More than a fifth of advisers will charge the equivalent of less than £100 per hour for their advice post-RDR, research suggests.
A survey of 170 advisers by insurer Aviva found 22% expect to charge less than £100, although more than 40% say they will charge between £101 and £150 and 28% expect to charge between £151 and £200.
It follows a similar survey by Legal & General Savings last month which suggested clients and IFAs have wildly different estimates of the value per hour of independent advice.
That study found while consumers value advice at an average £67 per hour, advisers say their time is worth £170, almost three times as much.
Aviva says the fee amounts advisers identified are "generally on a par" with other professional services, such as solicitors".
But it pointed out the majority of advisers (56%) believe that fewer than 20% of their clients would be willing to pay these levels. Almost two-thirds (62%) said the adoption of charging will lead to them servicing fewer customers.
Steve Gay, Aviva distribution development director, says: "Advisers are moving quickly to meet the requirements of the RDR with many reviewing their remuneration model to move towards charging.
"However, most advisers don't feel confident customers understand the value of financial advice and are therefore concerned whether people will pay for it."
He adds: "This is a huge challenge for our industry. We must do more to help advisers position themselves on a par with other professional services. Ultimately, I am confident that consumers will pay a fair price for the reassurance of having qualified professional financial advice."
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