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 benefits management c...