Serve First, an AI-driven customer experience and performance management platform based in Milton Keynes, has obtained £5 million in new funding to bolster sales and marketing operations, which includes the hiring of a Chief Revenue Officer. Additionally, the investment will be directed towards product development and further work on AI capabilities.
The funding was provided by Pembroke VCT and the Midlands Engine Investment Fund II, via fund manager Mercia Ventures. Both firms previously invested in June 2025 as part of a £4.5 million funding round.
Erol Ayvaz, Founder and CEO of Serve First, commented: “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.”
This funding occurs during a period of increased investment into European AI firms focused on customer service. In Germany, Berlin-based Parloa raised £92 million and Cologne-based octonomy secured £16.2 million. In France, Paris-based GetVocal raised £19.3 million, while Stockholm-based Agaton in Sweden secured £7.4 million. Denmark’s deepdots, based in Copenhagen, raised £4.8 million. Within the UK, London-based PolyAI secured £64 million and Gradient Labs raised over £9.6 million. These collective rounds exceed £213 million total.
Established in 2023 by Erol Ayvaz, Serve First provides a platform for multi-site organisations that combines customer feedback, mystery shopping, and operational audits. The software translates insights into actions for frontline staff. The firm operates in sectors such as retail, hospitality, and healthcare, with a client list including Alphega Pharmacy, Aramark and Elior Group.
Howard Mitchell, Investment Director at Mercia Ventures, said: “The Serve First team have built a great product that is loved by their expanding list of customers. With market demand strengthening, this is an opportune time for them to accelerate growth. We are excited to support them on their journey.”
Since the initial investment, Serve First has increased its annual recurring revenue to over £2,000,000. New clients include Brentford FC, The Sushi Co, Topps Tiles, The Body Shop and Spud Bros. The company has also entered the European market by securing a contract with a pharmacy chain operating over 2,500 sites across seven countries.
Image source: LinkedIn
