Introducing fertility benefits: 5 top tips for HR and benefits leaders

Organisations that invest early in fertility support will garner trust, boost retention and nourish culture across their teams.

Demand for fertility benefits in the UK is growing quickly, with 1 in 6 employees experiencing difficulty getting pregnant or sustaining a pregnancy. At the same time, many face practical barriers to care; access can vary by region and waiting times can be lengthy.

For many, private IVF becomes the only alternative, typically costing £3,500–£8,000 per cycle before add-ons, according to the UK fertility regulator, HFEA. This creates financial strain at what is already an emotionally challenging time.

The psychological impact can also be significant, with up to 90% of those facing infertility experiencing anxiety or depression, while often continuing to work through treatment – contributing to the issue of high levels of sickness absence and absenteeism in workplaces.

And fertility isn’t only a women’s health issue; around 30% of infertility cases are linked to male-factor challenges.

These pressures mean workplace fertility support is no longer a ‘nice to have’. Well-designed fertility benefits in the UK can help retain talent, reduce absenteeism and boost productivity – while strengthening organisational culture and overall employee experience.

Top tips on introducing workplace fertility support in the UK:

1. Understand the needs of your UK workforce

Before designing a benefit, gather insight. Employee surveys or listening groups help to understand real-world demand, experiences and what types of support would be most valuable.

It’s essential to include underrepresented groups to ensure the benefit you implement applies across your entire workforce and addresses a broad range of family-forming journeys.

2. Prioritise clinically-led, inclusive fertility care

An effective programme goes beyond IVF. Employees benefit most when employers offer access to:

Evidence-based educational resources
Local healthcare navigation
At-home testing
Fertility experts
Quality clinical providers vetted to the highest standards

The combination of the above helps to ensure employees are well-informed and provided with safe, regulated, evidence-based care. This protects employees and ensures consistency in both quality and experience, and can even reduce overall costs.

3. Provide clear, equitable support

Financial support can take many shapes – a fixed allowance, a reimbursement model, or a co-pay structure. Whichever approach you choose, equity matters. All employees, regardless of gender, relationship status or sexual orientation, should be able to access financial support towards the route to parenthood that applies to them.

Flexibility is key. Allow employees to use their allowance across journeys most relevant to them, rather than restricting to a single type of treatment. It can help to provide access to educational resources before employees pursue a plan, and to choose a provider that doesn’t restrict which journeys are available or charge for multiple journeys.

4. Ensure strong compliance and regulatory alignment

Any UK fertility benefit needs to meet HFEA regulations and UK GDPR requirements, especially when handling sensitive health data. If you support a global workforce, it’s also important that your fertility benefits partner understands the clinical and legal landscape in each region you operate in.

Choosing a provider with strong UK regulatory expertise helps ensure your programme is safe, compliant and clinically governed, giving both HR teams and employees confidence in the support offered.

5. Communicate your fertility benefits effectively

Even the best benefit underperforms if employees don’t know about it or how to access it. Clear, stigma-free communication is key.

Consider offering:

Webinars or Q&A sessions with the benefit provider
Inclusive, easy-to-understand internal communications
HR toolkits and conversation guides to help managers support teams
Educational resources for employees at every stage of the fertility journey
Onboarding guides that can be accessed at any time, clearly outlining the benefit and how to use it

Normalising conversations around fertility helps build a more open, supportive workplace where people feel confident accessing the care they need.

Conclusion

Fertility support is becoming a core expectation for today’s workforce, and a clear differentiator for employers who want to lead on wellbeing and inclusion. The organisations that invest now won’t just improve access to care; they’ll strengthen trust, retention and culture across their teams.