Serve First, a British AI-driven customer experience platform, has raised €5.7 million (£5 million) in funding to scale its operations and develop its product. The funding follows a £4.6 million round in July 2025 from Pembroke VCT, Mercia Ventures, and Techstars. The funds will be used to strengthen the company's sales and marketing function, appoint a Chief Revenue Officer, and support continued product development. The capital is aimed at accelerating international expansion into Europe and the US, building on the UK's provenance of the market. The customer experience management software market is predicted to grow by $17.1 billion between 2024 and 2029.