The funding will be used to expand Alida and to develop software-as-a-service (SaaS) tools for customer experience management, as well as future mergers and acquisitions (M&A).

Sanjiv Samant, managing partner of Round13 Capital, will join Alida’s board of directors as a result of the funding round.

Alida rebranded from Vision Critical last year, and focuses on the customer experience and voice of the customer industries. The company secured a $10m debt facility from Comerica Bank earlier this year.

Ross Wainwright, chief executive of Alida, said: “In addition to continuing to accelerate our innovation agenda to drive growth, we are excited to also leverage this investment for future strategic M&A activity.”

Philip Deck, chairman of the board at Alida, said: “Sanjiv’s invaluable market perspective and global expertise in SaaS investing and growing major technology firms will add immense value.”