For our visa application (NLV) we went through a service, 9 years ago. It seemed expensive at the time, Eu 5000, but I did not mind paying it as I did not know what I had to do, and I was not in Spain I was in the Middle East. And I was making a lot of money at the time so it was almost like spare change.
After spending some time in Spain, I think I could do it all on my own, but it does take some research. And it would probably take longer than if you pay someone to do it.
What are the sticky issues?
1) Getting a NIE; I'm not sure how one gets one outside of Spain like from a consulate. But in Spain, it is fairly easy once you know how.
2) Getting a bank . That's fairly easy even from outside Spain
3) Medical insurance. That was easy, done via internet. We are still with the same company we started with.
4) Residence. Now that is a trick! We settled this by going on a exploratory visit to the city we thought we wanted to live in. That went well, so on that same trip, we signed a lease on an apartment. Since we did not move for 6 months, 1/2 year of rent was thrown away. This is really what you will want to finesse. And I do not think a visa service company will be able to help with this.
5) The rest of the stuff, medical clearance, financials etc are straight forward.
So really, the only problem out of all that is really getting a NIE. If you needed to go to Spain to get one, with airfare and hotel that could come to a couple of thousand Eu, not Eu 5k.