diff --git a/homeassistant/components/notify/__init__.py b/homeassistant/components/notify/__init__.py
index 782a4510ffb..a28a50d766f 100644
--- a/homeassistant/components/notify/__init__.py
+++ b/homeassistant/components/notify/__init__.py
@@ -64,6 +64,7 @@ def send_message(hass, message, title=None, data=None):
     hass.services.call(DOMAIN, SERVICE_NOTIFY, info)
 
 
+# pylint: disable=too-many-locals
 def setup(hass, config):
     """Setup the notify services."""
     success = False
@@ -71,6 +72,8 @@ def setup(hass, config):
     descriptions = load_yaml_config_file(
         os.path.join(os.path.dirname(__file__), 'services.yaml'))
 
+    targets = {}
+
     for platform, p_config in config_per_platform(config, DOMAIN):
         notify_implementation = bootstrap.prepare_setup_platform(
             hass, config, DOMAIN, platform)
@@ -92,7 +95,10 @@ def setup(hass, config):
 
             title = template.render(
                 hass, call.data.get(ATTR_TITLE, ATTR_TITLE_DEFAULT))
-            target = call.data.get(ATTR_TARGET)
+            if targets.get(call.service) is not None:
+                target = targets[call.service]
+            else:
+                target = call.data.get(ATTR_TARGET)
             message = template.render(hass, message)
             data = call.data.get(ATTR_DATA)
 
@@ -100,8 +106,22 @@ def setup(hass, config):
                                         data=data)
 
         service_call_handler = partial(notify_message, notify_service)
-        service_name = slugify(p_config.get(CONF_NAME) or SERVICE_NOTIFY)
-        hass.services.register(DOMAIN, service_name, service_call_handler,
+
+        if hasattr(notify_service, 'targets'):
+            platform_name = (p_config.get(CONF_NAME) or platform)
+            for target in notify_service.targets:
+                target_name = slugify("{}_{}".format(platform_name, target))
+                targets[target_name] = target
+                hass.services.register(DOMAIN, target_name,
+                                       service_call_handler,
+                                       descriptions.get(SERVICE_NOTIFY),
+                                       schema=NOTIFY_SERVICE_SCHEMA)
+
+        platform_name = (p_config.get(CONF_NAME) or SERVICE_NOTIFY)
+        platform_name_slug = slugify(platform_name)
+
+        hass.services.register(DOMAIN, platform_name_slug,
+                               service_call_handler,
                                descriptions.get(SERVICE_NOTIFY),
                                schema=NOTIFY_SERVICE_SCHEMA)
         success = True
diff --git a/homeassistant/components/notify/demo.py b/homeassistant/components/notify/demo.py
index 4685b90e880..8ad74b1ac8e 100644
--- a/homeassistant/components/notify/demo.py
+++ b/homeassistant/components/notify/demo.py
@@ -22,6 +22,11 @@ class DemoNotificationService(BaseNotificationService):
         """Initialize the service."""
         self.hass = hass
 
+    @property
+    def targets(self):
+        """Return a dictionary of registered targets."""
+        return ["test target"]
+
     def send_message(self, message="", **kwargs):
         """Send a message to a user."""
         kwargs['message'] = message
diff --git a/homeassistant/components/notify/html5.py b/homeassistant/components/notify/html5.py
index 04e49ecabca..7d9b89471b4 100644
--- a/homeassistant/components/notify/html5.py
+++ b/homeassistant/components/notify/html5.py
@@ -142,6 +142,11 @@ class HTML5NotificationService(BaseNotificationService):
         self._gcm_key = gcm_key
         self.registrations = registrations
 
+    @property
+    def targets(self):
+        """Return a dictionary of registered targets."""
+        return self.registrations.keys()
+
     def send_message(self, message="", **kwargs):
         """Send a message to a user."""
         from pywebpush import WebPusher
diff --git a/tests/components/notify/test_demo.py b/tests/components/notify/test_demo.py
index 3f7ffb576ed..f0a05a01c1f 100644
--- a/tests/components/notify/test_demo.py
+++ b/tests/components/notify/test_demo.py
@@ -22,6 +22,7 @@ class TestNotifyDemo(unittest.TestCase):
             }
         }))
         self.events = []
+        self.calls = []
 
         def record_event(event):
             """Record event to send notification."""
@@ -33,6 +34,10 @@ class TestNotifyDemo(unittest.TestCase):
         """"Stop down everything that was started."""
         self.hass.stop()
 
+    def record_calls(self, *args):
+        """Helper for recording calls."""
+        self.calls.append(args)
+
     def test_sending_none_message(self):
         """Test send with None as message."""
         notify.send_message(self.hass, None)
@@ -93,3 +98,29 @@ data_template:
                     'sound':
                     'US-EN-Morgan-Freeman-Roommate-Is-Arriving.wav'}}
         } == self.events[0].data
+
+    def test_targets_are_services(self):
+        """Test that all targets are exposed as individual services."""
+        self.assertIsNotNone(self.hass.services.has_service("notify", "demo"))
+        service = "demo_test_target"
+        self.assertIsNotNone(self.hass.services.has_service("notify", service))
+
+    def test_messages_to_targets_route(self):
+        """Test message routing to specific target services."""
+        self.hass.bus.listen_once("notify", self.record_calls)
+
+        self.hass.services.call("notify", "demo_test_target",
+                                {'message': 'my message',
+                                 'title': 'my title',
+                                 'data': {'hello': 'world'}})
+
+        self.hass.pool.block_till_done()
+
+        data = self.calls[0][0].data
+
+        assert {
+            'message': 'my message',
+            'target': 'test target',
+            'title': 'my title',
+            'data': {'hello': 'world'}
+        } == data