A HOST of financial advisers are holding free surgeries next week to convince the public that their expertise is worth paying for amid ­accusations that much of the profession pockets high charges for a hands-off service.

The Institute of Financial Planning has been rallying around its members in Scotland, urging consumers to take advantage of free consultations held by financial planning firms Affluent in Paisley, Forty Two and Kelvin in Glasgow, and Carbon in Perth, Edinburgh and Aberdeen.

The IFP hope these free financial "check-ups" will go some way towards persuading Scots that they cannot afford to navigate a fast-changing financial landscape on their own.

The open-door policy has long been a feature of the IFP's annual "financial ­planning week", which begins tomorrow, but has particular significance this year following a heated industry row over the real cost of financial advice.

Research published by Unbiased.co.uk, an online directory of IFAs, found that hourly fees for financial advice have dropped 14 per cent over the last year.

However, average fees for many "common advice scenarios", such as an initial review and advice on pension contributions worth £200, remain unchanged from 2013, at £500, while many types of service cost exactly the same as they did two years ago.

Moreover, financial adviser Justin Modray has claimed the research ignores implementation and ongoing fees, as well as a growing tendency among advisers to farm out investment management to external companies without passing any savings on to clients.

Mr Modray, who runs the Candid Money website as well as a financial advice service, says he has proved costs can be slashed by using a one per cent fee cap and low-cost funds.

He said: "Some advisers offload the investment responsibility by recommending expensive funds or discretionary management services without reducing their own fee, meaning the customer ends up paying yet more fees while the adviser pockets a large fee for doing less work."

Yet a new study suggests that the cost controversy has not deterred individuals from seeking professional help with their finances.

In fact, next April's reforms to pensions legislation, which will give individuals unlimited access to their pension pots at retirement, has led to a major uptick in business for advisers, as workers struggle to figure out the best way to use their nest egg.

Aviva found that 61 per cent of advisers have seen greater demand for advice among 55 - 65 year olds, regarded by the industry as prime candidates for intensive financial support due to the growing complexity of pensions.

Scott Mullen, director at My Pension Expert, said the need to seek advice was "greater than ever" given the new flexibility and choice around pensions. That's because the rising popularity of drawdown products, more in tune with the new pensions framework than the rigid annuity, could lead many to take out drawdown policies they don't understand, let alone know how to manage.

He added: "An advisor can talk an individual through their options and find the right product that best suits their unique needs.

"Should that be a drawdown product they can ensure that it is managed correctly and reaches its full potential."

Indeed, Aviva has found few advisers following an either/or policy when recommending pension products. The majority, 67 per cent, are suggesting a mix of income drawdown and annuity: the latter could help to provide a stable income throughout retirement should you be tempted to raid your pension pot come April 2015.

Karen Barrett, director of Unbiased.co.uk, said other important milestones in life call for a consultation with an adviser. " There are various turning points in our lives, which can have a significant impact on our future.

"Getting married and having children are among the most important things we will go through, but many people ignore the financial implications of these moments. When starting a family, there are various things a professional adviser can help you with, including savings plans for education, wills and life insurance which can help to provide for your growing family in the years to come."

Lisa Johnstone, a director at Glasgow-based VWM Wealth , who was earlier this month named UK Chartered Financial Planner of the Year at the IFP's annual awards ceremony in Birmingham, said consumers should look for financial planners with enhanced qualifications who can demonstrate their "commitment to professionalism".

Ms Johnstone also advises Scots to consider whether a firm outsources its investment management process or finds cost-effective ways to keep stock picking in-house. "Outsourcing to firms means the advisers lose that bit of control, and we have an in-house discretionary manager that can speak to clients whenever they want peace of mind due to falling markets. We can reassure that we are on top of the portfolios we're managing for them.

"Consumers are not always aware that they are paying 1.5 or two per cent before even considering underlying fund charges if their adviser uses a ­discretionary manager of some sort. Having said that, ­advisers who do their own investment management have to make sure they are competitive with the big stockbrokers out there."