As a part of Alliance Insurance Services Limited, NowCompare would be best described as a health insurance broker not an agent.
Click to Compare : Health Insurance
What this means is, as a broker, Alliance represents the needs of the general public rather than that of the health insurance companies.
THis can be demonstrated through NowCompare which has many more than 4 companies listed, overall NowCompare has over 200 medical plans on the online comparison site.
In Hong Kong, Health Insurance Brokers and agents are regulated by different organisations and will be subject to a different set of rules.
The general public and Hong Kong expats use both brokers and agents in Hong Kong.
Although broker agents may be a part of alternative regulatory bodies, they all stem into the Insurance Authority of Hong Kong.