Now, she says, ten years later, investing in women’s health is standard at organizations.

Ryder points out the significant progress that she’s seen.

“Workplaces have finally realized this is more of a ‘need to have’ than a ‘nice to have,’” she says. “If consumer health works, then women should get better healthcare. The fact that women are not getting better care means consumer health hasn’t worked. But we’re living in an era where it’s about to. Those are the tailwinds you’re starting to see right now.”

Seeing these healthcare gaps and their impact on women’s careers firsthand is what led Joanna Strober to create Midi in 2021, a company focused on virtual care for perimenopause, menopause, and midlife health.

“I saw talented friends quietly stepping back from careers they loved simply because there was no support system in place,” Strober says. “Midi was born out of that frustration, and the belief that expert, evidence-based care should be accessible so women can navigate this stage of life with confidence and clarity.”

Midi recently announced a $50 million funding raise, further demonstrating that investors are betting on women’s healthcare, and the increased attention on mid-life and menopause.

“Women in their forties, fifties and beyond are often at the height of their careers, yet too many feel they have no choice but to scale back because of their symptoms,” she says. “Investing in this stage of health isn’t just compassionate. It’s strategic, retaining experience and leadership that drives long-term business success.”

Where Midi is focused on mid-life and is usually covered by employers’ insurance plans, Maven’s goal is to fill in gaps when it comes to offering meaningful benefits around the many phases of women’s health needs, from conception to reproductive health through midlife, and to give employees a more supportive experience when they go through all their big life stages.

Ryder acknowledges the need for the private sector to drive this effort.

“In an environment where health care costs are continuing to rise and the federal government isn’t covering things like IVF for everybody, employers will continue to do what they’ve had to do for decades,” she says. “These costs will go even higher without access to preventative care, and employers are going to pick up the pieces.”

Luckily, plenty of organizations are already leading the way.

AT&T began partnering with Maven in 2021, and has since grown their benefits to include things like breast milk shipping for women, access to virtual doulas, extended postpartum care through the baby’s first year and a 24/7 concierge service that supports families with pregnancy, adoption or surrogacy.

“With employees in nearly all 50 states, spanning four generations, and working in a wide range of roles, we are committed to providing benefits that support each employee’s unique journey to parenthood and caregiving,” says Matt Phillips, assistant vice president of benefits at AT&T. “We know when our working families feel supported, they can focus better while at work.”

Access to women’s health is a top priority among a Gen Z workforce. Which means the level of support and reproductive health benefits has increasingly become a recruiting and retention tool.

“If you don’t have an IVF benefit, or you don’t show up well on the parental leave and maternity benefit side, a lot of people either won’t join that company, or will leave pretty quickly,” Ryder points out.

Goldman Sachs takes their employee benefits a step further, acknowledging that a one size fits all approach generally isn’t enough. They’re working to personalize care for each employee, tailoring support to every life stage and the distinct health needs that accompany those stages.

“We recognize that every person has their own unique experience, and individualized support can account for nuances in ways that more general resources cannot,” says Jacqueline Arthur, the organization’s global head of human capital management.

Starting this month, Maven will become a globally available benefit for Goldman Sachs employees. All members will have access to a dedicated care advocate to help navigate benefits, identify providers, facilitate meetings and 1:1 messaging with Maven’s reproductive health and fertility experts 24/7. They can request personalized assistance to help accommodate various circumstances, from fertility to menopause.

Unsurprisingly, “Maven Menopause” is the company’s fastest growing program. According to the company, their member base has doubled in the past year, now supporting over nine million people.

It’s estimated that untreated menopause symptoms cost the U.S. economy an estimated $26 billion per year. That’s why last month, Midi released The Unstoppable Workforce, a report that illustrates the impact of corporate-sponsored menopause care on the economy.

“Untreated menopause symptoms can affect women’s ability to live up to their full potential at work, or drive them out of the workforce entirely,” says Lauren Smith Brody, who consulted on the report.

The report demonstrated that when women in mid-life don’t feel their best, they pull back in certain areas, which creates a domino effect, negatively impacting employee productivity, retention and leaving a gaping hole in the leadership pipeline.

As founder of The Fifth Trimester, a consultancy that helps companies support and retain all five generations of caregivers, Brody advises employers to recognize that this isn’t a wellness perk, it’s a performance issue. “If we have the power to help women stay and thrive, why wouldn’t we?”

Nine out of 10 surveyed women were impacted by disrupted sleep as a symptom of perimenopause or menopause. It was ranked as the number one most disruptive work symptom.

After going through Midi treatment, which can range from mental health support, hormone-replacement therapy or additional services, 89% of those women improved.

As Brody emphasizes, “Investing in menopause support isn’t just some selfish need, it’s actually a need that impacts the bottom line, and your ability to do your job well.”

The data backs her up: women ranked virtual menopause care as more valuable than fertility benefits, child care, or even paid family leave, placing it just behind mental health support.

The rise of women’s health platforms and the surge in corporate investment behind them marks a major shift in how companies view care at work. Supporting women’s health is no longer just a perk; it’s a practical business strategy with measurable returns.

And if Ryder is correct in her prediction that we’re entering a new era of consumer health, employees will be better positioned than ever to push for meaningful change within their organizations through every stage of life.

Employee advocacy will remain a key in pushing this change forward. As Brody frequently tells her clients, “Anything you say now is an investment in your ability to keep going.”