Founded in 2023, the Milton Keynes-based business collects and analyses customer feedback from sources including in-store surveys, online reviews and mystery shoppers.  

The funding is from Pembroke VCT and the Midlands Engine Investment Fund II, through appointed fund manager Mercia Ventures, Tiny VCT and Techstars, alongside angel investors.

Serve First said the investment will support its UK expansion, international footprint into Europe and the US, and its product innovation.

Amrit Sami, investor at Mercia Ventures, said: “With brands keen to measure customer experience, Serve First is well placed to meet the growing demand for data insights. The platform sets itself apart from other solutions in its ability to bring together customer feedback from many different sources, and to be easily adapted to suit businesses of all sizes. We look forward to working with the team to support its growth.”

Erol Ayvaz, Serve First founder and chief executive, said the funding marked a “landmark moment” for the company and would allow it to scale in the UK and internationally “over the next three years”. Ayvaz added: “Our focus remains on building AI-driven technology that empowers businesses to serve, not just sell.”