Kyubey is a member of a species called Incubators. He has the ability to grant wishes to girls and transform their souls into Soul Gems, in exchange for a single wish that can be anything imaginable, and then the Magical Girls are destined to fight Witches. 

While completely emotionless, and unable to understand human emotions, Kyubey does offer advice and guidance. He cannot comprehend things like lies or tricks, nor emotions. He is rather neutral in terms of alignment. He is a bit devious.