UPDATE: Policy was received into the spam folder. Good service, premium ok, cheaper than others, but still way too expensive. Of course it's the claim situation that's the important revie... See more
Company replied
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Review summary
Created with AI, based on recent reviews
What people talk about most
Reviews shaping this summary
I called direct to get a quote. Didn't have to wait long before call was answered. Tom the advisor was extremely helpful. He explained everything clearly. He did not rush through the information... See more
Company replied
I did a review last year slating the company as they had changed underwriters who treated you as a brand new customer & had to have all pets history from Vets. I went through the complaints procedur... See more
Company replied
Very pleased. I spoke to a very helpful young gentleman over the phone who explained everything very well , answered all my questions and sorted a problem that had occurred trying to get their insuran... See more
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Company details
Written by the company
Lifetime Pet Cover began in 2014, inspired by a personal experience when a cherished family pet became seriously ill, and the existing insurance didn’t provide the support that was needed. That experience sparked a commitment to create pet insurance that puts pets and their owners first. We believe in keeping things simple and focused on quality which is why we offer only Lifetime policies, designed to provide lasting protection, with five levels of cover to suit your needs. As a team of dedicated pet lovers, we’re committed to providing reliable service and insurance you can truly count on. Our goal is simple - to be here when you need us, protect your pet and give you peace of mind.
Contact info
The Old Dairy, Western Court, Bishops Sutton, SO24 0AA, Winchester, United Kingdom
- 02037500022
- hello@lifetimepetcover.co.uk
- lifetimepetcover.co.uk
Lifetime Cover for Cats & Dogs
4.5
Excellent
1K reviews
Asks customers to review
This company invites their customers to review, whether positive or negative
Replied to 85% of negative reviews
Typically replies within 1 week
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I originally submitted all my details…
I originally submitted all my details to lifetime pet cover through a price comparison site.
I received confirmation of the direct debit mandate immediately, however, I received no confirmation or documents from Lifetime Pet Cover.
So after two days I phoned Lifetime Pet Cover, and was informed that there were issues with people arranging Pet cover through the comparison site and no record of my Pet's cover existed.
I was advised to cancel the direct debit and apply again, this time through Lifetime Pet Cover's own web site.
This time everything worked as it should, and the process of setting up the insurance was a positive one.
22 January 2026
Reply from Lifetime Pet Cover
Hi Shaun, thank you for taking the time to share your experience. We are sorry for the technical issue you encountered when applying through the comparison site and understand how confusing that must have been, especially after receiving confirmation of the direct debit.
We are grateful you contacted us so we could investigate and explain what had happened and help you get everything set up correctly. Thank you for your patience while this was resolved, and we are pleased to hear that applying directly through our website worked smoothly and that the overall experience was a positive one in the end.
We really appreciate you choosing us to protect your pet.
It is painful to write this but it’s a…
It is painful to write this but it’s a warning to others. Their underwriters Trent are good. It seems to change each year which adds a host of frustration and putting our dogs life sustaining treatment at risk! This is because even though agreed previously, each time the underwriter changes they say it has to be reassessed.
The customer service agents are kind but the company are not at all customer focused. Changes to direct debits, not able to choose a date of payment, literally no flexibility at all to support customers. Even the complaints process is weighted in their favour and do not follow the direct debit guarantee! Their answer is to cancel your policy which is so bizarre! Apparently they only offer such support for vulnerable customers - Great service Lifetime Pet Cover - Not.
Such a shame because it could be so much better to listen to your customers and their beloved family pets.
12 January 2026
Unprompted review
Reply from Lifetime Pet Cover
Hi Roger, thank you for taking the time to share your feedback. We’re genuinely sorry to hear how frustrating your experience has been, particularly as it involves treatment that’s so important to your dog’s wellbeing. We appreciate your kind words about our customer service team and we’re sorry that overall you’ve felt let down. Changes to claims handling or underwriting arrangements can understandably cause concern, and we recognise how difficult it can feel when assessments are revisited. We would really encourage you to contact our customer care team at hello@lifetimepetcover.co.uk or on 0203 750 0022 as we can’t look into specific policy details on this platform, but we’d like the opportunity to review your concerns properly and see how we can help. Your comments regarding payment flexibility, direct debit options, and the complaints process are important, and we’ll be sharing this feedback internally. Listening to our customers and improving where we can is something we take seriously, and feedback like yours helps highlight where we need to do better.
Reply from Lifetime Pet Cover
Thank you for your feedback! We’re really pleased to hear you found the process quick, easy, and simple. Thank you for choosing us :)
Reply from Lifetime Pet Cover
Hi Jacqueline, thank you for your feedback. We’re delighted to hear our team was helpful and polite when assisting you with changing your policy details. We really appreciate you choosing us and are here if you need any further help.
Good experience
15 January 2026
Reply from Lifetime Pet Cover
Thank you for your feedback! We’re glad to hear you had a good experience and appreciate you choosing us to protect your pet.
ive already reveiwed one once but i…
ive already reveiwed one once but i want to reveiw the policy for life. My dog was diagnosed with heart problems a few months ago and now has to have medication .Up to before christmas they were pretty good as its an on going condition but on the 18/dec i wanted to make sure my dog didnt go short of meds over christmas .The bill came to £171 approx which the vet submitted the claim .however later the claim was declined as they said the claim was below the £200 excess which id previously paid the new policy started on the 4/5 November but because they said it was in between policy years they wouldnt pay the claim as it was under £200 so in effect to me theyre treating it as a new claim even though its an on going condition this too me is a rip off .Ive written 2 complaint e-mails which have not been replied to
18 December 2025
Unprompted review
Reply from Lifetime Pet Cover
Hi Alison, thank you for taking the time to share your experience again. We’re very sorry to hear about your dog’s health issues and understand how worrying it must be when you’re trying to ensure they don’t go without essential medication, especially over the Christmas period.
Like many other providers, our policy excesses apply per condition, per policy year. This means when a policy renews, any applicable excesses become payable again, even if they were paid in a prior policy year and includes claims for ongoing conditions that continue into another policy year. We understand the timing of your claim in relation to your renewal date can feel frustrating and disappointing, especially when treatment is continuous but we do our best to explain how our excess terms apply to everyone at multiple points of contact to ensure this is understood.
We’re are concerned to hear that you’ve sent two complaint emails and haven’t received a response - from this review we can't identify your details to check on our side, and it isn't clear if you have emailed us directly or the claims handler. That’s not the level of service we aim to provide. Please contact our customer care team directly at hello@lifetimepetcover.co.uk or on 020 3750 0022, and we can make sure your complaints are logged, reviewed, and responded to, as well as clarify how the excess has been applied in your case.
I found some of the process a little…
I found some of the process a little odd as it kept jumping about. This is especially with setting up payments
15 January 2026
Reply from Lifetime Pet Cover
Hi Janet, thank you for your feedback. We’re sorry to hear that parts of the process felt a little confusing, It sounds like there may have been a technical issue as this isn’t the experience we would expect. Thank you for your patience and for choosing us to protect your pet :)
Reply from Lifetime Pet Cover
Hi Paul, thank you for your feedback! We’re thrilled to hear you’re happy with both our service and your policy. We really appreciate you choosing us to protect your pet :)
New pet policy
I can only review on taking out the policy as thankfully haven't needed to make a claim. The process was straightforward.
9 January 2026
Reply from Lifetime Pet Cover
Hi Anne, thank you for your feedback. We are glad to hear that taking out the policy was straightforward. We hope your pet stays happy and healthy and we’ll be here to support you if you ever need to make a claim in the future. Thank you for choosing us.
Reply from Lifetime Pet Cover
Hi Sarah, thank you for your kind feedback! We are delighted to hear you experienced great customer service and found the process efficient. It’s lovely to know our team could make things straightforward for you 😊
Very mixed
Overall insurance and actual cover is good but the confusion of them being taken over by another service (Covea) and then apparently recently switching back again has been messy to navigate with some significant delays responding to claims. Customer service is usually good but sometimes won’t be able to hear the call handler due to background noise on their side. Not the worst but also not the best pet insurer
9 January 2026
Reply from Lifetime Pet Cover
Hi Bronte, thank you for taking the time to share your feedback. We are glad to hear you are happy with the level of cover overall but we are sorry for any confusion or disruption caused by the changes to our claims handling arrangements, we understand how delays can be frustrating - especially when you’re waiting on a claim. Your comments about call quality are also noted, and we’ll be sharing this with the team to review. Thank you for your patience and for taking the time to let us know about your experience.
Reply from Lifetime Pet Cover
Hi Joan, thank you for your review. We are glad to hear the process was swift and straightforward for you and that you were happy with the price too. We really appreciate you choosing us.
It was a very quick and easy process.
9 January 2026
Reply from Lifetime Pet Cover
Thank you for your feedback! We are really pleased to hear you found the process quick and easy. Thank you for choosing us to protect your pet :)
Most competitive quote for maximum…
Most competitive quote for maximum coverage for my dog.
7 January 2026
Reply from Lifetime Pet Cover
Hi Ivana, thank you very much for your feedback. We are really glad to hear you found our quote competitive and that it offered the level of cover you were looking for. We appreciate you choosing us to protect your dog.
The price was very good easy to sign up…
The price was very good easy to sign up and money was withdrawn on agreed date.
17 December 2025
Reply from Lifetime Pet Cover
Hi Anne, thank you for your feedback :) It is great to hear you were happy with the price, found it easy to sign up and that everything was processed as expected. Thank you for choosing us to protect your pet.
Not a straight forward renewal due to…
Not a straight forward renewal due to change of ownership but dealt with easily and efficiently. Thank you.
2 January 2026
Reply from Lifetime Pet Cover
Hello and thank you for your feedback! We are glad to hear that despite the change of ownership making the renewal a little more complex, everything was handled smoothly and efficiently for you. We really appreciate you taking the time to share your experience.
Shocking customer services.
Cannot reach them by phone or email.
Tried to call for over 8 hours over 3 days.
Just same old voice recordings and then after 30 minutes, the voice says there has been a technical issue.
Tried email as allegedly it is quicker.
Still waiting 3 days later for a reply.
Also there is no options when you first phone through it was busy mistake Impressed 3 that it did anything.
Tried option 1-5 and still no joy.
Trying to upload images of issues but not allowed.
Avoid this company if you need to get any answers.
3 January 2026
Unprompted review
Reply from Lifetime Pet Cover
Hi, we are very sorry to hear about your experience and appreciate you bringing this to our attention. This isn’t the level of service we aim to provide, and we completely understand how frustrating this must have been.
Ensuring our customers can easily access support is extremely important to us. Under normal circumstances, we offer quick response times by both phone and email, and we take any disruption to this service very seriously. We were operating under reduced and adjusted opening hours over the Christmas period, which may have contributed to the difficulty you experienced in reaching us.
We’ve tried to look into this further however based on the contact information available to us, we haven’t been able to identify any incoming calls linked to your details. For this reason, our team has reached out directly to request a little more information so we can fully investigate what may have gone wrong and resolve this properly.
Regarding your email, we can see that it was sent on Saturday morning. As our normal opening hours are Monday to Friday, 9am–5pm, your message was responded to at 9:45am on the next working day. We are also actively trying to assist with the request you raised via email, but unfortunately we are unable to progress this further until we receive your response.
Thank you for your patience and for giving us the opportunity to investigate this further as we genuinely want to understand what happened and ensure this doesn’t happen again.
Reply from Lifetime Pet Cover
Hi Laurie, thank you very much for your feedback :) It is great to hear you found everything quick and great value. Thank you for choosing us to protect your pet.
Reply from Lifetime Pet Cover
Hi Wendy, thank you for your feedback! We’re really pleased to hear you found it easy to understand the options and choose the right cover for your pet. We appreciate you choosing us :)
Easy clear website
Easy clear website, with easy option to pay, quick email notification
10 December 2025
Reply from Lifetime Pet Cover
Hi Julie, thank you for your feedback! We’re glad to hear you found the website clear and easy to use, and that everything from payment to receiving your documents was nice and straightforward. We really appreciate you choosing us for your pet’s cover :)
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