In patients with newly diagnosed multiple myeloma, how to maintain the responses achieved after optimal therapeutic strategies was a challenge, and maintenance therapy emerged as an option aiming to extend the duration of the response through continued treatment and thereby improving progression-free survival and overall survival. Because maintenance treatment is administered as continuous therapy, emphasis is placed on the convenience of administration, tolerability, and toxicity.1 Lenalidomide is the only approved single agent treatment for patients with newly diagnosed multiple myeloma after transplantation.2 In The Lancet Oncology, Graham Jackson and colleagues3 confirm the benefit of lenalidomide in terms of progression-free survival. In transplantation-ineligible patients, the findings by Jackson and colleagues also support the results reported with low-dose lenalidomide as maintenance after induction with melphalan, prednisone, and lenalidomide, and are in line with the use of full-dose lenalidomide and dexamethasone as continuous therapy reported in the FIRST trial.4,5 Although the debate in this setting has always been whether to use fixed or continuous therapy, the trend now is use of continuous therapy with either lenalidomide or daratumumab after induction with daratumumab in combination with bortezomib plus melphalan and prednisone.6 Lenalidomide maintenance seems to be effective, well tolerated, and convenient, despite the lack of overall survival benefit, because of the influence of rescue therapies in the overall survival. Maintenance with lenalidomide is the standard of care, but the future has to move towards a personalised medicine approach that aims to improve overall survival and quality of life, which means giving the right drug to the right patient at the right time for the optimal duration.