Changing care
for good

Whether you’re a seasoned care home manager or a newly qualified nurse, we think you’re incredible. Spending each day lifting spirits, coordinating care and ultimately saving lives. But who’s looking out for you?

At Florence, we’re on a mission to make the healthcare industry simpler and fairer for everyone, in the UK and beyond.

No more extortionate charges, complicated processes or wasted shifts. Although we’re a tech company, we’re run by real people (which means everything we do is for our customers).

Our story

In 2016, Charles and Dan met. Observing the care industry from the inside, the pair were unsettled by what they saw. Unfair fees, outdated systems and a recruitment structure so broken that it created unemployed care professionals and overstretched care organisations. None of it made sense – and worst of all, no one else seemed to care. That’s when Charles and Dan founded Florence, as the much-needed solution to the care industry’s problems. The issues the pair observed then are the very same issues we’re actively solving now. By taking traditional processes and making them simpler, clearer and more powerful, we’re giving control back to care professionals and organisations, one shift at a time.

Meet the team

Dr. Charles Armitage

Co-founder and CEO

Dr. Charles Armitage

Co-founder and CEO

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.

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Dan Blake

Co-founder and COO

Dan Blake

Co-founder and COO

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.

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Roberto Taracido Ruiz

Chief Revenue Officer

Roberto Taracido Ruiz

Chief Revenue Officer

As the Chief Revenue Officer at Florence, Roberto brings a wealth of experience from his tenure at notable organisations like Treatwell, JustEat, WeWork, and Groupon. He joins Florence with a steadfast belief that everyone deserves the highest standard of care. When he’s not spearheading revenue growth, Roberto loves spending quality time with his family, reading, and listening to music. His diverse interests and extensive background make him a pivotal force in Florence’s mission to revolutionise healthcare.

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Karen Ko

Chief Financial Officer

Karen Ko

Chief Financial Officer

Karen is a qualified chartered accountant trained at KPMG. An Oxford graduate with 15+ years of commercial finance experience, she joins Florence after a successful career at Pleo, Babylon, Openreach, and KPMG. Karen is responsible for Florence’s financial health and growth. When she’s not crunching numbers, Karen loves spending time with her lovely family, children, and her dog.

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Shanice Daeche

Chief Marketing Officer

Shanice Daeche

Chief Marketing Officer

Shanice runs Florence’s marketing function and Academy e-learning strategy. She joined Florence after falling in love with our mission, following nearly ten years spent at education challenger brand Hult International Business School where she led as VP of Marketing. Passionate about theatre, live music, and travel she loves to bring creativity and colour to every aspect of her life.

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Tom Wilshere

Chief Technology Officer

Tom Wilshere

Chief Technology Officer

Tom is our Chief Technology Officer, heading up our tech team and overseeing the evolution of the Florence product. He’s passionate about rethinking the way social care operates and how technology can change the world for the better. In his spare time he works for St. John’s Ambulance and loves all things climbing and hiking.

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Ross Burton

UK MD for NHS

Ross Burton

UK MD for NHS

Ross joins Florence with a rich background in healthcare recruitment. His deep understanding of the healthcare sector, coupled with a business-savvy, entrepreneurial spirit, aligns perfectly with our goal to revolutionise NHS staffing. When he’s not at Florence Ross is busy looking after his young family.

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Dejan Kojic

UK MD for Social Care

Dejan Kojic

UK MD for Social Care

As UK Managing Director for Social Care, Dejan is driven to create the best possible experience for our care professionals and organisations. After six years in recruitment consultancy, Dejan arrived at Florence excited to disrupt the industry with technology that puts people first. When not focussing on growing Florence, Dejan spends his time with his young family.

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Lauren Rofe

VP of Operations

Lauren Rofe

VP of Operations

As the VP of Operations, Lauren Rofe, a former strategic consultant at PricewaterhouseCoopers (PwC), is passionate about cross-functional transformation and leveraging technology to address healthcare staffing shortages. She oversees customer service, healthcare professional recruitment, compliance and driving operational excellence.

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Caroline Hayes

Head of People Operations

Caroline Hayes

Head of People Operations

Caroline has over 15 years work experience, and a global career spanning people, education, strategy implementation, organisational development and project management. At Florence, she’s responsible for our for people programs, operations, training and development, and employee engagement.

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Frances Kyprianou

Director of Nursing & Governance

Frances Kyprianou

Director of Nursing & Governance

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.

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A year in headlines

Watch a recap of our recent milestones, from our international expansion and groundbreaking “Give a Shift” campaign to becoming a Sunday Times Top 100 company.

Want to join the revolution?

Browse the open roles we have here at Florence UK. Who knows… you might be just the person we’re looking for.