Aifa is calling for a split 'sales' channel as part of the retail distribution review, covering business done with and without persuasion.
Under the RDR proposals, this route will be for customers not looking for independent advice.
According to Aifa, the sales without persuasion option would give consumers the choice to buy directly, using a simple self-selection method.
They will choose from a range of products, with personal responsibility for selecting the most appropriate one.
Aifa director general Chris Cummings said firms operating in this space must have fully embraced TCF and have rigorous conflicts of interest policies.
The group's research has revealed 60% of consumers would purchase products with product information only, and take responsibility for the buying decision
On the with-persuasion route, the association said this could allow firms that currently offer advice to continue serving customers not looking for an independent adviser.
"The consumer may be happy to deal with a firm that can offer products from a number of specified providers but not the whole of the market, but they must be aware of the limitations of the firm," added Cummings.
"We would see multi-tied and tied firms operating in this space. While the label of the service needs refinement - suggestions include product sales, financial consultants, or financial representatives - it should be distinct from the adviser category as it does not perform the same function."
Elsewhere, Aifa is also looking for advice to be recognised as a profession in line with others such as medicine and law.
