Serve First, a British AI-driven buyer expertise and efficiency administration platform, has secured €5.7 million (£5 million) in new funding to strengthen gross sales and advertising and marketing operate, together with the appointment of a Chief Income Officer, and also will assist continued product growth, together with additional funding in AI capabilities.
The funding was sourced from Pembroke VCT and the Midlands Engine Funding Fund II, via fund supervisor Mercia Ventures. Each companies first invested in June 2025 as a part of a €5.1 million (£4.5 million) funding spherical.
Erol Ayvaz, Founder and CEO of Serve First, says: “The corporate’s development during the last 12 months is a transparent indication of the market urge for food for Serve First’s providing, and this newest funding injection speaks to each the long run potential of the enterprise and the sturdy supply during the last 12 months by our distinctive group.
“It’s an thrilling time to be working on this area, and there stays appreciable untapped potential for Serve First’s providing. We count on market demand to speed up quickly with the rise of agentic AI, which is making buyer expertise much more crucial to enterprise efficiency than ever earlier than.”
Serve First’s elevate sits inside a wider stream of funding into European AI corporations centered on buyer expertise, customer support and adjoining service intelligence:
- Germany: Berlin-based Parloa raised €105 million to develop agentic AI for enterprise customer support; Cologne-based octonomy introduced in €18.5 million to advance agentic AI for advanced service workflows,
- UK: London-based PolyAI secured €73.2 million to increase its enterprise conversational AI platform globally; London-based Gradient Labs raised over €11 million to scale its AI customer support agent and increase business and R&D capabilities,
- France: Paris-based GetVocal raised €22 million to increase throughout Europe and strengthen its hybrid human-AI buyer expertise platform
- Sweden: Stockholm-based Agaton secured €8.4 million to show buyer conversations into income insights
- Denmark: Copenhagen-based deepdots raised €5.5 million to scale its AI-driven buyer suggestions platform.
Collectively, these rounds quantity to over €243 million, suggesting that traders have continued to again software program companies that assist enterprises handle buyer interactions, suggestions and repair operations with AI.
Two of the closest comparables, PolyAI and Gradient Labs, are additionally British, which makes that nationwide hyperlink particularly related when positioning Serve First available in the market.
Fred Ursell, Head of Investments at Pembroke Funding Managers, provides: “The perfect investments reveal themselves shortly. Erol is a uncommon founder – somebody who has each operated multi-site companies on the coalface and scaled software program corporations, which suggests he understood this downside from the within earlier than Serve First ever wrote a line of code.
“That founder-market match is displaying within the numbers: since backing him in June 2025, Serve First has grown income at breakneck velocity, deepened relationships with its present enterprise purchasers, and secured a big European rollout with a serious shopper. When a portfolio firm executes this nicely this early, rising our assist is an apparent determination. We’re excited to again the group via the following part.”
Launched in 2023 by Erol Ayvaz, Serve First is an AI-driven CX and efficiency intelligence platform for multi-site organisations. It brings collectively buyer suggestions, thriller purchasing, operational audits and real-time motion administration in a single linked system. Its software program then interprets these insights into actions for frontline groups, serving to companies to behave on buyer perception.
The corporate operates throughout sectors together with retail, hospitality, well being & wellness, franchise and amenities administration, and key purchasers embrace Alphega Pharmacy, Aramark and Elior Group.
Howard Mitchell, Funding Director at Mercia Ventures, says: “The Serve First group have constructed an awesome product that’s liked by their increasing listing of shoppers. With market demand strengthening, that is an opportune time for them to speed up development. We’re excited to assist them on their journey.”
Since their preliminary funding, Serve First says they’ve nearly doubled its annual recurring income (ARR) to over €2.2 million (£2 million) and attracted new prospects together with Brentford FC, The Sushi Co, Topps Tiles, The Physique Store and Spud Bros. It has additionally expanded into Europe by securing a contract with a series of over 2,500 pharmacies in 7 international locations.
