The outstanding poll success of the upstart Future Forward Party was one of the most surprising features of the March 2019 Thai elections. Despite fielding largely unknown candidates, and lacking a traditional canvassing network of hua khanaen, Future Forward secured 31 constituency seats and 50 party list seats, becoming the third largest party in the new parliament. Future Forward was widely credited with capturing support from millennials and especially from first time voters in urban areas – but its electoral success suggests an appeal to a much wider voter base. Drawing on interviews with key players in the party, this paper asks whether Future Forward is simply the latest manifestation of Thai electoral professional parties prefigured by Thai Rak Thai (McCargo 1997, McCargo and Ukrist 2005), or whether it represents the rise of what Gerbaudo (2019) terms a ‘digital party’? How far is Future Forward a one-off phenomenon, and how far does it reflect the transformation of Southeast Asian politics in new directions?