Serve First

Serve First is a British customer experience and performance intelligence software company serving multi-site organisations. Its platform collects customer feedback from sources including in-store surveys, online reviews and mystery shopping, and combines this with operational audits and real-time action management in a single system. AI is used to convert the aggregated feedback into insights and tasks routed to frontline teams and managers, with performance tracking and closed-loop follow-up.

The company works across retail, hospitality, health and wellness, franchise and facilities management sectors. Named clients include Alphega Pharmacy, Aramark, Elior Group, Brentford FC, The Sushi Co, Topps Tiles, The Body Shop and Spud Bros. A product offering aimed at helping venues meet Martyn's Law requirements has also been referenced. A Techstars job board listing describes the company as providing customer feedback surveys and staff engagement platforms, lists a size of 11-50 employees, and gives locations including Mile End (London), Romford, Kingsmead (Milton Keynes) and England.

Founding story

Serve First was founded by Erol Ayvaz, who has spent over 20 years in technology including roles at Asana and Market Force Information, and who investors describe as having both operated multi-site businesses and scaled software companies before starting the company.

Business model

Serve First sells software to organisations operating multiple sites, generating annual recurring revenue from enterprise customers in retail, hospitality, health and wellness, franchise and facilities management.

Recurring software subscriptions; the company reported annual recurring revenue of over £2 million (approximately €2.2 million) as of April 2026, said to be almost double the level at the time of its June 2025 round, which itself followed a tripling of ARR over the prior 12 months.

Traction

The company reported almost doubling ARR to over £2 million since June 2025, having previously tripled ARR in the preceding 12 months. It has added customers including Brentford FC, The Sushi Co, Topps Tiles, The Body Shop and Spud Bros, alongside earlier enterprise clients Alphega Pharmacy, Aramark and Elior Group, and secured a contract covering more than 2,500 pharmacies across seven countries.

Latest developments

In April 2026 Serve First announced £5 million (€5.7 million) in growth funding from Pembroke VCT and the Midlands Engine Investment Fund II through Mercia Ventures, to strengthen sales and marketing, hire a Chief Revenue Officer, continue product development and invest further in AI capabilities.