In 2025, family-building support has emerged as a defining priority in employee benefits strategy. Fertility coverage, inclusive parental leave, and caregiving support are no longer niche offerings — they’re central to how employees evaluate workplace value. As life paths diversify and caregiving responsibilities expand, benefits managers are rethinking what it means to support the whole employee.
State of the Workplace Report
This shift is backed by compelling data. TriNet’s 2025 State of the Workplace report shows that employer prioritization of parental leave rose to 37%, a significant increase from previous years. At the same time, employee interest in fertility benefits — including IVF, egg freezing, and adoption assistance — has surged, especially among younger workers and LGBTQ+ employees. These benefits are no longer seen as optional or elite; they’re essential tools for equity, retention, and long-term engagement.
California’s 2025 expansion of Paid Family Leave, boosting coverage to 90% of regular pay for lower-income workers, signals growing policy momentum. It reflects a broader cultural recognition that caregiving is not a disruption to work — it’s a core part of life that employers must support.
Why Family-Building Benefits Matter Now
Employees are navigating increasingly complex family journeys. Whether it’s fertility treatment, surrogacy, adoption, or elder care, the traditional model of benefits tied to a narrow definition of family no longer applies. Workers want support that reflects their lived realities — and they’re choosing employers who offer it.
What Employees Are Asking For
Family-building benefits span a wide range of needs. Employees are looking for:

Fertility coverage (IVF, egg freezing, hormone therapy)
Adoption and surrogacy assistance
Inclusive parental leave for all genders and family types
Caregiving support for aging parents or dependents
Flexible return-to-work policies after leave

These offerings are especially valued by millennials, Gen Z, and employees in caregiving roles — but they’re increasingly appreciated across all demographics.
How Benefits Managers Can Respond
Meeting these expectations requires more than adding a few line items to a benefits brochure. It means designing policies that are inclusive, flexible, and clearly communicated.
Benefits managers should:

Audit existing family-related benefitsIdentify gaps in coverage and inclusivity.
Engage employee feedbackUnderstand what types of support are most needed.
Align with policy trendsMonitor state-level changes like California’s Paid Family Leave expansion.
Communicate clearly and empatheticallyEnsure employees understand their options and feel supported in using them.

The Strategic Advantage
Offering robust family-building benefits isn’t just about compassion — it’s about staying competitive. Employers who support fertility, caregiving, and parental leave are better positioned to attract and retain top talent, especially in industries where work-life balance is a differentiator.
These benefits also signal current cultural shifts. They show that an organization understands the full arc of an employee’s life — not just their productivity. In 2025, that kind of understanding builds trust, loyalty, and long-term engagement.
Family-building support is no longer a fringe concern. It’s front and center — and for benefits managers, it’s a chance to lead with empathy, strategy, and impact.
For more Employee Benefits resources, contact INSURICA today.
Copyright © 2025 Smarts Publishing. This is not intended to be exhaustive nor should any discussion or opinions be construed as legal advice. Readers should contact legal counsel or an insurance professional for appropriate advice.