#7 Vera Muzzillo

Proforma (asi/300094) – CEO

2024 Rank: #5

Industry Experience: 26 years

Previous Appearances on Counselor Power 50: 19

For the 20th consecutive year, Counselor Top 40 distributor Proforma (asi/300094) CEO Vera Muzzillo appears on the Counselor Power 50 list. This year, however, marks a notable change: It’s the first time without company founder, Greg Muzzillo, who announced his retirement this past summer. Greg said it was time to “move on to the next phase of my life, and to let the many great leaders of Proforma step up and continue making Proforma and our Proforma family the best of the best.”

Foremost among those leaders is Vera, who has served as the company’s CEO since 2001. The distributor has been on a remarkable growth trajectory during those decades and continued it last year with a 4% increase in revenue. And under Vera’s guidance, Proforma has been doubling and tripling down on its tech offerings. This year alone the distributor launched a proprietary software that aligns acquisition candidates and sales professionals with Proforma franchise owners, and an AI-driven software for product recommendations, and also added major features to its business management tech platform. “A significant driver of Proforma’s success in the past year,” says Vera, who along with Greg was named Counselor’s 2011 Person of the Year, “has been its strategic investment in technology.”

Vera proudly points out that 43 Proforma owners made the Inc. 5000 list (a new record for the firm) and more than 300 Proforma members have earned a place in Proforma’s Million and Multimillion-Dollar Club. Unsurprisingly, technology is at the forefront of her goals for 2026. “We plan,” she says, “to further leverage AI in our programs and initiatives to continue improving processes and experiences.”