I am extremely happy with Embrace and am so glad I decided to go with them. I like that you're able to choose your own deductible and co-pays (out of choices they give you). Instead of covering a minimum per procedure as most companies seem to do, they cover a percentage. (One company might only cover $800 of Procedure A, but it may cost me $1000 in one place and $1200 somewhere else. Embrace will cover, let's say 90%, so you definitely get more for your money.) I found this much more appealing and advantageous.
I've had almost no issue with any of the claims. I don't know what the person who have 3/10 could have had a problem with. A couple of times I forgot to send the correct bill, but was clearly told what I needed to do and everything was taken care of. Their reps are very friendly and helpful, emails are courteous and caring, and I feel as though they truly care. I receive emails of claim notification within 48 hours and checks within a couple of weeks.
Cost really varies on the kind of pet you have. I have a neutered, microchipped mixes breed, so it comes to about $50/month, which for my peace of mind is really worth it. He had surgery about a year and a half ago and 90% was covered--I received almost $1000 back. My only regret was that I didn't sign up during the first year I had him.