Less than a fifth of Britons felt they would need help when purchasing life insurance but almost half said it was definitely necessary for a mortgage, according to new research.
Results from the ABI's quarterly consumer survey indicate that almost a third of people are happy to buy all financial products without any advice.
The Association asked 2,561 adults how comfortable they were buying different financial services with or without qualified advice.
Mortgages came top with 46% saying it was essential, followed by stocks and shares ISAs (44%) and pensions (39%).
Life insurance was middle of the road with 18% believing advice was important while car (2%), travel (2%) and home insurances (3%) and savings accounts (3%) were thought least complex.
The figures illustrate why these products have become far more commoditised on comparison websites but may also raised concerns for IFAs with almost a third suggest they are comfortable buying without advice.