Serve First raises €5.7m to expand AI customer experience platform
Serve First, a British AI platform that aggregates customer feedback and converts it into automated workflows, has raised €5.7 million in new funding. The Milton Keynes-based company will use the capital to hire a Chief Revenue Officer, strengthen sales and marketing, and continue product development.
The round follows a £4.6 million Series A completed in July 2025 from Pembroke VCT, Mercia Ventures, Tiny VCT, Techstars, and angel investors. Serve First tripled its annual recurring revenue in the 12 months before that round and doubled headcount.
What the platform does
Serve First pulls customer data from multiple sources-in-store surveys, online reviews, mystery shopping reports-and applies AI to surface actionable insights for frontline teams. The company targets retail, hospitality, wellness, and facilities management.
Enterprise clients include Aramark and Elior Group, two of the UK's largest contract catering businesses. The company has validated its UK market position and now plans to expand into Europe and the US.
Market timing
The customer experience management software market is forecast to grow by $17.1 billion between 2024 and 2029 at a compound annual growth rate of 15.7%, according to market research firm Technavio. Serve First's investors cited this trajectory as a key factor in backing the round.
Founder background
Erol Ayvaz, one of the company's three founders, spent over 20 years in customer experience technology, including roles at Asana and Market Force Information. He completed the London Techstars accelerator programme before the previous fundraise.
For product teams considering how AI can improve customer feedback systems, AI for Customer Support and AI for Product Development resources offer practical context on building these tools.
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