Serval started in 2024 tracking IT tickets. Two years later it has closed a $150M Series C at a $3B valuation, led by Sequoia Capital, and is openly gunning for ServiceNow.
The pitch is that older service management tools only record requests. Serval’s platform lets staff describe a workflow in plain language, after which AI agents write the automation and execute it when employee requests land. Customers pulled the software into human resources, finance and legal work on their own initiative, and the company followed.
Catalyst and a services army
A large slice of the money goes to Catalyst, launched in August, which scans support tickets for repetitive work and drafts automations for an administrator to approve before anything runs live. Co-founder and chief technology officer Alex McLeod frames it as handing non-engineers a serious code generation tool.
The round also funds ProServal, a professional services arm planning to hire more than 100 automation engineers within a year, about half of them recent graduates through a four-week training programme. Chief executive Jake Stauch notes nobody has a decade of experience at this because the tools did not exist two years ago.
Headcount, customers and the incumbent
Headcount is ten times last year’s level and Serval plans to add more than 500 people as it opens offices in New York, London and Austin alongside its San Francisco base. Customers include Fox Corp., WPP and Live Nation, plus two Fortune 20 companies signed in recent months.
Annual recurring revenue has doubled every quarter since December by the company’s account, though it did not disclose the figure. Its $75M Series B in December, also Sequoia-led, valued it at $1B.
