Fertility coverage: What top employers are doing differently in 2025

The way we build families is evolving—and so are employee expectations. In recent years, demand for fertility support in workplace benefits has increased, with 66% of employees taking or considering a new job because of better reproductive and family health benefits. However, this upward trend is just the beginning.

According to recent employee insight surveys, 31% of employees say that support for preparing to have a family is their most important benefit, and more than half want their employer to advocate for continued access to comprehensive reproductive health services. These numbers reflect not just a shift in priorities but a broader change in what people need from their employers to feel seen, supported, and valued.

With solo parents by choice, same sex couples and individuals, and people navigating unexplained infertility looking for support as they build their families, inclusive benefits are no longer a nice-to-have; they’re essential. For businesses, that means rethinking what meaningful support looks like in 2025 and beyond.

In this article, we’ll explore why fertility coverage is more than a perk, what today’s employees expect when it comes to fertility benefits, and how leading employers are implementing inclusive, future-ready fertility solutions so that you can join their ranks.

What is fertility coverage, and what does it typically include?

Fertility coverage refers to the range of services and support employers offer through their health insurance plans and supplemental benefits to help employees navigate infertility or plan for future family-building. At its most basic, this might mean limited insurance coverage or financial-only assistance that helps cover the cost of select fertility treatments for those with a diagnosis of infertility. But as demand grows and needs shift, employers are expanding their offerings to provide truly holistic support that breaks down barriers for all employees who seek fertility care.

Basic fertility benefits may cover infertility services such as diagnostic fertility testing or partial reimbursement for fertility medications. However, these plans often limit coverage or exclude certain procedures altogether, leaving employees to shoulder high out-of-pocket costs and emotional stress. For those needing in vitro fertilization (IVF), for example, nearly half paid more than expected. Further, many plans still require a diagnosis of infertility for employees to be eligible for support, which results in same-sex couples, solo parents by choice, and those with unexplained infertility being excluded from care. 

Comprehensive fertility coverage goes much further. It combines physical, financial, and emotional care to support employees at every stage of their journey. This might include full access to fertility treatment options such as intrauterine insemination (IUI) and IVF, coverage for fertility medications, and additional services like fertility preservation or donor and surrogacy support.

Just as importantly, modern fertility benefits often include emotional support through counselling or mental health services and financial navigation tools to help employees understand what their health insurance plan covers and what it doesn’t.

These benefits can vary widely depending on employer size and geographic location. Similarly, local regulations and healthcare frameworks in different regions can influence what fertility services insurers will cover. For example, California’s Senate Bill 729, which was signed into law in September 2024, makes reproductive care more accessible and affordable by requiring certain fully insured health policies to cover and treat infertility, including IVF. In contrast, there are laws in states such as Arkansas, Kansas, and Tennessee surrounding prenatal personhood that could put access to IVF services at risk.  

As the conversation around fertility becomes more open and inclusive, the standard for what qualifies as meaningful fertility coverage is rapidly evolving, and employees are taking note.

Why fertility coverage is now a business-critical benefit

As fertility challenges become more visible and diverse family-building needs grow, fertility coverage is no longer a niche perk; it’s a core part of modern employee benefits. From shifting demographics to rising expectations, the demand for inclusive, supportive fertility care is shaping how employees choose where to work, how long they stay, and how engaged they feel. For employers, the business case has never been clearer.

Rising demand and shifting demographics

The demand for fertility coverage is being driven by social, cultural, and demographic shifts. Around 12 in 100 US couples require infertility treatment to achieve pregnancy, but the need for fertility support extends far beyond heterosexual couples.

With more people choosing to delay parenthood for personal, financial, or career-related reasons, fertility treatment and preservation services are becoming increasingly relevant. More women are accessing fertility preservation services like egg freezing to keep future options open, while others are proactively seeking fertility testing and support as part of their long-term reproductive planning. Similarly, more men are undergoing sperm testing to understand their reproductive health, and sperm freezing is increasing in popularity for future family planning.  

At the same time, the traditional nuclear family is no longer the default. A growing number of LGBTQIA+ individuals and couples, along with single parents by choice, are reshaping what family-building looks like. 63% of LGBTQIA+ millennials are thinking about starting or growing their families, and the same percentage expect to use assisted reproductive technology, foster care, or adoption to do so.

These pathways often require complex, costly, and emotionally demanding processes that are not always covered by standard health insurance plans.

A competitive edge in talent acquisition and retention

Offering fertility benefits has become a strategic advantage for attracting and retaining top talent, with 84% of employers saying that reproductive and family benefits are important or very important for attracting employees. Our State of Women's and Family Health Benefits report reveals that 66% of employees took or considered taking a new job because of better reproductive and family health benefits

Companies providing comprehensive fertility benefits not only better meet employee expectations but also demonstrate a commitment to equity in the workplace. Inclusive fertility benefits support various family-building journeys, particularly benefiting women and LGBTQIA+ employees, thereby fostering a more diverse and supportive workplace.

By integrating fertility benefits into their health plans, employers not only enhance their appeal to prospective employees but also cultivate a loyal and satisfied workforce. Cozen O'Connor, for example, has had positive feedback from employees since implementing the Maven Fertility & Family Building program, with a satisfaction score of 4.99 out of 5.

Addressing the mental and emotional toll

Infertility is recognized by the World Health Organization as a disease of the reproductive system, affecting approximately one in six people globally. Beyond its physical implications, infertility can lead to significant psychological distress, including anxiety, depression, and reduced self-esteem.

In the workplace, these emotional challenges can manifest as decreased productivity, increased absenteeism, and reduced engagement. 93% of employees say their careers have been impacted by their infertility diagnosis, and 70% have taken sick leave while going through fertility struggles.

By acknowledging the emotional and physical toll of infertility and implementing supportive policies, employers can foster a more inclusive and compassionate workplace, ultimately enhancing employee productivity and loyalty. 

The cost of doing nothing: Gaps in traditional coverage

Despite growing demand, most traditional health insurance plans offer limited or no fertility coverage. Where support does exist, it’s often narrowly focused on financial aspects, covering only part of the cost of treatments like IVF or fertility medications while ignoring the broader physical, emotional, and logistical needs of those on a family-building journey.

This leaves many employees to shoulder significant out-of-pocket expenses. The average cost of a single IVF cycle in the U.S. is $23,000, not including fertility drugs. Egg freezing typically reaches around $11,000 per cycle, while surrogacy can exceed $100,000. According to our 2025 report, 45% of employees have delayed or forgone other financial priorities due to healthcare costs, and 28% have incurred debt to cover costs.

The ripple effects of inadequate support are also felt across the workplace. Fertility challenges are emotionally taxing, and without appropriate benefits, employees are more likely to experience stress, burnout, and disengagement. 92% of working parents report feeling burnt out, and 24% of employees have taken extended leave or career breaks.

For employers, the cost of inaction is clear: rising attrition, reduced productivity, and widening inequities. Modern fertility benefits aren’t just a response to employee demand; they’re a strategic investment in a healthier, more resilient workforce.

What a best-in-class fertility benefit looks like today

Today’s leading fertility benefits go far beyond partial insurance coverage or one-size-fits-all solutions. They provide comprehensive, inclusive, and easy-to-access care that supports employees emotionally, physically, and financially throughout every stage of their family-building journey. Here’s what defines a best-in-class offering in 2025:

Comprehensive clinical support

Top-tier fertility benefits provide access to reproductive endocrinologists, OB/GYNs, fertility awareness coaches, mental health specialists, and more, often through virtual platforms to ensure 24/7/365 access

Importantly, strong fertility programs also emphasize preconception care, which provides education and guidance on areas like nutrition andfertility awareness while trying to conceive. This support  can play a critical role in improving outcomes and even reducing the need for advanced treatments. 86% of women don’t receive preconception care during routine OB-GYN visits, missing a key opportunity to optimize health before trying to conceive. However, 30% of Maven’s Fertility members achieve pregnancy without assisted reproductive technology, thanks to early, personalized support.

A strong clinical model ensures evidence-based treatment and personalized provider matching, helping employees find the safest, most effective path to bringing home a healthy baby. 

Inclusive family-building pathways

Modern benefits support every path to parenthood. That includes coverage for LGBTQIA+ individuals, single parents by choice, and those pursuing adoption, surrogacy, or donor-assisted reproduction. Inclusive insurance coverage reflects today’s workforce and removes barriers for underrepresented groups who have historically been excluded from care.

Just as important as access is appropriate care. Virtual fertility platforms can enable individuals to connect with providers and clinics who understand their lived experiences and unique needs. Culturally-competent care matching helps ensure patients feel seen, heard, and supported every step of the way.

Financial transparency and support

Employees and employers alike benefit from upfront cost estimates, simplified claims, and clear reimbursement processes.

Our research shows that 46% of employees have either received an unexpected bill or paid more than expected for health care costs, and 53% felt there was a lack of clarity about costs before commencing fertility treatment.

Cycle-based coverage models offer predictable, equitable support compared to lifetime caps, especially when infertility coverage includes not just medical treatment but also any necessary prescription drugs. Transparent financial tracking empower employees and employers alike while minimizing confusion, delays, and administrative friction on both sides.

Emotional and mental health care

Fertility journeys are emotionally demanding, and employees tell us that mental health support is one of the most important benefit priorities in 2025.

• 50% of women and 15% of men rank infertility as the most upsetting experience of their lives
• Of people experiencing infertility, 55% say it’s more stressful than unemployment, and 61% more stressful than divorce
• 50% of women do not tell their employer about their fertility treatment out of fear that the employer wouldn’t take them seriously, and more than 40% have concerns that it will have a negative impact on their career prospects

Top fertility benefits provide access to mental health professionals, peer support groups, and 24/7 coaching to support employees during treatment. This wraparound care can help reduce burnout and foster resilience at home and at work through a deeply personal and often stressful experience.

Global and localized care

For multinational employers, fertility support must consider legal, cultural, and clinical differences across regions. A leading benefits partner removes the burden from benefits teams with a depth of knowledge about local laws,  offering localized care that aligns with local regulations while maintaining consistent quality and access for all employees, no matter where they’re based.

Ease of use

A strong fertility benefit should reduce benefit teams’ workload and make managing treatment admin easier for employees. The best solutions are intuitive, with streamlined onboarding, transparent pricing, and dashboards that offer real-time engagement and utilization data. Easy navigation, claims, and reimbursements make the benefit truly accessible for everyone involved.

Key steps to implement or improve your fertility benefit

Whether you're starting from scratch or expanding an existing program, implementing comprehensive fertility insurance benefits requires strategic planning and input from across your organization. These key steps can help ensure your offering is inclusive, impactful, and aligned with employee needs.

Audit your current offering

Start by reviewing what your health insurance plans currently cover, whether that's fertility testing and IVF services or full-scale support. Ask what’s missing and who’s being left out. Use a equity lens to identify whether LGBTQIA+, single parents, or lower-income employees are excluded from meaningful access to care.

Understand employee needs

Go beyond assumptions. Use anonymous surveys to gather data on employees’ reproductive health goals and concerns, and what they want from insurance coverage and benefits vendors. Partner with employee resource groups (ERGs) to collect nuanced feedback from underrepresented communities and understand the real-life barriers they face when building a family.

Choose the right partner

The right fertility benefits partner should offer clinical credibility, inclusive support, financial transparency, and global scalability.

Ask vendors about their care model, outcome data, ability to tailor programs to your workforce, and how they support emotional well-being alongside infertility treatment. Prioritize flexibility and proven impact.

Communicate the benefit effectively

Even the best fertility insurance benefits won't make a difference if employees don’t know about them. Highlight support clearly during onboarding and open enrollment, train managers to speak confidently about available resources, and use inclusive language to normalize conversations around fertility and family-building across your organization.

How Maven supports employees through every stage of the fertility journey

With over a decade in the healthcare sphere and having partnered with more than 2,000 employers, Maven has always focused on delivering personalized care through an intuitive benefits management platform, making it easier than ever for employees to get the fertility support they need and employers to facilitate it.

Personalized, always-on support

72% of employees report having to wait longer than they wanted to get a medical appointment for fertility care, but we are breaking down this barrier. We offer 24/7 access to providers and dedicated care advocates, with same-day appointments available with specialized providers.

Our tech-enabled platform with human guidance delivers curated content for every member and makes it easy for employees to view their appointments, ask questions, and manage costs, all in one place.

Clinical excellence & emotional care in one place

Our model of care integrates clinical, financial, and emotional support to deliver the best outcomes for all. Through Maven:

• 30% of members achieve pregnancy without assisted reproductive technology. By avoiding treatment, employers and employees can save on the cost of IVF treatment, which can be up to $25,000. 
• There’s a 97% singleton pregnancy rate during IVF, which is 2-4% higher than the national average. Further, single births typically result in lower NICU admissions and fewer complications during pregnancy.
• NICU admissions have lowered by up to 27%.
• 21% of members report improved mental health, and more than 40% of members reported finding emotional support through Maven. Studies estimate that mental health support during IVF can double the chance of a successful pregnancy.

Built for equity, built for scale

Our platform is designed to grow with our clients so that it can meet the ever-changing needs of businesses and their employees. As well as our Fertility & Family Building health plan, we also offer Maternity & Newborn Care, Parenting & Pediatrics, and Menopause & Midlife Health so that employees can get the support they need no matter their stage of life.

Maven is also infinitely scalable, meaning that as your business grows, even if it spans several continents, you can be assured that your employees will get equitable access to high-quality care in their geographical location.

Offering better fertility care for all employees

The business case for fertility benefits has never been stronger, and companies that invest in Maven see 2-4x clinical and business savings. However, offering this coverage is about so much more than just employee productivity and retention. It's about the tangible difference that you can make to the lives of your employees by supporting their family-planning goals and ensuring access to high-quality, affordable care regardless of gender identity, race, or marital status.

Ultimately, people are the lifeblood of any organization, so making what matters to them matter to you is always going to be a business imperative. To find out more about how Maven can support your workforce and drive new levels of organizational success, book a demo today.