This study explores how digital technology is being used to provide innovative family support services (FSS), and the challenges and opportunities that this holds for practitioners in delivering the service. Online services hold the possibility of accessing increasing numbers of parents, and providing support that fits with their own needs and availability. Using the parenting website Netmums as a case study, this article explores how staff who engage with parents online understand their role in both supporting parents and safeguarding children. This exploratory study involved in‐depth semi‐structured online interviews with Netmums′ staff (n = 13). A thematic analysis identified a number of key themes, the most frequently occurring being in relation to: identifying and responding to child safeguarding concerns; and the false impression by parents of anonymity in the online environment. This exploratory research raises more questions than it can answer, especially in relation to managing child safeguarding concerns while maintaining a ‘mum friendly’ approach. Online interventions show promise but there is a need for further evaluation of these forms of intervention. Copyright © 2017 John Wiley & Sons, Ltd. ‘Explores how digital technology is being used to provide innovative family support services’ Key Practitioner Messages Online FSS provide an alternative, cost‐effective service that can be accessed from anywhere, increasing opportunities for parents to become agents in their own support. Online FSS meet a much broader and largely unfiltered range of needs compared to offline services but they raise unique challenges in identifying and managing child safeguarding concerns. In‐depth research into innovative online FSS adds to the wider discussion on the future development of family support. ‘Online FSS provide an alternative, cost‐effective service that can be accessed from anywhere’