Serve First
PrivateLast Round
Early Funding
Apr 9, 2026
Total Funding Raised
$12.53M
Momentum Score
25 /100
Company Overview
Serve First is a UK-based technology company that provides an AI-driven customer experience and feedback management platform. The platform collects and analyzes customer feedback from sources such as in-store surveys, online reviews, and mystery shopping programs. It then uses artificial intelligence to generate actionable insights and automated workflows, helping frontline teams at businesses in sectors like retail, hospitality, wellness, and facilities management to improve customer service and loyalty. Founded in 2019 and officially launched in 2023, the company recently secured £4.6 million in funding to support its expansion into Europe and the US. Its clients include major enterprises such as Aramark and Elior Group.
Sector
AI, Data & Cloud Infrastructure
Verticals
Customer Experience, Business Intelligence, Vertical SaaS, Facility Management
Business Model
B2B
Customer Profile
Subscription SaaS, Services & Consulting, Hardware + Subscription
AI Layer
Application
Keywords
Historical Pricing
Historical view of private secondary pricing and transaction trends.
Serve First Comps
Public and private peers based on sector, stage, and business model.
Serve First Funding Rounds
Historical fundraising activity
| Round | Date | Amount Raised | Valuation | Investors | Sources |
|---|---|---|---|---|---|
| Early Funding | Apr 9, 2026 | ||||
| Series A | Jul 1, 2025 | ||||
| Accelerator | Jan 3, 2025 |
Key People
Founding team and executive leadership
Serve First Investors
Notable investors and investment history
| Investor | Rounds |
|---|---|
| Techstars | Series A, Accelerator |
| Mercia Ventures | Early Funding, Series A |
| Pembroke VCT | Early Funding, Series A |
| Mercia Asset Management | Series A |
| Midlands Engine Investment Fund II | Early Funding, Series A |
| Tiny Supercomputer Investment Company | Series A |
Market signals
Structured signals derived from secondary market and firmographic data.
- Apr 9, 2026
Raised $6.66M in early funding.
- Feb 2, 2026
Added Alphega Farmacie, a pharmacy/healthcare company, as a customer.
Serve First Filings
SEC and related filings with document metadata.
| Typed | Date | Amount Offered | Amount Sold | Filling | Pages | Download |
|---|---|---|---|---|---|---|
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Frequently Asked Questions
Common questions about Serve First's valuation, stock price, and market status.
