Drill Hog and Bad Dog bits (possibly the same bits/company) are the only ones I know of with a lifetime replacement guarantee. I have no experience with them though. I very recently decided to splurge and bought a $100 set of M7 HSS Norsemans because I have some higher strength 1/4" plate that my Dewalt and other box store bits wouldn't touch. The bit went through he steel nicely but the dang thing chipped on first use, so not exactly happy about that. Gonna see how Norseman's customer service is. I specifically didn't get cobalt bits due to that concern, yet HSS did it too.
Also, Norseman, Viking, and many others are all the same bits anymore. I'd be surprised if Drill Hog and Bad Dog didn't source theirs from the same location....