He will be charged with developing relationships with existing appointed representatives and increasing the number of national advisers within the network.
He said: “I was attracted to FAN because its adviser proposition is underpinned by the values of mutuality, which is unique in the marketplace.
“I am looking forward to leading the business as it grows and develops.”
Smitheringale has previously held a number of leadership and board roles specialising in sales, marketing communications, business development and client relationship management, primarily at Skipton Building Society.
Ann-Marie O’Dea, chief executive of Shepherds Friendly Society, said: “I’m delighted to have Mark on board, his experience in the industry is just what we need as we enter an exciting new phase of growth.”