We study neutrino masses and mixing in R-parity violating supersymmetric models with generic soft supersymmetry breaking terms. Neutrinos acquire masses from various sources: Tree level neutrino--neutralino mixing and loop effects proportional to bilinear and/or trilinear R-parity violating parameters. Each of these contributions is controlled by different parameters and have different suppression or enhancement factors which we identified. Within an Abelian horizontal symmetry framework these factors are related and specific predictions can be made. We found that the main contributions to the neutrino masses are from the tree level and the bilinear loops and that the observed neutrino data can be accommodated once mild fine-tuning is allowed.