Supporting parents and families: What we prioritize says a lot

By Scott Liebman, SVP of Product Strategy and Development

As both a parent and a benefits professional myself, I find that I spend a good deal of time thinking about what it means to truly support parents and children - not just in words, but in action. And let's be honest, we don't always get it right.

Many benefits decision makers and employees are parents, which helps explain why over the years many employers started to offer flexible time off, employee assistance programs, and other family-focused benefits. But is "offering" them enough? What we need to be asking is: are these benefits easy to find and are they designed in a way that fills the immediate needs of families? According to MetLife's 2024 employee benefits survey, 38% of families wished their employer had provided more guidance in accessing benefits and resources tailored to their specific needs. How do you make sure you are maximizing your maternity and return to work benefits? How do you find a caregiver for a child with special needs? What if you aren't getting enough sleep?

Similar to how our health needs change throughout life, our parenting needs change as well through various stages of the journey. So, when parenting support is offered, we should be thinking of it through the cycle, starting with family building support and continuing through the adjustment to having a new child in the home. But then we need to recognize that the challenges of family life get even more complex as families grow and dynamics with a child and/or between children emerge. Families need a consistent, trusted voice to continue to guide them through this next chapter.

That's been our approach at Progyny, and that's why we continue to further expand our family support benefits and have launched the Parent & Child Well-being offering - a program designed to provide ongoing, personalized support for parents and caregivers.

Comprehensive Support for Parents and Families

"This is an incredibly helpful program that I'm so thankful my employer partners with! Everyone that I have met from this organization truly goes above and beyond and cares for all of their members …" - Stephanie C., Member

As shared above, studies find that the number one reason that new parents don't feel cared about by their employer is that their employer is not doing enough to connect them to needed resources. Working and parenting is hard enough and takes just about every minute we have. So, without the right guidance, many employees struggle to navigate traditional employer benefits, find trusted resources, and balance the growing demands of work and family life. When employees can't find the help they need, they don't feel supported. For employers, it is a double whammy, employees aren't happy, and employers aren't getting the intended value from their investments in working parents.

That's where our Parent & Child Well-being program comes in - offering expert-backed benefits guidance, return to work support, child development resources, parent coaching, and mental health support, - all in one easy-to-access program.

Whether someone is a first-time parent adjusting to sleepless nights, a caregiver navigating the needs of a neurodiverse child, or an employee returning to work after parental leave, our program provides personalized support to meet their needs. This includes:

• Easy registration with both digital and call options for getting started.

• Instant 24/7 access to relevant benefit plan information and a library of resources.

• 1:1 consults with parenting experts to help with child development, sleep struggles, and work-life balance.

• Group coaching and peer support to reduce feelings of isolation and foster community among parents.

• Guidance on employer benefits to ensure employees maximize the resources available to them.

A Benefit that Benefits Employers

"They really 'get us.' Everyone understands our unique challenges and population and shares in our success stories." - Client, Orlando, FL

For employers, this solution isn't just about supporting parents - it's about improving engagement, retention, and overall workforce well-being. We know that when employees feel cared for, they're more likely to stay with their company, be productive, and bring their best selves to work.

Our program also helps address the challenge of low utilization of parental support benefits by making sure employees know what benefits exist and how to access them - ultimately leading to higher ROI on existing employer benefit investments.

Our Commitment to Holistic Support

At Progyny, we know that parenting needs change across the journey, and that's why we are continuing to expand our services, supporting families beyond fertility. Parenthood doesn't come with a manual (well, at least not one for your child(ren)), and no one should have to navigate these challenges alone. With the right Parent & Child Well-being program, working parents and caregivers have the tools, support, and community they need.

For employers looking to make a real difference in the lives of their workforce, providing comprehensive parental support is no longer optional - it's essential.