Well @Renee Cato, people use terms kind of loosely and differently in different areas. Here's my take on each.
An "investor friendly firm" from my perspective as an investor with a realtors license is a firm that treats me like an independent contractor, not an employee. I'm with KW and I don't have production quotas (listings, sales, open houses, phone duty, etc.) or requirements that dictate what I spend my time on.
I believe when brokers advertise that they are "investor friendly," they are directing that to investors who can be clients as buyers, sellers, or PM. I don't think they are trying to attract investors as realtors.
Wholesaling is a foreign concept to many in the retail real estate (brokerage) business. If you refer to "assignments" that is a more familiar term (in my area) that they can relate to. If you walk in to a broker and ask how they feel about you doing wholesale deals that cut out the broker and you make money, they are likely to have a problem with that.