With the NHS struggling to provide fertility services, more companies are offering support such as IVF, fertility preservation as well as egg and sperm freezing as part of their wider employee benefit offering.
This nascent trend may soon get a boost from legislative changes, with the Fertility Treatment (Employment Rights) Bill, currently in its second reading at the House of Commons, including a provision for fertility treatment leave.
Currently, employees have no statutory right to leave for fertility treatment, and typically rely on holiday, unpaid leave or employer discretion. If this new law makes it onto the statute books more employers might review how this issue is covered by HR and wider benefit policies.
Fertility levels
Data shows that globally fertility rates are dropping in advanced economies despite wider population growth. According to the Office for National Statistics, in the UK the total fertility rate (TFR) in England and Wales fell to 1.41 children per woman in 2024, down from 1.42 in 2023, the lowest level on record for the third year in a row.
The age of first-time parents is also on the rise: with the average age of mothers standing at 31 and fathers at 33.9. In many cases the decision to delay starting a family may be due to financial pressures as well as changing social expectations. But starting families later is likely to mean rising demand for fertility treatments.
This has led to some employers offering fertility benefits, which can include diagnostic services, coverage for fertility treatment itself and a range of ancillary services such as mental health support and peer networks. These can be offered as part of an enhanced medical insurance plan or through specialist services.
The decision to offer fertility benefits is often part of a wider DEI initiative, and can help with talent attraction and retention.
WTW associate director Beth Husted says: “Employers have a range of options to suit different budgets, from basic infertility diagnostics and treatment navigation services to financial contributions toward procedures and educational resources like webinars. However, any enhancements should be thoughtfully considered, as once implemented, they can be difficult to scale back without impacting employee trust and morale.”
Howden UK wellbeing leader Emma Capper agrees that fertility benefits are becoming a differentiator for employers competing for top talent.
She explains: “Fertility benefits are gaining importance due to demographic shifts, talent priorities and changing employee expectations. Supporting staff on their fertility journey demonstrates inclusivity and strengthens the overall benefits package.”
Capper adds that UK employers are increasingly “benchmarking against international peers”, particularly in the US, moving fertility support from a ‘nice-to-have’ to an expectation in progressive organisations.
Aviva UK Health medical director Dr Suba M agrees with Capper, adding that while demand for fertility benefits within UK private healthcare schemes remains low, interest is growing among global employers aligning with US standards, with many supporting fertility journeys through HR policies, education and broader wellbeing programmes, rather than direct funding.
She says: “The real opportunity lies in culture. Embedding fertility support into HR policies, such as offering fertility leave, and complementing this with mental health support, employee assistance programmes, and peer networks can make a meaningful difference.
“Awareness sessions and manager training are also key to normalising conversations and ensuring employees feel supported throughout their journey.”
Employee needs
Syrona chief operating officer Chantelle Bell explains that its fertility offering is structured across multiple service levels to meet the needs of different groups. The comprehensive package offers home testing kits and key biomarker assessments for both women and men, which can be completed at home or at partner clinics.
More extensive coverage can extend to clinic-based services such as egg freezing, IVF and IUI. Bell also notes that some employers only offer testing, while others include treatment. She adds that effective programmes should cover multiple aspects of fertility, rather than focusing on a single event like egg retrieval or testing.
Axa Health says it offers fertility support to select corporate clients and includes seminars, expert-led online resources and optional assisted fertility treatment cover. It also provides early parenthood support and emphasises equitable access for all employees including same-sex couples and single women.
Bell says that fertility benefits are particularly valued by younger employees who expect support that reflects diverse family structures and offers seamless digital access.
She says: “It’s definitely geared to the younger population. Some companies use it as part of their benefits package to attract certain employees. It’s a marketing tactic that’s really taken off in the tech industry.”
Bell adds that education is crucial, including raising awareness that 40–50 per cent of infertility can be due to a male factor which is a reality that is often overlooked. She notes: “Putting that at the forefront of our messaging helps drive uptake from both sides.”
Adoption varies across sectors, with financial services, asset management and legal firms leading the way while uptake is increasing in the tech, creative and media industries.
Support strategies
Fertility treatment can be emotionally challenging, so Husted stresses the importance of providing mental health resources, peer support, confidential HR processes and compassionate manager training alongside payment for diagnostics and medical treatments.
Capper adds that support should extend to employees and their partners, with mental health resources, clear guidance and trained HR and managers to facilitate open conversations and direct access to navigation platforms. She notes that flexible working, inclusive eligibility and paid or flexible leave can make a tangible difference.
“Policies must align with the support in place and reflect the full journey employees and their partners go through. The aim is to implement support that resonates and matters to employees.”
Fertility support also ties into DEI strategies. Dr M says: “It ensures all employees, regardless of gender, sexual orientation, or family structure, have equitable access to family-building options.
“This turns DE&I commitments into tangible action. It also helps reduce the stress and stigma often associated with fertility challenges.”
Measuring impact
Employers are keen to understand the impact of fertility support on wellbeing, engagement and retention. Capper recommends using provider data to track outcomes such as productivity and sickness absence, while case studies, employee stories and surveys can help demonstrate ROI and measure engagement.
Bell highlights the broader impact on loyalty and employee retention. She says: “If you’re able to offer a service that positively impacts their life in a big way, they’re going to be more loyal. It has a knock-on effect in terms of retention numbers.”
Challenges and ethics
Cost remains one of the biggest obstacles though, when it comes to employers offering this support, particularly given the inflationary background which has pushed up the cost of many employee benefits.
Bell says that these cost considerations can drive flexible approaches. “It’s quite difficult to have a one-size-fits-all solution for fertility provisions, which is why we’ve got it tiered.”
But she says equity and inclusivity are also critical and stresses that benefits should cover all family journeys, including same-sex couples and different structures: “It needs to be diverse and expansive enough to include everyone’s needs.”
Capper advises employers to “ensure inclusive eligibility criteria, address surrogacy transparently and supportively, protect privacy, prevent discrimination and communicate with clarity and sensitivity.”
But there are other ethical consideration about some of these treatments, particularly around egg freezing. Husted notes that these treatment “can empower employees to make reproductive choices on their own timeline.” But Capper adds that risks include “workplace pressure, issues of equity and access, informed consent, medical risk and questions around long-term responsibility.”
Bell notes that Syrona does not “push egg freezing” and will never do so in internal communications. She says a hyper-focus on egg freezing particularly in high-flying firms across the legal and financial sectors could raise questions about their approach to work-life balance.
Legislative changes
Many expect firms to look at these issues again in light of proposed legislative changes.
Capper says: “We expect more employers to introduce support. It will drive cultural change, raise awareness, reduce stigma and encourage open conversations…[we could see] fertility benefits being used as a competitive advantage.”
Husted says legislation could prompt employers to audit current policies and introduce enhanced leave for non-traditional scenarios.
This isn’t the only change. According to Bell, technological advances, particularly in AI, are making treatments more effective and affordable. “Instead of having to go for three rounds of IVF, now they can pinpoint which embryo is most likely to work. It’s going to become a lot cheaper, and hopefully those savings will be passed on to employees.”
Innovation in delivery, including navigation platforms, health trackers and flexible financial models, is also improving access. Bell adds that AI-driven clinics are improving success rates and lowering costs. “Once costs come down, it will open the door for more employers to take this up. Fertility is generally not covered by private medical insurance, so employers have to actively go out and source it as a benefit.”
Bell says lower costs and a change legislative background will mean more companies offering this. In future fertility treatment may not be a ‘nice to have’ but embodied in HR policies and part of the wider health and wellbeing benefits that that are offered to all staff.
