June 27, 2019 Finance

Florence raises £5m in Series A funding led by SEEK


Florence – the marketplace redefining staffing and recruitment for UK social care unveils strategic development plans for latest round of investment
Florence, the recruitment marketplace connecting care home providers with qualified professionals to fill temporary shifts, today announces it has raised £5 million in Series A funding. The round was led by SEEK (ASX:SEK), global leader in the creation and scaling of online employment marketplaces, alongside existing backers Waverly Capital, Rianta Capital and a network of early stage angel investors. Including this round, Florence has now raised £7 million in total – with the platform firmly establishing itself as a trusted and reliable employment marketplace for the UK social care sector.

Charles Armitage, Founder and CEO of Florence, remarks: “The funding round is a direct response to the value we can add to the UK social care sector. We have a track record of significantly improving the ease and efficiency with which social care businesses can source and coordinate a flexible workforce, and the control and accessibility with which nurses and carers can connect to work. We are delighted to have secured this investment as we deepen our commitment to transforming the staffing and recruitment process in social care for the better.”

Commenting on the investment, Isar Mazer – Chief Operating Officer SEEK Investments said: “We are pleased to support Florence in its next phase of growth sharing our expertise in scaling employment platforms. Online platforms are driving significant efficiencies for businesses in the coordination of labour and improving the ease, transparency and control that workers have in identifying and connecting to work opportunities. It is exciting to see the value that Florence can add to the UK social care sector.”

Florence will allocate its Series A funding to widening its nurse and carer user base. The funding will also be invested in the development of digital tools to improve the platform experience, and native apps including mandatory training and revalidation features.

Further commenting on the investment, Charles said: “We are all too aware of the inefficiencies and pain points that exist when it comes to workforce provision and planning in the UK social care sector. As an online platform we are making it significantly easier for carers and nurses to sign up to the site and immediately and easily identify work opportunities. This is enabling carers and nurses to pick up more shifts and increase their earning potential. Workers have greater control and flexibility to manage their work against personal commitments. For care providers, Florence connects them to a growing pool of high-quality workers, allowing them to efficiently take control of their staffing needs.”

With ever-growing concerns about the sustainability of the UK’s social care workforce in the face of an ageing population, Florence is using technology to help solve the challenges, with user experience at the core of everything it does.

Armitage concludes: “This investment is about more than just Florence – it has implications for the UK’s social care sector at large. As staffing pressures continue to build, the funding will allow us to expand and provide more organisations with a cost effective and high-quality alternative – putting control back in the hands of care home providers and professionals. With less resources being drained from a system already at breaking point, every one stands to benefit – not least those being cared for who deserve to be put front and centre in the social care system.”


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