diff --git a/octodns/record/__init__.py b/octodns/record/__init__.py
index 58169d5..287ebe2 100644
--- a/octodns/record/__init__.py
+++ b/octodns/record/__init__.py
@@ -1978,7 +1978,7 @@ class UrlfwdValue(EqualityTupleMixin, dict):
 
     @classmethod
     def process(cls, values):
-        return [UrlfwdValue(v) for v in values]
+        return [cls(v) for v in values]
 
     def __init__(self, value):
         super().__init__(