I did a lot of research prior to choosing my pet insurance. I did so much that I got overwhelmed and walked away for awhile, and then came back to it. Embrace was the clearly the best choice when I came back with fresh eyes.
The telephone customer service is very prompt and polite. The emails are clear. The Wellness rewards are awesome (I just regret not getting the higher level of wellness rewards--it's amazing how quickly the wellness-related bills add up). I also think that the things that the insurance plans cover are ideal for the consumer and make sense.
The only thing I wasn't clear about from the beginning was having to have all the vets that my pets had seen fax over information. Additionally, asking the vet to fill out the form for an accident/illness claim is a little stressful, but I think that all pet insurances ask for this.