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
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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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
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Company details
- #14 of 32 best companies in Pet Insurance Company
- #167 of 228 best companies in Insurance agency
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 88% of negative reviews
Typically replies within 1 week
How this company uses Trustpilot
See how their reviews and ratings are sourced, scored, and moderated.
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 :)
Answered my call swiftly and…
Answered my call swiftly and efficiently, smooth experience,
8 December 2025
Reply from Lifetime Pet Cover
Hi Michael, thank you for sharing your feedback. We’re really pleased to hear your call was answered quickly and that everything went smoothly. It’s great to know our team could assist you efficiently.
Very easy to purchase policy
Very easy to purchase policy. Easy online application form.
4 December 2025
Reply from Lifetime Pet Cover
Hi Clare, thank you for your feedback :) It’s great to know the process made things easy for you. Thank you for choosing us to protect your pet!
Avoid this company
If you actually read the substance of the reviews below, you will see that Lifetime are great at giving quotes and setting up accounts, but if you try to make a claim they will put up every possible barrier to paying out.
Our rescue dog needed a tissue sample taking from a concerning lump. This was not a particularly expensive procedure, but we claimed nonetheless - that's why we are insured right? The process of making a claim is complex and time consuming, much more so than any other insurer I've used in any context. Over the next month they asked for various other documents, including a microchip certificate (I'd provided the number and full medical history at the point of claiming). They looked for any inconsistencies in our information, and tried to find any excuse to refuse us cover (including referencing his nervous behaviour when we first visited the vet 4 years ago as a young rescue dog).
The whole process took over a month, and progress only occurred when I phoned them up and chased it. It is clear that they were looking for any way to deter claims in the first place (by making the process needlessly complicated and stressful) and then they were looking for any excuse to refuse payment (by nitpicking irrelevant historical details over the course of a month in his medical history, implying that certain niche paperwork was necessary for the claim and just delaying the whole process to a ridiculous extent).
I wish I had read the substance of the reviews below before signing up with Lifetime, as I will be cancelling my renewal and advising any other pet owners to avoid them. Making a claim has never been as stressful as this was - avoid them and save yourself the stress.
3 December 2025
Unprompted review
Reply from Lifetime Pet Cover
Hi Joe, thank you for taking the time to share your feedback. We’re very sorry to hear about your experience and understand how stressful it must have been for you while making a claim.
At Lifetime Pet Cover, our goal is always to support pet owners throughout the claims process, though the specific procedures are managed by our claims handler.
While we know this doesn’t change your experience, we do receive positive feedback on our claims process. However, every pet and situation is unique, and we’re truly sorry that yours was so disappointing.
While we do require certain documentation and checks to ensure claims are accurate and valid, we appreciate that this can feel complex and time-consuming, especially when you’ve already provided a lot of information. We also understand that historical information about a pet can feel irrelevant or unnecessary, but our claims process is designed to confirm coverage and ensure that policies are applied fairly for all customers. That said, we’re very sorry that you felt this added unnecessary stress, and your feedback will be shared with the team to review how we can make the process clearer and smoother in the future.
If you’d like us to look into this further or discuss your experience directly, our customer care team can be contacted at hello@lifetimepetcover.co.uk or 0203 750 0022. We’d like the opportunity to ensure your concerns are properly addressed.
Terrible
Terrible. They refused to pay out and I am financially ruined and can't look after any dog anymore. Disgraceful
21 September 2025
Reply from Lifetime Pet Cover
Hi Dan, we’re very sorry to hear about your experience and completely understand how distressing this must be.
Unfortunately, we can’t access the details of your policy or claim through this platform, so we’re unable to investigate or provide specific advice here. We would really like the opportunity to look into this further and support you. Please contact our customer care team directly at hello@lifetimepetcover.co.uk or 0203 750 0022 so we can review your situation and help where possible.
Reply from Lifetime Pet Cover
Hi Jayne, thank you for your feedback :) We’re really glad to hear you found the quote process easy and the wording clear - that’s exactly what we aim for. We really appreciate you choosing us to protect your pet.
Reply from Lifetime Pet Cover
Hi John, thank you so much for your feedback. It is great to hear you found the process simple and the premium competitively priced. Thank you for choosing us :)
Easy and straightforward to sort this…
Easy and straightforward to sort this policy. Cheaper than your competitors.
21 November 2025
Reply from Lifetime Pet Cover
Hi Francis, thank you so much for your feedback :) We're really glad to hear you found the policy easy to set up and great value. Thank you for choosing us to protect your pet.
Easy but too many irrelevant questions.
21 November 2025
Reply from Lifetime Pet Cover
Hi Colin, thanks so much for sharing your feedback. We’re really glad to hear the process was easy for you. We know the application includes quite a few questions but each one helps us make sure your policy is accurate and properly tailored to you and your pet’s needs. We appreciate you taking the time to complete everything and for choosing us to look after your pet’s cover.
Great price
Got the cover I wanted and easy to cover both my dogs in one simple step, it's also easy to upgrade their standard cover should you wish to do so for a small increase. I'm happy with the service this company provides and you also get a reminder for the coming years policy. It took a little over 5 minutes to complete the form and
I now have peace of mind for the next twelve months.
17 November 2025
Reply from Lifetime Pet Cover
Hi Lynne, thank you so much for sharing your experience. We are really glad to hear you were able to get the cover you wanted for both of your dogs quickly and easily. It’s great to know the process felt straightforward, and that selecting the cover and managing your policy worked well for you too. We are delighted to hear you feel confident and have peace of mind for the year ahead. Thank you for choosing us to look after your pets, it really means a lot.
Easy to set up and covered our needs
13 November 2025
Reply from Lifetime Pet Cover
Hi Charlie, thank you for your feedback! We are really glad to hear the policy was easy to set up and that it gives you the cover you were looking for. Thank you for choosing us :)
Very polite
14 November 2025
Reply from Lifetime Pet Cover
Hi David, thank you for your feedback! We are so pleased to hear you found our team polite :)
Great service
Just taken out a new policy over the phone. Customer assistant was extremely helpful and polite, will be bring my other dogs insurance over to LPC when it is up for renewal
13 November 2025
Reply from Lifetime Pet Cover
Hi Paula, thank you for your lovely feedback! We’re so glad to hear your experience over the phone was helpful and pleasant. We look forward to welcoming your other dogs and we really appreciate you choosing us to protect your pets.
Good product Good fair price
Very quick and easy to get through any questions whilst setting up policies, a fair price for a change great to see
13 November 2025
Reply from Lifetime Pet Cover
Hi David, thank you for your feedback! We’re really glad to hear that setting up your policy was straightforward and that you felt the price was fair. We’re happy to have you with us and appreciate you choosing us to protect your pet.
The website was set out in an easy way…
The website was set out in an easy way to choose how much you could pay ect.
12 November 2025
Reply from Lifetime Pet Cover
Thank you for your feedback! We are really happy to hear you found the website clear and simple to use, especially when selecting the cover and price that suited you. Thank you for choosing us :)
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