The party has attempted to transform the political discourse on welfare deservingness from a universal rights-based approach to a selective approach based on identity. One of the key arguments underpinning their ‘welfare chauvinist’ position is that the welfare state needs to serve the interests of the native population. While the selective deservingness politics of mainstream parties would usually engage with more than one dimension of deservingness (van Oorschot 2000), the Finns Party has moved increasingly towards identity being the only dimension for them. Promoting a selective identity-based deservingness discourse is an attempt to ethno-nationalise the Nordic welfare model. The party claims its main aim is to defend the Nordic model against the assault from the ‘old parties’. The paper is based on qualitative content analysis of party manifestos and speeches by party leadership and other relevant Finns Party politicians.