What a broker does that a website cannot
A public marketplace shows you a filtered list and leaves you to interpret it. That is fine if you already understand deductibles, networks, out-of-pocket maximums and how a plan handles the specific prescriptions you take. Most people do not, and the cost of guessing wrong is not discovered until someone gets sick.
An independent broker works the other direction. I start from your household, your budget and the doctors you want to keep, and I work outward to the options that fit. Because I am independent rather than tied to one company, I am not steering you toward a single product line. And I can look at options that are not listed on the public marketplace at all, which is often where the useful answer sits for a self-employed person in Phoenix.
The other difference is what happens after you enrol. A website has no memory of you. I do all of my own customer service, so when a claim goes sideways in March or your situation changes in August, you call the same number and reach the person who already knows your file.


