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).
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 Unfair fees, outdated systems and a recruitment structure so broken that it created unemployed care professionals and overstretched care organisations.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.
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.
Roberto Taracido Ruiz
Chief Revenue Officer
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.
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.
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.
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.
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.
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.
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.
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.
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 forwards. 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.
Browse the open roles we have here at Florence UK. Who knows… you might be just the person we’re looking for.
