Serve First

Serve First, an AI-powered customer experience and performance management platform founded in 2023, has secured a £5 million follow-on investment. The round was backed by Pembroke VCT and the Midlands Engine Investment Fund (managed by Mercia Ventures).

Summary of transaction details:

• Value: £5 million
• Sector: AI / Customer Experience SaaS
• Advisor: Not disclosed
• Key Entities: Target: Serve First; Investors: Pembroke VCT, Midlands Engine Investment Fund (Mercia Ventures); Key Founder: Erol Ayvaz
• Location: UK

Note: Serve First is scaling at breakneck speed, having already surpassed £2 million in Annual Recurring Revenue (ARR) since its launch. The platform aggregates and analyzes fragmented customer data—ranging from in-store surveys and online reviews to mystery shopping—transforming it into actionable performance insights. Boasting an impressive enterprise client roster that includes The Body Shop, Brentford Football Club, and The Sushi Co., this capital will fuel the company's European rollout and further its integration of agentic AI.