I found out the hard way that PetFirst's per incident limits were a joke. When my 5 yr old Golden Retriever was diagnosed with Lymphoma I was devastated. The last thing on my mine was the cost of treatment since I had pet insurance. Well, PetFirst has a per incident limit on their plans. This means they limit the reimbursement for each condition. I had their middle Preferred Plan. It has a limit of only $2500 on each diagnosis. This only paid for the initial testing and 2 rounds of chemo. I ended up paying over $3000 out of pocket to treat my dog. If I had to do it all over again, I would have chosen a company that has no per incident or diagnosis limit. This insurance is ok, but only if nothing serious happens.