ServeFirst

ServeFirst 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. The company 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 its Board. The recent funding round builds on the company’s momentum to date, having tripled its Annual Recurring Revenue (ARR) in the past 12 months and secured major enterprise clients including Aramark and Elior Group. 

Serve First’s Founder and CEO Erol Ayvaz has spent over 20 years in tech, including time spent at Asana and Market Force Information. His career includes a particular focus on helping businesses serve their customers better through establishing customer experience strategies that don’t just drive growth but create lasting impact.

We are thrilled to have participated in a £4.6million round alongside the Midlands Engine Investment Fund II, through its appointed fund manager Mercia Ventures, Tiny VCT and Techstars, and angel investors. Together, the investment will support the business’s UK and international expansion into Europe and the US, as well as product innovation, after achieving rapid growth in the UK market.