How Florida Families Can Find a Health Insurance Broker They Can Trust

By Matt Gerrell — Fractional CMO, leading Gerrell Collective, a Central Florida firm specializing in growth and strategy.

In Florida, where nearly 5 million seniors rely on Medicare and millions more buy coverage on the individual market, health insurance can feel like a maze. For decades, I worked inside the system, and I have a deep respect for health insurance brokers. The majority I worked with were hardworking, ethical people who wanted to help families and seniors make sense of a confusing system. But it is important when choosing a health insurance broker, you do your homework to ensure they are the best fit for you.

Here’s a simple checklist to help Floridians find a broker who’s experienced, trustworthy, and right for their needs.

Broker Selection Checklist

What to Look For	Why It Matters	Florida Tip
State Licensing & Credentials	Brokers must be licensed in Florida and complete continuing education.	Verify licenses at the Florida Department of Financial Services (DFS) website.
Independence	Independent brokers represent multiple insurers, giving you more options.	Ask if they can quote Florida Blue, UnitedHealthcare, Humana, and other major carriers in your county.
Relevant Experience	Choose someone focused on health coverage—not general auto or property insurance.	Florida’s mix of seniors and families means you want someone who knows both Medicare Advantage and Marketplace plans.
Advocacy & Support	A good broker helps beyond enrollment, especially during emergencies.	Ask how they’ll support you if you're facing disruption in accessing care or pharmacy. Will they advocate for you if issues arise with Authorizations and billing?
Communication Style	They should explain coverage clearly and answer questions promptly.	Look for someone willing to meet locally or via Zoom—especially important across Florida’s rural counties.
Fees & Commission Model	Most Florida brokers are paid by insurers, not you.	Still, ask upfront—especially if they offer extra services. Ensure you understand all of the costs prior to signing.
Reputation	Referrals and reviews help confirm trust.	Check Florida Better Business Bureau (BBB) listings or ask your church, synagogue, or community center for recommendations.

How to Research a Florida Broker Independently

1. Verify Licensing Status

   
   

   Visit the Florida DFS “Licensee Search” portal to confirm your broker’s license is active and in good standing.

   
   

2. Check Complaints or Disciplinary Records

   
   

   DFS also lists disciplinary actions or fines. This is valuable information before choosing a broker.

   
   

3. Ask for References

   
   

   Talk with other Florida families they’ve served. Health needs in The Villages look very different from Orlando or Miami, and experience in your region matters.

   
   

4. Look for Community Involvement

   
   

   Many of Florida’s best brokers are active in senior centers, veterans’ groups, or local nonprofits. It’s often a sign they put relationships ahead of sales.

   
   

5. Confirm They Stay Current

   
   

   With Florida at the center of federal policy shifts—Medicare Advantage changes, Marketplace subsidies ending—a good broker keeps up with training, so you’re not left behind.

Final Word

In Florida, health insurance isn’t just paperwork, it’s about protecting your family in a state where storms, shifting policies, and rising costs can complicate life. A trusted broker can be your best ally.

The good news? Most brokers I worked with during my years leading a health plan were just that: good people, trying to do the right thing. By using this checklist and tapping Florida’s state resources, you’ll find one who not only earns your trust but keeps it, year-after-year.