Just purchased a Lifetime policy for my 9 year old dog Sam. The policy was attractive due to its competitive price and that it covered pre-existing conditions that were over 2 years old.
The simple and easy application process was completed on-line in a matter of minutes.
As with any insurance policy the truth about how good it is, and how happy we are depends on three things:

1. The claims process and financial settlement. Hopefully we will never make a claim but only time will tell.
2. The outcome of discussions regarding what is and what isn't a pre-existing condition at time of making a claim.
3. Any rise in policy price at the end of each year.

So far, so good, fully recommended.