There is a perfect storm of demand and dollars brewing in the fertility world. It’s reported that 1 in 6 couples struggle to conceive and 42% of Americans have either sought fertility treatment themselves or know someone who has. The family planning path is no longer a straight line for most couples, but that winding path to parenthood comes at a cost. The average cost of a single ‘cycle’ of IVF is over $25,000 and for most, a single cycle doesn’t cut it. The cruel irony is that we're pushing the boundaries of reproductive science while simultaneously rationing access based on the ability to pay this astronomical cost or be lucky enough to have employer coverage. We’ve entered a two-tiered system where fertility has become a luxury good rather than basic healthcare and reproductive desire and reproductive reality often do not align. As 70% of women undergoing IVF incur debt, the time is now to further democratize access and determine whether fertility support is a societal investment we’re willing to make or continue to be pegged as a lifestyle choice that individuals should shoulder themselves.