Segment Reporting Disclosure [Text Block] | Segments The Company operates in two segments: subscription business and other business. The subscription business segment includes monthly subscriptions related to the Company’s medical plan which are marketed directly to consumers, while the other business segment includes all other business which is not directly marketed to consumers. Prior to January 1, 2015, certain enrollments not marketed directly to consumers were included in the subscription business segment as they were not segregated in reporting used by the chief operating decision maker. As of January 1, 2015, the Company began reporting these pets in its other business segment due to the characteristics of this business being similar to other arrangements within the other business segment. In addition, the chief operating decision maker began using information related to the subscription business segment excluding these pets in order to evaluate the Company's business and operations and make decisions. As such, these pets have been considered a part of the other business segment after January 1, 2015. Prior period segment information presented below has been recast to reflect this change. The chief operating decision maker uses two measures to evaluate segment performance: revenue and gross profit. Corporate operating expenses, interest and other expenses, and income taxes are not allocated to the segments, nor included in the measure of segment profit or loss. The Company does not analyze discrete segment balance sheet information related to long-term assets. Revenue and gross profit of the Company’s segments were as follows (in thousands): Three Months Ended June 30, Six Months Ended June 30, 2015 2014 2015 2014 Revenue: Subscription business $ 32,208 $ 24,912 $ 62,264 $ 47,773 Other business 3,379 3,178 6,633 5,957 35,587 28,090 68,897 53,730 Claims expenses: Subscription business 23,396 17,585 44,898 33,482 Other business 2,091 1,392 3,940 2,530 25,487 18,977 48,838 36,012 Other cost of revenue: Subscription business 3,265 2,688 6,529 5,179 Other business 1,049 1,275 2,162 2,633 4,314 3,963 8,691 7,812 Gross profit: Subscription business 5,547 4,639 10,837 9,112 Other business 239 511 531 794 5,786 5,150 11,368 9,906 Sales and marketing 3,533 2,810 7,184 5,456 Technology and development 2,879 2,553 5,677 4,753 General and administrative 3,996 3,292 7,693 6,078 Operating loss $ (4,622 ) $ (3,505 ) $ (9,186 ) $ (6,381 ) The following table presents the Company’s revenue by geographic region of the member (in thousands): Three Months Ended June 30, Six Months Ended June 30, 2015 2014 2015 2014 United States $ 27,767 $ 20,925 $ 53,598 $ 39,822 Canada 7,820 7,165 15,299 13,908 Total revenue $ 35,587 $ 28,090 $ 68,897 $ 53,730 Substantially all of the Company’s long-lived assets were located in the United States as of June 30, 2015. |