[8] As part of this diversification, in April 2013, the company purchased Specialty Care, a private senior home operator., for $254 million.

[2] As part of the re-branding, which was managed by branding agency Bob's Your Uncle, many of the company's homes also changed their names (e.g. from Leisureworld Caregiving Centre – Oxford to Secord Trails Care Community in Ingersoll).

[14][15] During the 2020 COVID-19 pandemic in Ontario, the company's long-term care facilities experienced significant numbers of residents who tested positive for the virus and over 290 deaths.

In June 2020, Joanne Dykeman, executive VP of operations was dismissed[16] and Lois Cormack, the CEO, resigned, for "personal reasons".

On the other hand, Sienna's assisted living and retirement homes are paid for privately by residents, and provide limited or no nursing care.