Jasper Berens, head of UK funds at JP Morgan Asset Management, has described offering fee-based advice post-RDR as "no easy challenge."
His comments came after a report suggested that just 13 per cent of consumers will be prepared to pay for ongoing advice.
His views come as part of a report by the firm, a sponsor of the Institute of Financial Planning, entitled 'Winning Propositions: The consumer market post-RDR' which questioned over 2,000 consumers with incomes of over £50,000.
Some 81 per cent said they were seeking expert guidance on their finances but just 13 per cent were willing to pay for an ongoing service.
Some 75 per cent wanted to pay for advice on a task by task basis rather than 16 per cent who wanted to make a regular ongoing payment.

Clients were most willing to pay for proactivity in the form of portfolio adjustments, regular portfolio reports and warnings of market events which may affect them.
The majority of consumers wanted to see their advisers face to face once a year or less, regardless of age or asset size. Instead, they preferred contact via email.
The report suggested firms needed to focus on features such as insight, empathy and proactivity to achieve 'trusted adviser' status rather than service features alone.
Over 90 per cent of consumers said their adviser being a 'trusted source of advice' was valuable to them.
However, if a firm could successfully develop a fee-based proposition, 57 per cent of respondents said they would use an adviser they trusted and could afford for all their finances. This number grew to 65 per cent for those aged 18-34.
The report said: "The transition to a fee-based advisory culture in the UK is going to be hugely challenging, but the potential market for firms that do deliver attractive, commercial propositions is undeniably compelling."