I was given three months at reduced rate when I bought my dog from a KC registered breeder. Fortunately I haven't had to call on it. The price went up a lot at renewal, but that was because there was a default of 10% customer contribution to any claim. After a quick call to CS, I have reduced that to 20%, which brings the monthly just under £30. This still feels like a lot, but with vets charging us through the nose for treatment, it is probably worth it.
What I would like is the option to remove the unnecessary extras, such as accommodation and liability All I want is help with vets fees, and an according reduction in the monthly.