Within about the last two years, JEA Senior Living was acquired by investment firm Access Industries and named a new CEO. Now, the Tumwater, Washington-based provider has rebranded as Sinceri Senior Living. 

“Since the company was founded, there have been countless changes in our industry and around the world,” said CEO Chris Belford, in a Sept. 1 press release. “With the evolution of senior living and a new generation aging into its services, we carefully evaluated the opportunity of a rebrand to better fit how our company, too, has grown and evolved over the last 35+ years.”

JEA historically has been focused on memory care. At about 1,900 units, the company was the ninth-largest memory care provider on the 2021 rankings from industry association Argentum. With a total of 46 communities, JEA ranked No. 75 overall.

Going forward, the rebranded company intends to expand in independent living and assisted living.

“We’re not only looking for product lines that we’re interested in. We’re also looking at it strategically where it makes sense in our current footprint to grow,” Belford told SHN in Oct. 2020, shortly after becoming CEO.

He also is interested in exploring ancillary services such as home health care and pharmacy, he said, although research into these opportunities is in its “infancy.”

Having previously managed a 140-community portfolio for American Health Investors, and with leadership experience at Brookdale Senior Living (NYSE: BKD), Belford has the resume to lead a larger-scale senior living operation.

He succeeded former CEO W. Cody Erwin, who was the grandson of JEA’s founder. The Erwins forged a joint venture with Sunshine Retirement Living, which now operates and has ownership of most of that JV memory care portfolio, Sunshine CEO Luis Serrano said during a recent appearance on SHN+ TALKS.

The new “Sinceri” brand name is meant to evoke the “sincere and familial culture” of its communities, according to Wednesday’s press release. The typical community in the portfolio is roughly 65 beds, with a third being shared or double occupancy, a third being Jack-and-Jill style with a shared bathroom, and a third being private, Chief Strategy Officer Micah Gerber told SHN in 2019.

JEA is not the only provider to recently rebrand. United Church Homes and Services announced that the organization will now be known as EveryAge.