Business case for family health benefits: How to win over your CFO with ROI

Family benefits have become a core element of a competitive workforce strategy—not just a perk. Employees are demanding more inclusive, holistic support that meets their unique needs, especially around fertility, pregnancy, parenthood, and menopause. Those who don’t get that support may turn elsewhere, with 69% of employees say they've taken or might take a new job because it offered better reproductive and family benefits. Benefits leaders recognize that this support is a strategic imperative, but CFOs are seeking clarity: Do these employee benefits really deliver return on investment?

The answer is yes, and the data backs it up. However, to make a compelling business case, HR and benefits leaders must be prepared to present the right metrics, anticipate common objections, and demonstrate how investing in family health employee benefits translates to long-term business success.

This guide offers a clear, step-by-step approach to building an employee benefits business case that resonates with your CFO and other key stakeholders.

Step 1: Understand and articulate your workforce’s unmet family health needs

Before making your pitch, it's critical to ground it in real employee experience. Today's employees face significant challenges when it comes to starting and raising families, but traditional employee benefits often fall short in providing the support and resources the workforce truly needs.

Highlight the challenges for parents-to-be

Rising costs and limited access are making paths to parenthood increasingly difficult. Fertility treatments like IVF average $23,000 per round, with many families facing high out-of-pocket expenses even with insurance. One-third of women spend more than $50,000 on their fertility journeys.

Surrogacy and adoption come with their own financial and logistical hurdles, and for LGBTQIA+ employees and single parents, discriminatory coverage gaps are still prevalent. 36% of LGBTQIA+ parents say they faced barriers or challenges when starting their families, with 19% citing the high cost of fertility treatment and 7% experiencing discrimination when accessing reproductive or adoption services. In addition, same-sex couples and single women often find that their insurers require a diagnosis of infertility before providing IVF coverage. Such eligibility requirements are not inclusive and leave such individuals having to fund the cost of care themselves. 

Beyond cost, care is often fragmented. Many employees navigate a maze of disconnected services, lacking the integrated support they need. While an employee’s health plan might cover fertility treatments, the absence of preconception education and emotional support can result in costly interventions that may have been avoidable, and can further strain mental health during what is already an emotionally challenging process.

Explain the pressures on working parents

Once a child arrives, the challenges don't stop. Working parents are under immense pressure as they juggle caregiving with professional responsibilities, and mental health issues are prevalent among this demographic. Burnout is widespread, with 92% of parents reporting they struggle to balance work and home life. One in eight women report symptoms of depression after birth, and postnatal depression also affects up to 10% of fathers.

Meanwhile, access to care remains a problem. Research indicates that over half of U.S. counties lack a single OB-GYN. Wait times to see specialists stretch into months, many women report skipping care due to cost concerns, and a lack of childcare has been linked to missed healthcare appointments for women, especially those on lower incomes.

Present the data: Inadequate care drives up healthcare and business costs

When families can't access affordable, high-quality care, organizational performance is impacted due to increased healthcare claims, absenteeism, and poor employee retention. Consider:

• 24% of working parents have taken extended leave or career breaks.
• 24% of women leave the workforce in the first year of motherhood.
• 20% of people experiencing menopause in the U.S. have quit or considered leaving a job due to their symptoms.
• Presenteeism among women with untreated perinatal mood and anxiety disorders costs businesses, on average $2,871 per person, per year. 
• Untreated perinatal mood and anxiety disorders among women are linked to an economic loss of $40,478 per person due to increased unemployment.
• The U.S. C-section rate is 32%, which far exceeds the WHO recommendation of 10%. C-section deliveries are associated with higher health spending and out-of-pocket costs than vaginal deliveries, costing an average of $26,000.

Step 2: Frame family benefits as a business imperative, not just a perk

While employee engagement and job satisfaction are incredibly important, CFO decision-making comes down to measurable financial performance and business value. Positioning family-focused employee benefits as essential to talent strategy, cost management, and productivity is key to creating a convincing business case.

Connect to talent attraction and retention

Today’s workforce, especially millennials and Gen Z, expects inclusive, lifecycle-oriented benefits. Research reveals that:

• 75% of Gen Z and 69% of millennial workers are more likely to choose an employer based on the family-building benefits they provide.
• 69% of Gen Z and 73% of millennials say they are more likely to stay with an employer based on their family-building benefits.
• 80% of Gen Z and 79% of millennials say that postpartum benefits are somewhat or very important.
• 79% of Gen Z and 78% of millennials want financial planning assistance for family planning.

In a tight labor market, traditional healthcare benefits simply aren't enough. Demonstrating a commitment to employee well-being through comprehensive health benefits can be a powerful recruitment tool.

Highlight the impact on healthcare spending

Family-related health issues are one of the highest cost drivers for employers, with maternity-related claims one of the biggest expenses. Further, preventable complications like C-sections or NICU admissions inflate claims and extend leaves. In 2019, maternity costs and maternal morbidity outcomes in the U.S. resulted in:

• $6.6 billion in productivity losses
• $895 million in C-section deliveries
• $350 million for increased peripartum stays
• $13.7 billion in preterm births

Emphasize ROI and workforce productivity

Beyond savings, family benefits boost retention and performance, contributing to a more productive workforce. Our data shows that:

• Over 90% of Maven members return to work post-leave (vs. 57% national average)
• 70% of members report improved productivity
• 96% of Family Building members say Maven increases their loyalty to their employer

On average, companies who offer Maven can see up to $5,000 in savings per member. You can calculate the unique savings your organization can achieve with our new ROI calculator.

Step 3: Propose digital family health benefits as a scalable, cost-effective solution

Now it’s time to present the 'how' of your business case. Digital family health platforms are designed to address access, cost, and equity, all while streamlining support.

Why less is more: Comprehensive vs. point solutions

Many employers have responded to rising demand by bolting on multiple point solutions; one for fertility, another for postpartum care, and so on. However, this approach often leads to poor engagement, duplicated costs, and operational complexity.

Digital-first platforms like Maven offer a unified experience across the entire family journey, from preconception through to parenting, integrated with existing health plans. A comprehensive solution improves outcomes, simplifies navigation, and enhances employee experience, without the inefficiencies of fragmented care. By meeting diverse needs through a single, trusted platform, employers can foster better engagement, lower costs, and support families more holistically.

Showcase the digital advantage

Digital family health platforms offer 24/7 access to a network of specialists via telehealth, including:

• Fertility experts
• OB-GYNs and doulas
• Mental health professionals
• Lactation consultants and sleep coaches

These services are especially valued by remote and hybrid workers who face geographic or scheduling barriers. 72% of employees say that access to virtual healthcare makes it easier for them to work in person, and 60% of Maven appointments take place outside of standard office hours. As care is delivered in a more convenient, personalized way, utilization is high and long-term care costs are kept in check.

Show real results from digital care platforms

When evaluating vendors, real-world outcomes matter. For example, Maven’s platform has demonstrated:

• Up to $5,000 per member in potential savings
• 2–4x ROI for employer clients
• 4.9/5 average satisfaction rating
• Up to a 28% reduction in NICU admissions
• 30% of Fertility & Family Building members achieving pregnancy without IVF/IUI

Step 4: Prepare your pitch for the CFO

With your employee benefits business case built, it’s time to translate these benefits into financial terms. Anticipating objections and speaking your CFO’s language will make your proposal land and ensure that, after economic evaluation, the course of action is obvious.

Translate benefits into financial language

Focus on cost avoidance to demonstrate even greater value on how family health benefits will fuel better organizational performance. For example:

• Fewer high-risk pregnancies = lower claims
• Faster return-to-work = less lost productivity
• Higher retention = reduced recruitment and onboarding costs

Model ROI using internal data (turnover, absenteeism, claims), and supplement with industry benchmarks and market performance where needed. This tool can be a useful starting place. 

Anticipate common objections

Anticipating pushback and preparing data-driven responses shows you've pressure-tested your proposal and are ready to present a well-rounded, financially sound case.

• “Can we afford this right now?”
  
  • How to respond: Reframe the investment as cost avoidance. Digital family health benefits reduce the likelihood of high-cost outcomes (e.g., NICU stays, C-sections, emergency visits) and lower long-term healthcare claims.
  • Back it up: Share NICU reduction (up to 27%) and C-section reduction (up to 15%) data from Maven members, and calculate your company’s unique ROI.
• “Will employees actually use it?”
  
  • How to respond: Demonstrate high utilization and satisfaction rates.
  • Back it up: There's a high enrollment in Maven, with a 4.9/5 average appointment rating, and 70% of members say it improves productivity.
• “Aren’t we already covering this through our health plan?”
  
  • How to respond: Traditional health plans can lack comprehensive, inclusive care, especially for fertility, adoption, surrogacy, and postpartum mental health. Digital platforms fill those gaps and integrate with existing plans.
• “What’s the ROI?”
  
  • How to respond: Tie metrics to key financial goals: lower turnover, faster return-to-work rates, reduced absenteeism, fewer high-cost claims.
  • Back it up: Over 94% return to work with Maven (vs. 57% national average), and Family Building members are 96% more loyal to employers.
• “We don’t want to add another point solution.”
  
  • How to respond: Position digital family health platforms as end-to-end, integrative solutions, not isolated offerings. They reduce complexity by consolidating support across the entire family journey.

Checklist: What to include in your ROI presentation to finance

Use this checklist to structure your pitch and focus on metrics that matter to CFOs:

• Employee demographics & demand
  
  • Number of employees in reproductive/parenting stages
  • Survey or usage data showing unmet family health needs
• Current cost exposure
  
  • Maternity and fertility-related claims data
  • Job satisfaction or turnover rates among parents
• Market trends & benchmarks
  
  • Competitor offerings (especially for millennial and Gen-Z talent)
  • Industry stats on benefit-driven retention
• Financial impact modeling
  
  • Projected cost savings from improved perinatal outcomes
  • Reduced turnover and absenteeism costs
  • Expected return on investment (e.g., $X saved per $1 spent)
• Utilization & engagement forecasts
  
  • Anticipated adoption rates
  • Estimated member satisfaction and productivity impact
• Vendor performance data
  
  • Real-world case studies
  • Clinical outcomes (e.g., NICU, C-section rates)
  • Operational benchmarks (enrollment, engagement, satisfaction)
• Implementation and integration plan
  
  • Timeline and internal lift
  • How it integrates with existing health plans and benefits stack

Family health benefits aren’t just a compassionate offering; they’re a competitive advantage. Investing in digital, whole-person solutions helps employers lower costs, improve outcomes, and support a thriving workforce.

By creating a data-driven business case and aligning with the CFO’s priorities, HR leaders can future-proof their benefits strategy and ensure that all employees are supported through their family-building journeys.

Looking to bring digital family health benefits to your organization? Let Maven help you lead the way. Book a demo today.