During the early 2000s governments in Russia, Poland and Hungary declared demographic crises and adopted pro-natalist programmes to increase fertility, as well as policies to support families with children. Our article compares their ‘flagship’ pro-natalist programmes: Russia’s Maternity Capital, Poland’s Family 500+, and Hungary’s enhanced earned income tax credit, all framed by governments’ neo-familialist discourses. We confirm these policies had limited impacts on fertility, finding that their most significant and disparate effects were instead on childhood poverty. Provision of preschool public childcare and parental leaves with levels of mothers’ employment across the cases were compared. We find no relationship between coverage of childcare institutions and employment rates of mothers with young children. Data show a weak relationship between length and compensation for parental leaves and maternal employment. We conclude that post-communist governments’ flagship pro-natalist incentives, family policies and traditionalist rhetoric have had limited effects in reversing demographic decline or in re-traditionalising contemporary women’s lives.