Most investors would switch to a financial services company that makes managing their money easier, finds a recent survey by ING U.S. Financial Services Inc.

The ING Financial Planning and Investing Study of more than 1,000 consumers concluded 73% of consumer would switch to a financial services firm if it had a reputation for making financial planning easier.

ING U.S., a subsidiary of the ING Group, the Netherlands, also found 43% think retirement planning is harder than raising a child, vs. 28% who said child-rearing was harder. And 37% said it is hard to understand most financial services information.

When asked what makes a financial services experience easy, respondents listed these 7 factors:

Well-informed representatives: 79%;

Ability to provide straightforward information: 76 percent;

Responsiveness to needs: 76%;

Quality of customer service: 74%;

Products that clearly address needs: 74%;

Clear explanations from advisors of costs, penalties and restrictions: 73%; and

Advisors’ understanding of consumers’ needs and financial goals: 71%.

Consumers also said they spent more time researching their new car purchases (42%), new job opportunities (41%), doctors (33%), or a school or daycare center (28%) than they do researching a financial advisor (23%).