Historically, many plans applied IUI treatments toward benefit caps, limiting access for those who might benefit from less invasive and more cost-effective options before pursuing IVF. Today, employers are eliminating these restrictions, recognizing the importance of providing equitable access to care and making it a vital first step to treatment for many employees. By expanding IUI coverage without limits, employers are fostering inclusivity and ensuring that all employees can access the care they need. This evolution is particularly significant for single parents by choice and LGBTQIA+ couples, who often rely on IUI as a first step in their family-building process.

For example, female couples or single female parents by choice often require medical intervention, such as IUI, to conceive. Providing IUI as an accessible first-line treatment allows these individuals to pursue care without barriers. If IUI is unsuccessful, it can also help identify underlying medical infertility, guiding further diagnostic testing and treatment. Additionally, the growing number of state mandates requiring IUI coverage, often without limitations, is driving broader adoption of these inclusive policies, ensuring more employees benefit from these essential treatments.

Key trends shaping 2025 benefits

Family-building benefits are becoming a key driver of employee satisfaction and retention, reflecting a growing emphasis on comprehensive family wellbeing and cost mitigation. As employers prioritize these programs, several trends are emerging that will shape offerings in 2025.
●     Fertility Preservation: There is a continued movement toward offering fertility preservation benefits, with 72% of clients at WIN - a leader in family building – offering fertility preservation (medical and/or elective) with 32% offering elective preservation benefits. This number is expected to grow as organizations recognize the importance of helping employees plan for their future. Additionally, there is increasing interest in expanding benefits globally, ensuring consistency for multinational workforces.
●     Broader Health Focus: Employers are increasingly addressing the underlying health factors that impact fertility and family-building success. This includes preconception preparation, mental health support centered on family-building journeys, and care for grief, bereavement, and postpartum recovery. Growing recognition of conditions like insulin resistance—which affects 20% of patients struggling with fertility—is driving more comprehensive benefits that target metabolic health across genders.
●     Unified Family-Building Benefits: Organizations are rethinking how they structure family-building benefits, moving toward a single cumulative benefit that combines fertility, surrogacy, and adoption. This approach supports employees equally, regardless of their chosen path to parenthood, and ensures that no one is disadvantaged by separate benefit limits. Currently, 45% of WIN clients offer surrogacy and adoption benefits, with a 5% growth expected in 2025.
●     Maternity Care & Risk Mitigation: Escalating costs associated with high-risk pregnancies and disparate health outcomes are leading employers to invest in robust maternity programs. These programs engage patients early, providing the support, answers, and guidance they need to achieve better outcomes. Demand for these offerings is expected to grow significantly in 2025 as more employers recognize the value of proactive maternity care.
●     Menopause Support: Services for menopause and perimenopause are becoming an essential part of benefit programs, addressing a critical gap in care for midlife employees. Despite the fact that most OB-GYNs receive no training in menopause management, these services are gaining traction. Currently, 5% of employers offer menopause support, a figure expected to triple by early 2025.
●     Doula Support: The role of doulas in improving maternal outcomes and satisfaction is driving an unprecedented surge in demand for these services. The number of WIN’s clients offering doula benefits is expected to grow by 1100% in 2025, reflecting the increasing recognition of their value in maternity care.

Industry-specific investments in family-building benefits

While tech, financial services, and professional services have long been leaders in offering comprehensive family-building benefits, these programs are now becoming standard across industries. Small businesses, which historically lagged in offering these benefits, are increasingly adopting them as a way to compete in the talent market. This shift underscores the universal need for family-building support, as employees across all sectors value employers who prioritize their personal and family goals.

Demand for family-building benefits is reshaping workplace expectations across industries. According to the International Foundation of Employee Benefit Plans, 42% of U.S. employers now offer fertility benefits, up from 30% in 2020. This demand is reflected in consulting firm Mercer’s finding that 45% of large employers covered IVF in 2023, a significant rise from 22% just four years earlier. Leading employers, such as those on the Fortune Best Companies to Work For list, showcase this trend by offering inclusive benefits like elective egg freezing, covered by 63% of these organizations.

This demand isn’t limited to large companies. Small businesses, which historically lagged in offering these benefits, are now increasingly adopting them to stay competitive in the talent market. WIN reports nearly 50% growth among small business clients in 2025, highlighting the critical role these benefits play in leveling the playing field with larger organizations. Family-building benefits, including innovative solutions like menopause and doula support, enable smaller employers to differentiate themselves, retain top talent, and address the growing expectations of today’s workforce.

However, challenges remain. Small businesses often lack the resources to design, implement, and manage comprehensive benefits programs. They also face pressure to compete with larger organizations that have more extensive resources. By investing in turnkey family-building solutions that offer clinical expertise, digital support, and streamlined implementation, small businesses can overcome these barriers and position themselves as forward-thinking, employee-focused employers.

Related: Top 5 family-centric benefits that resonated with employees in 2024

Trends HR practitioners need to watch in 2025

The legislative landscape around family-building benefits is becoming increasingly complex, with state-specific mandates creating new challenges for employers. Navigating these regulations requires careful planning and expert guidance to ensure compliance while maintaining access to high-quality care.

Maternity programs are also a focal point for employers. Rising health care costs and disparities in health outcomes are driving demand for initiatives that provide early engagement and tailored support. These programs not only reduce costs but also improve outcomes, benefiting both employees and employers.

Comprehensive benefit programs are becoming essential - that address physical, mental, and emotional wellbeing—from preconception through postpartum and beyond—are increasingly recognized as key to meeting the diverse needs of today’s workforce.

Conclusion

Family-building benefits are no longer optional; they have become a cornerstone of modern workplace support, reflecting a deep commitment to inclusivity, employee wellbeing, and long-term engagement. Organizations that embrace these benefits are not just meeting employee expectations but are actively shaping a more equitable and supportive future for their workforce.

As 2025 approaches, employers have an unprecedented opportunity to lead by example. Comprehensive family-building programs that include fertility treatments, surrogacy, adoption, mental health support, menopause care, and doula services are becoming essential tools for attracting and retaining top talent. These offerings do more than support employees’ personal and professional goals; they address critical cost mitigation needs by proactively reducing high-risk maternity costs and improving health outcomes.

Inclusive benefits also empower organizations to meet the diverse needs of their workforce. By eliminating restrictive policies and investing in programs that support all paths to parenthood, employers can create environments where employees feel valued and supported at every stage of their journey. Small businesses, in particular, have a unique chance to level the playing field by adopting turnkey solutions that make high-quality family-building benefits accessible.

These programs are more than a competitive advantage; they are fundamental to creating thriving, inclusive workplaces. By prioritizing comprehensive family wellbeing, organizations demonstrate their commitment to fostering a culture of care, innovation, and sustainability. As employers look to 2025 and beyond, the investment in these benefits will continue to drive employee satisfaction, retention, and organizational success.

The focus on comprehensive family wellbeing benefits is reshaping the workplace, offering employers a powerful tool to attract and retain top talent while mitigating rising health care costs. Inclusive family-building programs that address the diverse needs of employees—from fertility and surrogacy to menopause and mental health—are becoming essential. By investing in these innovative and equitable benefits, organizations can demonstrate a deep commitment to their workforce’s personal and professional success. In 2025, these programs are not just a competitive advantage but a fundamental component of a thriving, inclusive workplace.

Shelly MacConnell, Chief Strategy Officer at WIN