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.

Instant Insights /

Family-building benefits: A game-changer for employers in 2025

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