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JEA Senior Living Changes Name to Sinceri Senior Living


TUMWATER, Wash.—JEA Senior Living, a prominent senior living operator, has changed its name to Sinceri Senior Living. The company plans to expand its offerings to assisted and independent living to provide its residents a more holistic continuum of care.

The change was driven by a desire to refine the company’s brand image and communications to better express its strengths, values and offerings as understood by residents, family members and team members. The new name reflects the sincere and familial culture cultivated by its innovative programming and dedicated staff.

Sinceri Senior Living was founded 35 years ago as JEA Senior Living, JEA being the initials of the organization’s founder, who lost his mother to Alzheimer’s disease. Since then, the company has strived to provide unique and effective memory care offerings. The rebrand is designed to reflect the company’s commitment to the responsiveness of its operations and willingness to adopt new technologies and methods of care to continue providing the highest level of service.

“Since the company was founded, there have been countless changes in our industry and around the world,” said CEO Chris Belford. “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.”

About Sinceri Senior Living
Sinceri Senior Living is a senior living provider specializing in independent living, assisted living and memory care that fosters deep bonds between those that live and work in our communities, just like family. More information is available at