Launched in 2023, Serve First offers an AI-driven CX and performance intelligence platform that combines customer feedback, mystery shopping, operational audits and real-time action management into a single system. Its software translates insights into actions for frontline teams and is used across retail, hospitality, health & wellness, franchise and facilities management. Key customers include Alphega Pharmacy, Aramark and Elior Group, and newer wins include Brentford FC, The Sushi Co, Topps Tiles, The Body Shop and Spud Bros. The company reports that annual recurring revenue has almost doubled to over €2.2 million and has secured a European contract with a chain of more than 2,500 pharmacies across seven countries. Serve First plans to use the new funding to expand sales and marketing (including appointing a Chief Revenue Officer) and to continue product and AI capability development.

Total raised

$7M

Funding rounds

1

Latest round

Equity

Latest activity

Apr 2026