Changing care
for good

Charles is a doctor who traded his stethoscope for a spreadsheet to co-found Florence. His favourite part of being a doctor was the camaraderie with the nursing staff, who he describes as resilient and hilarious. Charles was motivated to start Florence after seeing the challenges healthcare workers face firsthand. Known for his problem-solving skills and love for data, Charles is determined to build a company that transforms lives. When he’s not leading Florence, you can find him gardening with his dog, Rosie, who is undoubtedly the real CEO.

Dan co-founded Florence with a mission to fix rota gaps in healthcare. His eureka moment came while volunteering at a care home, where he saw an administrator manually inputting timesheets for hours each week. Dan’s background includes time as an army officer and a stint in financial services. Known for his boundless energy, Dan is driven to make Florence the leading technology for healthcare workforce management. At home, he juggles the antics of his three young sons with the support of his wonderful wife, Emma.

Karen, an Oxford graduate and chartered accountant, brings over 15 years of commercial finance experience to Florence, including roles at Pleo, Babylon, Openreach, and KPMG. Inspired by her husband, an Anaesthesia & Intensive Care Consultant, Karen has seen the healthcare system’s pressures firsthand. She excels at making numbers understandable and prioritising what matters. Karen’s mission is to support Florence’s growth sustainably. When not crunching numbers, she enjoys family time and playful moments with her dog, ensuring a balance between spreadsheets and slobbery kisses.

Shanice joined Florence driven by a passion for its mission. With nearly a decade at Hult International Business School as VP of Marketing, Shanice brings a wealth of experience and a creative flair. Her early experiences at her family’s healthcare business taught her the importance of quality care. Shanice is known for her humour and ability to create a positive workplace culture. Her goal is to build a world-class marketing team that elevates Florence’s profile. When not at work, Shanice enjoys theatre, live music, and travelling—sometimes all at once.

Tom has always been fascinated by the intersection of healthcare and technology. As a long-time volunteer with St. John Ambulance, Tom has seen the challenges faced by healthcare staff firsthand. He previously held roles at innovative tech companies and brings that experience to Florence. Tom is passionate about using technology to solve problems and improve patient care. Known for his love of climbing and hiking, Tom spends his spare time scaling mountains and dreaming up tech solutions that could move them.

Ross’s journey with the NHS started at 18 and includes roles as a carer and provider of services. His vision and values align perfectly with Florence’s mission to bring reform to NHS staffing. Ross brings deep NHS expertise and leadership to the team. His goal is to integrate Florence’s technology into NHS operations, making workforce management more efficient. Outside of work, Ross enjoys quality time with his family and believes in leading with both heart and humour.

Dejan joined Florence over five years ago, drawn by its innovative approach to healthcare staffing. With previous roles in healthcare recruitment, Dejan has seen the transformative potential of technology in the sector. He is known for his extensive experience and leadership, guiding his team to deliver the best outcomes for clients. Dejan’s goal is to make Florence the go-to leader in exceptional client relationship management. When not focused on work, he enjoys family life and inspiring his team with Florence’s mission.

Lauren Rofe, formerly a strategic consultant at PwC, joined Florence to shake things up and be part of a mission-driven team. Passionate about cross-functional transformation, she leverages technology to tackle healthcare staffing shortages. Lauren oversees customer service, recruitment, compliance, and operational excellence at Florence. Known for turning chaos into clarity, she believes in collaboration and the power of a good coaching session. Her mission? To create a stellar user experience and scale Florence across the UK and beyond. Lauren is a dot-connector extraordinaire, an insatiably curious mind, and her team’s biggest cheerleader. Plus, she loves a fun fact and a hearty laugh!

Caroline is an Irish dynamo with over 15 years of global experience in people management, education, strategy, and project management, she was drawn to Florence’s mission to revolutionise healthcare. With family members who are nurses, she’s seen firsthand the incredible impact of healthcare professionals. At Florence, she oversees people programs, operations, training, and employee engagement, always with a splash of colour and creativity. Caroline aims to make Florence a fantastic place to work by fostering growth, attracting passionate people, and ensuring everyone feels valued and supported. Outside of work, you’ll find her soaking up live music, enjoying the theatre, and bringing a vibrant touch to everything she does.

Frances is a passionate and driven registered nurse dedicated to inspiring safe, quality care with over 15 years of experience. Previously to Florence, Frances worked at Sonderwell and Better Healthcare Services, specialising in quality assurance, governance and clinical operations. She brings a wealth of knowledge across social care, complex care, the NHS and more. Frances joined Florence in 2024 as Director of Quality & Governance.