This article discusses the social, political, and administrative dynamics behind shifting welfare policies and social innovations in the senior care provided by Danish municipalities. The main argument is that institutional entrepreneurs are key agents of change and that institutional entrepreneurship is rooted in exogenous (e.g., scarce resources) and endogenous (e.g., cognition) factors. The article shows how exogenous factors challenge existing practices or necessitate change, while new ideas among institutional entrepreneurs in politics and administration give direction to institutional change.