That's the way a pedelec has to behave by law, assist should only be provided while pedalling. It's an EAPC (electrically assisted pedal cycle), not an electric motor bike. There are some exceptions (see Wisper bikes with throttle), but that's the basic rule.
You might be able to program the controller to get over that restriction, and also the restriction that assistance should stop by 15.5 mph. If you did so it would no longer class as a pedelec, but as a moped. You'd need license, registration, number plate, and insurance.
Until a few months ago people were generally getting away with breaking the law this way. There have been lots of police clampdowns recently so probably no longer worth the risk.