Changing care for good
Whether you’re a seasoned care home manager or a newly qualified nurse, we think you’re incredible. Spending each day lifting spirits, coordinating care, and ultimately saving lives. But who’s looking out for you?
2,000+
Health & care organisations
trust Florence
95%
Customers reporting a
positive experience
100k+
Health & care professionals
use Florence every day
2,000+
Health & care organisations
trust Florence
95%
Customers reporting a
positive experience
100k+
Health & care professionals
use Florence every day
2,000+
Health & care organisations
trust Florence
95%
Customers reporting a
positive experience
100k+
Health & care professionals
use Florence every day
Our mission
At Florence, we’re on a mission to make the healthcare industry simpler and fairer for everyone—in the UK and beyond.
No more extortionate charges, complicated processes or wasted shifts. Although we’re a tech company, we’re run by real people—which means everything we do is for our customers.
Our mission
At Florence, we’re on a mission to make the healthcare industry simpler and fairer for everyone—in the UK and beyond.
No more extortionate charges, complicated processes or wasted shifts. Although we’re a tech company, we’re run by real people—which means everything we do is for our customers.
Our mission
At Florence, we’re on a mission to make the healthcare industry simpler and fairer for everyone—in the UK and beyond.
No more extortionate charges, complicated processes or wasted shifts. Although we’re a tech company, we’re run by real people—which means everything we do is for our customers.
Our story
Dr. Charles Armitage, an NHS veteran, saw firsthand how difficult it was to fill staffing gaps in hospitals. The process was slow and inefficient, while agencies bombarded nurses and carers with calls and emails—yet still struggled to approve timesheets or pay wages on time.
In 2016, believing there had to be a better way to manage a contingent workforce, Dr. Charles teamed up with Dan Blake, a social care expert, to create Florence. Together, they built a team of health, care, and technology specialists, all focused on providing the tools to solve the challenges faced by the sector—making flexible staffing simpler, faster, and more effective.
Our story
Dr. Charles Armitage, an NHS veteran, saw firsthand how difficult it was to fill staffing gaps in hospitals. The process was slow and inefficient, while agencies bombarded nurses and carers with calls and emails—yet still struggled to approve timesheets or pay wages on time.
In 2016, believing there had to be a better way to manage a contingent workforce, Dr. Charles teamed up with Dan Blake, a social care expert, to create Florence. Together, they built a team of health, care, and technology specialists, all focused on providing the tools to solve the challenges faced by the sector—making flexible staffing simpler, faster, and more effective.
Our story
Dr. Charles Armitage, an NHS veteran, saw firsthand how difficult it was to fill staffing gaps in hospitals. The process was slow and inefficient, while agencies bombarded nurses and carers with calls and emails—yet still struggled to approve timesheets or pay wages on time.
In 2016, believing there had to be a better way to manage a contingent workforce, Dr. Charles teamed up with Dan Blake, a social care expert, to create Florence. Together, they built a team of health, care, and technology specialists, all focused on providing the tools to solve the challenges faced by the sector—making flexible staffing simpler, faster, and more effective.
how we got here
Florence’s 8-year healthcare journey…(and counting)
October 2016
Charles and Dan, our two co-founders, met and the idea of a marketplace that connects professionals with shifts (soon to be named Florence) was born
2017
We filled our first shift through our marketplace for flexible care professionals
2018
We launched Florence in Manchester. We also launched Florence Academy to empower professional development for our nurses and carers
2019
We raised Series A funding, which helped us to hire incredible talent and grow towards our mission. We also opened our office in Glasgow to expand into Scotland
2020
We launched National Care Force to support volunteering in the social care sector during the coronavirus outbreak
2021
For care organisations, we launched two SaaS products, Florence Rota and Florence Academy, to make both rota scheduling and professional development easier
June 2022
We raised $35m (£28.5m) Series B funding to help us launch internationally and grow even further in our mission to revolutionise care
September 2022
We were selected to join the UK tech 'unicorn' growth programme, Future Fifty. Previous alumni include Monzo, Deliveroo and Skyscanner
November 2022
After much preparation, we launched Florence in France–our first international market
February 2023
We launched in Canada, taking Florence into North America
March 2023
We were selected for the AWS Healthcare Accelerator: Global Cohort for Workforce startup program
June 2023
The Sunday Times ranked us at #21 on their prestigious 100 fastest-growing companies of 2023 list
January 2024
We expanded our offering, allowing us to support large organisations managing agencies or those in need of a neutral vendor solution
October 2016
Charles and Dan, our two co-founders, met and the idea of a marketplace that connects professionals with shifts (soon to be named Florence) was born
2017
We filled our first shift through our marketplace for flexible care professionals
2018
We launched Florence in Manchester. We also launched Florence Academy to empower professional development for our nurses and carers
2019
We raised Series A funding, which helped us to hire incredible talent and grow towards our mission. We also opened our office in Glasgow to expand into Scotland
2020
We launched National Care Force to support volunteering in the social care sector during the coronavirus outbreak
2021
For care organisations, we launched two SaaS products, Florence Rota and Florence Academy, to make both rota scheduling and professional development easier
June 2022
We raised $35m (£28.5m) Series B funding to help us launch internationally and grow even further in our mission to revolutionise care
September 2022
We were selected to join the UK tech 'unicorn' growth programme, Future Fifty. Previous alumni include Monzo, Deliveroo and Skyscanner
November 2022
After much preparation, we launched Florence in France–our first international market
February 2023
We launched in Canada, taking Florence into North America
March 2023
We were selected for the AWS Healthcare Accelerator: Global Cohort for Workforce startup program
June 2023
The Sunday Times ranked us at #21 on their prestigious 100 fastest-growing companies of 2023 list
January 2024
We expanded our offering, allowing us to support large organisations managing agencies or those in need of a neutral vendor solution
October 2016
Charles and Dan, our two co-founders, met and the idea of a marketplace that connects professionals with shifts (soon to be named Florence) was born
2017
We filled our first shift through our marketplace for flexible care professionals
2018
We launched Florence in Manchester. We also launched Florence Academy to empower professional development for our nurses and carers
2019
We raised Series A funding, which helped us to hire incredible talent and grow towards our mission. We also opened our office in Glasgow to expand into Scotland
2020
We launched National Care Force to support volunteering in the social care sector during the coronavirus outbreak
2021
For care organisations, we launched two SaaS products, Florence Rota and Florence Academy, to make both rota scheduling and professional development easier
June 2022
We raised $35m (£28.5m) Series B funding to help us launch internationally and grow even further in our mission to revolutionise care
September 2022
We were selected to join the UK tech 'unicorn' growth programme, Future Fifty. Previous alumni include Monzo, Deliveroo and Skyscanner
November 2022
After much preparation, we launched Florence in France–our first international market
February 2023
We launched in Canada, taking Florence into North America
March 2023
We were selected for the AWS Healthcare Accelerator: Global Cohort for Workforce startup program
June 2023
The Sunday Times ranked us at #21 on their prestigious 100 fastest-growing companies of 2023 list
January 2024
We expanded our offering, allowing us to support large organisations managing agencies or those in need of a neutral vendor solution
florence team
Meet the team
Dr. Charles Armitage
Co-founder and CEO
Dr. Charles Armitage
Co-founder and CEO
Dan Blake
Co-founder and CCO
Dan Blake
Co-founder and CCO
Lisa Dobson
Sales Director
Lisa Dobson
Sales Director
Ross Burton
UK MD for NHS
Ross Burton
UK MD for NHS
Emily James
Senior National Business Development Manager
Emily James
Senior National Business Development Manager
Freddie Smallman
Business Development Manager
Freddie Smallman
Business Development Manager
Our values
At the heart of our company, there’s a set of values that define who we are, why we exist, and how we do business:
When we come together as one team, with one shared vision, we can achieve so much more. That’s why we always work collaboratively with pride and passion.
When we come together as one team, with one shared vision, we can achieve so much more. That’s why we always work collaboratively with pride and passion.
We’re not here to maintain the status quo–we’re here to make a difference. It’s about being brave, trying new things, and making what’s possible become real life.
We’re not here to maintain the status quo–we’re here to make a difference. It’s about being brave, trying new things, and making what’s possible become real life.
Without curiosity, you can’t have innovation–and without innovation, you can’t move forwards. So we always ask ‘why’... because the answer might uncover our next big idea.
Without curiosity, you can’t have innovation–and without innovation, you can’t move forwards. So we always ask ‘why’... because the answer might uncover our next big idea.
If it doesn’t serve our customers, it doesn’t serve us either. At Florence, our customers’ needs come first, which is why we always try to make things as clear and straightforward as possible.
If it doesn’t serve our customers, it doesn’t serve us either. At Florence, our customers’ needs come first, which is why we always try to make things as clear and straightforward as possible.
Although we have shared goals, we each have unique perspectives and experiences–and that’s part of what makes Florence so great. We embrace each other's differences and actively cultivate an inclusive culture.
Although we have shared goals, we each have unique perspectives and experiences–and that’s part of what makes Florence so great. We embrace each other's differences and actively cultivate an inclusive culture.
A year in headlines
Watch a recap of our recent milestones, from our international expansion and groundbreaking “Give a Shift” campaign to becoming a Sunday Times Top 100 company.
careers
Want to join the revolution?
Browse the open roles we have here at Florence UK. Who knows… you might be just the person we’re looking for.
careers
Want to join the revolution?
Browse the open roles we have here at Florence UK. Who knows… you might be just the person we’re looking for.
careers
Want to join the revolution?
Browse the open roles we have here at Florence UK. Who knows… you might be just the person we’re looking for.