Pluspunten
Top to bottom, it is filled with many of the kindest, and most talented, people I've ever worked with. The company purpose is centered around helping people, which I find motivating. They take their core values seriously, and attempt to integrate them into everything they do - because of this, you can look at their core values and decide if they align with what you're looking for in a workplace culture, and get a pretty good read on the company that way. Extremely low (approaching zero) drama or politics. When stressful moments occur, employees work together to overcome issues, rather than turning on one another. The company and its products are well-respected within the industry, and you get the chance to do innovative work. Family-based culture that recognizes and appreciates the importance of work-life balance. Flexible in terms of attire, remote work, etc.
Minpunten
As a small company, it lacks some of the things that you'll find in place in much larger companies. This includes things like fully-established processes, programs for employee support/training, documentation, etc. On the flip side, you get to be a part of establishing those things.