You’re new to the game! Major brands - Phonak, Oticon, Widex, Starkey - have pretty much locked up the market. While each brand has maybe a sliver of competitive advantage in one way or the other, all brands are going to pretty much take care of your hearing loss.
Being in the sound business yourself, you may have a very nuanced preference for how you want your world to sound! I’ve developed that after decades of wearing HAs (of multiple makers). I think buying a pair of aids should be like test-driving a car, but I don’t know how the NIH works? So I typically trial a pair, and if there’s a serious DOWNSIDE in sound quality or performance, I move on to the next before the trial expires.
MANY here at the forum have had excellent outcomes at Costco for about half the price - so that may be an option. But for me, being a veteran of 35 yrs wearing these, I need a dedicated audiologist who knows my preferences, issues and goals. I’ve always formed a good partnership with my audis, and they go the extra mile for me. That may not be the case with a fitter at Costco.
You could post your audiogram here for more insight and opinions, but from what you’ve said, I think you’ll be able to settle on a pair of aids that work for you as long as YOU decide what your parameters are. Maybe it’s sound quality, or Bluetooth stability, or compatible accessories (mics, TV streamers) or cost, or audiologist knowledge with a brand.
GOOD LUCK in your final purchase - PUSH BACK if you aren’t liking the setup or fit. Ultimately YOU will be wearing these like a pair of expensive Italian dress shoes every day. They better be comfy!