WIN Launches expanded WINkid, a Comprehensive Pediatrics and Parenting Benefit for Families

Employers gain a high-value pediatric and parenting solution suite to support employees

GREENWICH, Conn., Sept. 25, 2025 /PRNewswire/ -- WIN, the nation's leading family-building and family well-being benefits provider, today announces enhancements to WINkid, an offering that delivers comprehensive pediatric and parenting support for children from birth to age 21. WINkid brings together WIN's pediatric nurse care advocates, on-demand virtual care, age-based resources, and caregiving support into one seamless experience for families via the WINFamily App.

On-Demand Access to Support via the WINFamily App

At the core of WINkid is the WINFamily App, which serves as the central hub where families receive 24/7 virtual access to WIN's pediatric nurse care advocates, board-certified pediatricians, behavioral and mental health services, and personalized caregiving tools. Care is guided and coordinated by WIN's nurse care advocates, ensuring families have trusted clinical connection throughout their journey.

The app also provides symptom trackers, growth and development monitoring, remote diagnostic kits and referrals to specialty providers - all within WIN's integrated digital platform.

"WINkid represents our commitment to supporting family members through every stage of childhood and young adulthood," said Roger Shedlin, MD, CEO of WIN. "By integrating medical, behavioral, and caregiving resources in one solution, we help employers deliver meaningful benefits that make a difference in the lives of working parents."

Employers Benefit through WINkid's Family Resources

Research shows that 80% of parental support needs remain unmet by employer benefits and health plans. Parents and caregivers need reliable, expert guidance to navigate the complexities of pediatric care. WINkid addresses this gap by providing personalized, age-specific resources that give families access to the care they need, exactly when they need it. A recent pediatric study found that children of burned-out employees are twice as likely to experience behavioral health challenges, highlighting the connection between family well-being and workplace performance. By providing a WIN-led, holistic pediatric and parenting solution, WINkid reduces stress at home and  improves productivity in the workplace.

A Comprehensive and Integrated Solution from Infancy to Young Adulthood

The WINkid experience is a fully integrated solution anchored by WIN's nurse care advocates and digital platform. WIN partners with select organizations — including Blueberry Pediatrics for virtual pediatric visits, Bend Health for behavioral health support, and VitalXchange for caregiving coordination — with all services delivered and coordinated through WIN. By centralizing these resources and maintaining nurse clinical oversight via WIN's app, WIN ensures families receive a seamless experience with one trusted platform guiding their care.

The Benefits of WINkid Amid Rising Healthcare Costs

As healthcare costs continue to rise, many employers are seeking solutions that deliver meaningful impact. WINkid provides measurable business value by addressing medical, behavioral, and caregiving needs in one benefit. Employers offering WINkid see reduced absenteeism, stronger employee engagement, and improved retention among working parents.

By offering a full spectrum of pediatric and parenting resources, WIN sets a new standard for family-focused health benefits and helps employers stand out in competitive talent markets.

"As fire fighters, we know that when families are supported, our members are stronger, on and off the job. We're excited to now offer WINkid, which will help provide dependable, real-time access to trusted pediatric, behavioral, and caregiving resources, all in one place. For working parents in a high-stress profession, that kind of holistic support isn't just helpful, it is essential. We think this new benefit will give our members peace of mind and help them care for their families with the same dedication they bring to serving our community."
—[Tony Savelli, Trustee Co-Chair], Seattle Fire Fighter HealthCare Trust

"Working parents are under extreme stress when it comes to excelling at work and managing their whole family's health and wellness. We're proud to be making that balance easier for them by enhancing the offerings they are accessing through their employers," added Shedlin.

To learn more, visit https://www.winfertility.com/solutions/winkid/

About WIN
WIN is the nation's leading family-building and family well-being benefit company. For over 25 years, through a comprehensive range of management services—including fertility treatment and preservation; surrogacy and adoption; maternity and doulas; menopause and andropause; parenting resources; caregiving support; and return-to-work programs—WIN has combined expert clinical guidance, behavioral support, modern mobile-centric technology, and highly credentialed specialty provider networks to promote optimal physical, emotional, and social health for families.

The company headquarters are based in Greenwich, CT. For more information about WIN, visit https://www.winfertility.com.

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SOURCE WIN