Norwich Union is aiming to tackle consumer ignorance over Isas by producing a free explanatory video.
The free video entitled "The Isa Age' will attempt to provide a set-by-step guide to Isa investment options and charges.
NU Investment Funds director of sales and marketing Mark Skinner says: "The lack of understanding is highly alarming, investors are being blinded by the perceived complexities and newness of the products.
"Recent NOP research commissioned by NUIF shows almost four out of five adults in the UK do not even understand the meaning of the Cat standard.
"Through sheer lack of knowledge, investors are in danger of selecting products inappropriate to their need or missing out entirely."