I spent 30 years building a fertility benefits company. After listening to our clients, we've become a full family-building platform.

Roger Shedlin is the founder and CEO of WIN.

Marissa Alper for BI

• WIN partners with companies to provide employees access to family-building services.
• Regulatory changes and demographics have driven a request for more family-planning benefits.
• Over the past five years, the number of WIN's clients offering fertility benefits has grown by 153%.

This as-told-to is based on a conversation with Roger Shedlin, founder and CEO of WIN, a Greenwich, Connecticut, family-building...