Only 3 per cent of consumers would be prepared to pay over £100 per hour for independent advice and half would not pay any fee, according to Aviva research.
An ICM poll of 2053 consumers conducted for Aviva shows that 50 per cent of people would refuse to pay anything for independent advice and would rather not receive advice at all.
17 per cent say they would be willing to pay less than £25 per hour. Less than 3 per cent say they would be prepared to pay anything over £100 per hour for independent advice.
Average rates for giving independent financial advice usually range from between £75 to £163 an hour.
Critical illness: News update: 22 January 2010