CallForce

Services & Capabilities

CallForce sells an omnichannel contact centre offer, with sales and customer care at its core and newer lines in finance, HR and AI services alongside.

• Voice: Phone-based work for complex customer queries, sales and collections; the company pitches voice as the channel to resolve more complex customer queries or close a sale.
• Digital channels: Web chat, live chat in which agents and chat bots can handle more than one conversation at a time, messaging apps, email and video support, which the company says helps customers solve their problems faster and cross-sell more effectively.
• Social media care: An integrated social media solution that it says reduces reputational risk and customer churn.
• Self-service: Interactive voice response delivered with an added human touch.
• Back-office lines: The platform record lists AI and automation services, chat support, finance and accounting, and HR and recruitment among its service lines.

Journey tiers: The company designs each campaign around one of three customer-journey models: a high-value model with personalised service that switches between channels by customer preference, a blended value-and-volume model that mixes self-service and agent engagement, and a high-volume model built on self-service with agent intervention for complex issues. For a buyer, this is a useful way to read the offer: CallForce sells the routing design as well as the seats, and can match staffing cost to the value of each customer interaction.

Quality and analytics: The company says it uses analytic tools to assess client pain points during the QA process, and its careers page carries roles for quality assurance analysts, dialler administrators and a head of dialler and data management. That mix shows an operation in which outbound dialling and data management are core competences.

Specialist versus commodity: Most of the catalogue, from inbound care to email and chat, is commodity contact centre work in which South African providers compete on accent, cultural alignment and cost. The distinctive elements are its outbound sales capability, its registration as a Financial Services Provider, which allows it to sell regulated insurance and financial products, and its multilingual delivery in South African languages for domestic public-sector work.

Client Base & Market Position

No named commercial clients were found on the company's site; its case studies describe campaigns by sector rather than by client name.

Sectors: The company says its client experience spans sectors including telecommunications, and its industry pages cover telecoms, financial services, e-commerce, EdTech, logistics and energy. The platform record lists education, energy and utilities, and technology and SaaS as its verticals. Its published case studies cover international outbound sales, lead generation, telecoms outbound and care, retail insurance, EdTech, social media response handling, e-commerce and customer care.

Public-sector work: Its customer care case study describes a key government project launched in April 2020, during South Africa's level 5 lockdown. The campaign went live with 66 agents and grew to 300 agents in just over a week, managed an average of 30,000 enquiries per day, and served callers in 8 of South Africa's 11 official languages. The company reports an average answer rate of over 93% and says the campaign assisted over 2.5 million consumers. The project shows the firm's ability to stand up a large multilingual operation quickly, and it lines up with its wins for Best Public Service Centre, global and EMEA regional, in 2021.

International markets: The company describes a growing client base across the UK, Europe, the USA and beyond. Its partnering page pitches Australia as a culturally aligned location for a contact centre at competitive rates, and the UK as a market for a culturally aligned, agile solution. The platform record lists Australia, South Africa, the United Kingdom and the United States as delivery locations.

Recognition: The company's awards page lists a long run of industry recognitions, including BPO of the Year (Telemarketing) in 2024, a runner-up place in the Top BPO Operator Award for small operators in 2025, a Paragon Excellence Award in 2020, and a GBS Top BPO Operator award in 2019. In 2026 it was a finalist for Best Outsourced Contact Centre. The concentration of awards in telemarketing, operator and campaign categories confirms where its strength lies.

Competitive context: CallForce competes for UK, US and Australian contact centre work with other South African operators that sell the same accent and time-zone proposition, and with Philippine and Indian providers on cost. Its points of difference are its financial services licence, its outbound sales record and its public-sector reference.

Delivery Infrastructure & Operations

CallForce delivers from South Africa, with three operational sites and a hybrid working model.

Sites: The company's 3 operational sites are located in the 3 largest cities, Johannesburg, Cape Town and Durban. Its headquarters is in Johannesburg. Having sites in all three metros gives it access to separate labour pools and some resilience against local disruption, such as power outages or transport problems in one city.

Hybrid model: The company describes a hybrid model of contact centre and remote-based operations. Its government care campaign showed the model under pressure: in April 2020 it recruited, trained and deployed agents with roughly half working remotely, and went from 66 to 300 agents in just over a week. That experience gives it a tested remote-delivery playbook, which matters to clients that need surge capacity.

Languages: The government campaign served callers in 8 of South Africa's 11 official languages. Its careers page has also advertised German or Dutch speaking consultants in Cape Town, which points to European-language work alongside English.

Workforce development: The company says it is expert at attracting and assessing the right talent and at equipping and empowering its agents with the right training. On the government campaign, it says 98% of agents were previously disadvantaged or unemployed because of the pandemic, and the work provided career opportunities for over 400 people. Its partnering page cites a national goal of approximately 500,000 new job opportunities in South Africa by 2030, which places CallForce's recruitment inside the country's job-creation agenda for the BPO sector.

Hiring: The platform records 57 active job postings at CallForce, and its hiring velocity is rated High. In December 2025 it was hiring a head of talent acquisition in Cape Town, and in March 2026 a marketing lead in Johannesburg. Roles on its careers page in Sandton, Cape Town and Durban are weighted towards sales agents, sales team leaders, insurance sales consultants and trainers, which matches the outbound sales focus seen in its awards.

Compliance: CallForce is a registered Authorised Financial Services Provider, number 49936, and holds a B-BBEE Contributor Level 1 rating. The first lets it sell regulated financial products on clients' behalf; the second matters for South African corporate and public-sector buyers, whose procurement scores reward empowerment ratings. No ISO or PCI DSS certification was found on the company's site.

Ownership, Financials & Scale

Ownership: CallForce is privately held, according to the platform record. Its founder, Candice Roberts, has been chief executive since 2000, and the platform's leadership record lists Brian Civin as a non-executive director.

B-BBEE status: The company holds a B-BBEE Contributor Level 1 rating, the highest level in South Africa's empowerment scheme. That rating depends on ownership, management and skills-development scores, so it is both a sales asset in the domestic market and a constraint on future changes to the shareholding.

Financials: No filed or company-published revenue figure was found.

Scale: Earlier records put the workforce at 1,000, and the directory profile describes a company size of 1,000 to 5,000 employees. The government campaign alone scaled to 300 agents, which gives a sense of the capacity it can assign to a single client programme.

History: The directory profile dates the firm's operations to 1999, and the company describes over 20 years' experience. Over that period it has moved from a domestic call centre into international work, and the directory profile notes that it has expanded its operations to Australia and the UK.

Corporate development: The main structural move in the public record is the OnviForce joint venture with OnviSource, launched in May 2026. A joint venture rather than an acquisition lets CallForce add AI analytics and automation without selling equity or building the technology itself, but it also makes part of its new positioning depend on a partner's platform.

People, Leadership & Culture

Chief executive: Candice Roberts is the founder and CEO of CallForce, and the company describes her as a thought-leader in the outsourcing sector. She sits on the BPESA industry Exco committee and the board of Endeavor South Africa, and she was recognised as an EY Entrepreneur finalist in 2017 and an Endeavor Entrepreneur in 2005. She also mentors entrepreneurs from developing economies within the BPO industry. Her BPESA role puts CallForce close to South Africa's industry body and its investment-promotion work, which matters for a firm selling the country as a destination.

International sales: Roshan Sookdeo is the Global Outsourcing Director. In May 2026 CallForce appointed Justin Aldrich as Global Business Development Executive to work alongside him, to help drive its international expansion as it pivots into business function outsourcing. The appointment shows where growth is meant to come from: new clients in the UK, Europe and the US rather than the domestic market.

Wider leadership: The platform's leadership record also lists Bruse Gumede as Managing Director, Maureen Kelly as Operations Director, Riaan Abdoll as Business Development Director and Brian Civin as Non Executive Director.

Operational talent: The awards page names individual staff recognised in industry awards, including operational manager Denver Anthony and trainer Terri-Ann Creed, both listed as semi-finalists. Showcasing operational managers and trainers alongside the company itself signals that frontline management is treated as part of the product.

Culture: Its careers page describes the company's mission as creating purposeful careers, and recruitment copy states that every deal it closes creates real employment in South Africa. Sales roles advertise incentives such as cash prizes and vouchers, a culture built around outbound targets. The emphasis on job creation and impact sourcing, including its finalist placing in an impact sourcing category in 2022, is part of its sales pitch to international clients with social-impact goals.

Technology & Innovation

CallForce's technology position is changing from tool-agnostic contact centre operations to an AI-branded offer built with a partner.

Tool-agnostic heritage: The company says it focuses on implementing the right technology based on campaign requirements, rather than a single proprietary stack. On the government campaign it integrated a knowledge base into the agents' CRM and ran online training and a technical help desk, and the campaign handled self-service automated calls alongside agent work. That is a practical, integration-led approach rather than product development.

OnviForce: In May 2026 CallForce launched OnviForce, a strategic joint venture with OnviSource, which it describes as its strategic AI partner and a US-based leader in AI-native analytics and intelligent automation. The joint venture sells business function outsourcing in which service delivery is measured by business outcomes, not labour or volume, and runs on OnviSource's OmVista platform. Candice Roberts said CallForce has evolved from a traditional BPO provider into a next-generation AI-native BFO organisation.

What it means: Outcome-based pricing shifts risk from client to provider. If OnviForce delivers, CallForce earns from results rather than seats, which protects it as automation reduces agent hours. If it does not, the firm carries the cost of missed outcomes. The partnership model also means that the analytics and automation, the part of the offer that is hardest to copy, sits with OnviSource rather than with CallForce.

Thought leadership: Its recent articles include The Rise of the AI-Augmented Workforce and a piece arguing that compliance is the hidden difference between a vendor and a strategic outsourcing partner. The company also says it is building the future of intelligent decision-making within the contact centre environment. These pieces support the AI repositioning, but published evidence of AI outcomes, such as automation rates on named programmes, was not found.

Strategic Assessment

Strengths

• Founder continuity: Candice Roberts has led the company since 2000, giving it a stable strategy and a visible voice in BPESA and Endeavor South Africa.
• Proven surge capacity: The government campaign scaled from 66 to 300 agents in just over a week and handled 30,000 enquiries a day in 8 languages.
• Regulated sales capability: Its Authorised Financial Services Provider registration lets it sell insurance and financial products, backed by awards in telemarketing.
• Three-city South African footprint: Sites in Johannesburg, Cape Town and Durban, with a hybrid remote model, widen its labour pool.
• B-BBEE Level 1: The top empowerment rating supports domestic corporate and public-sector sales.

Risks and Vulnerabilities

• Positioning ahead of evidence: Its AI-native BFO pitch rests on a new joint venture, while its awards and hiring still centre on voice sales and care.
• Partner dependence: The analytics and automation behind OnviForce belong to OnviSource.
• Key-person concentration: Much of its external profile runs through its founder and chief executive.
• Thin client disclosure: No named commercial clients were found, which weakens its case in international procurement.

Opportunities

• Outcome-based contracts: OnviForce gives it a way to sell results rather than seats as automation reduces agent hours.
• International expansion: The appointment of a global business development executive targets the UK, Europe and the US.
• Impact sourcing: Its record of employing previously unemployed people fits international buyers with social-impact goals and South Africa's job-creation agenda.