Confusion is leading willing consumers to stay out of the Isa market, according to financial researcher Chambers & Stoll.
According to the C&S survey on 1,015 representative adults, making Isas easier to understand would encourage more than 15 per cent of consumers who don't have an Isa to buy one before April.
A spokesperson for C&S says: “Investment fund companies are going to have to work harder at explaining how Isas work. For the moment, investors need persuading and hand-holding by people they trust. We see this as a real opportunity for financial advisers.”