Hampshire-based NewVoiceMedia, whose clients include Parcelforce and Wokingham Council, offers ‘cloud-based’ call-handling technology that works through the internet.

Mark Farmer, co-founder of Eden Ventures, says NewVoiceMedia ‘has the potential to utterly disrupt the market’.

Adds Farmer, ‘Buying a traditional customer contact centre is a nightmare – hugely complicated and expensive. NewVoiceMedia’s cloud-based model simplifies this enormously and makes the capability accessible for smaller businesses.’

NewVoiceMedia CEO Jonathan Grant, who bought into the company in 2005, says it is set to take advantage of call centres moving to a software-as-a-service, or cloud-based model. Currently only 2 to 3 per cent of contact centres use this model, according to data from digital marketing specialist DMG.

The investment marks the fifth deal for Notion Capital since it was set up last year by four former executives of IT security specialist MessageLabs, including the two co-founders Ben and Jos White. The firm specialises in backing internet-based service businesses with recurring revenue models.