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 Marketing Officer Elsa Favario. Between them, they bring a deep understanding of what it takes to build a modern, inclusive business – one that grows sustainably, supports its community and puts fairness at its core.

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 that could empower self-employed professionals. Their energy, ambition and relentless drive shaped Urban’s early years – and laid the foundation for everything the company has become today.

Both remain involved: Jack as a board member, and Giles as a tech advisor. Their influence continues to be felt in the way the platform works, the values it holds, and the culture of possibility that still runs through the team.

“I’ve 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, creative 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 being clear, consistent and kind – 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 retention is stronger. Collaboration across teams is easier. And therapists are seeing the benefits of a more 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 – 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."

Get to know the team:

Charmain Manning, CEO

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

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Joanna Brown, COO

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

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Elsa Favario, CMO

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

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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.”