Poor Services on claims

I was introduced by our broker Wynsam to Turnberry GAP cover last year November 2023 and filled the form that was sent back to them on the 10 January 2024. In their email I was requested to complete the application to join the Group Gap Cover in January 2024, which I did. My child was admitted in hospital on the 22 January 2024 and there were costs which were not covered, and it happened that I missed the time to lodge the claim with them because of my working space which I did explain to them. Last week wednesday after receiving rejection letter for the claim I made an appeal explaining the reason why the submission was late, and it was accepted and given approval for payment. To my surprise yesterday I received an email to give them a call urgently which I did and that's when it was explained to me that the insurance only became effective from the 1 February 2024 therefore, they won't be able to pay. I have been paying on a monthly basis without skipping even a single month but now when it's time for my claim to be processed I get feedback which I am not happy with at all.

My question is the time when the rejection was issued why they didn't explain that? It feels like it was never their intention to pay for my claim. If on my side the application was done on time who 's fault is it that they application was processed late.