Customer experience tech startup Serve First has successfully secured £4.6 million in funding to support its ongoing expansion across the UK, Europe, and the United States. The funding round saw participation from Pembroke VCT, the Midlands Engine Investment Fund II (via fund manager Mercia Ventures), Tiny VCT, Techstars, and a group of angel investors.
The capital infusion will fuel Serve First’s ambitious international growth strategy and further development of its AI-led customer feedback and experience platform. The company has already witnessed impressive momentum, tripling its Annual Recurring Revenue (ARR) over the past year and onboarding major enterprise clients such as Aramark and Elior Group.
Founded in 2023 and headquartered in Milton Keynes, Serve First uses artificial intelligence to aggregate and analyze customer feedback from multiple sources — including in-store surveys, online reviews, and mystery shopping evaluations. These insights are swiftly delivered to frontline staff, enabling businesses to take immediate action and enhance customer satisfaction and loyalty across sectors like retail, hospitality, wellness, and facilities management.
The startup’s rapid ascent in the tech and CX space was further accelerated by its participation in the London Techstars accelerator, as well as the addition of high-profile clients such as Alphega Pharmacy, Aramark, and Elior Group. Serve First has also doubled its team size in the UK and recently welcomed James Dening — former executive at Amazon and Google — as Chair of the Board.
Erol Ayvaz, the company’s Founder and CEO, brings over two decades of experience in the technology industry, including previous leadership roles at Asana and Market Force Information. His mission with Serve First is rooted in transforming how businesses listen to and act on customer feedback — building long-term value and impact, not just driving revenue.
With the global customer experience management market expected to grow by $17.1 billion between 2024 and 2029 at a CAGR of 15.7%, Serve First is strategically positioned to lead this evolution — empowering companies to make smarter, data-driven decisions with real-time customer insights.
Erol Ayvaz, Founder and CEO of Serve First, stated:
“This funding is a major milestone in our journey. We’ve demonstrated that our AI platform can deliver tangible improvements in customer experience. The investment will help us accelerate our vision, expand globally, and continue to innovate. Our goal is to help businesses serve better, not just sell more.”
Fred Ursell, Investment Director at Pembroke VCT, added:
“Erol has built a solution grounded in real operational challenges. Unlike generic top-down tools, Serve First is designed for the frontline — where customer experience is truly shaped. With strong early traction and solid unit economics, we see enormous potential in their platform becoming a benchmark for frontline performance.”
Amrit Sami, Investor at Mercia Ventures, commented:
“Serve First stands out in a growing market due to its ability to unify diverse feedback channels into actionable insights. It’s scalable, adaptable, and relevant for businesses of all sizes. We’re excited to support their journey ahead.”
David Tindall, Senior Investment Manager at British Business Bank, said:
“Our investment via the Midlands Engine Investment Fund II is aimed at nurturing high-growth, innovative companies. Serve First fits this profile perfectly, and this funding will enable them to scale operations, generate employment, and create a meaningful economic impact.”
