The secret to keeping employees? It’s no longer just about money and PTO. The workplace benefits landscape has shifted dramatically. According to HR Executive’s 2024 research, 42% of U.S. employers now offer fertility-related benefits—a significant jump from just 30% in 2020.
This isn’t a passing trend. It’s a strategic business decision. Investing in your people works.
The Numbers Don’t Lie
At first glance, fertility benefits might seem like a cost center. But the data tells another story:
61% of employees who received fertility coverage felt more loyal and committed to their employer.
73% expressed greater gratitude.
53% stayed longer with their companies. (FertilityIQ Workplace Study)
That loyalty translates directly into tenure—employees with historical context, strong customer relationships, and higher satisfaction. In other words, companies recoup the investment many times over.
Personal Proof of Impact
I’ve seen this firsthand. At one company, I was drawn to stay because they offered 12 weeks of paid maternity leave—the longest I had ever heard of at the time. My teammates stayed too, out of sheer gratitude for that benefit.
Later, I joined another company with over six months of leave. That policy didn’t just influence my decision to accept the role—it motivated me to reinvest myself in the company upon returning from leave. Benefits matter. They change how employees show up.
Beyond Coverage: Building Community
But here’s what many leaders miss: fertility benefits aren’t just about coverage. They’re about community.
During my own fertility journey that led to my twins, I learned that having benefits without support is like having a map without a compass. Employees need both the financial tools and the emotional scaffolding to navigate this path.
Without community, the journey can feel isolating. With it, employees feel seen, supported, and empowered.
Business ROI, Human ROI
Maven Clinic’s 2024 data shows that comprehensive family benefits deliver up to 2x clinical ROI and 4x business ROI. When companies invest in both benefits and community support, they’re not just helping families—they’re building stronger, more committed teams.
The Bottom Line
The question isn’t whether to offer fertility benefits anymore. It’s how to offer them in a way that truly serves your people.
So—what’s your company doing to support employees on their family-building journeys? I’d love to hear your thoughts in the comments.