Your DeadHappy plan lasts initially for 5 or 10 years depending on what plan you have. In theory, after this point, your plan will automatically end. We don't ever want this to happen though, because we love you and don't want to lose you.
Every year, on your anniversary, we will email you to start the conversation about refreshing your plan and adding an extra year onto your guarantee (so essentially topping your plan back up to 5 or 10 years). We'll want to know whether anything has changed significantly in your health or lifestyle, and provided not, then we will badger you consistently to refresh (or perhaps just contact you by email a few times).
Worth noting that we pay out on death only, this is not a savings plan. You are however free to cancel at anytime. We reserve the right to send anonymous hate messages to your new life insurer though.