The people behind the technology
Real people, real connections. We’re here every step of the way.
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 story
A solution born from real-world care challenges
Florence was founded to solve a problem that shouldn’t exist: staffing crises disrupting care. Dr. Charles Armitage, an NHS veteran, saw firsthand how hospitals and care homes struggled with inefficient, outdated systems. Staffing gaps were hard to fill, agencies relied on endless calls and emails, and nurses and carers faced frustrating delays in getting paid. Determined to find a better way, he teamed up with Dan Blake, who brought deep experience in social care. Together, they built Florence—a team of health and care experts using technology to solve real workforce challenges, all while keeping simplicity and integrity at the heart of everything we do.
our story
A solution born from real-world care challenges
Florence was founded to solve a problem that shouldn’t exist: staffing crises disrupting care. Dr. Charles Armitage, an NHS veteran, saw firsthand how hospitals and care homes struggled with inefficient, outdated systems. Staffing gaps were hard to fill, agencies relied on endless calls and emails, and nurses and carers faced frustrating delays in getting paid. Determined to find a better way, he teamed up with Dan Blake, who brought deep experience in social care. Together, they built Florence—a team of health and care experts using technology to solve real workforce challenges, all while keeping simplicity and integrity at the heart of everything we do.
our story
A solution born from real-world care challenges
Florence was founded to solve a problem that shouldn’t exist: staffing crises disrupting care. Dr. Charles Armitage, an NHS veteran, saw firsthand how hospitals and care homes struggled with inefficient, outdated systems. Staffing gaps were hard to fill, agencies relied on endless calls and emails, and nurses and carers faced frustrating delays in getting paid. Determined to find a better way, he teamed up with Dan Blake, who brought deep experience in social care. Together, they built Florence—a team of health and care experts using technology to solve real workforce challenges, all while keeping simplicity and integrity at the heart of everything we do.
A human touch
Real people, real connections
We know that technology can feel intimidating, but Florence is designed to be intuitive, supportive, and stress-free.
Every organisation we work with has a dedicated local Account Director who takes the time to understand your workforce challenges. You’ll always have a direct point of contact who knows your organisation inside out.
A human touch
Real people, real connections
We know that technology can feel intimidating, but Florence is designed to be intuitive, supportive, and stress-free.
Every organisation we work with has a dedicated local Account Director who takes the time to understand your workforce challenges. You’ll always have a direct point of contact who knows your organisation inside out.
A human touch
Real people, real connections
We know that technology can feel intimidating, but Florence is designed to be intuitive, supportive, and stress-free.
Every organisation we work with has a dedicated local Account Director who takes the time to understand your workforce challenges. You’ll always have a direct point of contact who knows your organisation inside out.
mission
A mission that puts care first
We exist to solve the workforce issues facing the health and care sector. Using technology, the brightest thinkers, and the most caring minds, we address evolving staffing needs with integrity—so you can focus on what truly matters: delivering exceptional care.
Let’s make workforce management smarter, fairer, and more human.
Discover how Florence can support your organisation today.
mission
A mission that puts care first
We exist to solve the workforce issues facing the health and care sector. Using technology, the brightest thinkers, and the most caring minds, we address evolving staffing needs with integrity—so you can focus on what truly matters: delivering exceptional care.
Let’s make workforce management smarter, fairer, and more human.
Discover how Florence can support your organisation today.
mission
A mission that puts care first
We exist to solve the workforce issues facing the health and care sector. Using technology, the brightest thinkers, and the most caring minds, we address evolving staffing needs with integrity—so you can focus on what truly matters: delivering exceptional care.
Let’s make workforce management smarter, fairer, and more human.
Discover how Florence can support your organisation today.
florence team
Meet the team
Dr. Charles Armitage
Co-founder and CEO
Dan Blake
Co-founder and CCO
Lisa Dobson
Sales Director
Emily James
Senior National Business Development Manager
Freddie Smallman
Business Development Manager
Teams that deliver
Our tech tools do the heavy lifting, but our dedicated fulfilment teams work alongside agency partners and healthcare professionals to keep things running smoothly. That’s how we consistently achieve 95%+ fill rates across the UK.
Teams that deliver
Our tech tools do the heavy lifting, but our dedicated fulfilment teams work alongside agency partners and healthcare professionals to keep things running smoothly. That’s how we consistently achieve 95%+ fill rates across the UK.
Support when you need it
We don’t just set you up and leave you to it. Our support team is here for you 24/7. Whether you need guidance, reassurance, or a quick answer, we’re here for you.
Governance, done right
We take compliance and safety seriously. Our clinical governance team handles all incident reports with care and sensitivity, ensuring fair and thorough resolutions for both care providers and professionals.
Trusted by more than 1,000 care providers across the UK
Trusted by more than 1,000 care providers across the UK
Trusted by more than 1,000 care providers across the UK
