UK Startup Serve First Raises €5.7M To Grow CX Platform And Product Development

The investment will be used to strengthen its sales and marketing functions, including hiring a Chief Revenue Officer, and to continue product development with a focus on advancing its AI capabilities.

The funding comes from Pembroke VCT and the Midlands Engine Investment Fund II managed by Mercia Ventures. Both investors had previously backed the company in 2025 as part of a €5.1 million (£4.5 million) round.

Launched in 2023 by Erol Ayvaz, Serve First is an AI-driven customer experience and performance intelligence platform designed for multi-site organisations.

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It combines customer feedback, mystery shopping, operational audits, and real-time action management into a single system, helping frontline teams turn insights into measurable actions.

The company serves sectors such as retail, hospitality, health and wellness, franchise, and facilities management, with clients including Alphega Pharmacy, Aramark, and Elior Group.

Since its initial investment, Serve First reports that it has nearly doubled its annual recurring revenue (ARR) to over €2.2 million (£2 million). The company has also added new customers including Brentford FC, The Sushi Co, Topps Tiles, The Body Shop, and Spud Bros.

In addition, Serve First has expanded into Europe, securing a contract with a pharmacy chain operating more than 2,500 locations across seven countries.

Erol Ayvaz, Founder and CEO of Serve First, says: “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.”