The Florence team

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 a backbone of support for the care sector, with the goal of fixing its broken staffing model for good.

And we’re making this happen together. Over 90,000 care professionals and 2,000 organisations have joined us since 2017.

Whether it's bringing flexibility and control to care teams' working lives, or enhancing their professional development; we're committed to building a better way - 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 funding 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 🙌🏼


We raised $35m (£28.5m) Series B funding  to help us launch internationally and grow even further in our mission to revolutionise care 🚀

Meet the team


Dr. Charles Armitage

Co-founder and CEO

Dan Blake

Co-founder and COO


Harry Dryden

Head of International

Louise Roberts

Chief People Officer

Ronan Gallagher

Commercial Director

Shanice Daeche

Chief Marketing Officer

Atish Patel

Head of Finance

Derek Brown

Managing Director; Team Scotland and North

Dejan Kojic

Managing Director; Team South

Tom Wilshere

Chief Technology Officer

Fiona Millington

Chief Nursing Officer

Awards and accolades

We are proud to have won awards and accolades in tech, innovation and social care.
Florence - winner: Technology Solution of the Tear, Leading Healthcare Awards 2022Florence - NHS Workforce SupplierFlorence - finalist: Outstanding Response to Covid, LaingBuisson Awards 2021

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