Serve First Secures €5.7 Million to Scale AI-Driven Customer Experience Platform

Strategic Growth and Expansion

Milton Keynes-based Serve First has successfully closed a £5 million (€5.7 million) follow-on funding round. The investment comes from existing backers Pembroke VCT and the Midlands Engine Investment Fund II, managed by Mercia Ventures. This capital injection follows a rapid expansion period where the company nearly doubled its annual recurring revenue within a single year. Founded in 2023, the platform helps multi-site organizations manage customer performance and operational audits. Major brands including Brentford FC, The Body Shop, and Topps Tiles already use the software to bridge the gap between head office data and frontline action. The company also recently expanded into Europe by securing a major contract with a pharmacy network operating 2,500 locations.

Advancing AI Capabilities

At the core of the platform is an AI engine that analyzes feedback from surveys, online reviews, and mystery shopping in real-time. Instead of just displaying data on a dashboard, the system uses machine learning to generate automated workflows for staff. This ensures that localized issues are identified and resolved immediately without manual intervention from head office. CEO Erol Ayvaz, a veteran of technology leadership at Asana, plans to use the funds to strengthen sales and marketing teams. The company is currently seeking a Chief Revenue Officer to oversee its push into new international markets. Further investment will also be directed toward agentic AI capabilities that allow the platform to drive autonomous decision-making for businesses.

Compliance and Future Outlook

Beyond general retail, Serve First has developed specialized tools to help UK venues comply with the new Martyn’s Law safety legislation. The software allows operators to track and evidence mandatory security protocols across hundreds of locations simultaneously. This adaptability has made the platform a vital tool for compliance-heavy industries including health, wellness, and facilities management.