 Shortly afterwards, in November 2009, the Society announced the closure of 10 branches largely outside its "regional heartland" effective March 2010 and in January 2011, chief executive, Matthew Bullock, announced his retirement once a successor could be found.In light of tougher regulation, Aviva Life Services UK Ltd. (formerly Norwich Union) was reappointed to provide financial advice to members.Following expressions of interest by US equity firm JC Flowers (see Kent Reliance), Sir Richard Branson's Virgin Money and Coventry Building Society, the Board entered into exclusive discussions with Yorkshire Building Society on 19 March 2011.