WINFertility tackles pre-pregnancy with ovulation tracking bracelet

Becoming a parent isn’t always easy, making family planning programs an in-demand attraction and retention tool for many employees.

WINFertility, a family-building and fertility benefit management company, is meeting this demand with a new partnership with digital health company Ava. Users will have access to Ava’s ovulation tracking bracelet, which identifies the wearer’s five most fertile days, while also providing personalized insights about reproductive health and pregnancy.

Read More: Abortion care is healthcare: This fintech company offers new benefit to increase access to reproductive services

“Ava is part of a bigger picture,” says Roger Shedlin, CEO of WINFertility. “Our core program is very clinically focused, and by expanding to pre-conception through postpartum, we’re able to offer even more.”

The Ava bracelet adds to WIN’s Family Services Program, which enhances some of the company’s previously offered services. Clinical nurse care managers will now also provide nutrition support, as well as maternity and parental education resources like coaching and return-to-work planning. The program will also offer at-home fertility testing kits for men.

Read More: Employers looking to expand women’s health coverage can’t forget menopause

These benefits help employees in the short-term with their family-planning goals, while reducing healthcare costs for employers down the line, Shedlin says.

“This type of benefit pays for itself,” he says. “Not only does it help attract and retain the highest quality workers, but by avoiding complications down the road through this intensive clinical management, they’re able to have very significant returns on investment.”

Employers can provide all of these resources to employees through the WIN app. Making these benefits accessible and available is not only a good way to show support, but what employees will expect in the future.

“Employers are being looked to for as comprehensive a benefit program as possible,” Shedlin says. “We’re seeing the trend towards specialization continue, and there are no limits being placed on these benefits, because of the recognition that these are very, very good investments.”