How can you find the right broker?
You want to choose a trustworthy, knowledgeable professional with extensive experience in the field. Here are a few suggestions for finding such a person:
What are life insurance brokers?
Ways a broker can help you buy life insurance and how to find the right one for your needs.
Last updated September 18, 2025
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Brokers, agents, and financial professionals aren’t the same thing
Understanding the differences in services offered by brokers, life insurance agents, and financial professionals can help you make an informed choice about who to work with. While the terms may be used interchangeably, there are important differences between them. A life insurance broker usually represents multiple life insurance companies and can offer you policies from all of them. A life insurance agent usually works for one specific insurer, and while they can only offer policies from that company, they may have a deeper understanding of the features and provisions of those policies, and may also help provide services related to those products. “Financial professional” is a broader term, and typically refers to any person licensed to sell financial and investment products such as insurance and securities (e.g., stocks and bonds). While some financial professionals may not have the specific licensing needed to sell life insurance, all Guardian Financial Professionals do.
Ask a friend or family member for a referral
Mention to a family member or friend that you're thinking about getting life insurance and ask if they know someone who can help. Find out how they worked with that broker and if they were satisfied. A review from someone you know is always best, and because you have a relationship with one of their existing customers, the broker will have an incentive to work even harder on your behalf. Alternatively, look for brokers who are trusted partners in your community, as their reputation for collaboration and support can make a significant difference.
Look at online broker reviews
This is easy to do, but you'll need to approach what's posted with a grain of salt. It's hard to know which online reviews are honest and which are not, and top-line star ratings lack helpful detail. If there's a review site you already know and trust – and that site rates insurance professionals – start there.
Find out about broker credentials
If you’ve narrowed your search down to a few prospects, ask about their credentials before making your choice. Licensed insurance professionals get additional certifications and training that can be a good indicator of dedication and experience. There are also well-known professional associations, such as the National Association of Insurance and Financial Advisors (NAIFA), that require members to follow a strict code of ethics.
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Brokers work independently and offers policies from many different companies. A traditional life insurance broker will meet with you in person, and others will work virtually. Either way, their job is to assess your individual needs and requirements, give you unbiased advice, find a life insurance policy that works for you, and walk you through the buying process. By providing personalized service, life insurance brokers help their clients make the best possible purchase decisions. In addition, many brokers assist clients with the application process, ensure policy maintenance, and act as advocates during claims with the life insurance company.
Some life insurance agents work directly for a specific insurance company and can only offer you policies from that company. Others – independent agents – can offer you policies from multiple companies. Life insurance brokers work independently and represent multiple insurance companies. They are not tied to any single insurer and can offer policies from various companies.
This article is for informational purposes only. Guardian may not offer all products discussed. Please consult with a financial professional to understand what life insurance products are available for sale.
All whole life insurance policy guarantees are subject to the timely payment of all required premiums and the claims paying ability of the issuing insurance company. Policy loans and withdrawals affect the guarantees by reducing the policy’s death benefit and cash values.
1 Stephen Wood; Maggie Leyes, 2025 Insurance Barometer Study, LIMRA, Jun 25, 2025.
2 Some whole life polices do not have cash values in the first two years of the policy and don’t pay a dividend until the policy’s third year. Talk to your financial professional and refer to your individual whole life policy illustration for more information.
3 Guardian, its subsidiaries, agents and employees do not provide tax, legal, or accounting advice. Consult your tax, legal, or accounting professional regarding your individual situation.
4 Policy benefits are reduced by any outstanding loan or loan interest and/or withdrawals. Dividends, if any, are affected by policy loans and loan interest. Withdrawals above the cost basis may result in taxable ordinary income. If the policy lapses, or is surrendered, any outstanding loans considered gain in the policy may be subject to ordinary income taxes. If the policy is a Modified Endowment Contract (MEC), loans are treated like withdrawals, but as gain first, subject to ordinary income taxes. If the policy owner is under 59 ½, any taxable withdrawal may also be subject to a 10% federal tax penalty.
5 Riders may incur an additional cost or premium. Riders may not be available in all states.
