Fragmentation.
A fertility vendor, a separate lactation vendor, a third app for postpartum mental health, and a fourth for sleep. Four contracts, four invoices, four logins, no continuity from month one to month eighteen. Members do not piece it together — they default to Google.
Benefits that are hard to activate.
A benefit can be difficult to renew when employees do not understand when or how to use it. A clear rollout, practical programming, and useful moments throughout the family journey matter.
Clinical depth on paper, not in practice.
Marketing pages list “board-certified experts” without naming them or showing credentials per profile. Editorial is anonymous. When clinical leadership asks “who is teaching this?”, there is often no straight answer.