Clinical workflow platform Florence launches with $20M

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New York-based health technology company Florence, which focuses on clinical capacity management, launched with $20 million seed funding. 

GV (Google Ventures), Thrive Capital and Salesforce Ventures led the round, with participation from Atento Capital, BoxGroup and Vast Ventures.


Florence’s platform allows patients to track their healthcare journey using their smartphone. They can complete intake forms, fill prescriptions, update their clinical information and schedule follow-up appointments to help ease the clinical workflow for providers. 

The company was founded in 2021 by Aniq Rahman, its current CEO and former president of Moat, a measurement, analytics and intelligence company that tracks digital ads. Moat was acquired by Oracle in 2017 for $850 million. 

“Technology is the most expedient way to address the growing challenges to our overburdened healthcare system across cost, access and labor,” Rahman said in a statement. “We cannot continue to add administrative overhead to clinical teams and hope that access and quality will improve. The Florence platform is designed to address the most significant constraint in care, clinical capacity, while building consumer interfaces that engage patients throughout their journey.”


Healthcare organizations are increasingly using clinical workflow digital health solutions to enhance their productivity. 

Another company aimed at streamlining the clinical experience is CenTrak with its offering Workflow, a cloud-based platform that automates healthcare workflow and communications. 

Margie Zuk and Melissa “Penny” Chase will offer more detail at the HIMSS23 session “Preparing for the Next Cyber Attack.” It is scheduled for Wednesday, April 19 at 10:15 a.m. – 10:35 a.m. CT at the North Building, Level 3, in Hall B, Booth 8539, Federal Health Pavilion.


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