Looking forward, Ataya also stresses the importance of using data to understand employee needs, and to create more flexible systems for equitable benefits. “I believe employers are doubling down on benefits programmes that support their employees holistically – to foster a strong company culture, boost productivity and mitigate costs,” she says. “Fertility and family-forming benefits accomplish all of that, while also providing employees with a benefit they truly value and that will positively impact their lives for years to come.”

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