Erin Fordham is still grateful every day for her son, Jett, born four years ago. But the road to get there was not easy. Fordham underwent fertility treatments for nearly a decade and spent more than $60,000 out of pocket before giving birth when she was 38. “I wouldn’t wish this journey on my worst enemy,” says Fordham, who is the Director of Sales and Growth, HMA The Benefits People, and co-founder of the Oasis Fertility Support Network.
Tara Wood, business consultant and founder of Purpose Communications in Prince Edward County, Ontario, had a similar experience. After many years and tens of thousands of dollars, she was ultimately unable to conceive. “I’ve made peace with it,” says Wood. “I’m an auntie to many of my friends’ children.”
Wood’s experience with infertility led her to be the Chair of Conceivable Dreams, an advocacy organization that helped establish government-funded in vitro fertilization (IVF) in Ontario. She was also the visionary behind Fertility Benefits Matter, a campaign to improve family-building benefits in Canadian workplaces. The campaign’s website includes a toolkit for employers.
Here are 10 reasons why plan sponsors need to introduce or expand their fertility and family-building benefits.
1. Infertility is a medical diagnosis
Recognized as a disease by the World Health Organization, infertility affects one in six people of reproductive age. Yet too often workplace benefits plans still categorize fertility treatments as a lifestyle benefit.
Reclassifying fertility care as essential medical treatment would remove outdated exclusions, such as denying coverage for travel to clinics or overnight stays—costs that are routinely covered for other medical procedures. “If benefit plans want to be progressive,” says Wood, “fertility needs to move out of the lifestyle bucket. It’s simply not right.”
Gavin Mosley, Group Benefits Consultant and founder of Mosley Group Benefits, agrees. As a member of the Smart Health Benefits Association, Mosley leads a working group that focuses on the modernization of benefits contracts. “This is something our association agrees needs review, and we look forward to sharing our thoughts and position to help our industry make positive change when it comes to supporting family building for Canadians.”
2. Attract and retain talent
Fertility benefits have become a differentiator in a competitive labour market. According to the 2023 Carrot Global Fertility at Work survey, 65 per cent of employees would consider changing jobs to work for a company that offers fertility benefits while 72 per cent would stay at a company longer if they had access to fertility benefits. “People are asking about family-building benefits before they even accept the job,” says Fordham.
Coverage for egg freezing also supports retention and career longevity for women. “It allows them to pursue leadership roles without feeling forced to choose between career and starting a family,” says Fordham.
3. Boost productivity
Fertility treatments are time-consuming and emotionally demanding, involving frequent medical appointments and significant stress. Without supportive policies, employees may experience presenteeism, absenteeism, and may even resign.
“People struggle in silence,” says Fordham. “Some end up on short-term disability because the stress and anxiety become overwhelming.”
4. Rising infertility rate
Canada’s birth rate is at a historic low, and the average age of first-time parents continues to rise—it’s now 31.6 for women. Fertility naturally declines after age 30, while the risk of miscarriage increases.
As more people delay parenthood due to education, career demands, or financial pressures, the need for fertility support will likely grow.
5. Rising treatment costs
IVF costs approximately $20,000 per cycle, and many patients require two or three rounds. Egg freezing averages $8,500, and genetic testing can add another $4,000. Surrogacy costs at least $60,000. These figures don’t include travel, accommodation, or lost income from time off work.
Although almost all provinces (except Alberta and the territories) now offer some type of public funding or tax credit, coverage is limited and uneven and none covers the entire cost of a round of IVF. Employer-sponsored benefits can help fill these gaps—and make all the difference for employees.
6. Be competitive
Fertility coverage is one of the fastest-growing benefits. The number of employers offering fertility benefits increased by 25 per cent from 2021 to 2024, according to Manulife claims data. Still, 53 per cent of employers provide no coverage at all, according to 2023 research by Mapol for Fertility Benefits Matter.
Among those that do, the median coverage is $6,000, reports Mapol. Half of these companies offer a lifetime maximum, which is preferred because fertility treatments often require multiple cycles over several years. An annual maximum can disrupt treatment, increasing the risk of failure.
7. Low budget impact
Utilization of fertility benefits is low and therefore rarely results in dramatic cost increases. A U.S. 2021 Mercer survey found that 97 per cent of employers offering fertility coverage did not experience a significant rise in plan costs.
“Infertility is time-limited,” says Wood. “People either conceive, age out, or decide to stop treatment. Compare that to chronic conditions like diabetes, which generate lifetime claims.”
Lifetime maximums also help employers manage financial exposure.
Employers can consider low-cost supports as well; for example, an online fertility navigation platform such as Sprout Family or MyStoria. “From an employer perspective, even if they can’t afford to add fertility benefits to their plan because they are too small or they have a limited budget, apps offer some support to employees with a low cost to the employer,” says Fordham.
8. Protect mental health
The mental health toll of infertility is profound. Research has found that up to 40 per cent of women experiencing infertility have a psychiatric diagnosis, most often depression or anxiety. Fertility medications can disrupt sleep, affect mood and heighten stress.
Employees who feel supported by their employer report better wellbeing—and are far less likely to disengage or leave.
9. Inclusivity
“This isn’t a women’s issue—it’s a family issue. It’s an inclusion issue,” says Wood. “There are many ways to make a family.”
Fertility benefits are valued by heterosexual, single and LGBTQ+ people, people with genetic conditions, and those experiencing recurrent pregnancy loss, Wood explains.
10. Reinforce company values
Three-quarters of employees consider fertility benefits to be an important part of company culture, according to the 2023 Carrot survey. “It’s a value-driven benefit that leaves a lasting impression,” says Fordham.
“This benefit can be life-changing,” agrees Wood, adding that a confidential survey can be a meaningful first step. “While we celebrate babies, the journey to get there can be full of shame, fear, and frustration. Most people won’t speak to family or friends about their infertility, so they certainly don’t want to speak to HR. [A survey can] give them an opportunity to share their feelings without pressure and then you can build your benefits and policies accordingly.”