About us

We make social care outstanding - by putting people first.

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Our story

Dr. Charles Armitage and Dan Blake founded Florence to help our amazing social care workforce take control.

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

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.

Our tech frees up your time to do what you love: providing care. We know strong, human connections are integral to this - which is why we place people at the heart of everything we do.

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.

Depend on us to help you make care outstanding.

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

Dr. Charles Armitage

Dr. Charles Armitage


Charles is a doctor turned CEO of Florence. He is passionate about improving care services for all, with a commitment to advancing ways for staff to provide quality, compassionate care. When not working on Florence, Charles spends his time in his garden with his dog, Rosie.

Dan Blake


Dan is a former army officer and financial services professional. He is focused on making sure Florence provides the best experience possible for nurses, carers and care homes. Dan is married to his very supportive wife Emma, and they have three young boys to keep them busy.


We've proud to have won awards in tech, innovation and social care.

Want to join the team?

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