Bringing Workplace Reproductive Health Out of the Shadows

Eileen Burbidge, Fertifa

Eileen Burbidge is no stranger to ambitious ventures. A veteran investor and tech leader, Burbidge is now at the helm of Fertifa, the UK’s most comprehensive reproductive health benefits provider. With her dual experience as an operator and investor, she brings a unique perspective to a FemHealth sector that has struggled to gain traction in boardrooms dominated by outdated perceptions and male decision-makers. 

Fertifa’s mission is clear: to close the gaps in reproductive and hormonal health support for employees while helping employers retain and attract talent. Yet even for someone as seasoned as Burbidge, the road to scaling a business in women’s health has been far from straightforward. 

“We want to be seen as the first port of call, the wellbeing support and navigational advice for employees on any of these topics,” Burbidge explains. 

It’s a simple idea, but the challenges behind it highlight systemic gaps in how workplaces address health, particularly when it comes to reproductive and hormonal issues. 

 

Overcoming Misconceptions and Bias 

Despite Fertifa’s clear mission, Burbidge has encountered resistance. She describes sitting in front of potential investors – many of whom were men unfamiliar with the scope and scale of reproductive health needs – and realising the scale of the challenge. 

“I got to an Investment Committee… and it was all grey-haired men. I knew it wasn’t going to fly and get approved as an investment for them,” she adds. 

The experience is one shared by many FemHealth founders and executives: the combination of a market largely led by male decision-makers and a persistent misconception that reproductive health only concerns women or is a 'non-event' makes fundraising an uphill battle. 

“The perception is that if you’re talking about hormonal health, you’re talking about female health. That’s just not the case,” Burbidge says. 

Fertifa’s services extend far beyond women’s health, covering topics such as men’s reproductive issues, neurodiversity-linked hormonal imbalances, and fertility options for same-sex couples. Yet breaking through these outdated assumptions remains a challenge – not only in investment circles but also in the workplace. 

 

Bridging the Workplace Health Gap 

Fertifa is tackling a real and urgent need. Hormonal and reproductive health issues affect millions of employees, impacting productivity, mental wellbeing, and employee retention and recruitment. Yet, as Burbidge points out, most organisations still fail to recognise or accommodate these challenges. 

“As women, we understand that hormonal health can be debilitating – whether it’s PMS, menopause, endometriosis, or fertility. But society hasn’t enabled us to have that voice or even to be believed.” 

This lack of understanding has practical consequences. Employees struggling with fertility treatment, for instance, face financial and emotional stress without clear workplace support. Similarly, menopausal symptoms remain a taboo subject in many industries, leading to an exodus of experienced professionals at the height of their contribution. 

Burbidge believes Fertifa provides a solution that benefits employees and employers alike. “We prioritise UK workplaces,” she says, “but we’re also already supporting businesses with operations across all of Europe, North America, South Africa, and Southeast Asia.” 

 

Navigating Risks and Challenges 

Scaling Fertifa to meet this demand comes with its own risks. Like other FemHealth firms, Fertifa must address issues of trust, privacy, and accessibility. Offering personalised support means managing sensitive employee data while ensuring robust systems that can adapt to a global workforce. 

Bespoke insurance coverage plays a critical role in mitigating these risks. Tokio Marine Kiln’s tailored support for the FemHealth sector is designed to address the unique needs of firms like Fertifa – covering areas such as cyber security, liability risks, and operational disruptions. This kind of protection ensures businesses can innovate with confidence while safeguarding employees and their data. 

 

A Future Built on Understanding 

Eileen Burbidge’s work with Fertifa reflects a growing recognition that reproductive health is not a niche issue – it is a fundamental part of overall wellbeing. By providing trusted, accessible solutions for fertility, menopause, and beyond, Fertifa is setting a new standard for workplace health benefits. 

Burbidge sees this as both a moral and economic imperative. “The data is there,” she says. “When employees feel supported, they are more productive, more engaged, and more likely to stay and do their best work.” 

Her journey also highlights the power of persistence in breaking down outdated assumptions. From sceptical investment committees to reluctant employers, Burbidge’s leadership is helping transform how businesses think about health – one employee at a time. 

“It’s not just about solving problems for women. It’s about recognising that reproductive and hormonal health impacts everyone, and workplaces can no longer afford to ignore it.” 

With Fertifa, Burbidge is proving that when organisations take reproductive health seriously, the benefits ripple outward: healthier employees, stronger businesses, and a workforce that feels heard and supported.