In June 2011, the Ethiopian government launched a Community-Based Health Insurance scheme. By December 2012, enrollment reached 45.5%. This paper examines uptake. Socioeconomic status does not inhibit uptake and food-insecure households are more likely to enroll. Chronic diseases and self-assessed health status do not induce enrollment, while past expenditure does. A relative novelty is the identification of quality of care. Both the availability of equipment and waiting time to see medical professionals substantially influences enrollment. Focus-groups raise concerns about providers favoring uninsured households. Nevertheless, almost all insured households want to renew and majority of uninsured want to enroll.