Birmingham-based venture capital fund Midven has backed an early stage software business.
Natural HR, also based in the city, was set up by husband and wife team Sarah and Jason Dowzell, an HR practitioner and IT specialist respectively.
Mrs Dowzell said she previously found traditional HR software was not meeting the needs of businesses which wanted a system to record all their HR information.
The company's research highlighted that all businesses needed a product which was easy to access and use daily and had all the features of the more established and expensive software offerings but without the high cost.
Mr Dowzell then set about building such a system which ensured it could grow in line with the user's own business.
Midven has invested £100,000 in Natural HR through its Early Advantage fund, alongside investment from Birmingham City Council and a number of private investors.
Investment director Gio Finocchio said: "When I first came across Natural HR, I was impressed that such an early stage company had already managed to build a comprehensive piece of HR software and also had a significant user base.
"Over the period of time that we and the co-investors tracked the company and conducted our due diligence, the company continued to grow its customer base in spite of operating in a competitive sector.
"Natural HR just needed the funding to expand its team and capitalise on the opportunity."