Doubt, cost, and information gaps keep most Canadian women from pursuing IVF despite seeking medical help
More than 83% of Canadian women who have experienced infertility consult a doctor, but only 16% of them go on to undergo IVF, according to the IVI Institute Fertility Barometer.
Most cite a lack of confidence in success and emotional stress as substantial deterrents, alongside financial concerns.
TRIO, a Canadian fertility clinic network and member of IVI Institute, released the Canadian results. According to the release, fertility treatment decisions are as much about trust and information as about cost, and 67% of women who start IVF end up with a baby.
GfK, a NielsenIQ company, surveyed 24,074 women aged 19 to 49 online in nine countries, including Canada, between May 16 and July 3, 2026.
Across all nine countries, 76% of women who had experienced infertility consulted a doctor, and 18% of them underwent IVF.
Plans that stop at the pharmacy
Among employers with Manulife Group Benefits plans, 56% cover fertility medication, while fewer than 1% cover fertility clinic treatments. Manulife, which reported a 21% rise in fertility medication claims over five years, recommends at least $15,000 per lifetime per family for employers that opt in, with some choosing up to $50,000.
Sofia Colaiacovo of Equitable has described a double gap between what plans cover and what employees know is available to them. She noted that fertility drugs and treatments start at $20,000, so a single claim can weigh heavily on a small plan.
“The Fertility Barometer confirms something we see in our clinics every day: the desire to become a mother hasn’t changed, even though the path to parenthood is increasingly being delayed,” said Nicole Condon, CEO of TRIO.
Condon said most women facing infertility do seek help, but far fewer take the next step into treatment, often because they lack confidence or clear information about what to expect.
A provincial patchwork
As of November 2025, British Columbia provided up to $19,000 for IVF and Quebec covered one full cycle per patient, while Alberta, Nunavut and the Northwest Territories offered no coverage.
The Liberals pledged during the 2025 election campaign to cover up to $20,000 per round of IVF. The measure was not included in the federal budget tabled in November 2025.
A study presented at the European Society of Human Reproduction and Embryology’s annual meeting, using data from 22 countries and regions, found that halving out-of-pocket treatment costs was associated with a 2.67-fold increase in births through assisted reproduction.
Families smaller than planned
The survey found 74% of Canadian women are already mothers or want children, and 65% say becoming a mother is a priority. Among women with a target age for starting a family, 39% had their first child later than hoped.
The release describes a measurable gap between the families women want and those they ultimately build. Mothers have 1.9 children on average, compared with the 2.8 they say they want.
Respondents cited finding the right partner (46%) and reaching personal maturity (34%) as the factors that made it feel like the right time to start a family.
TRIO says the data point to a growing need for trusted information and expert care at every stage of the fertility journey.
About 19% of Canadian women, or 1.7 million, have experienced infertility at some point, and 4%, or 360,000, are dealing with it today. Among those facing infertility, 68% rate its negative impact on their lives at 7 out of 10 or higher.
TRIO says reproductive medicine can help these 360,000 women achieve the families they envision and could have a significant impact on birth rates around the world.
Private capital behind the clinics
Investment firm KKR finalized its acquisition of Spain-based IVI RMA in 2023 in a deal reported at $3.2 billion. IVI RMA then agreed to acquire the North American assets of the Eugin Group, including Boston IVF and Toronto-based TRIO.
The survey’s release coincides with IVI RMA North America updating its brand identity, with clinics now operating as members of IVI Institute, formerly IVI RMA Global. The group spans more than 200 clinics in 15 countries and has nearly 40 years of experience in reproductive medicine.
TRIO clinics will keep their name, now backed by IVI Institute. Canadian patients can still gain access to global expertise and innovation without losing TRIO’s local, personalized approach.
IVI Institute connects physicians, embryologists, researchers and laboratories to simplify care at a point when patients face more decisions, more information and often more uncertainty.
“Joining IVI Institute gives us more tools to help close that gap, connecting TRIO patients across Canada to world-class physicians, advanced labs, and a global research network dedicated to helping people navigate fertility with more clarity and confidence,” said Condon.
Javier Sánchez-Prieto, IVI Institute global CEO, said women across the network are increasingly aware of reproductive medicine’s potential and are making family planning decisions based on that knowledge.
“Our unified structure aims to address emerging demand through expanded access and coordination of personalized care,” he said.
