For the first time, Millennial and Gen Z generations make up the majority of U.S. workers, challenging employers to meet the health needs and user-friendly expectations of a younger workforce. As these generations begin to plan for and have families, employers can leverage family planning benefits and digital health to attract and retain employees.
According to a 2024 report, 75% of employers say reproductive and family benefits are important for retaining their workforce. Employees agree, with 46% of Gen Z and 35% of Millennial workers responding that family health benefits influence their decision to take a new position or stay at their current company. With 31% of employees planning to have a child within the next one-to-two years, a company’s family health benefits could prove critical in employee retention.
Digital solutions and resources are key for Gen Z and Millennials, who prioritize innovative technology and ease of use with their health plan. Making complex health benefits easy to understand, the ability to find virtual or in-person providers, and a seamless user experiences with their healthcare are highly valued by younger generations.
Employers who provide fertility and family health benefits and want to augment coverage with digital resources and virtual support can leverage platforms like Maven, Blue Shield’s women’s and family health partner.
About Maven
As the largest virtual clinic for women and families, Maven supports employees across every phase from fertility to pregnancy, to postpartum and return to work, parenting, and beyond. Employees have access to mental health services, educational courses, and community support for women and their partners—all accessible whenever and wherever needed. Partners can also sign up for a Maven account and access appointments, articles, virtual classes, and guidance specific to the partner experience.
Maven’s dedicated Fertility & Family Building program goes even further. The program offers unlimited access to a diverse virtual network of providers specialized in fertility and family building, personalized content, community forums, and much more – all at no cost to the member.
All fully-insured Blue Shield of California groups have Maven’s 12-month maternity program included at no extra cost, with Maven’s Fertility & Family Building program available as a buy-up for both fully-insured and ASO/Shared Advantage plans. Visit Blue Shield’s Family Health page for more information.
