AnywhereNow Bets on Tendfor’s Teams-native CCaaS for North American CX

AnywhereNow’s renewed bet on Tendfor marks a clear acceleration in the race to deliver Microsoft-native contact‑center experiences across North America, combining Teams‑centric voice capabilities with deep Azure and Copilot integrations to chase larger enterprise CX deals and channel partners.

Background​

Anywhere365 — the Rotterdam‑headquartered customer experience (CX) software group backed by growth investor Bregal Milestone — formally rebranded to AnywhereNow in April 2025 as part of a broader repositioning around AI, speed and partner scale. The new identity is presented as a bold repositioning of an existing Microsoft‑centric CCaaS stack and signals the company’s intention to move faster into markets such as the United States and Canada. (globenewswire.com)
Tendfor, a Swedish provider of a Microsoft Teams‑native contact‑center and attendant console, joined the Anywhere365/AnywhereNow family in December 2024 in what was announced at the time as an acquisition to extend the group’s Teams‑first capabilities. That deal brought Tendfor’s engineering and product expertise into the group and set the stage for tighter integration across Microsoft APIs, Azure Communications Services and emerging Copilot features. (prnewswire.com)
On September 16, 2025, AnywhereNow published a targeted press release describing a fresh strategic investment in Tendfor intended specifically to “power North American CX growth” — a capital and go‑to‑market commitment that focuses on local hires, reseller relationships and product integrations built for enterprise requirements in the U.S. and Canada. The release highlights traction with Fortune‑level customers and emphasizes Teams‑native design, Azure marketplace availability and an ambition to embed Microsoft Copilot for agent‑assist and workflow automation. (globenewswire.com)

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Why this matters now​

The contact center market is at a pivot point where three major vectors intersect:

• Microsoft ecosystem momentum: Many large enterprises have standardized on Microsoft 365 and Teams as their collaboration fabric. A contact‑center solution that is built on Microsoft APIs rather than being a bolt‑on integration reduces operational friction and makes procurement and security conversations far simpler for Microsoft‑centric buyers. AnywhereNow and Tendfor are explicitly positioning to exploit that alignment. (globenewswire.com)
• AI augmentation: Generative AI and Copilot capabilities are moving from POC experiments to agent‑assist workflows. Vendors that can embed Copilot‑style automation into voice routing, knowledge retrieval and post‑call summarization will offer measurable agent productivity gains. AnywhereNow’s message is that Tendfor will be a vehicle to deliver these AI advantages inside Teams. (globenewswire.com)
• Regional execution: Enterprises buying mission‑critical CX platforms expect local support, channel enablement, compliance attestations and rapid deployment. AnywhereNow’s stated investment in North American sales, support and distribution is meant to convert European technology leadership into local commercial momentum. (globenewswire.com)

For buyers and partners, the combination of a Microsoft‑native architecture plus local resources is compelling: it lowers integration risk, improves compliance conversations and shortens the proof‑of‑value cycle.

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What AnywhereNow says it will do​

AnywhereNow’s September announcement sets out several concrete operational and product commitments:

• Scale the U.S. and Canadian teams across sales, support and customer success to enable quicker deployments and enterprise onboarding. (globenewswire.com)
• Deepen channel relationships and sign new reseller / distribution agreements across North America. (globenewswire.com)
• Expand multichannel coverage (voice plus advanced chat), deepen integrations with Microsoft 365 and Azure Communications Services, and accelerate Copilot embedding for agent assist and automation. (globenewswire.com)
• Promote Tendfor as a Microsoft AppSource/Azure Marketplace solution and position the platform as Teams‑native by design — a distinction AnywhereNow argues makes deployments and security easier for enterprise customers. (globenewswire.com)

These are operational priorities rather than detailed product roadmaps; that is typical for press announcements at this stage, which aim to communicate momentum rather than ship technical specifications.

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Product and compliance profile: what is already verifiable​

Tendfor’s core product footprint and integration posture are publicly visible and verifiable in Microsoft channels:

• Tendfor is listed in the Azure Marketplace as Contact Center & Attendant Console for Microsoft Teams, which documents that the product relies on Microsoft Teams APIs and supports Microsoft calling options. That listing is useful to procurement teams because it simplifies procurement and licensing pathways. (azuremarketplace.microsoft.com)
• The product has a documented Microsoft 365 App Certification entry that includes a security and governance questionnaire. The Microsoft certification entry confirms that Tendfor maintains formal information security processes and incident response capabilities — but it also records a key negative: the app listing indicates it is not ISO 27001 certified. This directly conflicts with press release language that describes Tendfor as “ISO 27001 compliant,” creating a verification gap that larger security‑conscious buyers should investigate. (learn.microsoft.com)
• Tendfor’s own corporate communications and the earlier acquisition announcement reference Deloitte’s Sweden Technology Fast 50 recognition and the vendor’s rapid growth trajectory — a helpful signal about market momentum but not a financial audit. The Deloitte recognition is a growth award and not a certification of security or enterprise readiness by itself. (tendfor.com)

In short: the Teams‑native architecture and Azure marketplace presence are verifiable and relevant, but some compliance claims in the promotional material are either overstated or inconsistent with Microsoft’s published app certification status. Security‑mature buyers should demand attestation documents, penetration test reports and SOC or ISO certificates before production rollouts.

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Strategic and commercial implications​

For enterprise buyers​

• Faster integration, lower vendor surface: A Teams‑native contact center reduces the number of moving parts (no separate SIP provider, fewer middleware components), simplifying management and reducing attack surface when done correctly. The availability in Azure Marketplace streamlines procurement and cloud contracting. (azuremarketplace.microsoft.com)
• Due diligence is essential: Press claims around ISO compliance and financial growth come from vendor and group press releases. Buyers should request current compliance artifacts (ISO 27001 certificate, SOC 2 Type II report), exportable data models, and a clear roadmap for Copilot and Azure Communications security posture. The Microsoft app certification record suggests some claims may need reconciling. (learn.microsoft.com)
• License and telemetry alignment: Because Tendfor is built on Microsoft stacks, organizations with existing Teams and Microsoft 365 investments will need to map additional telemetry, licensing and Copilot costs — not all features will be covered by legacy enterprise agreements.

For partners and resellers​

• Opportunities in migration projects: Enterprises moving from legacy PBX/CCaaS to Teams‑native solutions will need migration services, CRM integrations and compliance mapping — space where resellers can add services margin.
• Enablement becomes a differentiator: AnywhereNow’s planned investments in partner enablement will matter; partners that get certified, trained and positioned with vertical messaging (healthcare compliance, financial services controls) will capture the earliest enterprise deals. (globenewswire.com)

For competitors​

• Teams‑native competition intensifies: Several CCaaS vendors provide Teams integrations; vendors that remain platform‑agnostic will need to emphasize cross‑platform capabilities, rapid AI feature delivery, or specialized vertical stacks to differentiate.
• Consolidation and private equity influence: The initial acquisition of Tendfor and AnywhereNow’s Bregal backing show how private equity is fueling consolidation in the Microsoft CCaaS ecosystem. This brings capital and scale, but also expectations for rapid growth and margin improvement that can drive product rationalization. (bregalmilestone.com)

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Technical and security considerations (what procurement teams should verify)​

1. Certifications and attestations
   • Ask for current ISO 27001 certification, SOC 2 Type II report (or equivalent), and a description of where customer data is stored and how it is processed. The vendor press materials reference ISO 27001, yet Microsoft’s published app certification page does not register Tendfor as ISO‑27001 certified — a discrepancy that must be clarified with documentation. (globenewswire.com)
2. Data residency and sovereignty
   • Confirm Azure region options for telephony metadata, recordings and transcripts. AnywhereNow’s press messaging emphasizes “data sovereignty” as a North American selling point; buyers should extract the practical deployment options and encryption key controls.
3. Copilot and LLM governance
   • If Copilot and Azure OpenAI are embedded into workflows (agent assist, automated summarization), contractual language must cover model‑output governance, PII handling, retention, and explainability SLAs.
4. High‑availability and disaster recovery
   • Demand RTO/RPO metrics for telephony continuity and proof of cross‑region failover plans for voice sessions, not only web APIs.
5. Integration and migration playbook
   • Require clear playbooks for migrating queues, IVR logic, CRM connectors, and a pilot scope that preserves SLA for live callers.

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Risks and caveats​

• Marketing vs reality: Press releases emphasize traction and compliance; independent verification reveals at least one inconsistency (ISO 27001 listing). That matters: security claims can materially influence procurement decisions for regulated industries. Treat such press statements as company disclosures that require documentary backup. (globenewswire.com)
• Execution risk in new markets: Hiring and channel development in North America is expensive. Turning an engineering win (Teams‑native tech) into a consistent sales pipeline requires credible local references, vertical case studies, and sustained partner investment.
• Integration brittleness: Even Teams‑native solutions can encounter brittle integrations — e.g., CRM mappings, workforce management hooks, and custom telephony routing logic. Buyers should budget for integration sprints, not one‑time lifts.
• Vendor consolidation hazards: Private equity ownership and repeated acquisitions can accelerate product consolidation and roadmap changes. Customers should insist on contractual exit clauses and data portability guarantees.

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What to watch next​

• Actual customer case studies from North American deployments that document time‑to‑value and measurable KPIs (average handle time, first‑contact resolution, agent occupancy).
• Publication of security attestations (SOC 2, ISO 27001) and detailed technical whitepapers on Copilot integration patterns and data flows.
• Partner enablement programs and the first named reseller agreements in the U.S. and Canada — those will indicate whether the go‑to‑market investment is translating into coverage.
• Product milestones: multichannel parity (chat, SMS, social), workforce management integrations and a published roadmap for Copilot functions such as automated summarization, knowledge retrieval and intelligent routing.

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Conclusion: a calibrated opportunity​

AnywhereNow’s fresh investment into Tendfor represents a logical next step in converting a Microsoft‑centric product advantage into regional commercial momentum. The strategy is sensible: leverage the Teams ubiquity in large enterprises, accelerate Copilot‑based agent productivity gains and build the local sales and partner infrastructure that mission‑critical CX buyers expect.
That said, the announcement is an early chapter in a broader story. The Teams‑native architecture and Azure Marketplace presence are verifiable technical strengths, but a tension between promotional compliance claims and Microsoft’s app certification record introduces a risk the vendor must remove with clear, auditable documentation. Customers, partners and competitors should treat the September 2025 investment as a meaningful signal of intent — one that still requires concrete proof points (security attestations, customer case studies, partner ecosystem depth) before it becomes a durable enterprise advantage. (azuremarketplace.microsoft.com)

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Quick reference: key verified facts and where they appear​

• Anywhere365 rebranded to AnywhereNow in April 2025 as part of a strategic identity change. (globenewswire.com)
• Anywhere365 acquired Tendfor on December 3, 2024; Tendfor joined the group and its team formed a new division. (prnewswire.com)
• AnywhereNow announced a strategic investment in Tendfor aimed at accelerating North American CX growth on September 16, 2025, including local hires and channel expansion. (globenewswire.com)
• Tendfor is available in the Azure Marketplace as a contact‑center and attendant console solution for Microsoft Teams. (azuremarketplace.microsoft.com)
• Microsoft’s app certification entry does not list Tendfor as ISO 27001 certified — this is an important inconsistency with vendor press language and should be validated with documentary evidence. (learn.microsoft.com)

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Practical checklist for IT decision‑makers evaluating Tendfor / AnywhereNow proposals​

1. Request current ISO 27001 certificate and/or SOC 2 Type II report. Require copies bound to the specific product environment you will use.
2. Ask for an enterprise reference in the same vertical (U.S. or Canada) that you can contact and validate deployment metrics.
3. Validate data residency options and encryption key management, including where recordings and transcripts reside.
4. Insist on a pilot scope with measurable KPIs (AHT, FCR, NPS) and a rollback plan.
5. Confirm commercial terms for Copilot usage, including costs, telemetry, retention and model governance.
6. Negotiate contractual exit and data‑export clauses (formats, timelines, escrow) to avoid lock‑in.

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AnywhereNow’s investment in Tendfor is a credible, strategically aligned move in the Microsoft‑centric CCaaS landscape — one that combines product strengths with a clearer North American sales and partner focus. The ultimate value for enterprise buyers will depend on verifiable compliance artifacts, execution on the ground, and the tangible delivery of AI‑driven productivity benefits inside the secure, supported perimeter enterprises require. (globenewswire.com)

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Source: MarTech Cube https://www.martechcube.com/anywherenow-invests-in-tendfor-to-drive-cx-growth-in-north-america/