UK-based Serve First has secured €5.7 million (£5 million) in new funding to accelerate growth and further develop its AI-driven platform.
The investment comes from Pembroke VCT and the Midlands Engine Investment Fund II, managed by Mercia Ventures. Both investors previously backed the company in 2025 as part of a €5.1 million (£4.5 million) round.
Expanding Sales And AI Capabilities
The fresh capital will be used to strengthen Serve First’s commercial operations, including the hiring of a Chief Revenue Officer, while also supporting ongoing product development—particularly in advancing its AI capabilities.
Turning Customer Feedback Into Action
Founded in 2023 by Erol Ayvaz, Serve First provides an AI-powered platform designed for multi-site organisations.
The system brings together customer feedback, mystery shopping insights, operational audits, and real-time action tracking into a single platform. This enables frontline teams to translate insights into measurable improvements across locations.
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Growing Adoption Across Industries
Serve First operates across sectors such as retail, hospitality, health and wellness, franchising, and facilities management. Its client base includes companies like Alphega Pharmacy, Aramark, and Elior Group.
Since its previous funding round, the company has nearly doubled its annual recurring revenue to over €2.2 million (£2 million). It has also added new customers including Brentford FC, The Sushi Co, Topps Tiles, The Body Shop, and Spud Bros.
Expanding Across Europe
Serve First has also begun expanding internationally, recently securing a contract with a pharmacy network operating more than 2,500 locations across seven European countries.
Positioned For The Rise Of Agentic AI
Founder and CEO Erol Ayvaz highlighted that growing demand for improved customer experience is being driven by advancements in AI—particularly agentic systems that make customer interactions more critical to overall business performance.
About Serve First
Serve First is an AI-powered customer experience and performance management platform designed for multi-site organisations. By combining data insights with real-time execution tools, the platform helps businesses improve operations, enhance customer satisfaction, and drive measurable performance outcomes.
