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The population complexity associated with superdiversity brings a wide range of challenges for social welfare providers. Commentators have outlined concerns about the ability of service providers to meet the welfare needs of ever diversifying populations and point to potential problems in identifying the nature of need in rapidly changing superdiverse neighbourhoods as conventional approaches to consultation based around ethnicity become practically impossible. Using data collected in the West Midlands, which explored maternity service needs from the perspectives of new migrants and maternity professionals, some key barriers to effective welfare delivery in superdiverse areas are explored. The paper outlines the emergence of two challenges important in shaping new migrant access to maternity care in an era of superdiversity – novelty and newness – and proposes further research to examine the extent to which these challenges are faced in other social welfare services. [ABSTRACT FROM AUTHOR]