By taking unbiased "independent" advice you get more choice than you would by going to a Direct Insurer. More choice generally means lower premiums and a contract that is tailored to suit your individual needs. If you are thinking of buying direct from a specific Insurance Company, be aware that an individual company can only advise on their own products and are inevitably biased towards them.
The recommendation report is free and you are not obligated to take up any recommendations although this may be advisable. If you decide to proceed with the recommendations the products will be established on either a fee or commission basis.