Daughter caregivers of elders with dementia become their parents' advocates over time. This role takes on even greater importance when one or both parents are placed in a long-term care facility. This article presents the results of a qualitative study aimed at explaining how this advocacy role evolves following institutionalisation. In-depth interviews were conducted with daughters (N = 14) of an institutionalised parent with dementia and selected using a theoretical sampling procedure. Data analysis using grounded theory revealed there interrelated processes that explain role transformation of the daughters: integration in the care setting, evaluation of quality of care, and development of trust. Implications for involving daughters as care partners in long-term care settings are offered.