Florence

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.

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

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

• Healthcare staffing marketplace
• Workforce management software
• Care home rostering
• Temporary care staffing
• Social care HR

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Others

Revenue model

1. 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.
2. 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.
3. 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.
4. 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

Go-to-market motion1 record

Distribution channels4 records

Marketing channels11 records

Core 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

Named customers11 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability2 records

Feature10 records

Partnerships

One partnership is on record.

• DigitalHealth.London AcceleratorcoreStrategic or Co-development Partner · 3 July 2023Florence 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

Emerging 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

• Xx.com/WeAreFlorence
• Facebookfacebook.com/weareflorence
• LinkedInlinkedin.com/company/florence-healthcare

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds8 records

Investors7 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Florence