{"id":31544,"date":"2026-06-29T15:38:09","date_gmt":"2026-06-29T15:38:09","guid":{"rendered":"https:\/\/progyny.com\/?p=31544"},"modified":"2026-07-08T18:11:54","modified_gmt":"2026-07-08T18:11:54","slug":"brokers-have-a-new-opportunity-in-fertility-and-family-building-benefits","status":"publish","type":"post","link":"https:\/\/progyny.com\/blog\/fertility-in-the-workplace\/brokers-have-a-new-opportunity-in-fertility-and-family-building-benefits\/","title":{"rendered":"Brokers have a new opportunity in fertility and family building benefits"},"content":{"rendered":"\n

By Charles Green, Vice President, Sales, Progyny<\/em><\/p>\n\n\n\n

For years, many smaller to mid-sized employers assumed fertility and family building benefits were out of reach. The need was there, but the cost uncertainty often was, too. That’s starting to change.<\/p>\n\n\n\n

Smaller to mid-sized employers are under growing pressure to offer benefits that help them compete for talent, support employees through major life moments, and close gaps in care. But traditional utilization-based models have often made those benefits difficult to adopt, especially for employers that need more predictable costs.<\/p>\n\n\n\n

For brokers, that shift creates a real opportunity.<\/p>\n\n\n\n

The challenge isn’t demand, it’s the model<\/h2>\n\n\n\n

Employees increasingly expect support across life stages, from fertility and family building to pregnancy, parenting, and menopause. Smaller to mid-sized employers are feeling the same pressure as larger organizations. TriNet’s 2025 State of the Workplace report<\/a>, focused on emerging trends in small and medium-size businesses, shows that employers are placing more focus on benefits as a way to compete for talent and support retention.<\/p>\n\n\n\n

The report also found growing employer recognition of fertility coverage, with “extremely important” responses increasing to 29% from 25%, and “moderately important” responses increasing to 31% from 28%.<\/p>\n\n\n\n

Larger employers have already responded. More than 40% now offer fertility benefits<\/a>. At the same time, 1 in 6 people experience infertility<\/a>, reinforcing the scale of need.<\/p>\n\n\n\n

But smaller to mid-sized employers often face a different reality. Even when they want to offer expanded benefits, unpredictable utilization, high-cost claims, and administrative complexity can make adoption feel risky. As a result, many employers either delay offering fertility and family building benefits or settle for limited solutions that may not fully meet employee needs.<\/p>\n\n\n\n

A more predictable path forward<\/h2>\n\n\n\n

The biggest shift in the market isn’t demand – it’s benefit design.<\/p>\n\n\n\n

Fully insured, premium-funded models are making fertility and family building benefits more accessible by giving employers a way to offer meaningful support at a more predictable cost.<\/p>\n\n\n\n

Instead of variable utilization-based spend or limited coverage in carrier-based models, employers can access a model designed to support:<\/p>\n\n\n\n