16 01732 759725 Which business leader do you most admire and why? Anthropic CEO Dario Amodei. He challenged the status quo (Open AI) and delivered technology that is changing the way we operate across our business. What’s the best bit of business advice you’ve been given? The difference is the people who work for you – not the technology you sell. What advice would you give a young person considering a career in IT? Trust you can do it and learn to code! What’s on your playlist at the moment? Old sckool house from the early 90s. What’s the most used app on your phone and why? Claude, because it simplifies life; or Spotify, because it gives you licence to slow down for a while. How do you like to spend your spare time? Travel, sports, time with my family and cooking. Favourite holiday destination? The Greek Islands. It has made Voice interesting again and is driving margin improvements for our partners. What recent business win are you most proud of? The award of UCaaS and AI solutions to one of the UK’s largest MSPs. Where do you see the next big opportunity for your channel partners? AI, and Voice AI specifically. Voice AI is our partners’ biggest opportunity of the last 10 years. Voiceflex delivers all three layers – core connectivity, enablement platforms and the intelligence layer that makes voice smart. Partners own the customer; we power the technology allowing for richer margins for our partners. Did you get into IT/comms by accident or design? Accidental design. If you could swap your current job for any other what would it be? To have founded Hyrox, the global indoor fitness race. They delivered a genuinely market-changing idea into an already crowded space and did it with real discipline, speed and creativity. Creating something category-defining when everyone assumed there was no room for further innovation is the kind of challenge I love. Plus, it’s a space that I am passionate about. On May 21, James Arnold-Roberts was named Industry Leader of the Year at the Technology Reseller Awards 2026 in recognition of his success in leading Voiceflex’s transformation from a traditional telco into a modern techco focused on innovation, automation, AI‑powered communications and partner success. Since Arnold-Roberts joined Voiceflex in 2021, he has expanded the company’s portfolio and strengthen its position in the channel with UCaaS, CCaaS, AI services, WhatsApp Business integration and automation-first partner tools. At the same time, he has implemented a fully remote working policy and created a corporate culture based on trust in which innovation and collaboration thrive. What have been your business highlights of the last 12 months? Making the 2026 MegaBuyte Emerging Stars list of the UK’s top 50 bestperforming scale-up technology businesses in recognition of our continued double-digit growth; achieving ISO27001; providing outstanding customer service, with a TrustPilot score above 4.8; and delivering our first AI solutions. What is currently having the greatest impact on your business? AI. Internally, it has allowed us to deliver increased efficiencies across all teams and, externally, it has provided us with a much larger total addressable market for our Voice AI solutions. James Arnold-Roberts, CEO of Voiceflex 60 seconds with… 60 seconds James Arnold-Roberts AI Solutions Voiceflex’s AI solutions include AI Conversational IVR and AI Meeting. AI Conversational IVR lets any business enhance its existing phone system or contact centre with AI‑powered speech recognition that offers a more intuitive, user‑friendly alternative to scripted IVR options. Instead of pressing one for accounts and two for sales, users can say why they are calling and AI Conversational IVR will either give them the information they need, such as answers to FAQs, or automatically route them to the right person to help with their query. AI Meeting helps users get more from online meetings, including those on Zoom, Google Meet, Microsoft Teams and other platforms, by providing automatic transcriptions, summaries, note-taking and insights into meeting conclusions and follow-ons.
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