Florence
Florence is a UK healthcare workforce management platform operating a two-sided marketplace connecting 2,000+ care organisations with 100,000+ vetted nurses and carers, augmented by an integrated SaaS suite covering rota scheduling, HR, payroll, agency management, and CPD-accredited training.
- Company typePrivate
- Founded2016
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Florence does
Florence is a UK-based healthcare workforce management platform that operates a two-sided marketplace connecting care organisations with vetted temporary staff, augmented by an integrated software suite for permanent workforce operations. Founded in 2016 and headquartered in London, the company serves over 2,000 health and social care organisations and 100,000+ nurses, care assistants, and support workers across the UK, with operations extending into Northern Ireland through a Belfast office.
The platform is built on six integrated modules: Florence Rota (AI-powered scheduling and rota building), Florence HR & Payroll (employee records, contracts, and payroll integration), Florence Agency Manager (vendor-neutral agency supplier management with rate caps), Florence Bank Manager (internal staff shift allocation before agency release), Florence Academy (100+ CPD-accredited, CQC-aligned training courses), and Florence Temporary Staffing (the marketplace itself, which connects care providers with 100k+ pre-screened professionals). The companion Florence Go mobile app (rated 4.8 on the App Store) enables professionals to browse, accept, clock in and out of shifts. Underlying the platform is structured data on staffing rules, shift patterns, leave requests, and compliance documentation, which feeds AI-powered optimisation for automated rota generation and bank-first shift filling.
Florence monetises through multiple streams: transaction fees on marketplace shift fulfilment (with no subscription or minimum commitment for care organisations on the temp staffing side), annual subscription contracts for the integrated workforce management suite (custom-priced by organisation size and feature scope), £5 per worker per month for premium Agency Staff Manager tools, and a freemium model on Florence Academy certificates (£8.99+ for paid certificates). The go-to-market is sales-led for enterprise care groups, with self-serve registration for mid-market organisations and free panel agency access for staffing partners. The company has raised approximately £37M+ across multiple funding rounds, including a £28.5M Series B in June 2022 led by AVP, and is backed by Seek Investments. Legal entities include Florence Staffing Ltd and Digital Staff Solutions Ltd, both registered in England.
Florence firmographics
Firmographics- Name
- Florence
- Legal name
- Florence Staffing Ltd
- Website
- https://florence.co.uk
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Florence is a UK healthcare workforce management platform operating a two-sided marketplace connecting 2,000+ care organisations with 100,000+ vetted nurses and carers, augmented by an integrated SaaS suite covering rota scheduling, HR, payroll, agency management, and CPD-accredited training.
- Ownership category
- akta.pro rank
Florence industry classification
Industry- Product category
- Care Workforce Management Software
- NAICS
- Temporary Help Services (56132), Nursing Care Facilities (Skilled Nursing Facilities) (623110), Temporary Help Services (561320)
- SIC
- Services-Computer Integrated Systems Design (7373), Services-Nursing & Personal Care Facilities (8050), Services-Facilities Support Management Services (8744)
- akta.pro primary industry
- Workforce Management & Scheduling (BPACAPAI)
- akta.pro secondary industries
- Healthcare Clinical & Allied Health Staffing (BPACADAJ), iBPMS (Intelligent BPM Suites) & Process Automation Suites (HDAEAHAG)
Keywords
Where Florence is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Florence business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Others
Revenue model
- Marketplace/Transaction Fees: Florence connects care workers with shift vacancies through its marketplace platform, charging healthcare organisations for access to vetted temporary staff. No subscription required for care organisations using the temp staffing marketplace. No minimum commitment or hidden fees for temporary staffing.
- Workforce Management Software (Florence Rota, HR & Payroll, Agency Manager): Subscription-based access to the integrated workforce management suite including rota scheduling, HR, payroll, and agency management tools for care organisations.
- Agency Partner Tools: Premium agency management tools at £5 per worker per month. Basic panel agency access is free. Agencies pay for enhanced features including compliance tracking and staff management.
- Florence Academy (Certificate Fees): Free training courses for care professionals working with Florence. Optional certificate downloads available for £8.99 (+VAT) for professionals not registered with Florence.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Panel Agency - Free tier for agencies joining the panel |
| Per seat | Monthly | Agency Tools - Premium management tools for staffing agencies |
| Subscription | Annual | Care Organisation Workforce Management - Custom pricing |
| Freemium | Pay-as-you-go | Florence Academy - Free for registered professionals |
| Usage-based | Pay-as-you-go | Care Assistant Roles - Hourly rates |
| Usage-based | Pay-as-you-go | Registered Nurse Roles - Hourly rates |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels11 records
Florence product offering
Product offeringCore offering
Florence operates a UK health and social care workforce management platform that combines a temporary staffing marketplace connecting 2,000+ care organisations with 100,000+ vetted nurses and carers, with an integrated software suite covering AI-powered rota scheduling, HR & Payroll, agency supplier management, internal bank staff management, and CPD-accredited e-learning training. Care organisations access the workforce management tools on a subscription basis, while the temporary staffing marketplace is offered with no subscription or minimum commitment, charging transaction-style fees for filled shifts.
Product overview
Florence is an all-in-one care workforce management platform offering a portfolio of six integrated modules: Florence Rota (AI-powered scheduling), Florence HR & Payroll (employee records and payroll), Florence Agency Manager (agency supplier management), Florence Bank Manager (internal staff shift allocation), Florence Academy (e-learning and compliance training), and Florence Temporary Staffing (temp staffing marketplace). The platform serves over 2,000 health and care organisations across the UK, managing 100,000+ care professionals. The ecosystem also includes a companion mobile app for workers and a beta Agency Staff Manager tool for staffing agencies.
Differentiator
Problem solved
Functional benefit
Brands
- Florence Rota: AI-powered rota building and staff scheduling solution for care providers.
- Florence HR & Payroll
- Florence Agency Manager
- Florence Bank Manager
- Florence Academy
- Florence Temp Staffing
Products and services
- Florence Rota
Quantifiable outcome
- Agency hourly spend reduced by up to 17%
- +4 more outcomes
Companies that use Florence
Customer profileNamed customers11 records
Segments3 records
Ideal customer profiles2 records
Florence technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability2 records
Feature10 records
Florence partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- DigitalHealth.London AcceleratorcoreFlorence was selected as one of seventeen digital health companies for the DigitalHealth.London Accelerator 2023/24 programme. The programme provides a year-long support system involving workshops and NHS connections, aiming to promote digital transformation in NHS and social care services in London. Supported by the UK government and local organisations.
Scale indicators10 records
Recent moves6 records
Expansion highlights6 records
Florence competitors and assessment
Company assessmentEmerging players
- Quinyx: AI-powered workforce management platform serving healthcare and other shift-heavy industries. Comparable scheduling, forecasting, and compliance capabilities to Florence Rota.
- Networked (formerly Network Locum): UK platform connecting GP practices with locum doctors and other healthcare professionals. Comparable two-sided marketplace model in an adjacent clinical segment within the same UK geography.
Direct peers
- Deputy: Global workforce management and shift scheduling SaaS used across healthcare, hospitality, and retail. Comparable rota, timesheet, and compliance functionality with a mobile-first experience.
- Locum's Nest: UK-based healthcare staffing platform focused on temporary doctor placements across NHS trusts. Direct competitor in the clinical shift marketplace space within the same geography.
- Patchwork Health: UK-based healthcare staffing marketplace and workforce management platform serving NHS trusts. Direct competitor in the temporary clinical staffing and shift-filling space for UK health providers.
- Indeed Flex: Operates a flexible staffing marketplace for healthcare and other sectors across the UK and US. Comparable two-sided model connecting shift workers with employers for hourly roles.
- Lantum: UK healthcare workforce platform connecting primary care providers with clinicians for shifts and rota management. Closely comparable marketplace-plus-software model targeting UK healthcare organisations.
Broad incumbents
- Allocate Software (RLDatix): Established UK workforce management and risk/safety software vendor with deep NHS footprint. Competes with Florence's Rota/HR modules in larger NHS and care organisations as part of a broader portfolio.
- MHR: UK-based provider of HR, payroll, and workforce management software serving multiple industries including healthcare. Overlaps with Florence's HR & Payroll and Rota modules at larger customers.
Regional players
- Cera Care: Large UK home care provider using technology to manage carers and clients. Operates in the same UK social care market with overlapping workforce technology needs and partly overlapping supply pools.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks7 records
Key highlights7 records
Customer concentration
Florence social profiles
Digital presenceFlorence financial estimates
Financial estimateRevenue estimate
Valuation estimate
Florence leadership team
Management profileNumber of profiles
Profiles5 records
Florence funding detail
Funding detailFunding overview
Funding rounds8 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Florence M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Florence
What does Florence do?
Florence operates a UK health and social care workforce management platform that combines a temporary staffing marketplace connecting 2,000+ care organisations with 100,000+ vetted nurses and carers, with an integrated software suite covering AI-powered rota scheduling, HR & Payroll, agency supplier management, internal bank staff management, and CPD-accredited e-learning training. Care organisations access the workforce management tools on a subscription basis, while the temporary staffing marketplace is offered with no subscription or minimum commitment, charging transaction-style fees for filled shifts.
Is Florence a public or private company?
Florence is a private company. It is classified as venture growth investor backed and is currently operating.
When was Florence founded?
Florence was founded in 2016. It employs 1 to 10 people.
Where is Florence based?
Florence is headquartered in London, United Kingdom, in the Europe region.
How does Florence make money?
Four revenue lines are on record. Marketplace/Transaction Fees are the primary driver. The others are workforce Management Software (Florence Rota, HR & Payroll, Agency Manager), agency Partner Tools and florence Academy (Certificate Fees).
Who are Florence's main competitors?
Emerging players on record are Quinyx and Networked (formerly Network Locum). Direct peers are Deputy, Locum's Nest, Patchwork Health, Indeed Flex and Lantum. Broad incumbents are Allocate Software (RLDatix) and MHR. Cera Care is listed as a regional player.
Does Florence have an API?
No public API is recorded for Florence.
What industry is Florence in?
Florence's product category is Care Workforce Management Software. Its primary akta.pro industry code is BPACAPAI, Workforce Management & Scheduling, with a secondary code of BPACADAJ, Healthcare Clinical & Allied Health Staffing. Its NAICS code is 56132 and its SIC code is 7373.