The scion of small town insurance agencies 1970s style is perhaps a hybrid "boutique" insurance wealth management firm, they're in every town with population of 5 figures or more. Most are independent or quasi- so, and their competitors are investment companies at banks large and small, and also investment operations of large brokerage franchisee firms, as well as the brokers everyone has heard of. Some of these firms sell investments, and some are strictly advisory for a fee. They are fed by many offerings of software programs that tee up an asset mix. Since I can do the same online for $0 to 100 bucks I don't pay them much heed. I found one it took me 4 minutes.
My reason for this already long tale is I stumbled on a local one last week that advertised "we don't trade". I kept asking myself, why would anyone see a need to declare that? Either they're bombarded with potential traders which I doubt, or they want to make sure the clientele knows that asset mix is all they offer - there is nothing more available. Yet I'd bet almost every one of these operations makes its money from advisory fees and trades for their own accounts on the side. It's as natural as ice cream and apple pie. They do not want the public to know about super-growth stocks or alternative strategies. They simply want to sell index funds and collect fees from asset mixtures. And I'll give them this: they must comply with FINRA or SEC regulations on investment advisors just to remain in business.