In 2016, Charles was working as a physician for the National Health Service in London, UK. During this time, he experienced just how difficult working as a temporary staff member can be. Unfair fees, outdated systems and never really knowing where or when your next shift is coming. None of it made sense – and worst of all, no one else seemed to care. Except Dan, an ex-British Army officer and Chair of an organisation that ran sheltered houses and care homes. When the pair met, Florence was born. By taking traditional processes and making them simpler, more transparent and more powerful, we’re giving control back to healthcare professionals and healthcare organizations, one shift at a time.
In 2023, we took our mission of solving the staffing crisis global. Shelly-Ann leads Florence in Canada, with more than 10,000 healthcare professionals across the country joining on the mission.
The growing demand for care in Canada continues to outpace the supply of health workers, placing significant pressures on the sustainability of the health system. Nurses are leaving the profession in record numbers, due to worsening burnout conditions, heavy workloads, and lack of meaningful resources, with the COVID-19 pandemic further accelerating these challenges.
Florence’s 6 year healthcare journey…(and counting)
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.
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.
Shelly-Ann Rampersad
Managing Director
Shelly-Ann Rampersad
Managing Director
Shelly leads Florence’s activity in Canada. A former KPMG management consultant and Vice President of Clinical Operations at Toronto-based technology start-up, Maple, Shelly was honoured as one of WXN’s Top 100 Canada’s Most Powerful Women in 2022. She is a CivicAction DiverseCity Fellow, representing rising leaders shaping their communities, and a recent Arbor Award Recipient for her long-standing volunteer work with the University of Toronto.
Rahim Velji
Head of Partnerships
Rahim Velji
Head of Partnerships
Meet Rahim, the Head of Partnerships for Florence Canada. Rahim builds strong relationships with healthcare organizations across the country, ensuring they are fully staffed and well-supported. When organizations need temporary staff, he connects them with Florence, providing access to our extensive network of healthcare professionals and enhancing engagement with their existing teams, all to ensure the best possible care for their residents. With several years of experience in healthcare technology, Rahim was impressed by Florence’s innovative and user-friendly solutions, believing they can drive meaningful, positive change in the industry. He is passionate about aligning with a company dedicated to making a difference in people’s lives.
At the heart of our company, there’s a set of values that define who we are, why we exist and how we do business:
When we come together as one team, with one shared vision, we can achieve so much more. That’s why we always work collaboratively with pride and passion.
We’re not here to maintain the status quo – we’re here to make a difference. It’s about being brave, trying new things and making what’s possible become real life.
Without curiosity, you can’t have innovation – and without innovation, you can’t move forward. So we always ask ‘why’… because the answer might uncover our next big idea.
If it doesn’t serve our customers, it doesn’t serve us either. At Florence, our customers’ needs come first, which is why we always try to make things as clear and straightforward as possible.
Although we have shared goals, we each have unique perspectives and experiences – and that’s part of what makes Florence so great. We embrace each other’s differences and actively cultivate an inclusive culture.
Since joining, I've found Florence to be a place of growth, learning, and camaraderie, and I'm excited to continue contributing to the company's success. ”
Anthony Offor - Operations Associate
Florence encourages employees to embrace their authentic selves and be creative. Prepare to actively participate in the journey to solve the healthcare staffing crisis! ”
Rahim Velji - Head of Partnerships
Health human resourcing is one of the largest issues facing the Canadian healthcare system today. Every day at Florence, we are tackling this challenge. My favorite part is working alongside nurses, health workers, and healthcare organizations to create a more sustainable path forward. ”
Shelly-Ann Rampersad - Managing Director
