Canadian Fertility Coverage Gap Signals Broader Benefits Mismatch
Event summary
- Manulife Canada data reveals fertility medication claims have risen 21% over the past five years.
- Less than 1% of Canadian employers with Manulife Group Benefits plans cover fertility clinic treatments, despite 56% covering medication.
- The average age of mothers in Canada at first birth reached 31.8 years in 2024, contributing to increased demand for fertility care.
- Manulife expanded its own employee fertility benefits in 2023, covering treatments, procedures, and drugs without limits.
- Manulife partnered with Maven Clinic in 2025 to provide fertility support services to plan members.
The big picture
Manulife’s data highlights a growing misalignment between evolving family planning needs and the current state of Canadian workplace benefits. The rising age of first-time mothers and declining birth rates are driving increased demand for fertility treatments, yet coverage remains severely limited, creating a financial burden for many families. This trend suggests a potential competitive disadvantage for Canadian employers who fail to address employee fertility needs, particularly as talent retention and attraction become increasingly critical.
What we're watching
- Employer Response
- Whether other major Canadian insurers will follow Manulife’s lead and expand fertility benefits to their own employees, potentially creating a bifurcated market.
- Regulatory Pressure
- The likelihood of increased pressure from Canadian provinces to establish minimum standards for fertility coverage within group benefits plans, given the rising costs and demographic trends.
- Plan Adoption
- The pace at which Canadian employers will adopt more comprehensive fertility benefits packages, balancing employee demand with the significant cost implications.
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