Parents and partners, not professionals, are increasingly the first point of call for financial advice, according to new research.
Just 8% of people who responded to the survey from Friends Life said they would seek an IFA to guide them on financial matters.
This compared with a third (31%) trusting parents for financial advice with a similar number (27%) choosing their partner's assistance.
However the research indicates that it may not be the cost of advice that is shying people away from contacting an IFA.
The insurer said there was ‘an encouragingly strong showing in favour of paying for financial advice' with (31%) saying financial advice should be paid for compared to similar figures for accountancy (34%) and legal advice (37%).
Andy Briggs, chief executive officer of Friends Life, said: "It appears people are recognising the need for financial advice, which on the surface is very encouraging.
"It shows that money matters are preying on people's minds and whilst they might be relying on family and friends for this instead of bringing in the professionals, they are at least assessing their financial situation.
"The danger is that by consulting your Mum or Dad instead of a qualified financial adviser you learn someone else's financial habits instead of making your own empowered decisions supported by all the facts," he added.