Farzam Afshar


Farzam Afshar has been Chief Executive Officer of VeriFacts Automotive since he co-founded the company in 2002.

His 27+ years of shop ownership and executive management experience include serving as an owner/operator of Sterling Automotive Collision Group in Orange, CA. Afshar successfully expanded the business to multiple southern California locations until 1998, when his collision repair facilities were sold to the largest collision repair consolidator in the market.

As Senior VP of Business Development and co-owner of EZ-Image, an electronic claims and imaging solution, Afshar helped mainstream electronic claims solutions, industry standards and other emerging technology initiatives. He also owned Express Lube, Oil and Smog Station (a franchisee of Texaco) from 1996 to 2000.

Afshar serves in key leadership positions and generously donates his time to many industry organizations, including the Collision Industry Electronic Commerce Association (CIECA), Society of Collision Repair Specialists (SCRS) and Collision Industry Conference (CIC). He’s been a national judge for SkillsUSA since 2007, and previously served as an international board member with the Inter-Industry Conference on Auto Collision Repair (I-CAR) organization.

Afshar holds a Bachelor of Science degree in Electrical Engineering from California State University at Long Beach.

Gabriel Morley

Senior Vice President

Gabriel Morley’s professional background spans multiple facets of the collision repair industry. Early in his career, he worked with the rental and fleet divisions of Enterprise Holdings before relocating to Massachusetts to serve as a licensed adjuster for GEICO.

In 2013, Morley joined BMW of North America as Body & Paint Business Development and Collision Insurance Manager, working with insurance and shop partners to improve the collision experience and develop a high performing network through education and open conversation.

Over the years, he rose to leadership roles, developing BMW’s parts and service business and online sales capabilities before joining VeriFacts in late 2020.

In his current role, Morley leads the company’s daily operations as well as its strategic vision to bring repair quality and new technologies together to improve consumer safety and experience.