Interview by Meaghan Kay, Head of Marketing at myStoria
We believe collaboration, not competition will shape the future of fertility and wellness care. That belief is what inspired The Fertility & Wellness Collective, a group of visionary partners across healthcare, wellness, lifestyle, and advocacy who all share one mission: to put people at the center of their care.
We’ll regularly spotlight one of our partners to explore how they’re helping reshape the fertility experience. Today we’re talking with myHSA about supporting health and wellbeing at the workplace.
myHSA (founded in 2013) is a Canadian benefits platform designed for advisors, employers, and employees who want to support health and wellbeing. HSAs and WSAs address a key gap by covering care that falls outside or exceeds traditional insured plans. At our core, myHSA is about giving employees benefits that support their real lives.
Reproductive and fertility care isn’t one-size-fits-all. Financial barriers can delay care, prevent progress, and force people to make extremely difficult trade-offs. Informational gaps often leave them feeling overwhelmed, isolated, or unsure of what options even exist. True access means not only having the funds available but also understanding how and where those funds can be used. When people feel informed and financially supported, they’re empowered to pursue care that aligns with their needs.
Many people view their HSAs as something to use for routine needs like prescriptions or dental expenses without realizing how powerful they can be for areas like fertility, reproductive health, and family planning. There’s also a misconception that if a traditional plan doesn’t cover something, there are no alternatives. Traditional insurance plans are designed around standardized coverage and predefined limits, which often leaves gaps for care that is highly individualized, evolving, or not universally utilized. HSAs and WSAs help bridge those gaps by offering flexibility where insurance cannot. Rather than dictating what care should look like, spending accounts allow individuals to allocate funds toward the services and supports that are most relevant to their situation, whether that’s fertility treatments, specialized diagnostics, digital health platforms like myStoria, or other forms of reproductive support that may be excluded or only partially covered under insured plans.
We focus on simplicity. We strive to make it easy to understand what’s eligible, track your spending, and confidently submit claims. That transparency helps individuals feel more in control of their health. We also work closely with our advisors and employers to educate leaders in the benefits space on how HSAs can be used strategically. In addition, our Support team is available to help our users navigate their questions, with email and live chat responses so people can get answers when they need them.
myHSA fits into fertility and reproductive-health journeys by being a source of continuity and autonomy in a life chapter that feels sporadic and out of one’s control. Infertility is rarely linear. It can evolve over time and often span across different life stages, providers, and decisions. myHSA supports that reality by allowing individuals to carry flexible funding with them as their needs change, rather than forcing care to fit within rigid plan boundaries.
People whose needs fall outside the “standard” areas that health insurance plans cover tend to benefit the most. This can include individuals navigating fertility treatments, family planning, gender-affirming care, and much more. HSAs are especially impactful for employees who value autonomy, and for employers who want to offer inclusive benefits without trying to predict every possible need in advance. When funded intentionally, HSAs enable employers to deliver benefits that are both inclusive and
effective, empowering employees to use their benefits in a real way.
We work closely with employers to design benefit strategies that align with their size, values, and workforce needs. For some, that means using an HSA or WSA to
complement traditional insured plans. For others, particularly small to mid-sized companies or more diverse groups, it can mean offering a robust spending account as a standalone or primary benefit. With advisors and insurers, we position HSAs as a strategic layer that fills coverage gaps, increases flexibility, and helps future-proof benefit plans as employee needs continue to evolve. And with partners like myStoria, we align around shared goals: improving access, reducing friction, and making care more human, transparent, and navigable.
To us, patient-centered care means respecting individual choice and experiences. In practice, that looks like giving people control over how their benefits dollars are spent, reducing administrative hurdles, and trusting individuals to know what care is right for them. It’s about meeting people where they are.
What excites us most is our alignment in values. myStoria is addressing a real gap in reproductive and fertility care. When that care is combined with the financial flexibility of an HSA, it creates a complete loop, one that helps reduce cost barriers and makes support more accessible to people who might otherwise be unable to pursue it.
We’d remove the sense of friction and uncertainty. It can be stressful to decode the fine print and feel financially punished for something you didn’t choose and cannot control. With tools like HSAs, paired with forward-thinking solutions, we can move toward an experience where access feels straightforward, respectful, and supportive.
Visit getmyhsa.com for more info and follow the myHSA Team on LinkedIn and Instagram @getmyhsa.
About the Fertility & Wellness Collective
The Collective brings together leaders redefining what whole-body, patient-centered fertility care can look like — including Oasis FSN, Future Fertility, Oova, Cryologistics, Fertilysis, BRIA, OTO Fertility, The IVF Warrior, and Fertility Alberta. Together, we’re creating a connected ecosystem that bridges medical, emotional, and lifestyle support ensuring every person feels informed, empowered, and cared for.
Learn more and join here.
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