What is changing in the surrogacy industry in 2026?

In this episode of The Future of Surrogacy, Adrienne Black—President of SEEDS and owner of Heart to Hands Surrogacy—breaks down how the industry is evolving, where ethical standards are tightening, and what still needs to change.

With nearly a decade of industry insight and personal experience as a surrogate, Adrienne brings a direct, principled perspective on what it means to operate responsibly in a rapidly growing and increasingly scrutinized field.

What role does SEEDS play in surrogacy standards and regulation?

Adrienne explains how SEEDS is working to elevate professional standards across agencies, attorneys, and clinics—while navigating the tension between guidance and enforcement...The conversation explores:

• Whether SEEDS should move toward regulatory authority 
• The risks of both under-regulation and over-regulation 
• Why SEEDS is hiring a full-time Operations Manager to help facilitate the day-to-day 

What are the biggest ethical challenges in surrogacy today?

This episode tackles some of the most debated issues in modern surrogacy, including:

•  Compensation structures and ethical boundaries 
•  Paid advertising and recruitment of surrogates 
•  The gap between stated standards and enforced behavior 

Adrienne also addresses her reputation for holding high ethical standards—and why, when you boil it down, ethics is really about ensuring safety for everyone involved.

Advertising platforms are tightening policies and flagging surrogacy-related campaigns more aggressively. Tracking gaps are affecting ad performance. And discovery is increasingly happening through AI systems and large language models, not just traditional search. That means agency websites now need to do two things well:

 • emotionally convert intended parents and surrogate candidates
 • structurally communicate clear answers that AI systems can interpret and surface

We break down what agencies should understand about CAPI (Conversion API), AEO (Answer Engine Optimization), and AI-driven discovery, and how these changes affect surrogate recruitment and intended parent inquiries.

We also share a surprising engagement insight: when surrogate candidates are given the choice to communicate with Riley via text or web chat, continuation and conversion rates increase significantly compared to forcing a single communication channel.

Finally, we walk through the next major capabilities being developed within the Simbe platform.

Medical Records Integrations
Connecting with multiple surrogacy medical record providers to reduce delays, improve visibility, and simplify how agencies track medical clearance.

One-Off Recruiting Campaigns
Targeted campaigns that allow agencies to run state-specific, seasonal or special surrogate recruitment pushes.

Human Override in Riley
Case managers can pause Riley, step in, and then restart Riley.

Structured Intended Parent (IP) Flows
Use Riley to answer IP questions, and onboard them – including document signature workflows.

Key Topics in This Episode

• Why surrogacy agencies are seeing increased ad platform scrutiny
• What CAPI (Conversion API) is and why it matters for surrogate recruitment ads
• Why agency websites must now work for both humans and AI search
• How AEO (Answer Engine Optimization) affects how intended parents find agencies
• What we’re learning about surrogate engagement and communication choice
• The next phase of the Simbe platform for surrogacy agencies

We’re joined by crisis communications and long-term narrative experts, Lori Ruggiero and Rob Ford, from 5WPR, to break down how industries ranging from tech to sports to food safety have faced similar moments—and what surrogacy can learn from their successes and missteps. Together, we unpack how perception is formed, how media narratives gain traction, and why reactive PR is no longer enough in a fragmented, fast-moving news cycle.

Our conversation goes beyond crisis response. It’s about proactive reputation strategy for the surrogacy field—before journalists call, before policymakers draft bills, and before misinformation hardens into “truth.”

This episode makes the case for groundwork: monitoring narratives, aligning messaging across the industry, preparing leaders for media engagement, and investing in grassroots storytelling that reflects the ethical, responsible family-building journeys that are the norm.

The conversation breaks down how surrogacy insurance has evolved, and how insurance - when handled proactively -  becomes a true competitive advantage. Sarah outlines what she considers a “top-shelf” insurance package for surrogacy agencies, and makes the case for reviewing insurance before matching, not after—when options are already limited and costs are higher.

The episode also covers:
• Red-flag insurance requests and shortcuts that often backfire
• The possibility of using data analytics & technology to hit open enrollment windows.
• How ACA volatility and shortened open enrollment windows affect surrogacy planning -- and why you should be preparing for an EVEN SHORTER open enrollment window in 2026: Nov 1-Dec 15
• How smart agencies are using insurance planning as a competitive advantage

This episode is essential listening for surrogacy agencies that want to understand how best to dial in insurance for surrogacy journeys.

For many surrogacy agencies, medical records are the single biggest bottleneck in the surrogacy process—driving up costs, and extending timelines (and increasing stress/anxiety). Julie explains why surrogacy medical records often take so long to retrieve and how surrogacy agencies, like Alcea, improve outcomes when surrogacy medical records are complete, accurate, and delivered in a format that clinicians can quickly interpret and trust. 

Julie also discusses how healthcare technology and AI can responsibly support surrogacy agencies—not by replacing human review, but by accelerating surrogacy medical record retrieval, organizing complex histories, and ensuring nothing critical is missed. And how Predoc is doing this for less, and how their surrogacy record retrieval and analysis turnaround times are often <5 days. When surrogacy medical records are treated as foundational healthcare, surrogacy agencies can reduce delays, lower costs, and move families forward with greater confidence.

Bonus: PreDoc offers every surrogacy agency a risk-free trial, allowing agencies to use Predoc to pull medical records for one surrogate at no cost. Feel free to reach out directly to Julie to take advantage of this: julie@predoc.ai

As we close out the year, we’re doing something a little different.

Throughout 2025, we spoke with some of the most respected voices in surrogacy, law, technology, and agency leadership. At the end of every conversation, we asked the same final question:

“If you had a magic wand, what would you change?”

This episode is a special year-end compilation of those answers. When you hear them back-to-back, clear patterns begin to emerge—shared concerns, shared hopes, and a collective vision for how the surrogacy industry can become safer, more transparent, and more human-centered.

This short montage captures what surrogacy professionals actually want to change—and what may shape the next chapter of the industry as we head into 2026.

Featuring insights from:

• Crystal Rosburg, CEO, All Love Surrogacy
• Caitlyn Devine, Executive Director, Center for Surrogate Parenting (CSP)
• Kim Surratt, Founder, Surratt Law
• Billie Simmons, CEO, Simbe
• Karen Estrada, Program Director, Gestacy
• Angela Hartshorn, Board Member, SEEDS
• Jim Vandagrift, COO, Heart to Hands Surrogacy
• Shraddha Jain, Chief Technology Officer, Simbe
• Jenn Mathews, “The SEO Goddess,” Adobe
• Sheriann G. Hicks, Founder, Hicks Law Group
• Adam Winder, President & CEO, SeedTrust

Whether you’re an agency professional, attorney, or technologist, this episode offers a rare, unfiltered look at the changes industry leaders believe matter most.

Listen to this special compilation to hear—directly from the experts—what they would change if they had a magic wand, and where the future of surrogacy may be headed next.

In this episode, Erin Quick sits down with Adam Winder, one of the earliest innovators in surrogacy technology and the President & CEO behind SeedTrust, a financial platform built for escrow services in third-party reproduction; Orchid, a journey-management platform; and Adam has been deeply involved in medical-record collection through Gather.

In this conversation, Erin and Adam explore how surrogacy has changed, where technology has accelerated progress, and why education, regulation, and transparency are essential for the industry’s next stage of growth. Adam shares his transition from banking into surrogacy, the emotional connections that shaped his work, and the challenges he sees as the field becomes more complex and digitized.

They unpack the new SEEDS $10M bonding requirement, the differences between attorney-held, agency-held, and third-party escrow models, and the growing importance of cybersecurity (and cyber insurance!).

This episode is both a reflection on how far the surrogacy escrow field has come — and a preview of where it’s going next.

Key Takeaways

• The surrogacy industry has grown dramatically over the last decade, increasing the need for secure, transparent systems in escrow.
• Technology now plays a central role in improving efficiency, preventing fraud, and strengthening trust.
• Education is critical for intended parents and surrogates to make informed, safe decisions around escrow.
• There is a strong need for standardized practices, ethics, and financial oversight in surrogacy escrow.
• Insurance, bonding, and cybersecurity are core components of modern escrow protection.
• Regulation across escrow and surrogacy operations is both inevitable and necessary.
• The emotional dimension of surrogacy is often overlooked in business conversations.
• A badge, accreditation, or standards framework could help identify trustworthy industry providers.

Chapters

00:00 — Introduction to Surrogacy and Current Landscape
 02:13 — The Journey from Banking to Surrogacy
 04:15 — Growth and Evolution of the Surrogacy Industry
 05:48 — Technology’s Role in Surrogacy
 08:20 — Understanding Escrow Models in Surrogacy
 10:22 — The Importance of Third-Party Providers
 12:28 — Challenges with Attorney- and Agency-Held Escrow
 14:59 — The Need for Education in Surrogacy Escrow
 17:25 — Establishing Standards for Escrow Providers
 24:28 — Understanding Insurance and Bonding in Escrow
 28:10 — The Importance of Due Diligence and Risk Management
 31:20 — Navigating Internal and External Threats
 35:37 — The Role of Standards and Accountability
 38:51 — The Future of Regulation in Surrogacy and Escrow
 40:14 — Embracing Technology and Innovation
 44:51 — A Vision for a Better Surrogacy Experience

In this episode, Sheriann G. Hicks, founder of Hicks Law Group in Georgia, shares the legal insights and on-the-ground realities every surrogacy agency needs to understand to strengthen collaboration with attorneys. From when to loop in an attorney (hint: she recommends getting counsel involved around 15 weeks of the GC’s pregnancy!), how agencies can prevent avoidable delays with one simple question, and how to streamline parentage proceedings – Sheriann outlines the practical steps that make a dramatic difference.

This episode is a must-listen for agency owners, case managers, and anyone working day-to-day in gestational carrier programs, offering both validation and constructive direction. You'll walk away with clear, actionable guidance you can implement immediately.

About Our Guest: Sheriann G. Hicks, Esq.

Sherriann H. Hicks, founder of The Hicks Law Group in Georgia, and a nationally recognized expert in assisted reproduction and surrogacy law. Since being admitted to practice in 1995, Sherriann has dedicated her career to helping intended parents, and gestational carriers navigate the complex legal landscape. She is a Fellow and past President of the Academy of Adoption and Assisted Reproduction Attorneys (AAAA) and past President of the Georgia Council of Adoption Lawyers. 

🔗 Website: https://www.hickslawgroup.com

Listen whenever you get your podcasts: Spotify | Apple

Visibility for a surrogacy agency used to be all about getting your agency to the top of Google rankings. But that’s changing — fast.

Now, AI tools like ChatGPT, Perplexity, and Gemini are deciding who gets recommended before families ever reach the search engine rankings. In other words, you’re now competing for AI’s trust.

In this episode of The Future of Surrogacy, host Erin Quick talks with Jenn Mathews, aka the SEO Goddess, whose digital strategy expertise has powered brands like Nordstrom, Adobe, GitHub, and Smartsheet. Jenn breaks down the rise of Generative Engine Optimization (GEO) — a brand-new discipline that talks through how your surrogacy agency can show up in AI-generated answers.

💡 You’ll Learn:

• What GEO is — and why it’s replacing SEO as the key to visibility
• How to get your surrogacy agency to show up when AI tools become the new search engines
• Why “being recommended” is the new version of “ranking #1”
• Why "Domain Authority" is meaningless (and a good test!)
• The biggest visibility mistakes agencies make (and how to fix them)
• Tools you can start using today — from Spy.gpt to  Ahrefs to SEMRush to Google Webmaster Tools.

🔗 Learn More

• Jenn Mathews: LinkedIn
  | seogoddess.com
• Follow The Future of Surrogacy:
  Instagram
  LinkedIn
  Website

But there is good news! Shaddha walks through how AI is literally stitching disconnected apps together to manage repetitive tasks and surface meaningful insights—giving agencies a comprehensive view of the patterns and trends they've never had access to before!

Listen whenever you get your podcasts: Spotify | Apple

Key Takeaways:

• Disconnected systems drain energy. Most agencies operate in a patchwork of tools that don’t talk to each other.
• Agent-based workflows change everything. Specialized AI agents can handle intake, scheduling, and data management, reducing errors and saving mental bandwidth.
• AI is a tool—not an authority. Human judgment, ethics, and empathy have to remain at the center of every decision.
• Specialization matters. Industry-specific AI expertise, like Simbe in surrogacy, outperforms general-purpose tools because it understands surrogacy’s unique nuances.
• Data creates predictability. AI can reveal trends and patterns that improve long-term business practices and client outcomes.

Episode Chapters

00:00 – Introduction: AI’s Role in Human-Centered Work
Setting the stage: why AI belongs in surrogacy—and how it’s often misunderstood.

04:30 – Meet Shradha Jain
Her background as a technologist and product leader building purpose-driven AI systems, and how she found her way to Simbe.

09:00 – The Problem with Patchwork Tools
Why most agencies juggle disconnected CRMs, spreadsheets, DocuSign, and texting apps—and how that drains time and focus.

15:00 – Agent-Based Workflows Explained
How Simbe’s AI agents automate repetitive tasks and surface insights, empowering human teams to focus on connection and care.

23:00 – AI as Support, Not Substitute
Shradha and Erin discuss how empathy and judgment can’t be coded—but can be amplified with the right tools.

30:00 – Predictability and Insights
How AI can help agencies identify red flags, improve screening, and manage risk across hundreds of data points.

38:00 – The Future of AI in Surrogacy
Where innovation is headed—and what agencies should be doing now to prepare.

44:00 – Magic Wand Question
If Shradha could wave a magic wand, every surrogacy agency would have an intelligent, integrated system that unites data, communication, and decision support in one place.

👤 Guest Spotlight

Shradha Jain
Chief Technology Officer, Simbe
✉️ shraddha@simbefamily.com

Shradha is a technologist and product visionary focused on building human-centered AI. As CTO of Simbe, she leads the development of agent-based systems designed to support surrogacy professionals through intelligent automation and data integration—helping agencies reclaim time, reduce burnout, and focus on what really matters: people.

In this episode of The Future of Surrogacy, host Erin Quick sits down with Jim Vandagrift, COO of Heart to Hands Surrogacy in Oregon, to explore where technology truly belongs in this deeply personal field.

Jim brings a unique dual perspective: he runs operations at one of the country’s most trusted agencies—and co-founded a medical records startup later acquired by Gather, part of the SeedTrust family. From that vantage point, Jim sees both the promise and the pitfalls of technology in surrogacy.

Together, Erin and Jim unpack how technology can amplify empathy, streamline complexity, and bring clarity to 300-step journeys—without ever replacing the human relationships that make surrogacy possible.

Jim’s “magic-wand wish”? One integrated platform that unifies the dozens of disconnected systems agencies rely on—from intake to escrow to medical record management—so professionals can focus less on logistics, and more on lives.

Key Takeaways

• It’s not about more tech—it’s about the right tech. Tools should amplify connection, not replace it.
• Integration is the holy grail. Agencies need one system that unites intake, journey management, escrow, and records.
• Data integrity matters. Protecting sensitive information builds trust at every level.
• Human touch scales trust. Technology should make it easier for agencies to stay connected, not more distant.
• Organic growth still wins. Heart to Hands’ success comes from reputation and empathy—not paid ads or automation.

Episode Chapters

00:00 – Introduction: The Tech-Human Balancing Act
 How surrogacy’s future depends on blending empathy with innovation.

05:00 – Meet Jim Vandagrift
 His personal connection to surrogacy, and how being married to a four-time surrogate shapes his leadership.

10:00 – Technology’s Role in Surrogacy Today
 Where tech helps most: screening, records, communication—and where it falls short.

18:00 – Lessons from Gather
 What building and selling a medical-records company taught Jim about data, compliance, and innovation.

27:00 – The Integration Challenge
 Why agencies struggle with too many disconnected tools—and how one system could change everything.

35:00 – The Human Element
 Stories from Heart to Hands on keeping trust, compassion, and humanity at the center.

44:00 – Looking Ahead
 How surrogacy will evolve over the next decade—and what professionals should prepare for now.

50:00 – Magic Wand Question
 If Jim could build one tool tomorrow, it would integrate every data point into one intuitive platform.

Guest Spotlight

Jim Vandagrift
 Chief Operating Officer, Heart to Hands Surrogacy
 jim@hthsurrogacy.com

Jim blends operational expertise with compassion-driven leadership. As COO of Heart to Hands—founded by his wife, Adrienne Black, a four-time surrogate—he manages complex surrogacy journeys with precision and heart. His background as co-founder of a medical records company (acquired by Gather) gives him rare insight into how technology can transform, and sometimes complicate, deeply human industries.

Prefer to watch it? YouTube Video
Or listen whenever you get your podcasts: Spotify | Apple

From escrow scandals and oversight gaps to the growing need for regulation, Angela doesn’t shy away from tough truths. She also highlights the work SEEDS is doing to define ethical practices, foster transparency, and create a community of accountability. Plus—she shares what to expect from the upcoming SEEDS conference in Costa Mesa, CA in November, where surrogacy professionals can engage with these issues firsthand.

(The Simbe team will be at SEEDS too, and would love to schedule some time with you!)

✨ Key Takeaways

• Ethical “guidelines” or ethical “illusions”? Who’s really holding us accountable?
• Trust isn’t built on contracts—it’s built on what we don’t say out loud.
• Escrow scandals aren’t anomalies. They’re warnings.
• Why don't we do a background check? It's easy and affordable....
• A moral compass is useless—unless you’re willing to follow it into uncomfortable places.
• Regulation isn’t a threat. It’s a mirror. Are we ready for what it reflects?

Prefer video? Watch the episode here.

Karen unpacks the misconceptions that often surround international surrogacy, the cultural context professionals must understand, and why transparency with intended parents and surrogates on the pros/cons/risks is non-negotiable.

She also talks through the ethical challenges of surrogate recruitment, the patchwork of legal frameworks across borders, and how technology is reshaping communication and care.

Key Takeaways:

• Misconceptions about international surrogacy often stem from cultural differences.
• Cultural immersion is essential for building successful cross-border programs.
• Transparency and expectation-setting with intended parents are non-negotiable.
• Surrogacy in Mexico presents unique opportunities and challenges.
• Education is critical to shifting perceptions in different cultural contexts.
• Clear, consistent communication supports both surrogates and IPs throughout the journey.
• Ethical considerations must guide recruitment and program design.
• Legal frameworks vary widely across countries, requiring vigilance.
• Technology plays a growing role in ensuring clarity, transparency, and support.

Chapters
00:00 The Balancing Act of Working Moms
01:45 Introduction to Surrogacy and Karen's Journey
07:28 Misconceptions in International Surrogacy
14:11 Navigating Legal and Ethical Challenges
19:43 The Magic Wand: Changing Surrogacy for the Better

(For those interested in learning more about starting an international program, feel free to email Karen: karen@gestacy.com)

In this episode, Billie Simmons, CEO of Simbe, reveals how their AI assistant Riley is flipping the script on intake. Far from being cold or robotic, Riley is available via phone or text 24/7, aligned with agency values, and—most importantly—tuned to how people actually make decisions. (It might take 25 interactions before a surrogate is actually ready to move forward!)

We dig into what this means for agencies stuck in outdated processes: the risk of losing aligned surrogates to faster, more responsive competitors, and the opportunity to rethink whether AI might actually be the more surrogate-friendly approach.

Billie shares case studies of Riley’s impact on agencies, insights into the emotional connections between humans and AI, and her views on the need for regulation to keep pace with the evolution of the surrogacy category.

If you think AI doesn’t belong in surrogacy, this conversation may challenge that belief.

✨ Key Takeaways:

• Surrogates often prefer texting with AI over waiting for human callbacks.
• AI can feel more human because it’s responsive, consistent, and always available.
• Younger generations treat AI as a friend, not a tool.
• Riley adapts to each agency’s voice, values, and beliefs.
• Agencies free up time by automating repetitive tasks and focusing on high-value work.
• Regulation in surrogacy is necessary to protect candidates, parents, and agencies.
• The future of Riley includes expanded emotional intelligence and capabilities.

⏱️ Chapters
00:00 What Happens When Surrogates Prefer AI
01:21 The Birth of Simbe and Riley
05:17 Why AI May Be the More Human Option
12:38 Addressing Concerns About AI and Connection
15:06 Case Study: Riley’s Impact on Surrogate Candidates
17:19 Emotional Bonds with AI
18:25 Customizing AI to Agency Values
19:32 Generational Shifts in Communication Preferences
21:17 Candidate Engagement and Retention with AI
23:13 Time Savings and Efficiency in Surrogacy
25:07 The Future of AI in Surrogacy
29:41 Competing as a Small Agency with AI
32:58 Why Regulation Is Critical

From the patchwork of state-by-state laws to the risks of unregulated matching programs, Kim outlines the urgent need for stronger regulations, ethical safeguards, and consistent screening processes. She also sheds light on the thorny questions of birthright citizenship and the glaring gap in insurance coverage that leaves many surrogates and intended parents vulnerable.

Together, Erin and Kim explore the future of surrogacy law—and why reform is essential to protecting families, surrogates, and the integrity of the field itself.

Key Takeaways:

• Surrogacy laws vary widely across states, though more states are moving toward supportive legislation.

• A lack of licensing for agencies has led to inconsistent practices and, in some cases, unethical behavior.

• Proper screening of both surrogates and intended parents is often overlooked or inadequately performed.

• Birthright citizenship in surrogacy remains a complicated and evolving legal issue.

• Insurance policies frequently discriminate against surrogates, underscoring the need for reform.

• Efforts are underway to create centralized lists of disqualified surrogates to curb fraud.

• Comprehensive insurance coverage is critical to safeguarding all parties in the surrogacy process.

Chapters
02:12 Current Structure of Surrogacy Law in the US
05:59 Unethical Practices in Surrogacy
13:51 Challenges in Matching Programs and Agency Regulations
20:12 Screening Processes for Surrogates and Intended Parents
22:17 Background Checks and Surrogacy Screening
25:10 Challenges in Independent Surrogacy
27:47 The Role of Agencies in Surrogacy
29:55 Cost Considerations in Surrogacy
31:43 Professional Guidelines and Standards
34:04 Birthright Citizenship and Surrogacy
39:54 Insurance Coverage for Surrogacy

Key Takeaways:

• Private equity can improve agency infrastructure—but success depends on aligning with core values and mission.
• CSP’s transition to private equity investment has strengthened—not diluted—their focus on people and relationships.
• Business efficiency and the “human touch” aren’t mutually exclusive. Technology can help free up time for more personal, compassionate support.
• Affordability is still a major barrier. More data and operational support could open doors for more intended parents.
• Intended parents often feel isolated. Agencies should focus on building genuine community, not just managing cases.
• Surrogacy is more than a medical transaction—it’s a hospitality experience.
• Transparency and open communication are essential when navigating big changes like outside investment.
• Surrogates care about agency values, not just compensation or perks.
• Private equity brings stability and fresh insights, but the heart of the agency must remain front and center.

Chapters:

00:00 – Introduction: Surrogacy and Private Equity
01:24 – CSP’s Story: From Family Agency to Private Equity
03:50 – How PE Changed Operations (and What Didn’t Change)
06:51 – Business Process vs. Personal Touch: Where’s the Line?
09:08 – Culture & Values: Keeping What Matters in a Corporate World
11:33 – Surrogates’ Views: What Do They Notice?
14:20 – Critics & Skeptics: What Private Equity Gets Wrong (and Right)
16:49 – Upgrades: Tech, Infrastructure, and New Capabilities
20:41 – The PE Playbook: What’s Actually Useful?
21:56 – Decision-Making and Agency Dynamics: Who Calls the Shots?
24:28 – Efficiency, Innovation, and the Role of Data
26:10 – Giving Families Options: Choice and Accessibility
26:35 – Stability: Can PE-Backed Agencies Offer More Security?
29:29 – Looking Ahead: Hopes for the Next Generation of Surrogacy
31:55 – Why Community Support for Intended Parents Still Matters

Crystal shares how her own journey as a surrogate shaped her perspective, why tech has a role (but shouldn't replace human connection), and what today’s surrogate candidates are really thinking about.

We also dig into some of the biggest challenges facing surrogacy professionals today: lack of regulation, shifting expectations around compensation, and the growing need to stand out in a crowded, private equity-backed market.

Key Takeaways:

• The technology she WISHES was available to surrogacy agencies
• How AI and automation can enhance human connection—not replace it
• The challenge of medical records
• Why surrogacy is still so misunderstood, and what we can do about it
• The emotional intelligence required to run a successful agency in 2025
• Crystal’s call for more women to consider surrogacy as a path to give back

Whether you're an agency owner, intake coordinator, or attorney, this episode will leave you feeling inspired and informed.