Two of the co-founders of Simplicity Car Care are transitioning into new roles.
Going forward, company president Domenic Ieraci will take over as the CEO while the current CEO, Paul Prochilo, will move into a new position as chief growth officer.
The change is part of its continued growth strategy as it expands across Canada and into new markets. Ieraci said the company felt now was the right time to further align its leadership structure with the next phase of its growth.
“As Simplicity continues to evolve and expand across Canada and into new markets, we felt this was the right time to further align our leadership structure with the next phase of the company’s growth,” said Ieraci. “Paul has played a foundational role in building the organization, and this transition allows him to focus directly on strategic growth initiatives, insurer relationships, franchising, acquisitions and industry partnerships, while I focus on overall enterprise leadership, operational alignment and the long-term expansion of the platform.”
As CEO, Ieraci will lead company performance, strategy and execution, with a focus on alignment, accountability and consistent execution as the business scales. Ieraci previously served as president of Simplicity Car Care, a role in which he was involved in the company’s growth trajectory, insurer capacity agreements, technology enablement and leadership training.
“Over the last several years, we have built significant infrastructure, operational discipline, insurer alignment and a scalable foundation across the network,” said Ieraci. “We believe the organization is now entering a new phase of acceleration, where increased focus in both operational leadership and strategic growth execution positions us to continue strengthening our market presence. This structure allows us to move faster, execute at a higher level and continue building a platform that creates long-term value for our franchisees, insurer partners, customers and stakeholders.”
Prochilo, as chief growth officer, will oversee growth-related initiatives, including insurance partnerships, franchising, acquisitions and strategic relationships. He previously served as CEO and helped lead Simplicity Car Care’s expansion into a national collision repair network.
Prochilo said the company’s growth strategy will continue to centre on consistency across the network.
“Our philosophy has never been growth at all costs,” said Paul Prochilo, chief growth officer of Simplicity Car Care. “We believe sustainable growth only happens when operational consistency, a high-performance culture and franchisee success remain the foundation of the business. We continue to invest heavily in our operations, insurer performance management, OEM readiness, training, centralized support systems and data-driven accountability across the network.”
Prochilo added that scale alone will not determine which collision repair organizations succeed as the industry continues to consolidate. “The organizations that succeed long term will be the ones that combine operational excellence, strong culture, strategic insurer alignment and the ability to consistently deliver high-quality repair outcomes across an expanding footprint."
“That is where we are focused. As we continue scaling, maintaining strong execution and delivering measurable value to both customers and insurer partners becomes even more critical.”
Ieraci said the leadership shift comes as the collision repair sector faces rising vehicle complexity, electric vehicle adoption, OEM repair standards and technician shortages.
“The collision repair industry is entering one of the most transformative periods it has ever seen,” said Ieraci. “Increasing vehicle complexity, EV adoption, OEM repair standards and technician shortages are fundamentally reshaping the industry and raising the bar for what it takes to compete at a high level.”
He said those pressures are creating opportunities for larger, more disciplined operators prepared to invest in technology, training, certifications, infrastructure and scalable systems.
“The industry is moving toward larger, more sophisticated operators that can deliver consistency, transparency, insurer alignment and safe, OEM-compliant repairs at scale,” said Ieraci. “At the same time, collaboration between repairers, insurers, OEMs and technology providers will become increasingly important to ensure consumers continue receiving safe, efficient and high-quality repair experiences as the industry evolves.”
