I agree, it is very confusing, and the inefficiency of some of the insurance companies doesn't make it any easier.
I took out Lifetime cover with Petplan for my dog. My advice would be to steer clear of this company. They drive me to fury because they cannot keep adequate records. I made a small claim last year and over a period of three months they sent two texts, a written letter and two emails all asking for the same information that they said they needed "before they could process my claim".
This year, I renewed the cover well in advance of the expiry date. Three weeks after I sent the payment, I contacted them as I had not heard anything. They confirmed that my cover was in place. A week later they sent me a text saying my renewal was due and if I wanted my dog to continue to be covered I needed to send payment. I rang again and again it was confirmed that the cover was in place. This week I received an email from them saying that my policy is due for renewal and I need to send payment. I have had enough of them and am going to transfer to Agria.
Good luck!