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Rise in demand for fertility and family health benefits

In 2024, employers are juggling an ever-widening range of demands, from record-high healthcare costs, to evolving hybrid work policies, and an increasingly age-diverse workforce. More companies are charting a path forward with women’s and family health benefits that attract and retain talent of all ages and help manage costs.

The third annual State of Women’s and Family Health Benefits report* – providing a forecast for global fertility and family benefits trends in the year to come – draws on responses from over 1,200 HR leaders and 3,000 full-time employees across the U.S. and the UK. The report provides employers with the insights needed to yield value from their benefits investments and attract top talent.

In 2024, employers are juggling an ever-widening range of demands, from record-high healthcare costs, to evolving hybrid work policies, and an increasingly age-diverse workforce. More companies are charting a path forward with women’s and family health benefits that attract and retain talent of all ages and help manage costs.

Key findings from The State of Women’s and Family Health Benefits report in the UK include:

  • Family benefits can make or break a career decision. 71% of UK employers say reproductive benefits are important for retention, and 58% of employees have taken, or might take a new job because it offered family or reproductive health benefits.
  • Menopause benefits becoming popular – A quarter of employees think that menopause care is an important benefit.
  • Virtual care complements return-to-office policies – over half (57%) of employees say access to virtual healthcare would make it easier for them to work in person.
  • A quarter (26%) of employees say having a benefit that prepares them to have a family (i.e. preconception genetic testing, learning about ovulation and sperm health) would influence them to take a new job.
  • Employers are prioritising family benefits – 65% of UK employers say that reproductive and family benefits are important or very important for attracting employees.
  • 47% of UK employers plan to increase their family health benefits offerings in the next two to three years

“In today’s ever-changing landscape of HR demands, family benefits are a North Star for return-on-investment. It’s no surprise that more and more families are demanding fertility coverage, and employers are listening,” said Kate Ryder, founder and CEO of Maven Clinic.

Download the full data report  here.

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