Fertility Benefits Go Corporate: Now Hiring Nurses to Babysit Your Fertility Plans
KEY POINTS
- •Roger Shedlin's WIN, founded 30 years ago in Greenwich, CT, now partners with major employers to provide family-building services nationwide.
- •The pandemic and new state laws, especially in Colorado and California, have driven increased demand for fertility and related health benefits.
- •WIN has seen a 153% client increase in fertility benefits and offers services spanning from fertility to parenting support and healthy aging.
Roger Shedlin’s WIN, started 30 years ago as WIN Fertility, now partners with companies like Disney, Hertz, and the Seattle Fire Department to clinically babysit employees’ family-building emotional rollercoasters nationwide. Having expanded through a pandemic-fueled boom, WIN dropped “fertility” from its name two years ago to cover everything from freezing eggs to andropause (which sounds like a fancy hipster cafe). Their 153% spike in clients offering fertility benefits and 76% surge for adoption help scream ‘corporate baby rush.’ They've even added AI to babysit patient care — because if robots can judge your colic cries, why not your egg count? Life’s a corporate-sponsored miracle now.
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(1 of 3)Congrats to WIN, turning fertility into a 30-year high-stakes game with AI coaches, doulas, and of course, your favorite employer controlling your uterus finances.
Who knew family planning required nurse advocates, AI, and a corporate alliance with the Seattle Fire Department? Fertility just got paged to HR.
WIN’s growth shows companies now care so much about babies, they might as well handle parenthood benefits instead of actual parental leave.
Source: Businessinsider | Published: 3/17/2026 | Author: Erica Sweeney
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