Maven reduces IVF through coaching

The key strategic point is that Maven is selling fewer IVF cycles, not more, which makes its incentives line up with the employer paying the bill. Instead of earning more when treatment intensity rises, Maven starts members with trying to conceive coaching, nutrition, mental health support, ovulation tracking, and specialist referrals, then routes only the right cases into clinics and pharmacy benefits. That turns fertility from an open ended specialty spend into a managed care workflow with measurable savings.1 2 3 4

• Maven says 30% of fertility and family building members achieve pregnancy without assisted reproductive technology, and its coaching program is included at no extra cost. That matters because each avoided IVF cycle can save employers about $15K, while Maven also markets lower total fertility care costs through earlier, less invasive intervention.1 2 3
• This is also how Maven differentiates from Progyny and Kindbody. Progyny is much more tied to treatment utilization and pharmacy spend, with 2024 revenue of $1.17B and cost of services rising with medical treatment and fertility prescription costs. Kindbody owns clinics, which gives more control over care delivery but also more fixed operating intensity.4 5
• The workflow fits Maven Managed Benefit. Members can see cycle based or lifetime benefit limits in app, use Maven’s managed clinic network, and fill drugs through MavenRx. That gives the company a way to influence care earlier, before a patient lands in the most expensive part of the fertility pathway, while still capturing admin and care management revenue.2 7

Going forward, fertility benefits will keep shifting toward utilization management. As drug costs rise and employers scrutinize specialty spend, the winning platforms will be the ones that can prove they steer more members to healthy singleton pregnancies on the cheapest clinically appropriate path, while controlling coverage, clinic routing, and pharmacy in one system.2 4 7