About Us
Our Leadership Team
Jim Maxfield
Founder & CEO
Jim Maxfield is a proven innovator and disruptor in the retail automotive sector with 30 years of leadership, sales and product experience. After 14 years with Reynolds & Reynolds, Jim joined Omnicom/Zimmerman where he evangelized a virtual ad agency technology for dealers and was responsible for partnerships with Autotrader (New Vehicle Specials) and Reynolds (Naked Lime Marketing.) Thereafter, Jim led the creation of Trade-in Valet (Carphoria) and the development of all front-end products at AutoLoop. Most notably, Jim is founder of Purple.Insurance, the DMS-based software that merged with Salty and sold to CDK in September of 2021.
Jim graduated from the US Naval Academy in 1989 with a BS in Aerospace Engineering and served onboard various vessels in Desert Storm.
Francisco Bricio
Founder & Chief Technology Officer
Francisco Bricio is an experienced data analyst and software developer specializing in the automotive industry. He has worked as an entrepreneur, author, business strategist, forecaster, and advisor for three top ten OEMs worldwide.
Francisco holds a degree in Physics from Universidad Nacional Autónoma de Mexico and Business Administration from Universidad Tecnologica de Mexico.
Stephen Lang
Chief Agency Officer
Stephen Lang has 30 plus years of insurance agency ownership experience with SunKey Insurance, a retail insurance agency located in Central Florida. In 2016, Lang founded SunKey Dealer Services, an insurance agency network for auto dealers. This network provides a pathway for auto dealers to provide auto insurance to their automotive customers.
Lang graduated from St. Lawrence University and resides in Winter Park, Florida with his spouse and three children.
Becky Terhaar
Chief Marketing Officer
Becky has 20 years of business-to-business marketing experience. Prior to founding PepperPi, the Connecticut-based virtual creative agency, Becky launched the digital and creative divisions of RMI Direct and oversaw marketing operations for Alliant Cooperative Data Solutions.
Becky is recipient of the ANA Ron Davis Young List Professional of the Year award, and has volunteered for various industry organizations including serving as a judge in the ANA ECHO Awards.
Jeff Arnold
Board Advisor
Jeff is a four-time best-selling author and founder of North America’s most awarded insurance firm, RightSure. He serves on several company advisory boards and has been involved in over 40 company acquisitions and has multiple exits. Additionally, Jeff previously co-founded and exited a number of financial and insurance technology firms, including LenderBridge, Lenders Portal, Abbey Road Insurance Holdings, and was Chief Operating Officer of SilverRock, Inc.
Ken Luna
Executive Board Advisor,
Director of Partnerships
Ken Luna has decades of upper level management experience with automotive based technology solution providers. Most recently he was involved with TransUnion/CreditMiner in building out the identity verification system that Gather now has in place. He is well versed in fraud prevention, credit based solutions, DMS, CRM, digital retailing, and various forms of web based offerings. Earlier years include management stints at Display Data, UCS, ADP/CDK, Autorevenue, Call Source, Who's Calling, Teletext Solutions, Izmo Cars, Online Drive and - for the last nine years - CreditMiner/DEP.
Ken has dual Bachelor of Science degrees from the University of Alabama in Business Administration and Accounting. He also has a large social media presence on LinkedIn.
Don Hobdy
Director of Insurance Operations
Don R. Hobdy Jr. has cultivated a distinguished three-decade career in insurance, marked by roles across multiple facets of the industry. As Director of Sales and Marketing for a multistate agency and later as VP of Sales for a business solution provider, Don has consistently driven growth and innovation. His tenure as Chief Revenue Officer at an insurtech startup highlights his adeptness in modern insurance technologies, culminating in a patent for AI and behavioral data-driven risk pricing. Don's influence extends beyond his corporate roles; he's shared his expertise through consulting with countless insurance professionals, aiding MGAs in reinsurance, and educating on ethics at industry conferences. His past service on the Board of the PIA of Texas exemplifies his commitment to the broader insurance community.
Ulises Schmill
Software Project Manager
Ulises’s experience and career in delivery of information systems spans close to 30 years. His unique combination of education, professional experience, leadership abilities, and deep understanding of IT-centric delivery of technology projects is an asset
that drives business outcomes and organizational success. His success is built on a proven ability to implement Agile methodologies in complex, large-scale technology-centric projects, ranging from small departmental solutions and mobile apps, to technological overhauls of CRM/ERP systems and new product launches in the telecom industry.
His professional credentials include a physics degree, an MBA, and many years of experience in a wide variety of technical and functional areas. His strengths are adaptability and keen understanding of various information technologies and their
delivery, from AI/ML to, more recently, quantum computing and quantum algorithms.
Our Partners
