For Olipop, Offering Fertility Benefits Is Just Good Business

Employees at the $400 million beverage company can take advantage of up to $10,000 in family planning services.

- BY JENNIFER CONRAD

Ben Goodwin always knew he wanted to offer a robust package of benefits to employees at his functional beverage brand, Olipop, but having never worked for a big company with generous benefits himself, the CEO and chief formulator didn’t know what that would look like. It was 2021, and Oakland, California-based Olipop, which Goodwin co-founded in 2018, already offered comprehensive health insurance with lower-than-average premiums and a personal development stipend for things like meditation, therapy, and professional development.

One of the questions on Goodwin’s mind was: “How do I work together with the team to create a place that is actually, genuinely enriching?” he says. When several employees expressed an interest in fertility and family planning benefits, Goodwin thought he might have his answer, but wanted to know more.