Andy NearyI help insurance professionals turn brand awareness into business growth.

Brokers sell products; consultants sell processes. Which one are you?

3 Oct 2026 · 0 min

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In this brief segment, Andy Neary explains the fundamental difference between brokers and consultants. He argues that brokers are paid for selling products—essentially presenting a list of rate options on a spreadsheet and asking the client which they prefer. In contrast, consultants are paid for selling processes; they weave a narrative that includes a recommended course of action, often offering an "unpopular opinion" about what the client should do. Neary contends that many self‑identified consultants behave like brokers, merely offering product choices rather than strategic guidance.

Brokers get paid for products. Consultants get paid for processes. And that goes back to what we're saying is don't make the rates your story. That's a product. All you're doing is putting products on a spreadsheet, telling them which one do you want. A consultant comes in and they may have a spreadsheet, but it's a part of the story they're trying to tell. And I think the difference between a broker and a consultant is a broker is going to say, which one do you want? A consultant is going to say, if I were you, this is what I would do. I have an unpopular opinion. They're all brokers, man.