Indeed, I'd see it the same way - for individuals (and indeed families) it certainly is not really more secure - if anything, less so due to the likelihood and encouragement for families to put more intimate/sensitive and personal details into the environment.

This and things like Pair, the social network for couples, I would suspect are shooting for high 'value' - where value is correlated with selling that information to third parties (advertisers, at best; but other parties are possible customers too).

edit - after reading their privacy policy, they do currently seem to have a good standing; even so I'd generally be cautious

I had expected from the title "Your Family's Private Social Network" a software to be installed on a private server, well knowing that this is only something for experienced users.

I don't see where it says "more secure". Secure only shows up once in the article and once in their privacy policy.

Perhaps it would be better to stick to "privacy" as that's the value i see here.

the privacy policy states: ... affiliated organizations that (i) need to know that information in order to process it on FamilyLeaf’s behalf or to provide services available at FamilyLeaf’s websites, and (ii) that have agreed not to disclose it to others.

Looks cool! I'm hopeful they will be around awhile.

Might just be trying to expand the meaning of private / more privacy..