Serve First Expands with £4.6m Funding for AI-Driven Innovations
Deal News | Jun 25, 2025 | Mercia Fund Management (Mercia Ventures)
Serve First, a leading AI-driven customer experience and feedback management platform, has successfully secured £4.6 million in funding. This substantial investment, led by Pembroke VCT, Midlands Engine Investment Fund II managed by Mercia Ventures, Tiny VCT, Techstars, and angel investors, underscores Serve First's rapid growth and aims to support its expansion into Europe and the US. The company has made significant strides since launching in 2023, boosting its Annual Recurring Revenue threefold and doubling its UK staff. It has also secured major clients including Alphega Pharmacy, and Aramark, and its technology is poised to transform customer experience across multiple sectors. This development comes at a time when the customer experience management market is predicted to boom, driven by heightened consumer expectations. Serve First's platform stands out by aggregating diverse feedback sources into actionable insights, enhancing decision-making for a wide array of businesses.
Sectors
- Technology
- Customer Experience Management
- Venture Capital
Geography
- United Kingdom – Serve First is based in Milton Keynes, and the funding aims to strengthen its presence in the UK market.
- Europe – Serve First plans to expand its operations across Europe, supported by the newly acquired funding.
- United States – Part of Serve First's expansion plans includes entering the US market, tapping into a larger customer base.
Industry
- Technology – Serve First operates within the technology sector, providing an AI-driven platform that enhances customer experience management.
- Customer Experience Management – This sector is relevant as Serve First's platform is specifically designed to collect and analyze feedback for improving customer experiences across various industries.
- Venture Capital – The funding round was led by several venture capital firms, indicating the role of VC in fueling the growth of innovative tech companies like Serve First.
Financials
- £4.6 million – The total funding amount secured by Serve First in the latest round.
- Tripled Annual Recurring Revenue – An indicator of Serve First's growth over the past 12 months.
Participants
| Name | Role | Type | Description |
|---|---|---|---|
| Serve First | Target company | Company | An AI-driven customer experience and feedback management platform. |
| Mercia Ventures | Appointed fund manager | Company | Involved in managing the investment from the Midlands Engine Investment Fund II. |
| Pembroke VCT | Investor | Company | Led the funding round providing support to Serve First's expansion and innovation. |
| Midlands Engine Investment Fund II | Investor | Company | Provided funding through Mercia Ventures for Serve First's development. |
| Tiny VCT | Investor | Company | Participated in the funding round for Serve First. |
| Techstars | Investor/accelerator | Company | Supported Serve First through its accelerator program and participated in the funding round. |
| Erol Ayvaz | CEO and Founder | Person | Founder and CEO of Serve First with extensive experience in the tech and customer experience sectors. |
| James Dening | Chair of the Board | Person | Recently appointed Chair of the Board at Serve First, with a background at Amazon and Google. |