How Health Insurers are Digitally Supporting Women’s Health

Women’s health is emerging as a prominent topic for the healthcare industry in 2025. Right before 2024 wrapped up, President Biden—in partnership with the Milken Institute—held the first White House Conference on Women’s Health Research on December 11. The event highlighted the importance of addressing health conditions that disproportionately affect women, funding for scientific research and efforts to scale innovation. Also in December, nutrition and lifestyle coaching company WellTheory announced the launch of a program focusing on hormonal conditions such as menopause and polycystic ovary syndrome (PCOS). Given the recent strides made by both the U.S government and startups, it is no surprise that health insurers are offering a wide range of educational and support resources for women’s health.

Dedicated women’s health centers on health insurance websites are on the rise

Leading insurers across the nation are boosting their websites, whether public-facing or for members, with dedicated centers for women’s health. For example, Aetna introduced a robust Women’s Health Support Center to its member site this June. The center is packed with concise yet educational articles about reproductive health, menstrual health and menopause, heart health, and mental health. Kaiser Permanente is another top example. Through its expansive Women’s Health page, users can find plenty of articles and videos spanning physical health conditions specific to women and reproductive health.

Health insurers offer pregnancy support ranging from educational materials to cost saving initiatives

Maternity remains a large focus, with many firms housing pregnancy resources within their sites’ health and wellness sections. In both English and Spanish, Cigna features an extensive Healthy Pregnancy Guide with information for new parents—covering topics like vaccinations and weight gain during pregnancy—a journaling section, checklists and fun facts about the baby’s growth during each month of pregnancy. In addition to the myCigna app, Cigna offers a Cigna Healthy Pregnancy app. After signing in using their Cigna login credentials, members can access various trackers, clinically reviewed to-do items, articles and videos, check-ins, and surveys. The app uniquely allows members to select topics they wish to see more of, such as breastfeeding or support for Black parents.

Having a baby in the U.S can be rather pricey, with the average cost of giving birth nearing $19,000. To reassure members about costs, health insurers like BCBS of Massachusetts includes a prominent Savings You Can Plan On section on its member site Maternity Care Options page. The firm encourages members to get reimbursed for childbirth classes and receive zero-cost breast pumps. Other insurers like Highmark BCBS and Mass General Brigham Health Plan also offer childbirth class reimbursements.

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