Abstract
The figure of the Independent Financial Adviser (IAF) is becoming increasingly relevant in the field of business and finance. However, this figure is relatively new, poorly understood by most investors and uncommon in financial institutions. The purpose of this paper is to determine the factors behind the willingness to pay for the services of an independent financial adviser, as well as the reasons that would lead investors to move from the traditional advisors to the independent ones. We have surveyed over 10,000 potential investors in Spain. Thus, the results are consistent from a statistical point of view.
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