Lawton said: "The Which? Group is already well known for being a consumer champion and as you would expect, the business model for its mortgage advice service puts consumers' needs front and centre. Advisers offer completely unbiased advice and help people navigate a complex market to get the very best deal available.
"This single-minded focus on consumers was a big factor in my decision to join the Which? Group. The opportunity to join the business at this crucial early stage and help develop the service, was just too good to pass up. I look forward to growing the business to become one of the UK's leading independent mortgage brokers."
Which? rolled out its free whole of market mortgage advice service to the public in November last year.
In November last year there were 12 advisers in the firm’s Bristol-based call centre but it confirmed hopes to grow to 20 over the coming months.
Drew Wotherspoon, director of marketing and communications at John Charcol, said: “Mike has made significant contributions to our business over the years and we are sad to see him leave, but we understand the opportunity to lead a relatively new business was one he could not turn down.
“We wish him the very best of luck in his new role.”
Which? is funded through lender procuration fees while the company covers the shortfall through its reserves when no fee is paid by the lender. Its advisers are paid a salary rather than commission.
Lawton had been with Charcol since 2004.
