How will it affect patients and employers?
Some of Canada’s largest insurers, including Sun Life and Manulife, have expanded reproductive benefit programs to include Future Fertility’s artificial intelligence-powered egg quality assessments, VIOLET™ and MAGENTA™.
The Toronto-based health technology firm announced Tuesday that its tools, designed to analyse oocyte images and generate personalized predictions, will now be covered under certain employer-sponsored benefit plans.
Future Fertility said VIOLET™ is tailored to patients pursuing egg freezing, providing individualized predictions on embryo development and potential pregnancy success. MAGENTA™, meanwhile, supports in vitro fertilization patients by scoring egg quality to help guide treatment planning. Both products are powered by what the company describes as the world’s largest dataset of oocyte images.
“Violet and Magenta help patients better understand their options and feel more empowered,” said Dr. Sony Sierra, medical director at TRIO and EVOLVE. “It’s a welcome shift to see fertility benefits expanding to include egg quality insights that can truly improve the patient experience.”
Demand for inclusive fertility coverage has been increasing, with many employers adding benefits for procedures such as IVF, egg freezing, and surrogacy. Future Fertility said the inclusion of its AI assessments supports transparency and personalization in care.
“When it comes to egg freezing, patients generally don’t know what to expect in terms of success,” said Christy Prada, CEO of Future Fertility. “VIOLET reports provide personalized insight into egg quality, empowering patients with information to guide future decisions.”
The company said more Canadians are considering egg freezing to preserve future family-building options, and the addition of egg quality assessments to benefits plans offers greater clarity.
Recent 2025 developments underscore the growing pressures—and policy shifts—around fertility access in Canada. In April, Manulife released claims data revealing that female plan members’ use of fertility drugs rose 14.57% in 2024. But the insurer noted that fewer than 1% of its group benefits plans cover fertility clinic procedures—with most limiting coverage to medications.
Meanwhile, Ontario introduced a refundable Fertility Treatment Tax Credit at the start of 2025. The province is allowing residents to claim 25% of eligible fertility-related expenses, up to $5,000 per year. This credit applies to items such as IVF, diagnostic tests, egg or sperm preservation, and associated travel costs.
