A customer feedback management platform is focused on UK and international expansion after raising £4.6m.
Serve First, based in Milton Keynes, was only founded in 2023 but after rapid growth in the UK is now looking to expand throughout Europe and the US.
In the past 12 months, the company has tripled its ARR and secured major enterprise clients, including Aramark and Elior Group. It also secured a place on the London Techstars accelerator programme.
The business has also doubled its headcount in the UK and recently appointed James Dening, who has held senior positions at companies including Amazon and Google, to chair of the board.
Its AI-driven platform collects and analyses customer feedback from sources such as in-store surveys, online reviews and mystery shoppers, using AI to drive insights and actions to frontline teams at rapid speeds.
These insights can then help companies across sectors including retail, hospitality, wellness and facilities management to optimise customer experience and loyalty.
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The investment has come from Pembroke VCT and the Midlands Engine Investment Fund II, through its appointed fund manager Mercia Ventures, Tiny VCT and Techstars, alongside angel investors.
“This funding marks a landmark moment in Serve First’s journey,” said Erol Ayvaz, Serve First founder and CEO. “We’ve proven the value of our platform in delivering measurable improvement in customer experience, and this investment will enable us to aggressively scale that impact further both in the UK and internationally over the next three years.
“Our focus remains on building AI-driven technology that empowers businesses to serve, not just sell.”
Fred Ursell, investment director, Pembroke VCT, added: “In a market long underserved by generic, top-down software, Erol has built a product born from lived operational pain – purpose-built for frontline teams where customer experience is won or lost.
“The platform’s early traction with large enterprise clients, combined with strong unit economics and a founder who blends enterprise SaaS with real-world expertise, gives us high conviction.
“We believe Serve First has the potential to become the system of record for frontline performance.”