It's non-profit and for $30/month they cover 90% of expenses. They don't cover exam fees or preventative care, and there's a $100/year deductible. I think it's a great deal and have found them easy to deal with via email and phone. They reimburse promptly and no surprises with what they cover.
Our puppy had to be hospitalized overnight and the bill came to about $650. They reimbursed 0% of the exam fee and 90% of everything else, which brought the cost down to about $125. My wife and I have definitely had human health insurance that is not this good.