Some 65 per cent of Welsh people agree that good financial advice is important.
New research from Principality Building Society has found that nearly two-thirds of adults in the country recognise the value of receiving expert guidance.
Despite this, 57 per cent do not like the idea of having to pay for such recommendations.
Barclay Sansom, Financial Services Product Manager at Principality, said: "When it comes to financial advice, consumers need to recognise the value of a full face-to-face review service."
He was speaking ahead of the Retail Distribution Review, which is designed to bring greater transparency – in terms of pricing – to the financial advice sector.
Mr Sansom stated he appreciates how hard it can be to part with cash for certain services, but consumers have to make sure they get the "support they need to make the right choices".
The survey also discovered that 36 per cent of people are happy to pay for a private dentist, while 30 per cent see no problem in forking out for a lawyer because of the perceived level of expertise these individuals have.