Serve First - Pembroke VCT

Serve First

News /
Serve First

Founded by Erol Ayvaz, Serve First is an AI-driven customer experience and feedback management platform that collects and analyses customer feedback from sources such as in-store surveys, online reviews and mystery shoppers.

The platform harnesses AI to drive insights and actions to frontline teams faster than ever before, allowing actionable insights to help companies across numerous sectors such as retail, hospitality, wellness and facilities management to optimise customer experience and loyalty.

Since launching in 2023, the Milton Keynes-based business has quickly gained both attention and traction in the tech and customer experience space, securing a place on the London Techstars accelerator program and winning major customers including the likes of Alphega Pharmacy, Aramark, and Elior Group.

Since Pembroke’s initial initial investment in June 2025, Serve First has almost doubled its annual recurring revenue (ARR) to over £2m and attracted new customers including Brentford FC, The Sushi Co, Topps Tiles, The Body Shop and Spud Bros.

Watch the Founder Story to hear from Erol as he explains what drove him to build Serve First, the problem he set out to solve, and where the business is heading next.

Notice of Annual General Meeting

Notice of Annual General Meeting

Notice is hereby given that the thirteenth annual general meeting of Pembroke VCT plc will be held at 12.00 noon on Wednesday, 16 September 2026 at 223-231 Old Marylebone Road, London NW1 5QT for the purpose of considering and, if thought fit, passing the following resolutions (of which, resolutions 1 to 9 will be proposed […]

Pembroke VCT Annual Report | 31 March 2026

Pembroke VCT Annual Report | 31 March 2026

This document presents the annual report for the period ended 31 March 2026

Reverse Pitching at rev™ London

Reverse Pitching at rev™ London

This is what it looks like when the pitch goes both ways. Hugo Adams was at the rev™ event last week, not to evaluate founders, but to pitch to them.

FoundersX Reverse Investor Pitching

FoundersX Reverse Investor Pitching

What does a VC actually look for? Last week, Fred Ursell stepped on stage to answer that directly.

2026 Pembroke Team Offsite

2026 Pembroke Team Offsite

We ask founders to work on the strategy for building their team. It felt only right that we held ourselves to the same test.

Bloomsbury Football Charity 7-a-side

Bloomsbury Football Charity 7-a-side

In May, some of the Pembroke VCT team traded their Friday evening for Emirates Stadium, pulling on their boots for the Bloomsbury Football Foundation's annual charity 7-a-side.

Offer for Subscription for up to £40 million of B Ordinary Shares with an over-allotment facility for up to a further £20 million of B Ordinary Shares.

This document provides you with key information about this investment product. It is not marketing material. The information is required by law to help you understand the nature, risks, costs, potential gains and losses of this product and to help you compare it with other products.

Get in touch

We strive to provide the best possible support. If you have any questions, concerns, or feedback, please don't hesitate to reach out to us.