Mark Bogard is to succeed John Milton as National Counties Building Society group chief executive.

Milton, who has led the Society for the last 15 years having first joined the Society as general manager in 1989, is to step down on 7 May 2012.

Bogard has over 20 years experience in financial services having run Barclays’ retail funds business and then built up Moneyextra, an aggregator website focused on mortgages and savings that was sold to Bristol & West Plc. Upon its acquisition the business was merged with Chase de Vere and Willis National, two IFAs, and Bogard appointed as managing director.

From 2004 until last year, he was UK chief executive of IFG Group plc, responsible for James Hay, the leading SIPP provider, and Saunderson House, an hourly rate financial advisory business.

Polly Williams, National Counties’ chairman, said: “The Board is delighted to have secured the services of someone of Mark’s calibre to replace John as chief executive.

“John has done a superb job over his long tenure, ensuring that the Society has kept pace with the changing financial services landscape and that it is in excellent shape for the next stage in its strategic development under Mark’s stewardship.”

Bogard said: “The banks have deservedly had a dreadful press over the last few years. In the Coalition agreement the Government states its desire to foster diversity in financial services, promote mutuals and create a more competitive banking industry. There is unquestionably a need for building societies in the retail financial services marketplace.

“We must step up to the plate and give people the experience they want, whilst maintaining the financial security necessary to deliver it. National Counties has the capital strength, customer service ethos and business model to do this.”