Uptick in female-specific benefits as DEI movement gains momentum

In an effort to attract and retain women, many employers are taking a closer look at offering female-specific benefits. According to a study by Kenan Institute of Private Enterprise, these benefits include increases to maternity leave, child care services, and access to and coverage of fertility and family-planning services.

Some of these historically uncommon benefits are now becoming more mainstream. According to Kenan, 40% of large employers now cover the cost of in vitro fertilization, and generous maternity leave benefits are effective at attracting and retaining female employees.

Other benefits that appeal to women and female-identifying employees are attracting attention as well. P.volve, a functional fitness and wellness benefits provider that offers evidence-based wellness videos and live workouts, said it has noted an uptick in demand for benefits for women as diversity, equity and inclusion efforts gain momentum. The company said it recently penned agreements with Easterseals Michigan, Globant and SmileDirectClub that underscore this demand.

An example of the company’s benefits targeting women is its recently launched “Moving with Menopause” series that it said employers can offer to female and trans employees. The program aims to help employees through symptoms of menopause that can impact work performance through movement. The firm estimates menopause productivity losses exceed $150 billion annually, and while a large percentage of women request benefits to help with menopause, 99% of women do not have access to such benefits.

The program complements hundreds of sculpting and cardio workouts the firm has developed to help women with specific challenges and conditions they face during different stages of life. They include pelvic floor health, endometriosis, menstrual cycle syncing, pre- and postnatal care and pain management programs targeted at different parts of the body, the firm said.

“Our employee benefits model is a turnkey solution for employers who want to empower their female and female-identifying employees with educational content in conjunction with a comprehensive science-backed, holistic fitness method,” said Julie Cartwright, president of P.volve. “In just a few months, we have seen a big uptick in employers wanting to learn more about our employee wellness offering.”

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Globant made P.volve available to more than 650 of its U.S. employees starting last year. The company’s strong focus on women includes initiatives to close the gender gap and achieve 50% women and nonbinary people in management positions by 2025. Its well-known Women That Build initiative is a DEI program aimed at empowering women in tech. Globant said its partnership with P.volve is part of its plan to build a workplace built on equality and diversity.

Easterseals Michigan will offer P.volve to more than 1,000 employees via a 12-month membership that includes access to thousands of on-demand and live virtual classes; 85% of its employee base is female between the ages of 25 and 55, Easterseals Michigan said.

“As a non-profit organization that provides services, supports and advocacy for people with disabilities, families, and communities, we are pleased to be able to take this step to advocate for and support our own employees through wellness membership in P.volve, a company founded and operated by women.”

Oral care company SmileDirectClub is integrating P.volve into its widely hailed “Smile Well” employee wellness benefit, where its more than 1,000 employees can access a P.volve digital membership as well as a 15-minute one-on-one consultation with one of P.volve’s expert personal trainers.

Kristen Beckman is a freelance writer based in Colorado. She previously was a writer and editor for ALM’s Retirement Advisor magazine and LifeHealthPro online channel.