Costco is all in on families.
What’s happening: The retailer launched a fertility care program, offering telehealth consultations, specialized support, and IVF treatment to its 145M members.
All-access. A sixth of Americans experience infertility, encountering barriers like selective clinics, pricey treatments, and fragmented care.
Providing end-to-end support, Costco partnered with cash-pay health platform Sesame for consults, diagnostics, and coordination, as well as specialty clinic IVI RMA for IVF, IUI, and egg freezing. Meanwhile, Costco’s pharmacy will fulfill fertility prescriptions at discounts up to 80%.
Wellness warehouse. Addressing gaps, Costco’s fertility perk adds to its growing health efforts.
Since 2023, the company has offered low-cost primary care and therapy through Sesame. More recently, it adopted a cost-plus pharmacy model and began offering discounted weight loss drugs. Locking in wellness shoppers, it counts AG1 and Pressed Juicery among viral hits like barrel saunas and Pilates reformers.
Punchline: Responding to IVF demand and the growing reproductive health market, Costco is making accessible fertility and family care a loyalty perk.
