Demand for fertility services has grown over the last few years, along with increasing insurance coverage mandates and rising interest from large employer groups. In the absence of federal policy, states have taken on a more active role in requiring commercial coverage and reimbursement of infertility treatment. Although the post-Roe political landscape in the United States could deter individuals from seeking out reproductive care, state abortion bans do not have any direct impact on assisted reproductive technology and pose limited risk to fertility treatment service providers. In the first of a two-part series in the space, we address the considerable tailwinds in state regulatory and commercial payor policy that create an attractive environment in the fertility space.