Fertility and family-building benefits have evolved from a niche offering to a core part of workforce strategy. As employees delay parenthood, infertility rates remain high, and expectations for personalized benefits continue to grow, employers are rethinking how they support people through family-building and beyond.

The question is no longer whether these benefits matter. It's whether current strategies reflect how people actually build families today.

Over the past decade, the employer-employee relationship has been tested by relentless external pressures — and it’s buckling under the weight. Pandemic-era upheaval, rapid policy shifts, and technological disruption have driven both employers and employees into survival mode.

In that churn, trust has eroded. A 2024 Gallup study found only 19% of employees strongly agree that they trust the leadership of their organization, a 20% decrease from 2019.¹