Why choose Purely Pet's lifetime pet insurance?
Choosing Purely Pet's lifetime pet insurance means opting for comprehensive cover that supports your pet's health throughout their life. Lifetime pet insurance provides peace of mind by covering vet bills for accidents, illnesses, and chronic conditions that may develop as your pet ages.
Our policy includes helpful benefits like dental cover (accidents in year 1; accidents and dental illness from year 2), plus easy access to 24/7 expert advice with Joii. We know pets are part of the family, so our cover is designed to really look after dogs and cats.
With Purely Pets, you can be confident that your pet receives veterinary treatment without the stress of unexpected costs, thanks to our clear policy limits and transparent terms. We also ensure that any recurring conditions are covered under your lifetime policy, provided you renew without a break in cover.
By choosing Purely Pet's lifetime pet insurance, you join thousands of pet owners who trust us to safeguard their pets' health and wellbeing for life.
Select your level of cover
So you have decided to get your pet insured. That's great news! Here at Purely Pets, we offer 15 levels of Lifetime Cover - allowing you to choose the policy that suits your budget and requirements.
Our Defaqto 5 Star Rating applies to our Silver and Gold cover levels providing vet fees of between £6,000-£15,000.
Lifetime Bronze
- Lifetime cover
- Vets fees from £1,000-£5,000
- Flexible Excess Options
Lifetime Silver
- Lifetime cover
- Vets fees from £6,000-£10,000
- Flexible Excess Options
Lifetime Gold
- Lifetime cover
- Vets fees from £11,000-£15,000
- Flexible Excess Options
The Purely Pets Promise
At Purely Pets, we understand the importance of pet health. Our insurance policies are designed to give pet owners peace of mind, ensuring that your pets receive the highest standard of care when they need it the most.
Why choose Purely Pets
What is lifetime pet insurance?
Lifetime pet insurance is a type of pet insurance policy designed to provide ongoing financial protection for your pet’s health throughout their entire life. Unlike other types of pet insurance that may limit coverage for chronic or recurring illnesses after a certain period or amount has been paid out, lifetime pet insurance renews the cover limit each year.
This allows you to claim for ongoing treatment of long-term conditions as they arise, up to an annual total claims limit, which will reinstate if you renew your policy for the next year. This means your pet can receive veterinary treatment for illnesses and injuries without losing cover due to reaching a claim limit for a specific condition.
It is important to note that if you reached your total claims limit in a policy year there will be no further cover until the policy is renewed, when the limit will reinstate and you can continue to receive cover for the same condition.
What are the key features and limits of lifetime pet cover?
Lifetime pet cover provides you with long-term peace of mind by covering your pet’s treatment needs year after year. It is the most comprehensive type of insurance available, and while premiums may be higher, the protection it offers can be invaluable.
For example, if your dog develops diabetes, a lifetime dog insurance policy ensures coverage for ongoing care annually—not just for a limited 12-month period. This is subject to terms and conditions or provided that it is not a pre-existing condition.
Key features and limits of lifetime pet cover include:
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Ongoing coverage for chronic conditions: Covers long-term illnesses like diabetes or arthritis for your pet’s lifetime, as long as you renew the policy each year.
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Annual limits that reset: Your cover limit (such as £5,000 per year) refreshes every year, allowing you to continue claiming for recurring conditions.
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No coverage for pre-existing conditions: Any illness or injury diagnosed before your policy starts will not be covered. This is why obtaining lifetime cover while your pet is young and healthy can be beneficial.
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Important annual renewal: To maintain continuous lifetime cover, you must renew your policy each year; otherwise, any conditions developed may be excluded under a new policy.
What’s included in lifetime pet insurance?
A lifetime pet insurance policy covers the same veterinary costs as standard pet insurance, with one crucial difference: it continues to pay for ongoing conditions each year you renew.
We provide various cover levels, including Bronze, Silver, and Gold, so it’s important to compare what each includes. Extras such as dental treatment, hydrotherapy, or behavioural therapy may not always be covered, so reviewing your policy details is important.
Here’s what you can typically expect a lifetime pet insurance policy to cover:
What's covered?
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Vet fees for illness or injury: This includes coverage for accidents and illnesses, such as diagnostics, surgery, medication, and hospital stays, up to your policy’s annual limit.
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Chronic conditions: Provides ongoing coverage for long-term issues like arthritis or eczema, as long as you renew your policy each year.
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Emergency care: Covers out-of-hours treatment, though the extent of coverage my vary depending on your insurer.
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Hereditary conditions: Includes breed-specific or genetic ailments, provided symptoms did not appear before the policy started.
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Third-party liability (dogs only): Protects against legal fees or claims if your dog causes injury or damage, with cover up to £1-2 million.
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Additional cover: Some policies offer extras such as protection against loss or theft, death due to illness, dental care for accidents, alternative therapies, or behavioural treatments.
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Overseas cover: Covers your pet when travelling abroad, subject to the insurer’s terms; remember that a pet passport or animal health certificate (AHC) is required.
What's not covered?
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Pre-existing conditions: Any illness or injury your pet had before you first buy your lifetime insurance will not be covered. This also includes any signs and symptoms or if the condition has not yet been diagnosed.
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Routine and preventative care: This includes vaccinations, flea treatments, worming, neutering, and annual health check-ups, which are generally excluded.
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Breeding and pregnancy: Most policies do not cover costs related to mating, pregnancy, or giving birth.
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Excess: You will be required to pay a fixed amount towards each claim, known as the policy excess.
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Co-payment for older pets: Some policies ask you to contribute a percentage of the vet bill in addition to the excess once your pet reaches a certain age.
Pet advice & news
How to care for an elderly dog
20/05/26
Has your old dog started slowing down, sleeping more, or seeming a bit stiff after walks? You should know this: dogs over seven can be considered senior, while those over 12 are classified as geriatric. The average life expectancy of a dog is 12 years, so understanding their changing needs becomes significant for their quality of life.
Are pets the new children?
13/05/26
Pets are not literally children, but for millions of UK households, they now occupy a remarkably similar emotional and practical space. Around three in ten couples in the mid-2020s are choosing pets instead of, or before, having human children, and surveys show over 61% of people under 40 agree that pets have become the new kids.
Allergies in dogs
21/04/26
Allergies in dogs or allergic dermatitis is when a pet’s immune system is triggered by an allergen. To most dogs these allergens are harmless but a pet with allergies will have an extreme reaction to them.
Our Pet Insurance awards
Frequently Asked Questions
You can find out more about our Pet Insurance product below and there’s more help available on our FAQs page.
Yes, the cost of lifetime pet insurance can increase each year. This is mainly because as your pet gets older, they may be more likely to require veterinary treatment for age-related illnesses or chronic conditions.
Insurance providers consider factors such as your pet's age, breed, health history, and any future claims when calculating your renewal premium.
No, lifetime pet insurance generally does not cover pre-existing conditions. A pre-existing condition refers to any illness or injury that your pet showed symptoms of or was diagnosed with before the start date of your policy.
Yes, lifetime pet insurance policies typically have an annual cover limit, which is the maximum amount the insurer will pay towards vet fees each year. This cover limit resets every year when you renew your policy, allowing you to claim for new or ongoing conditions up to the set amount annually.
Some policies offer different cover levels, so you can choose the amount that best suits your budget and your pet’s needs. It’s important to review the policy documents carefully to understand the specific cover limits and any applicable excesses.
No, at Purely Pets, there is no upper age limit for taking out a lifetime pet insurance policy.
Switching insurance providers when you already have a lifetime pet insurance policy can be challenging. Since lifetime policies cover ongoing and chronic conditions, a new insurer may not cover pre-existing conditions or may impose waiting periods.
Before switching, it’s important to compare cover levels, terms, and exclusions carefully. Always check the small print and policy documents to understand the implications of switching.
Annual pet insurance typically covers vet fees up to a set limit per condition or for a limited time after an illness or injury occurs. Once you reach that limit or the time expires, you may no longer be covered for that condition.
Lifetime pet insurance, on the other hand, renews the cover limit each year, allowing ongoing treatment for chronic or recurring conditions throughout your pet’s lifetime. This means lifetime insurance provides more comprehensive and continuous cover, which can be especially valuable for pets prone to long-term health issues.
Yes, lifetime pet insurance often includes dental cover, but this may vary depending on the policy and provider. However here at Purely Pets, there is a certain caveat that you should be aware of: dental cover is accident only in year 1 and dental illness will be covered from year 2 onwards.
For most policies, dental treatment will only be covered when your pet has had a regular dental check-up and conditions are treated within a reasonable period after the recommendation of a vet. You should always check the limitations of insurance before buying.
Dental cover includes treatment for dental diseases caused by accidents or illnesses however, will exclude routine dental care such as cleanings or check-ups unless specified.