Milton Keynes-based Serve First has secured £5 million (€5.7 million) in follow-on funding to accelerate the growth of its AI-driven customer experience platform, less than a year after closing its initial £4.5 million round in June 2025.
The round was led by existing backers Pembroke VCT and the Midlands Engine Investment Fund II, managed by Mercia Ventures. Both investors first wrote cheques in June 2025, and have now doubled down following a period of rapid commercial traction. Annual recurring revenue at the company has nearly doubled since that initial raise, surpassing £2 million.
Founded in 2023 by Erol Ayvaz, a former Asana and Market Force Information executive, Serve First helps multi-site operators measure and improve the experience their customers receive on the ground. Its platform ingests feedback from in-store surveys, online reviews and mystery shopping programmes, then applies machine learning to surface the operational issues that matter most — the broken journeys, the under-performing locations, the frontline teams that need support.
For organisations running hundreds or thousands of venues, that analysis is notoriously hard to do manually. Serve First’s pitch is that AI can finally close the gap between what customers are telling brands and what head-office teams actually act on.
Rapid growth across retail, hospitality and facilities management
The company’s customer list reads like a map of the UK consumer economy. Brentford FC, Topps Tiles, The Body Shop, The Sushi Co and Spud Bros all sit alongside a European pharmacy group operating more than 2,500 locations across seven countries. Aramark, Elior and Alphega Pharmacy are also on the roster.
That breadth reflects a deliberate strategy. Rather than narrowing to a single vertical, Serve First has positioned its platform as a horizontal customer experience layer for any business that runs physical sites at scale. Retail, hospitality, health and wellness, franchise networks, facilities management and venue operators are the core markets, and the company is leaning into new compliance demands — notably Martyn’s Law, the UK legislation requiring public venues to improve safety and crowd management — as an additional wedge.
The team has grown to 25 employees, still lean by scale-up standards but a meaningful jump from the handful of people in place a year ago.
Where the money is going
Serve First will use the fresh capital in two areas. The first is commercial expansion: the company intends to recruit a Chief Revenue Officer and materially increase the size of its sales and marketing function. With ARR already past £2 million and a pipeline that spans multi-site enterprises in the UK and Europe, the leadership team clearly sees room to convert category interest into revenue faster.
The second priority is product development, and specifically AI. Customer experience software is in the middle of a generational shift as large language models make it possible to extract structured insight from unstructured feedback at a cost that would have been unthinkable two years ago. Serve First plans to push further into that territory — automating root-cause analysis, surfacing site-level recommendations and giving operators a more predictive view of where problems are about to surface.
A vote of confidence from existing backers
Follow-on rounds from the same investor syndicate are often read as the strongest signal in venture capital. Pembroke VCT, a London-based tax-advantaged venture fund with a portfolio spanning consumer, SaaS and healthcare, and the Midlands Engine Investment Fund II, the British Business Bank–backed regional fund managed by Mercia Ventures, clearly see enough progress to justify putting more capital to work roughly ten months after their initial commitment.
For the Midlands tech ecosystem, Serve First is a useful case study. Milton Keynes is not typically in the same conversation as London or Manchester when founders map where to build a SaaS company, but the combination of regional capital, proximity to corporate HQs in the home counties and a workforce willing to move there is producing a steady trickle of later-stage software businesses.
The bigger picture for European CX software
Serve First’s round arrives at an interesting moment for the customer experience software market. The incumbents — Qualtrics, Medallia, InMoment — built their businesses on survey infrastructure and dashboards. The next wave of challengers argues that the real value now lies in operational action, not measurement. Whoever can translate customer signal into frontline behaviour change, at scale, owns the category.
European founders have a credible shot at that prize. The regulatory environment around consumer data is tighter, multi-site operators are more fragmented, and local-language feedback is harder for US-built tools to handle well. Serve First is one of several UK and European players now trying to turn those structural advantages into durable businesses.
With £9.5 million raised in total and a growing footprint across retail, hospitality and facilities management, the company has given itself enough runway to find out whether that bet pays off.
For more on European funding, see our full fundraising news coverage.