Historical success convincing consumers that advice is free could push many advisers out of the industry post-RDR, according to a Barclays director.
Speaking at a Marketforce conference in London on Wednesday, the bank's director of investments, Ian Ackerley, said some advisers would leave the industry because of their "lack of confidence" in being able to charge for advice.
"In a sense, we've been far too successful over the years explaining to customers that they don't need to pay for advice," he said.
"Now we face the challenge of persuading them to pay and I think that's going to be a difficult challenge."
He admitted the lack of confidence in having a model where it could charge enough had led to the bank's decision to end its face-to-face advice service last year, but added its execution-only service, Barclays Investments, was designed to replace this.
"Charging for advice will reinforce existing trends to both research online and purchase online and to do that without the provision of advice," he said.
"While brand strength bay be an important factor, success will rely truly on innovation and having the right proposition, which is attractive to consumers and financially viable."
The Barclays Investment service is run online, with telephone support, and restricted to approximately 70 funds.
Barclays announced the closure of its in-branch financial advice service in January 2011, citing a decline in the commercial viability of the service.
At the time, it said the decision was unrelated to a £7.7m fine issued to it by the FSA earlier that same month for poor advice in relation to two Aviva funds.
£300bn of liabilities
View from the front row
Transfer from occupational scheme
Appointed by FCA and PSR boards