Charles Armitage and the Florence team

About us

We help make care outstanding - with innovation and technology that puts people first.

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Our story

Dr. Charles Armitage and Dan Blake founded Florence to give our amazing care workforce the community and tools it needs.

Our tech helps professionals take control of their working lives, connects teams and frees up time to make a real difference.

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

We’re here to make long term care outstanding, through innovation and technology.

We’ve built Florence to be your backbone of support, with the goal of fixing the broken 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.

We're committed to building a better way to care.

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

Dr. Charles Armitage

How we got here 🛤️

October 2016

Charles and Dan our two co-founders met and the idea of Florence, a marketplace that connects professionals with shifts, was born 🙂.

April 2017

We fill our first shift though our marketplace for flexible care professionals! 🎉


We launched Florence in Manchester.
In that same year we also launched Florence Academy to empower professional development for our nurses and carers 📚.


We raised Series A which helped us to hire incredible talent and grow towards our mission. We also opened our office in Glasgow to expand into Scotland 🚀.


We launched National Care Force to support volunteering in the social care sector during the coronavirus outbreak ✨.


We launched our two SaaS products Florence Rota and Florence Academy for our clients making rota scheduling and professional development for their workforce easier 🙌🏼.

Meet the team


Dr. Charles Armitage

Co-founder and CEO

Dan Blake

Co-founder and COO


Shanice Daeche

Marketing Director

Atish Patel

Head of Finance

Derek Brown

Managing Director; Team Scotland and North

Dejan Kojic

Managing Director; Team South

Tom Wilshere


Fiona Millington

Chief Nursing Officer

Awards and accolades

We are proud to have won awards and accolades in tech, innovation and care.
Finalist: Florence - HTN Now Awards 2021Winner: Florence - Golden Bridge Awards 2020Winner: Florence - Care Sector Supplier AwardsSkills for Health: Quality Mark for FlorenceWinner: Florence - TechRound Saas66 AwardsCommended: Florence - Management Today Business Awards 2021Finalist: Florence - Innovation in Health tech, LaingBuisson AwardsWinner: Florence - Greater London Enterprise Awards 2020CPD accreditation

Our values

Our values are the beating heart of Florence, they are reflected in everything we do from supporting workers and care homes, to collaborating with the team.
Our Florence values: care about what you do

Care about what you do

People that care make a bigger difference.
Our Florence values: always ask another question

Always ask another question

Be curious, you never know where the answer might take you.
Our Florence values: embrace the adventure

Embrace the adventure

Drive change and be part of something special.
Our Florence values: put yourself in their shoes

Put yourself in their shoes

Our users are at the centre of everything we do.
Our Florence values: build a positive team

Build a positive team

Be inclusive and accept each others' differences.

Want to join the team?

We’re always on the look out for talented people - check out our open roles.
View open roles