About us

We make social care outstanding - with innovation and technology that puts people first.

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Our story

Dr. Charles Armitage and Dan Blake founded Florence to give our amazing social care workforce the community and tools it needs.

Our tech helps professionals take control of their working lives, connects teams and frees up time to make a real difference.

For too long, the UK's under-funded, over-stretched system has pushed more social care professionals to leave than to stay; with ever-growing vacancies and Covid-19 adding to the pressure.

We’re here to make social care outstanding, through innovation and technology.

We’ve built Florence to be your backbone of support, with the goal of fixing the broken social care staffing model for good.

And we’re making this happen together. Over 50,000 care professionals and 1,000 organisations have joined us since 2017.

Whether it's bringing flexibility and control to your working life, or enhancing your professional development; we're committed to building a better way for you - always.

We created Florence to put people back at the heart of care.

Dr. Charles Armitage

How we got here 🛤️

October 2016

Charles and Dan our two co-founders met and the idea of Florence, a marketplace that connects professionals with shifts, was born 🙂.

April 2017

We fill our first shift though our marketplace for flexible care professionals! 🎉


We launched Florence in Manchester.
In that same year we also launched Florence Academy to empower professional development for our nurses and carers 📚.


We raised Series A which helped us to hire incredible talent and grow towards our mission. We also opened our office in Glasgow to expand into Scotland 🚀.


We launched National Care Force to support volunteering in the social care sector during the coronavirus outbreak ✨.


We launched our two SaaS products Florence Rota and Florence Academy for our clients making rota scheduling and professional development for their workforce easier 🙌🏼.

Meet the team


Dr. Charles Armitage

Co-founder and CEO

Dan Blake

Co-founder and COO


Shanice Daeche

Marketing Director

Atish Patel

Head of Finance

Derek Brown

Managing Director; Team Scotland and North

Dejan Kojic

Managing Director; Team South

Skadi Falatik-Papenroth

Head of People

Nick Oakes

Head of Business Development

Tom Wilshere


Fiona Millington

Chief Nursing Officer

Awards and accolades

We are proud to have won awards and accolades in tech, innovation and social care.

Our values

Our values are the beating heart of Florence, they are reflected in everything we do from supporting workers and care homes, to collaborating with the team.

Care about what you do

People that care make a bigger difference.

Always ask another question

Be curious, you never know where the answer might take you.

Embrace the adventure

Drive change and be part of something special.

Put yourself in their shoes

Our users are at the centre of everything we do.

Build a positive team

Be inclusive and accept each other's differences.

Want to join the team?

We’re currently on the lookout for talented people - check out our open roles.
Working at FlorenceView open roles