Why Independent?

When you sit down with a financial or insurance professional, it's worth asking one question first: Who do they actually work for?

For a lot of the industry, the honest answer is 'the company that pays them.' At Lubbers & Associates, the answer is simpler — we work for you.

Schedule a Consultation

Independent vs. Captive

The Real Difference

A captive agent represents one company. They can only offer that company's products, and they often work under sales quotas set by the home office. If your best option lives somewhere else, a captive agent typically can't point you to it.

An independent advisor isn't tied to any single carrier. We can evaluate options across many companies and recommend the one that fits you — even if a different solution would have paid us more. That freedom is the entire reason the independent model exists.

Feature	Captive / Wirehouse	Independent (Lubbers & Associates)
Who they represent	One company	The client
Product access	A single carrier's lineup	A broad market of carriers
Sales quotas	Common	None driving your advice
Advice can be	Limited to in-house products	Matched to your situation

At Lubbers & Associates, the answer is simpler

— we work for you.

Grandville, MI Lubbers & Associates

Our Commitment

We do the heavy lifting so you can focus on what matters. Our independence is your ultimate advantage.

We Shop the Whole Market

Comparing carriers, riders, and pricing on your own is a part-time job. As an independent firm, that's our job. We do the legwork across a wide range of insurance carriers and annuity products and bring you the options that actually make sense, explained in plain language.

An Uncompromised Advocate

Independence isn't just a business structure — it's an accountability structure. Because no carrier signs our paychecks, nothing stands between our advice and your interests. When we tell you something is or isn't a good fit, that's the only consideration behind it.

How We're Paid — In Plain English

We believe you should understand how a recommendation is made and how we're compensated before you decide anything. We'll walk you through it openly, every time.

How do independent advisors get paid?

Independent advisors can be compensated through commissions paid by insurance carriers, flat advisory fees, or a combination of both. We disclose all compensation clearly before any agreements are signed.

Are you a fee-only firm?

No, Lubbers & Associates is not a fee-only firm. We earn commissions on insurance and annuity products we place. For a detailed breakdown of how fee-only compares to commission-based models in Michigan, read our guide.

Does independence cost me more?

Typically, no. In fact, because we can shop the entire market, we often find highly competitive pricing and richer features than captive agents who are restricted to a single carrier's catalog.

Read Fee-Only vs. Commission Guide

Independence, Close to Home

We bring the independent model to Grandville, Grand Rapids, Wyoming, Kentwood, and the surrounding West Michigan communities. Local, independent, and on your side — that combination is hard to find, and it's exactly what we built this firm to offer.

Ready to experience the independent difference?

Contact our Grandville office today to schedule a transparent, no-obligation consultation.

Schedule a Consultation