Fertility benefits for employees: Dos and don'ts

In today’s workplace, employees are increasingly seeking support from their employers on their journeys to parenthood. Providing inclusive family-building benefits like IVF coverage, surrogacy and adoption assistance, and financial support for family-building services, are becoming table stakes. Companies that offer comprehensive fertility benefits for employees see improved retention, increased employee satisfaction, and a deeper sense of belonging among their teams. While there’s a big difference between ‘traditional’ family benefits programs and high performing ones, the nuances aren’t always clear—especially when you’re just starting out. 

Fertility benefits are a key part of an inclusive benefits strategy

Fertility benefits are becoming a critical part of inclusive workplace policies. With one in eight couples experiencing infertility, more employees than ever before need support in building their families. Fertility challenges are often incredibly stressful, and can impact your employees’ physical and mental health. Studies show that up to 52% women struggling with fertility experience anxiety and depressive symptoms. These challenges are further compounded by the exorbitant costs of fertility treatment, which without coverage may be completely inaccessible to employees.

Fertility benefits help not only those with an infertility diagnosis, but also the needs of same-sex couples and single parents. Research shows that employees who feel supported in their family-building journeys, whether through health insurance and fertility coverage or family planning and mental health support, are more likely to stay with their employer, increasing retention and loyalty. This translates to a more engaged and committed workforce, which is a win-win for employees and companies alike.

However, traditional benefits through health insurance plans often fall short of meeting these needs, as high out-of-pocket costs and complex coverage rules create confusion and stress. This confusion may push employees into seeking treatments prematurely, or conversely to not seek treatment at all. This fertility blindspot happens when companies offer fertility benefits to check a box, but don’t check in to see how well this support actually helps people build and grow their families. In contrast, offering fertility benefits with clear, comprehensive support empowers employees to make informed decisions, without unnecessary financial or emotional pressure.

How to structure a fertility benefits plan for your organization

Creating a fertility benefits plan that fits your organization starts with a few key steps, each designed to ensure the plan meets your employees' needs effectively.

Step 1: Assess employee needs
Start by gathering input from your team. Conduct surveys or focus groups to better understand what your employees value in a fertility benefits plan. Use this feedback and anonymized data to guide decisions, helping you shape a benefits plan that truly aligns with your workforce.

Step 2: Benchmark against industry standards
Next, take a look at what your competitors and other companies in your industry are offering. Competitive benefits packages are increasingly essential to attracting and retaining talent, so understanding industry standards for fertility benefits will help you ensure your offerings stand out.

Step 3: Partner with the right vendors
Choosing the right partner can make all the difference. Offer fertility benefits in partnership with platforms that provide comprehensive support, from clinical guidance to emotional care. The best providers will tailor their fertility services to fit your organization’s goals, offering culturally sensitive, personalized care for your team.

Step 4: Communicate benefits clearly
Finally, clear communication is key. Make sure employees understand what’s available to them by sharing information through multiple channels, like emails, intranet posts, and benefits fairs. Highlight the inclusivity of your fertility benefits to reinforce your organization’s commitment to supporting diverse family-building paths.

Dos and don'ts for implementing fertility and family planning benefits

DO: Survey your employees
Begin by understanding your employees' needs. Use anonymous surveys to gather insights about the types of fertility benefits that would be most valuable. This ensures that your benefits strategy aligns with the specific challenges and preferences of your workforce.

DON’T: Assume all employees face the same fertility challenges
Avoid one-size-fits-all solutions. The right benefits partner can offer personalized care that meets your employees’ diverse family-building needs, from fertility treatment to adoption and surrogacy.

DO: Track the right metrics
Measure the effectiveness of your fertility benefits by tracking engagement and utilization rates. This data will help you see where the benefits are having the most impact and identify areas for improvement.

DON’T: Make assumptions about success
It’s important to look beyond numbers alone. Success with fertility benefits isn’t just about utilization; it’s about whether employees feel supported and understood on a personal level.

DO: Provide benefits for the whole person
Fertility challenges affect more than just physical health. Offer benefits that address mental, emotional, and financial wellness, ensuring employees feel cared for in every aspect of their fertility journey.

DON’T: Neglect the emotional aspect
Fertility struggles are deeply personal and often stressful. Failing to recognize the emotional toll can lead to feelings of isolation. Ensure that your benefits include resources for mental health support and counseling to help employees feel truly supported.

The key components of best-in-class fertility benefits 

For organizations looking to provide best-in-class fertility benefits, there are three key areas of support to focus on.

Clinical fertility support

Your fertility benefits provider should be able to provide employees with on-demand access to clinical fertility support, including on-demand access to fertility specialists and referrrals to high-quality clinics. Common treatments to support include:

• Fertility medication injections like Clomid or Serophene
• Injectable hormones to trigger ovulation
• Surgeries that can restore fertility
• Reproductive assistance like IVF or IUI
• Fertility preservation, like egg or sperm freezing

Additionally, when offering fertility benefits, your employees should be able to access virtual support for 24/7 access to care, regardless of their geographical location.

Emotional support for infertility and fertility treatments

Fertility treatments can take a heavy toll on the emotional health and wellbeing of employees and their partners. “Without the proper support and guidance, whether that's from your employer or your personal support system, the stress can further intensify the emotional toll that someone may already be facing,” says Heather Lucas, Director of Benefits and Wellness at The Scott's Company, in a recent webinar. Providing emotional support that’s razor-focused on fertility can help provide critical support and care during key moments and keep your employees supported during their journey. 

Financial support for fertility treatments

Best-in-class programs also provide financial support for the potentially exorbitant cost of a fertility journey. That can include reimbursement programs, cycle or lifetime based financial coverage, and even fertility-related leave. “Without the financial support individuals can face significant financial burdens, adding to their stress, and potentially creating more financial hardship down the line,” says Lucas.

How to measure the impact of fertility benefits

To gauge the effectiveness of fertility coverage, it’s essential to gather and analyze feedback from multiple angles. Here’s how you can measure the impact and continually improve your offerings.

Employee satisfaction surveys

Start by conducting anonymous surveys to capture employee sentiment on your fertility benefits program. Ask questions about overall satisfaction, ease of access, and areas for improvement. Tracking responses on a year-over-year basis can reveal trends and help you pinpoint where employees feel supported—and where enhancements are needed. This feedback is invaluable for ensuring that your program remains relevant and responsive to changing employee needs.

Employee retention and loyalty metrics

Fertility benefits can significantly impact retention and loyalty. To measure this, analyze retention rates before and after introducing these benefits. Another useful approach is comparing the average tenure of employees who utilize fertility benefits to those who do not. Higher retention among benefit users suggests your program is effective at fostering loyalty and long-term engagement. Additionally, tracking referrals or recommendations from these employees can give you insight into how fertility benefits enhance your employer brand.

ROI analysis

A strong fertility benefits program doesn’t just improve employee well-being—it has a measurable impact on the business. Assess ROI by examining reductions in turnover, increases in loyalty, and boosts in talent attraction since implementing your fertility program. Consider tracking these metrics through cohort analysis. by assessing outcomes among groups most likely to use or engage with these benefits. For example, at The Scotts Company, Heather and her team leaned heavily on employee feedback to assess their benefits: “We've received lots of feedback that our associates have shared that they felt well supported and less alone in their journey, and they really value the 24/7 provider support [from our benefits.]”

Happier, more supported employees are often more productive and engaged, leading to gains in overall performance. By linking improved satisfaction to tangible outcomes like productivity and reduced recruitment costs, you can demonstrate the long-term value of offering comprehensive fertility benefits.

Case study: Cozen O’Connor builds an inclusive fertility benefit

When law firm Cozen O’Connor set out to strengthen their benefits strategy, they listened closely to their employees’ needs. Surveys and direct feedback revealed that many employees were struggling with the financial and emotional burdens of fertility challenges. Recognizing this as an opportunity to better support their team, Cozen O’Connor partnered with Maven to design a fertility benefit that addressed these specific pain points.

Cozen O’Connor’s fertility benefit provides employees with comprehensive support, including access to fertility specialists, mental health professionals, and financial counseling. The program offers guidance for employees across all family-building paths, whether they’re pursuing IVF, egg freezing, surrogacy, or adoption. By tailoring their approach to meet a diverse range of needs, Cozen O’Connor has created a program that supports each employee’s unique journey to parenthood, and it’s already having a measurable impact. 

Since its launch, Cozen O’Connor has seen a rise in employee engagement, and employees have expressed appreciation for the firm’s commitment to supporting their personal and family goals. This positive feedback has fueled continuous improvements to the program, ensuring it stays relevant and responsive to employees' evolving needs.

Read the full case study

Offer fertility benefits that make a difference with Maven

Fertility benefits have become a vital part of a modern, inclusive benefits strategy, offering essential support to employees as they navigate diverse family-building paths. By implementing these benefits, HR leaders not only support the personal well-being of their teams but also create a more inclusive, loyal, and productive workforce. As you shape your organization’s fertility benefits, consider this an opportunity to invest meaningfully in your employees' lives.

Maven offers the most comprehensive fertility and family-building support available, designed to meet the diverse needs of today’s workforce. From personalized care and 24/7 access to specialists to emotional and financial guidance, Maven’s program ensures that every employee feels supported throughout their family-building journey. Ready to make a meaningful impact on employee well-being and retention? Visit us to learn more about how Maven’s fertility and family-building programs can transform your workplace.