frontline teams to enhance service and customer loyalty.
The business serves multiple sectors including retail, hospitality, health and wellness, franchises, and facilities management, and recently launched a product to help UK venues comply with new ‘Martyn’s Law’ legislation.
The new funding will be allocated to bolstering sales and marketing efforts, including hiring a Chief Revenue Officer, and advancing product development with a focus on AI capabilities.
Erol Ayvaz, Founder and CEO of Serve First, said:
“The company’s growth over the last year is a clear indication of the market appetite for Serve First’s offering, and this latest funding injection speaks to both the future potential of the business and the strong delivery over the last year by our exceptional team. It’s an exciting time to be operating in this space, and there remains considerable untapped potential for Serve First’s offering. We expect market demand to accelerate rapidly with the rise of agentic AI, which is making customer experience far more critical to business performance than ever before.”
Founded in 2023 by Erol Ayvaz, who has over 20 years of experience in technology and customer experience, Serve First is based in Milton Keynes in the UK and employs 25 staff members.