A fee only broker is paid by the seller rather than by the buyer, which removes one of the oldest conflicts in this industry. When a broker is compensated by the company purchasing the policy, the incentive to push a particular buyer is structural rather than personal.
The 2006 New York Attorney General case against a large provider turned on exactly this. Concealed payments to brokers were alleged to have steered sellers toward one buyer and away from higher bids. That history is why fee transparency and fiduciary duty are not marketing language in this market. They are the safeguards that were built afterwards.