I have been a VPI customer for 8 years and currently use their services to insure my three dogs, two goldens and a collie. I first purchased insurance for a dog after a previous collie that I had was diagnosed with cancer and underwent 22 weeks of chemotherapy. It was too expensive to insure him at that point but the experience made me realize I never wanted to ever be in the position of having to make a decision regarding treating a dog because of costs associated with the treatment. After that collie passed away, I purchased VPI insurance for each of my subsequent dogs when they were puppies--truly the only time that it makes good financial sense to do so. I recently added the cancer rider to my 9 year old golden's policy in the hopes that I will never have to use it. VPI was the only game in town when I purchased my first policy and even though they currently have competition, I have been pleased with their service and their coverage. In fact, my husband's employer even offers a 5% discount on VPI Pet insurance as one of their benefits. Plus, my dogs love getting their birthday cards each year.