F2 Strategy exists to drive change in wealth management in service of deeper human connection

Sunburst

The Evolution of Technology and Marketing

The evolution of technology and marketing in the financial services industry has created opportunities – and challenges – for all the players in the vertical: wealth management firms, broker-dealers, RIAs, banks, trust companies, and more.

We help firms capitalize on the opportunities and mitigate the challenges through better technology integration, real-world insights, and marketing. As the digital transformation continues its relentless progression, we fill the gap between client expectations and firm capabilities.

Drive Change in Wealth Management

Using our unparalleled industry expertise, we create forward momentum in the wealth management industry. Our team has walked in your shoes. We know the issues you face and what needs to be accomplished.

Make Great Decisions

We help you make great decisions. We push boundaries and bring fresh ideas and proprietary research to the table. We improve technology environments, build systems and processes, and drive organic growth through storytelling and strategic marketing.

In Service of Deeper Human Connection

We are passionate about how you improve the lives of your clients. Our results-driven solutions enable advisors to spend more time with clients, deepen relationships, and help them to reach their goals.

Recognitions, Thought Leadership, Advisory & Awards Judges

Family Wealth Report Awards 2021
PWM Wealth Tech Awards 2021
WM Industry Awards
The UHNW Institute
Financial Planning INVEST
Private Asset Management Awards 2021 Shortlisted
ThinkAdvisor Luminaries 2021
COMPANY HISTORY
2016

F2 Strategy is founded in Silicon Valley, CA by Doug and Liz Fritz.

2019

F2 Strategy built and refined its Outsourced CTO (OCTO) offering and other successful programs while building for scale.

2023

F2 Strategy acquires Oakbrook Solutions, accepts investment from Renovus Capital, and moves headquarters to Chicago, IL.

2024

F2 Strategy acquires SKY Marketing Consultants and elevates their service offering by blending best-in-class technology and marketing solutions.

Meet the Founders

Doug and Liz Fritz founded F2 Strategy in Silicon Valley in 2016.

Doug is a veteran CTO with more than two decades of experience working at some of the industry's most well known firms including First Republic Bank and Wells Fargo Wealth Management Group. Doug is also an accomplished industry thought-leader who is quoted in industry publications and writes a monthly column, Word on WealthTech, for wealthmanagement.com. Doug is a winner of the 2021 ThinkAdvisor Thought Leader Luminary award, a judge in several awards programs, and conference presenter.

Liz brings 20 years of experience working with some of the most well-known global brands in the HNW and UHNW space such as Wells Fargo Private Bank, Abbott Downing, U.S. Bank, and BNP Paribas. She speaks at industry events, is an awards program judge, and is a frequent guest on industry podcasts as well.

The Fritzs moved F2's headquarters to Chicago in 2023, where they now reside.

Read more about Marriage and Entrepreneurship in this Expert Q&A.