Fertility benefits 101: what HR leaders need to know—and who's leading the way

Fertility care is no longer a niche offering—it's a strategic advantage. As employee expectations evolve and workplace demographics shift, fertility benefits are becoming a critical lever in recruitment, retention, and employee well-being strategies. Yet with a growing number of vendors in the space, choosing the right one for your workforce can be daunting.

This guide breaks down the why, what, and how of fertility benefits, with actionable insights into five leading vendors and their value for your organization.

Why fertility benefits matter

1. Fertility challenges are common—and growing.

• 1 in 6 people globally are affected by infertility, according to the World Health Organization.
• The average age of first-time mothers in the U.S. continues to rise, increasing demand for egg freezing and IVF support.
• LGBTQ+ couples and single parents also require inclusive pathways to parenthood.

2. Fertility benefits support DEI and retention goals.

• 75% of employees say fertility benefits are an important part of an inclusive company culture.
• 88% of employees would consider switching jobs for fertility benefits.
• Inclusive benefits help companies support all employees, regardless of gender identity, sexual orientation, or relationship status.

3. The business case is strong.

• Enhanced employee retention: Nearly 1 in 3 employers providing fertility benefits reported that offering fertility benefits helped improve employee retention.
• Cost savings on healthcare: Comprehensive fertility benefits can lead to reduced healthcare costs. By supporting employees through their fertility journeys, companies can decrease high-risk pregnancies and associated medical expenses.
• Increased productivity and engagement: Providing fertility benefits contributes to higher employee satisfaction and engagement. Employees who feel supported in their family-building efforts are more likely to be productive and committed to their roles.
• Competitive advantage in talent acquisition: Offering fertility benefits can be a differentiator in attracting top talent. As more employees prioritize family-building support, companies with comprehensive fertility benefits stand out in the job market.

What to look for in a fertility benefits vendor

• Coverage flexibility: Are services customizable by employee tier or budget?
• Global access: Can employees in different regions access the same quality of care?
• Care navigation: Do they offer human support or digital-only pathways?
• Integration with existing plans: Is it additive or duplicative of your current health plan?

5 leading fertility benefits vendors for employers

Fertility benefits today span a broad and evolving spectrum—from core services like IVF and egg freezing to more holistic offerings that support adoption, surrogacy, menopause, and return-to-work care. Some vendors specialize in clinical care and outcomes, while others focus on education, digital access, or concierge-level guidance. As the landscape grows more nuanced, HR leaders need solutions that not only meet medical needs but also align with organizational values and workforce demographics. Below, we’ve profiled six standout vendors, each offering a unique approach to helping employees navigate the path to parenthood.

Cleo

What’s great:

Cleo (a Nava Preferred Partner!) offers personalized, coach-led support from fertility through parenting and caregiving. Their expert guides help employees navigate family transitions while reducing stress and improving retention.

Good fit if:

You want a whole-family solution that goes beyond fertility to support working parents and caregivers across life stages.

Carrot Fertility

What’s great:

Carrot offers a global fertility and family-forming benefit that spans IVF, adoption, surrogacy, egg/sperm freezing, menopause, and more. Their solution includes financial coverage, global provider networks, and expert care navigation.

Good fit if:

You’re a growing or multinational employer seeking a scalable, inclusive platform that covers the full spectrum of reproductive care.

Maven

What’s great:

Maven is the largest virtual clinic for women’s and family health, covering fertility, pregnancy, parenting, and menopause. It offers 24/7 access to providers across 30+ specialties, and personalized care plans backed by outcomes data.

Good fit if:

You’re looking for a comprehensive, virtual-first solution that integrates fertility care into broader reproductive and parental health support.

Ro + Modern Fertility

What’s Great:

Modern Fertility (now part of the Ro family) democratizes fertility insights with accessible, affordable at-home hormone testing and fertility tracking tools. Their platform includes physician-reviewed results, ovulation tracking, and a strong community component.

Good fit if:

Your workforce skews younger and may not yet be trying to conceive, but values proactive, data-driven health planning.

Lilia

What’s great:

Lilia serves as a concierge service for egg freezing, offering white-glove support and provider matchmaking. Their model blends research-driven education with a high-touch experience.

Good fit if:

You want to support female and nonbinary employees in preserving fertility options in a way that feels personal, empowering, and low-friction.

Milk Stork

What’s great:

Milk Stork solves a practical, overlooked need: helping business-traveling breastfeeding parents ship milk home. It’s a simple way to support postpartum employees’ transition back to work.

Good fit if:

Your company has frequent travel demands and wants to improve return-to-work support for new parents.

Next steps in implementing fertility benefits

Fertility benefits aren’t just a trending perk—they’re a strategic investment in employee well-being, retention, and inclusive culture. If you’re ready to take action, here’s how to get started:

1. Assess your workforce needs

Begin by gathering data and feedback from your employees. Are they asking for fertility support? What kinds of services—like IVF, egg freezing, surrogacy, or adoption—would make the biggest impact? Understanding your population helps ensure the benefit is both valued and well-utilized.

2. Set clear goals

Decide what you want this benefit to accomplish. Are you aiming to support DEI efforts, reduce high-risk maternity claims, improve retention, or attract top talent? Clear objectives will shape which vendor is the best fit for your organization.

3. Partner with your benefits broker

Your benefits broker is one of your most valuable allies in this process. They bring deep market expertise, access to performance benchmarks, and an understanding of which vendors integrate smoothly with your existing plans. A broker can also help you vet vendors, manage RFPs, and negotiate contracts that align with your budget and goals.

4. Evaluate and select a vendor

With your broker’s support, explore vendors that align with your goals and employee demographics. Look for solutions that offer flexible financial coverage, strong member support, and measurable outcomes. Consider offering tiered or opt-in benefits to control cost while increasing access.

5. Communicate and launch effectively

Once you’ve selected a vendor, plan a strong rollout. Clear, inclusive communication helps employees understand what’s available and how to access it. Consider training HR teams and managers to be advocates for the benefit.

6. Monitor outcomes and adjust

After launch, track engagement, satisfaction, and health outcomes. Use data to optimize the program and ensure it continues to meet the evolving needs of your workforce.