Meet the women leading Urban

Urban has always been about people. From the therapists delivering world-class treatments, to the users inviting us into their homes – and, of course, the people guiding the business forward.

Today, we’re proud to be led by a senior leadership team made up entirely of women: CEO Charmain Manning, chief operations officer Joanna Brown and chief commercial officer Elsa Favario. Together, they’re helping shape a business that reflects Urban’s purpose – to bring a human touch to city life – not just through the services we offer, but in the way we do business too.

Urban's senior leadership team: Elsa Favario, Charmain Manning, Joanna Brown

Building on a strong foundation

Urban was co-founded in 2014 by Jack Tang and Giles Williams, two friends with a bold vision: to make wellness more accessible, and to build a platform and community that could empower self-employed professionals. Their energy, ambition and relentless drive shaped Urban’s early years – and laid the foundation for what the company has become today.

“I learned so much from working alongside our founders,” says Elsa Favario, who joined in 2016 and helped launch Urban in France. “They set the tone for what Urban could be – ambitious, innovative and always thinking big.”

As Urban has grown, so has the way it’s led. What started with urgency and entrepreneurial pace has naturally evolved into something more considered – a reflection of where the business is now and the kind of company it wants to be for the long term.

“Start-up culture has shifted a lot since 2014,” says Joanna Brown, who joined in 2019 and is now Urban’s COO. “These days, there’s more emphasis on long-term thinking – on building healthy teams and businesses that last. We’re proud to be part of that shift.”

Leading with empathy and intent

Since becoming CEO in 2023, Charmain Manning has helped shape Urban’s next phase of growth – one that balances steady expansion with a renewed focus on culture, wellbeing and therapist experience.

“You can build a high-performing business without burning people out,” she says. “For me, leadership is about giving people the space and tools to do their best work, and trusting them to get on with it.”

This more intentional way of working is having an impact. Staff satisfaction is stronger. Collaboration across teams is easier. And therapists are seeing the benefits of a stable, well-supported platform. For Elsa, who’s experienced both the start-up hustle and the shift to sustainability, the evolution feels right.

“There’s a time for rolling up your sleeves and jumping in a van to launch a market in one week – I’ve done that, and I loved it,” she says. “But over time, you learn what’s sustainable. Now, we’re building in a way that still has drive, but also has boundaries – and that’s what lets people do their best work, consistently.”

What’s next?

With a refreshed leadership team, a clear sense of purpose and a culture rooted in kindness and ambition, Urban is ready for its next phase of growth. The business continues to expand across the UK, recently launching in Edinburgh and Glasgow, while staying focused on what matters most: fairness, trust and quality – for everyone who uses the platform, and everyone who powers it.

“The vision hasn’t changed,” says Charmain. “What’s changed is how we bring it to life – and who we bring with us on the journey.”

Get to know the team:

Charmain Manning, CEO

Joined Urban in 2020 as CFO and took on the CEO role in 2023. She previously held senior finance roles at Pearson and the Financial Times.

Favourite way to unwind: Woodland walks with Lola, our Bernese Mountain Dog, followed by a hot bath.

One thing that energises me at work: Working with brilliant people.

Leadership philosophy in a sentence:  Lead with compassion, trust your team and create the kind of environment where people do their best thinking

Joanna Brown, COO

Joined in 2019 as head of customer support. Rose through operations to become COO.

Favourite way to unwind: A few laps at my local pool followed by a sauna.
One thing that energises her at work: Helping my team solve problems. Give me a challenge and I’ll find a way round it.
Leadership philosophy in a sentence:  I lead with a ‘firm but fair’ mindset – open-door, no nonsense and always ready to act. That bias for action has been a big part of shaping Urban’s culture today. 

Elsa Favario, CCO

Joined Urban in 2015. Has led across community, operations and marketing, and helped launch Urban in France.

Favourite way to unwind: Sewing - it’s an absorbing and creative hobby that I’m also now starting to be able to share with my young daughter.
One thing that energises me at work: I love a well structured plan with space for people to shape it and run with it.
Leadership philosophy in a sentence: Lead by learning – get to the heart of things, earn trust and create the momentum that moves people and work forward together.