Serval raises $150M and launches ProServal, planning to embed 100+ automation engineers inside customers

Serval, which builds AI agents that write and run workflow automations and pitches itself as a ServiceNow replacement, announced a $150 million Series C at a $3 billion post-money valuation on October 29, led by Sequoia. Fortune reports total funding of $277 million and headcount of about 200, up from roughly 20 in January, with the CEO expecting at least 700 by the end of next year.

Part of the round funds ProServal, a new professional services unit. It plans to hire more than 100 Automation Engineers over the next 12 months who will be embedded inside large customers to map how work moves between teams and rebuild their workflows as automations. About half are expected to be recent graduates who go through a four-week training program before being placed with customers.

For FDEs, this is the forward deployed model under a different job title: engineers placed with the customer to turn a platform into working production automations. It is also a notable bet on early-career hires for customer-embedded roles. Serval has hired forward deployed engineers before, including through its Future Founders program earlier this year.